"D. Peter Maus" wrote in message
...
On 07/13/09 08:51, David Eduardo wrote:

"dave" wrote in message
m...
David Eduardo wrote:
The reason there are no more is that
listeners as a group don't like any more songs, no matter how deep
the research goes.

People don't listen in groups. Your research is flawed.

Radio audience is a group. To form a group, you have to attract
listeners with common likes and dislikes, and satisfy each of them.

No, Radio listening is done by individuals. It's done by individuals,
mostly in separate locations, under separate conditions, with individual
intent, tastes and needs of the moment. Radio listening is an individual
experience. Not a group marketing construct.

No disagreement. But from the persective of a radio staiton, one can only
form an audience, which is a group, by finding common appeal among many,
many individuals. The process consists in finding the common thread among
large groups of listeners, and providing it. The listener wo thinks, "I like
this music" or "I like this show" must be joined by thousands if not tens of
thousands of other people all at once for a station to be successful.

The first step has to be that identification of broad likes. Then, the
content is delivered as if it were directed at each listener individually.
That is where one on one comes in... in the delivery, not the design.

In airchecking, I often suggest that jocks put a picture of a loved one or
family menber over the mike so they talk to a person, not a crowd. But,
again, this only works if the program content is selected to appeal to a
bunch of listeners, a group.

Reread my statement... "Radio Audience is a Group." Each listener is an
individual, but the audience is a group.

A good resstaurant may have a few customers who like beets. But maybe 80% of
the customers hate them. So they would never serve beets as a standard side.
That's because they know most of the clients would not enjoy their dining
experience as much as were they to serve potatoes and mixed veggies. The
restaurant knows the base offerings must have broad appeal to a group of
clients. Otherwise, they fail.

The rest of your post was clipped, as you are harping on the idea that we as
an industry don't get that listening happens person by person. We get that,
but a station has to appeal to each person who belongs to a group with
common music likes and dislikes and which is large enough to make the
station successful (by whatever metric that is measured). And that is where
the concept of a group, a collection, an assembly enters in. The key part of
"broadcasting" today is "broad."