PPM measurement and all that jazz

A recent article in the Columbus Dispatch caught my attention, given its partial focus on the death of jazz radio stations.

I have nothing against jazz stations, but have long believed that these stations really attracted a small niche audience while many others found it hip to act as though they listen. Back in the early 80's, I was a partner in an upstart radio ratings service in the Midwest which reported specifically on in-car radio listening. That research confirmed my belief, even then, that people sometimes reported what they considered "hip" stations to make it appear they were listening.

There was one survey of more than 3,000 drivers showing what they were listening to at the moment of the interview, and it showed a grand total of one person listening to a jazz station. That was among the findings which were NOT in line with the diary system also in use.

Since the PPM method has been introduced, and as the article points out, several jazz radio stations have bitten the dust. It doesn't surprise me one bit.

Considering that audience measurement is primarily for advertisers and potential radio advertisers, finding the truth about listening habits is the most important gain.

Stations should not be concerned about the jazz format, especially with satellite and online channels playing jazz for the small and niche audience that wants it. Rather, they should be concerned with getting the audiences to return to radio. With the trend of tighter and tighter playlists, endless clusters of commercials, and reduced local programming, this is where the stations should be concerned.


http://www.dispatch.com/live/content/business/stories/2010/06/13/why-radios-changing-its-tune.html?sid=101

another station format change

The Los Angeles station known for years as "Indie 103.1" has bailed, but at least some of the air staff had the opportunity to say goodbye on the air. This station has been plagued by signal problems for years, going back to its "Mars 103" days of what I called the "weird rock" format in the late 80's.

Yet, station management is supposedly blaming the PPM audience measurement as a reason for its demise. As if that station ever made an impact in the market. It had a small but steady core of listeners, with little variation. At best, long term advertisers had a reinforcement outlet. For my money, this is the type of "hip" station that people would purposely overstate under the diary system and PPM is more of a reality.

At any rate, the word is the station will go Spanish within the month.

Steve Dahl signs off Chicago's JACK-FM

It's the radio version of the chicken or the egg. Rumors were abundant all week that Steve Dahl would be fired any minute from Chicago's JACK-FM as CBS Radio continues its cost slashing.

On Friday morning (Dec. 5th), Dahl told the remaining listeners that we was signing off and ending his show. It's the old "You can't fire me - I quit!" story, unless there is more than meets the ear.

Dahl's contract is/was supposed to run well into 2011. I suppose it is possible that both Dahl and CBS have agreed to make it appear as a resignation to avoid further embarassment. CBS has suffered with JACK-FM in Chicago, although a recent tweak toward more 80's music has stimulated a few more listeners into November. Yet, Dahl's ratings got to the point of being worse than some of the music hours. Let alone that Dahl was the only live voice on the station.

I'm betting that there will be no replacement named, and the station will go right back to their music format in the morning. Dahl was moved over to JACK-FM due to a format change at the former WCKG Radio on which he did afternoons for a few years as his ratings bounced up and down.

CBS Radio had dumped its Oldies format on 104.3 FM to become JACK-FM, which has yet to catch on in Chicago. Meanwhile, WLS-FM and its oldies format, consisting of former 104.3 personalities, has now entered the top 6 overall in the November monthly Chicago ratings, taking that format to near its highest level in recent memory.

Meanwhile, CBS Radio in Chicago has already rid itself of the $1,000,000+ contracts of morning hosts Mike North (formerly WSCR-AM) and Eddie and Jobo from B-96 FM. Next comes Dahl. Ooops, this is supposedly a resignation.

During his "sign-off" speech on the air, those few who were listening heard him complain about how the PPM audience measurement is hurting those stations which don't play music because the PPM's account for "background listening". I supposed Dahl was too busy inventing his excuse to notice that WBBM-AM is a top rated station in Chicago, and they have been all news for 40 years. Hardly a background choice, especially in today's economy.

Come to think of it, this story today is probably the most people who have heard about Steve Dahl in a number of years.

Air checking - October 9th....

C'mon radio people. Please stop shooting yourselves in the foot. I understand that there are some concerns about the new PPM ratings system. But airing the dirty laundry is going to result in permanent damage if we don't take a different course.

Certain stations in markets such as New York, Chicago, and Los Angeles, have shown significant drops in listenership based on the early PPM numbers just released. I can understand they are upset, but they need to take a step back.

These stations have sold, and more significantly, continue to sell a high inventory based on the "old" numbers. Obviously, year after year, a station such as WGCI in Chicago has done well for its advertisers or they wouldn't be as financially successful as they have been - at any ratings.

Now here are stations such as KRTH in Los Angeles and WDRV in Chicago "suddenly" showing tremendous numbers that help to call attention to the surge in music formats not shown in a number of years. So what happens? Other radio station executive have screamed so much that politicians have been called upon to look into this matter.

That should be warning enough. If the politicians "looking into this" do the same as they have done for the nation's current economic system, people will be giving away radios by the end of the year.

The publicity surrounding the PPM's should be about how many formats were UNDER reported all these years.

Radio executives continue to forget that radio is not one choice out of a couple of options like it used to be. And giving potential advertisers reason to doubt the system at such a critical time is absolutely the worst possible strategy.