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Brian Wright
Audience Development Group

Heavy Users

 

 

 

Over the years there has been considerable conversation about a radio stationís heavy users. Most of this discussion has been negative in nature. You know what I am referring to, the listener who calls 3-4 times every day, Shelly who wins lots of contests, and Stan who spends more time on your Facebook page than you do.

It seems odd to me that we go to great lengths to convince listeners to get more involved with our station only to look down on them when they do? Could it be that we enjoy the thrill of the hunt more than the catch?

 

We need to understand two VERY important facts:

 

1.     Your listeners that are the most active with your radio station are also those who by far are more likely and willing to participate in the Nielsen ratings system than any other type of listener. It isnít even close.

 

2.     Your heavy users, like these people we complain about, make up over 80% of your ratings! In some markets even more. Some times we see 90% of a stations ratings being made up of 10% of a stationís listening base.

 

We need to adjust our view of how we treat and interact with our listeners. Our focus to gain new listeners cannot come at the expense of how we nurture our existing ones. We need to make our listenerís experience with our radio stations a very positive one.

From the front desk to the biggest promotion the listener needs to feel special. I have a number of cost free ideas to improve this relationship. Call me to chat about it.

 


Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming. After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at brian@audiencedevelopmentgroup.com
 


 

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