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The Truth Behind Radio 49<br />
commercials. And that’s where I found some pretty good success<br />
in being able to get radio stations to support new artists.<br />
So the goal of the radio station is to make money. The way that<br />
they make money is by selling advertising. The way that they get<br />
to charge more for their advertising is by having higher ratings.<br />
How do you get higher ratings? You have people listen longer.<br />
How do you get people to listen longer? You give them what they<br />
want. What they want, it seems, is music that they’re familiar with<br />
and music they already know.<br />
When you’re driving down the road and you hear the same<br />
song pop up every couple hours, it is because they have something<br />
in larger markets now called the people meter and PPM market.<br />
A PPM market and the people meter can tell you exactly when<br />
people are tuning in or tuning out. It’s just like analytics you can<br />
get on your videos now to know when people are watching or<br />
turning it off. So the people meter can tell you what songs they<br />
are staying for, what songs they leaving because of, and how far<br />
into a commercial break are they actually listening. That’s where<br />
radio’s going to start getting screwed because the traditional form<br />
of advertising is commercials and how many of you listen to commercials.<br />
I know I don’t. I know that right now I fast-forward all<br />
the commercials. We have become an instant society.<br />
So now radio stations are scrambling to figure out how they<br />
can create non-traditional revenue to make up for the folks that<br />
didn’t hear the commercials that people were charged for. So this<br />
is where you could come into play is because you need to show<br />
them, as an artist or as a manager, or as a record label that there’s<br />
demand in that particular market for you or your artist.<br />
Too many people are trying to go out and get world domination<br />
first and get national exposure. I think that’s wrong. I think that<br />
you need to start in your hometown. And let me say this, and I<br />
say this out of respect: If you can’t be the best thing in your town,<br />
you’re not going to be the best thing in the world. You may end up<br />
there one day but immediately, if you can’t show me or a program<br />
director or a record company or an advertiser that you are relevant<br />
in your own market, then that’s going to put you way back as far<br />
as everyone else is concerned.
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