September 16, 2022
Other than ratings, how would you evaluate the success of a radio station?
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R Dub!, Z90/Magic 92.5: Revenue, client success, reputation, morale/vibe in the building.
Jonathan Shuford, WRVW: How much money you generate, the strength of digital presence, and how much of an impact you make on your community. I would argue that I would rank all three of those above ratings. Rick Vaughn, KENZ: You have to take peoples’ money. Ratings mean nothing if your competitors can still feed their kids. Joey Brooks, WKSS: When you throw a party and people show up. When you’re creating and at local events and people show up to part of it, that’s always a good sign. Also, social media reaction and engagement. Josh Wolff, WAEB: We’re in show business so what’s the revenue picture look like. Jeff Hurley iHeartMedia: Streaming has become one of our most closely watched numbers. We can see immediate, tangible numbers. Lee Abrams, mediavisions: Revenue of course. Program wise, long-term success versus this year’s flavor. Fish, WKRZ: Community feedback via social media and at events. Phones are still a big thing for us, so we use that as a gauge. |
Bob Patrick, WXLK: I’m old school. I still like when I hear our station in cars, on the beach, or in businesses.
Adam Rivers, WKCI: Community. What does the station and its personalities do to give back? Remember, our licenses were granted to serve the public interest. Drew Heyman, WHYI: Social media reach and interaction. Buster Satterfield, WIOQ: Influence in the community. Matt Johnson, WPLW: It all comes down to revenue. Brian Mack, iHeartMedia: What are ratings?
Mike O’Donnell, WKRZ: How active the station is, how strongly it connects in the community, and how involved it is with live events throughout the community. The reaction to these events is a great barometer of success. KRZ is very active in the community, and we go out of our way not to be like everybody else. Jon Zellner, iHeartMedia: Revenue (more important than ratings). Guy Zapoleon, Zapoleon Consulting: Relative to advertising clients, the power of your brand to drive foot traffic and stimulate sales. Can you guarantee big turnouts at client events? That’s the result of a great product that effectively can connect with listeners and the community. Also, the often forgotten and powerful effect you have through community charity events, helping listeners in need, and the like. |
Tommy Chuck, WFLZ: Social media following/engagement, streaming data and the ability to put butts in seats at station events. Valentine, WBHT: The vibe on the street when you do live events. The interaction on social media. When I see lots of personality driven posts, I know we’re successfully connecting. It’s when people respond to the lifestyle stuff. Dom Theodore, Radio Animal Media Strategies: Revenue is a big piece of success. There are a lot of stations that are very successful in generating revenue but from a Nielson standpoint don’t perform great. Like it or not, revenue is the other more important metric, it’s the real metric by which we are judged.
Kobe, WURV: Brand relevance. There are some “gut feelings” you get when your station is getting listened to. You hear it more around town and you know people in your market know the station is a tastemaker. They may never get a diary, but they’re listening. Reaction and engagement to station events is a sign that it has its finger on the pulse of the city…you can just feel it. |
Orlando Davis, WLLD: Connection to the city. If the city is celebrating, a successful radio station sounds like it. Conversely, when they hurt, the station has to feel that as well. That’s the dirt. Everything else is construction.
Jana Sutter, WXXL: I always find it encouraging when you do a promotion or event and your listeners are passionately involved. I believe that level of engagement shows you are really connecting.
Next Week’s Question Of The Week:
As multiple pro/college sporting events intensify for the active fall season, how important is it for Pop stations to maintain a connection with local sports teams?
e-Mail your responses to: jodorisio@deanemediasolutions.com or bburke@deanemediasolutions.com
