Media research and marketing firm Coleman Insights has released a list of tips for radio program directors.
Called “Top Ten Things to Do as a New PD in a PPM Market,” the list (PDF) is based on a presentation given by Jon Coleman, the company’s chairman and CEO, at the Arbitron Client Conference in December.
The pointers aim to help programmers adjust to the PPM audience measurement service — one of the most popular topics of discussion when PDs get together these days.
The following is a summary of the “Top Ten”:
- Make the station’s strategy priority one. Establish your brand first; think about PPM second.
- Perform regular brand and content audits.
- Rate station content by brand (how much does this fit into your “image?”) and execution (how entertaining is your station at this moment?).
- Know your competition, determine their advantages and adjust.
- Don’t be afraid to play emotional content.
- Understand the PPM rating system, including its flaws.
- Understand panel dynamics.
- Learn to manage cyclical ratings; weeklies and monthlies have fluctuations.
- Understand causation versus correlation. Shifts in ratings aren’t necessarily because of specific programming changes.
- Experiment with your rotations, maybe you can benefit from a tighter/looser schedule.