Dear Murray The CONsultant,
Our radio station is doing so-so in the ratings (we're 12th out of 28) and we've decided to step up our music research call-outs to freshen our music up a bit. What's the best way for an OLDIES station to keep it's music fresh?
Concerned in Columbus.
Speaking as a CONsultant, I believe in "Creative-Interpretretive-Result-Imaging" results in research. See? I've confused you ALREADY! And that's just the point! I do research because it makes me look like I'm doing something important; it gives me lots of data so I can make pie-charts and spread sheets with lots of fancy-looking headers such as: TARGET REACHABLE DEMOGRAPHIC, TOTAL AREA SERVICEABLE, and the ever-popular TIME SPENT LISTENING.
All of these are things your air staff will find confusing, since they are foolishly trying to put a quality product on the air when YOU as management should only care about colorful graphs to show the boss! Who cares what the listening public REALLY wants? YOU are the radio management! You can always use "research" to dismiss successful air personalities! You can use "research" to claim ratings numbers you disagree with as "a fluke!"
The most important thing to remember about "research" is to take all "research" that YOU agree with and use it to back up your personal opinion. Take all "research" that disagrees with your opinion and discard it like it never existed! Fun, huh?
Remember the CONsultant credo: IF THE FACTS DON'T SUPPORT YOUR OPINION, THEN THE FACTS MUST CHANGE!
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