Posted by IAN WRIGHT on July 21, 2007 at 23:12:27:
I'm sure WCBS Management is taking just as much notice of Board comments now as post Jack. They ultimately reacted in July '07 as they did in June '05. They made a decision to change and change they did the format of 101.1
Passionate radio listeners consider their opinion and that of their like minded friends to be gospel. That is, 'this is what should be played, how often, by whom, what jingles, how many ads per set, more news/less news, have more audience interaction, encourage the rhyme, tell us the time and it'll be just fine.....'
Just about everybody is a Programme Director, particularly in this instant communication age of email and Message Boards. For Management it's a double edged sword ! The instant and ongoing audience feedback whilst real, can be contradictory, in some cases impractical, a logistical nightmare, against company policy, too costly (at least in a format's infancy), not timely, to down right wrong, based on a station's charter.
The up side is a smart Management team will go through the information, carefully consider the 'volunteered research data' and make decisions with all round practicality and balance in mind. After all, their goal is to maximise profit, by delivering maximum target audience to their advertisers and would-be advertisers. The final and critical part of that last statement comes back to the audience. You can have solid audience ratings, however IF the audience en mass (for whatever reason) does NOT purchase those goods & services being promoted in satisfactory quantity to hold the client, the GM down is then subjected to declining revenue pressures and too often cost cutting measures are introduced.
Like all radio stations, WCBS-FM has 3 customers it needs to satisfy to stay viable...its listeners, its advertisers and its share holders. Believe me, it is a juggling act, with the buck ultimately stopping with those paid to make the best decisions based on ALL available data + gut feeling. You need talent, thick skin, stick-ability, resourcefulness + a dose of timing and luck on occasions to make it in today's ever changing radio business. Their my thoughts after 36 years of wins & losses.
Regards,
IAN in Oz.