"D. Peter Maus" wrote in message
...

The listeners are only a tool to a commercial end. Your job is to sell
us on the idea that we want what you offer.


No, our job is to identify what individual listeners want, and then find the
commonality that has a base in a large group of people with similar likes.
Then we serve each individual. Unlike the internet, or the restaurant
example, we can't customize content for each listener, but we can find
common elements many listeners have... which ends up being the same thing.

Audience is the only thing radio sells. Audience is created by putting
together, one by one, listeners who like a station and come to it with a
certain frequency.

"Selling what we want you to offer..." is an old concept. It's, from the
radio point of view, about "us." It's the "50,000 watt voice of the Great
Southwest." Who cares? Good radio today is about "you," the individual
listener. It's the difference between "La Nueva, the concert station, where
you can win tickets to the Vicente Fernandez concert..." and "Imagine
yourself in the front row at the Vicente Fernandez concert... it may not be
a dream...."