We are so motivated to achieve ratings, we are completely ignorant of the need to grow fans.
Is radio in the business of growing fans – or even of growing revenue? No. Radio is, sadly, in the business of growing “ratings.”
Have you ever met a “rating”? Me neither.
But I sure have met a lot of fans – or folks who could be fans. What about them?
This video makes my point.
To be clear, this is not a condemnation of the people who create ratings. Those people at Arbitron are giving radio what it’s asking for. They are good people doing the best job they can – I really believe that.
As the saying goes, don’t blame the player.
Blame the game.