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Jaye Albright
Partner, Albright & O'Malley
Jaye Albright is a 40-year broadcaster with a experience in all areas of programming, research, sales and management.
She is a partner with her longtime business associate Michael O'Malley in country radio's #2 ("we try harder," she promises) consultancy, Albright & O'Malley.
One of radio's most-honored consultants of 2003, she was named Billboard/Airplay Monitor's Country Radio Consultant/ Group PD of the Year and also was honored by Radio Ink Magazine as one of the Most Influential Women in Radio. She is also a member of the Nevada Broadcasters Hall of Fame.
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1. No matter what anyone says, there are no experts yet. It's too early. We're all still trying to figure it out.
2. PPM loves music, so your greatest risk of audience loss is opening the microphone. Relevance and engagement are the name of the game. Content must consistently connect.
3. It's almost impossible to make the average listener spend any more time per occasion. Teasing a list of artists 'coming up,' is ineffective. Create events and ride the wave when they gain traction to increase the number of times your most loyal listeners tune to you.
4. There is no such thing as exclusive cume. Fortunately, your cume is much larger than you ever thought it was, based on recall measurement.
5. PPM metrics replicate the behaviors we see in music research, streaming audio audience flow, MediaEKG and other forms of behavioral research data on radio usage. The more you live with the data, the more it looks like reality. For example, you'll know when one of your heavy user households goes away, leaves town on vacation for two weeks.
6. The quality of the sample is a concern, of course, but, due to panel management, it appears to be better and more consistent than the randomness of the diary samples, which are getting worse and worse due to the growth of cell phone only homes.
7. The transmitter may be on the air but if the encoder isn't working, you are functionally off the air. Ditto with your stream and HD side channels too. Some extra meters to read during your shift.
8. You have twice as many competitors for your listeners time as the diary led you to believe. On the other side of the same coin, you get sampling from many more other stations than we previously thought.
Jaye has prepped 12 more critical facts that personalities must know about PPM. Want to know more? Contact Jaye here.
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