The day after the 2010 midterm election all of the pundits are asking what the voters really wanted by voting for a change in the political direction of the country. I know that radio programmers ask the question, " what do my listeners really want?" every day.
I am not sure though whether many programmers can spot the answer when it hits them in the head. The major reason is that programmers are too close to the forest to see the trees. Most are also blind when it comes to their station, their market and their competition.
We all have a tendency to like what we produce. Even an ugly kid has a loving parent. Or at least a grandparent. I know that when I listen to my clients overall I like what I hear. When I listen to the competitor I sometimes underestimate their value.
If I have heard once that, "my market is different", I have heard it a thousand times. Really? When the new Brad Pitt movie comes to your town do they leave a bunch of scenes out of it because your market is different from the rest of America? When People magazine is mailed to your listeners are 10 pages taken out? When your local ABC TV station airs Desperate Housewives do they cut out Teri Hatcher for your market?
The truth is your listeners like what the rest of America likes. Know that your listeners are engaged in and you'll know what to put on your station. Don't over think the obvious. I can promise you the listener is not saying, "wow that's not right for Portland." What they are saying is, "I'm bored...what else is on?"
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