They Always Say They Want Less Repetition

During the CRS 2013 session "PPM: 5 Strategies for Recall Markets" (an idea and data-packed session well worth buying the CD for if you missed it) both Jeff Garrison and Scott Huskey agreed it's almost impossible to overplay the biggest hits.

This isn't the first time I've written about this, but it's worth revisiting since "too much repetition" remains a consistent complaint from country radio listeners.

Using Pinnacle Media's "Online Tracker" here's how a typical station's ultra core heavy users responded this week as they were asked after hearing a song hook whether they wanted to hear every current the station was playing "more" or "less," when ranked by the highest "play less" scores in the test:

If you hear "too much repetition" from the folks who listen to your station an hour a day or more, I think that what they are really saying is that the don't like some of the songs you play.

High passion + low dislike = songs they want to hear more!

Seconding The Emotion

Tom Taylor Now:

Larry Rosin of Edison did the presentation at the Nashville Convention Center, illustrating the fight for media time that exists between television (CMT, Great American Country, etc.), country videos on YouTube, Pandora, and mobile devices. He says Americans want the device that’s the easiest to use in a particular environment. At home, that’s TV. At work, it’s the Internet. In the car, it’s still radio. 

 Ed Ryan of RadioInk:

Megan Lazovick of Edison Research presented detailed information about the Country radio listener at CRS yesterday in an "Ethnographic Study." Lazovick went out across the country and spent days with listeners, observing how they consume music and what the country music format means to them.

Ryan caught both of them by phone yesterday and the entire interview is worth the time: 

“...radio remains most people’s primary way to interact with the country music they love..."

As usual, the number of CRS attendees in research presentation panels was disappointing considering the power of the information.  My fear is that we're all so time-challenged that Larry's key point, which comes right at the end isn't going to have the impact it deserves.

So, I cut to the chase for you:  LarryRosin-CRS2013.mp3 is just a little over a minute.

Please download it and share it with everyone who communicates with listeners at your radio station.

One year ago, Larry's CRS research stressed the importance of being local and our largest radio companies have ignored that advice.

This year, the advice isn't for owners.

It's for you.

A&O&B Client Seminar 2013 Quotes

Thanks to Country Aircheck for being on hand for our event and for taking such copious notes:  "Beyond revealing their annual (client only ppt) Roadmap Study, the Albright & O’Malley & Brenner Pre-CRS Client Seminar touched on everything from being active, engaged and relevant with your audience via social media, digital tools and station branding, to tips for talent and what Gen Y will mean to our industry in the coming years."

• Of 6,272 Country P1 participants from 50 markets in the U.S. and Canada, 70% report being satisfied with the format. Of those who aren’t, song-repetition and commercials were top reasons. Country listeners are increasingly tech savvy, with 75% reporting using some sort of social media every day (up from 66% last year), and 31% report having an internet connection of some sort in their cars.
   
• Rick Barker says stations too often use digital tools to “push” information to the audience without “engaging” them. “You have to offer value,” he says. Among his examples: teaming with new artists you can’t yet include in your playlist who are willing to offer free song downloads via the station website and social media. Attached sponsorships can help drive NTR.
   
• “Content is key,” says Mike Stern. “Be a friend and a companion. Be a filter, give them something they can steal to use themselves, and focus on things that make you react.”
   
• Steve Zielonka encourages programmers to “always be collecting data (ABCD)” and use it to engage the audience. “You can’t just send out irrelevant information anymore. They’ll delete you, they’ll mark you as spam and they’ll block you. There are always negative consequences.” Use your tools to conduct surveys, for example. “Ask, ‘Are you a Toby Keith fan? Here’s a chance for you to sing on stage with him.’ Then follow-up with other Toby Keith-related
  contests. When you send a targeted email, you’ll see your open rates double and triple.”
  
  
• Newcap Radio VP/Programming and Brand Like A Rockstar author Steve Jones says, “Brands are feelings that live in the heart of the customer. Jimmy Buffett’s biggest song wasn’t that big of a hit. ‘Margaritaville’ peaked at No. 7. But at his shows, people are painting their bodies, getting drunk and having a great time because he sells the experience of being a beach-bum.” Make it a point to understand your enemy and let them help define your brand. “Walmart’s slogan ‘Save Money, Live Better’ makes it all about saving money,” Jones explains. “Then Target comes in with ‘Expect More, Pay Less,’ basically saying, ‘You’re above that crap they’re selling at Walmart.’”
       
• Grab a (client only) copy of "The Gen X Versus Gen Y Conflict" (pdf) my presentation about the population shift ahead of us. Gen Y is estimated at 78 million, much larger than the 40-50 million-strong Gen X preceding it, and it sees the world quite differently. It’s a group that Country programmers will need to adjust to."

48 Hours To RSVP!

Come See Greg Bates, Jaye, Mike and Becky! (click to download the agenda in info)