There are many ways to get research about your own radio station, but are you keeping track of one of the most obvious (and free) sources of information – your own listenership? Mike Bettelli suggests a number of DIY tactics to better keep track of listener feedback: on the phone lines, in person and on your Web site. While expensive studies have their place, there are also plenty of untapped resources right at a station’s fingertips.
Mike Bettelli
by Mike Bettelli
You feel like your station’s programming is on track. You get positive feedback from friends and staff members about the way the station sounds. Most of the telephone calls you field are people saying nice things about your music and airstaff. So what’s the big deal about doing “research”? Unless you are clairvoyant – the positive indicators we’ve noted tell you very little about your station’s performance with your target audience. Is there research you can do on your own that will give you meaningful information? We believe there are several steps you can take to get the research process rolling.
Phone Log
There is great value in knowing what’s on the mind of listeners who call the radio station. If you don’t have a system in place to log and categorize these calls spend a few minutes this week to put together a blank phone log that your receptionist, air staff and everyone who answers the phone fills out. You may want a column for requests, number of callers for contests, feedback on programming elements and whatever else is on their minds. Compile the information at end of each day and make sure the PD and GM have yesterday’s log on their desk or in their e-mail first thing every morning. Pay attention to these calls and look for common thread issues on the phone log. Don’t overreact to a single call about a song or programming element, but when you see a number of calls – pay attention. These are proactive P1 listeners who are giving you great feedback on your station.
Request Line Data
Make sure you maintain a request line sheet in the control room (or receptionist area) and make an effort to find out a little bit about the caller. Include both sex and age cells as part of the request process. Listeners who are calling in are much more likely to volunteer this information than if you call out to them. Narrow the age part down to a 4 or 5 year span and just note whether the caller is male or female. You may also want to have a question of the week to ask each request caller. Some sample questions: “Is there a song we’re playing that you’re really tired of hearing”? or “Have you heard about our song of the day contest?” “Have you tried to play the contest?” “Do you visit our station website?” Brainstorm the questions with your staff and come up with a new angle each week.
Maximize Remotes
Always have a questionnaire to fill out in conjunction with a drawing for prizes at appearances and remotes. Keep it simple, but get a little more than just their name and address. You may want to include age cell information, birthday, and add a question or two about their radio listening. (What station do you listen to most?/What’s your favorite station to listen to when you’re at work?/ In the car?/In the evening when you’re relaxing?) Be sure to get their e-mail address, too and ask if you can send them updates on your station’s programming and events.
Listener Feedback Line
This is a must for stations that are partially automated or short staffed. Promote a listener feedback line so they can leave you a message about the station. Have your PD or morning show host record the greeting. Have it be something like, “If I owned Lite 106 ..I would…..” This is a great way to gather listener comments that can be turned into on air promos and give you meaningful feedback.
Music Call Out
If your station is playing current music it’s a great idea to have a continuing call out system in place. Whether you hire local high school or college students – the key to call out research is consistency, control and accuracy. One of our JRN client stations uses call out to track burn on their power currents – the results have been positive and a reinforcement to the value of sticking with familiar & popular songs.
Listener Advisory Panel
The best advisory panels are made up of P1 listeners who really fit your narrow target audience parameters. Plan on about 2 meetings per year – and use the sessions to get a gauge of how the station is meeting their expectations. Run new ideas by this group, and look for any perceived changes in your station or market.
Station Website
Your station website may be the most valuable tool you have to get feedback from listeners. Make sure that visitors to the site can e-mail directly to air talent and Program Director. You may want to look into music testing over the Internet. By sticking to guidelines from the research company and not expecting too much from this (mostly) partisan evaluation – you may get some useful information about song burn and new songs that are breaking through to your loyal listeners. If you stream the audio of your station and insert commercials and promos – recruit for listener advisory panels or web based music testing on your stream.
I highly recommend research as part of any well executed and targeted radio station. Expensive studies have their place – but you’ll also profit form the “do it yourself” ideas we’ve just discussed. The research budget at many radio stations is down to zero in these tough economic times, but that doesn’t mean you can’t get meaningful feedback from your listeners.
Mike Bettelli is a Programmer/Consultant and Partner with The New Broadcast Partners. He can be reached at: 206-849-2456, mike@thenewbp.com or www.thenewbp.com
