August 31, 2007 @ 09:22
It's the third September since I was removed from the radio industry so I write this with a heavy heart.
In 2005 I was too shocked and freaked out to actually stop down and think about what was happening - but last year was a litte different.
There appeared to be an opportunity in the market which created some excitement but that vanished with more mind boggling head shaking radio logic.
Monday marks the first day of ratings, the all important fall book. That's why you'll hear a lot of "regulars" working on Labour Day.
Man oh man how I miss the competition. It was so much fun.
You came back after the summer and everything was in place for a run at an improved market share. Sure it meant goofy little contests, but there was more to it than that, a lot more.
As a matter of fact, I'm of the opinion that a good solid radio station doesn't need to throw money at listeners. That's not what people listen for. But somehow over the years it's become the norm, the thing to do, the safety net.
Over the years it blew me away how many listeners I met who "didn't" mention contests as the main reason they listened. Most of them, like 95 percent of them, didn't even take part in contests because they were of the opinion they didn't have a chance to win anyway.
The key to success and every announcer knows it, is being in the right place at the right time and delivering a product that best compliments a well run, well managed radio station with a solid marketing and promotions department and that's what has me thinking today.
I would love to be getting up Monday morning at 3:30 and heading for a radio station to do battle with the rest of the radio community.
To be honest, I'm jealous.
I'm jealous of the Dean Blundell Show. My best years in radio were spent at CFNY/The Edge so I know how much fun those guys are having under that format.
I'm jealous of John Derringer. He's doing a great show on a heritage station with virtually no competition.
I'm jealous of John Oakley who's doing exactly the type of morning show I would do if I could create my own show on a talk station.
I'm jealous of Erin Davis and Mike Cooper. Jealous of Erin, because she, more than anyone else in this market place has figured it out. Figured out what it takes to be successful. And I'm jealous of Mike because I know he's having the time of his life.
I'm jealous of Roger, Rick and Marilyn who've enjoyed close to twenty fall books at the same station under pretty much the same format - blowing to smitherines the attitude that age matters.
And I'm jealous of Don Landry and Gord Stellick at the Fan. I love sports. Can you imagine doing a morning show that deals with nothing but sports? I could be talked into that in half a second.
However, for the third September in a row, I'm not in the game. I'm on the outside looking in. And it sucks.
It sucks because to be honest. I don't know if I'll ever get to play again.
The logo at the top of the page stands for Bureau of Broadcast Measurement. (this is the company that deterimines the radio ratings.)
They send out diaries to entire families (you've probably never seen one or even heard of one.)
Then they get you to fill it out for an entire week. (most males never get around to it and then torwards the end of the week mom feels guilty and fills it out for everybody in the house writing down her favourite station or one she might of heard somebody else in the family talk about.)
At the end of the week the diaries are mailed back. (the return is woefully low)
That's how the ratings are deteriminted. (and that's how Toronto has been robbed of a lot of good radio over the years.)
Category: Radio
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