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	Commercial Radio Test Christopher Knab FourFront Media & Music Check Your Radio Promotion Knowledge Answer the following questions "True" or "False." Click on "true or false?" link to find out the answers. The product of a radio station is its programming. True or false? DJ's on commercial radio stations have the freedom to select the music for their shows as long as they stay within the boundaries of the station's music format. True or false? Commercial radio stations derive most of their revenue from selling airtime to advertisers and sponsors. True or false? Record labels select what specific songs will be played on commercial radio stations. True or false? Payola is rampant in the music business of the 1990's. True or false? Commercial radio stations monitor the listening habits of their audience regularly. True or false? At most commercial radio stations the Music Director deals with the Record Labels and recommends songs to the Program Director who ultimately has jurisdiction over all programming. True or false? College radio and public radio stations play a broader selection of musical genres. True or false? Broadcast Data Systems is a computerized technology that enables radio stations to track how often and what specific artists were played on the station. True or false? Radio stations report "Playlists" of the songs they air, and the Music Industry Trade Publications (Radio & Records, Gavin, CMJ, etc.).compile their airplay charts from these playlists. True or false? Commercial Radio Test Answers True: The programming of a commercial radio station is indeed their product. Radio stations in large markets can sell for millions of dollars, and the owners of radio stations spend a great deal of time and money researching what type of programming would deliver the best return on their investment. This crucial fact must be kept in mind at all times when attempting to understand and work with stations. Return to questions. False: One of the most important positions at a radio station is the Program Director. One of their jobs is to select the right DJ's for the stations format. They are selected primarily for their personalities, and not necessarily for any in-depth knowledge of the music format. The most listened to times of day are mornings and early evenings. The best talent available is selected to be on the air during these hours, and the music played is generally selected for the DJ's by the Music and Programming Directors, and in many cases by "Consultants" who specialize in selecting the music for a particular format. Return to questions. True. In order to make their money buy selling airtime, the stations select a format that they believe will attract a significant audience, which they then hope to "deliver" to the advertisers. Different formats attract different listeners. For example, Alternative Rock stations attract the 12-35 demographic, and in turn there are companies and products that look for that segment of the population to reach with their ad messages. Whatever the format or segment of the population is selected, the stations goal is to choose music that appeals to the broadest possible audience within a segment of the population. Return to questions. False. Record labels send "promotional copies" of their new releases to radio stations. By providing them with "Radio One Sheets" that list marketing and promotional plans, artist Bio information, and other information aimed at convincing the Music Directors to play the record, the Label Reps use their influence over MD's and PD's, with promises of gifts, favors, and label support of various kinds to get their product played on the stations. Return to questions. False. Payola has been around in one form or another since the 1950's. The techniques described in answer #4 are more often the order of the day in the 1990's. However, the cash payment of money to key station personnel is still a factor in commercial radio. What is more prevalent is "creative Friendola", where imaginative minds find ways to legally get around the laws pertaining to payola. "Hiring" PD's to "advise" record labels on what they think of a particular song, can put extra cash into the PD's pocket, and result in those particular songs showing up more frequently on the station's Playlists. Return to questions. True. It is essential for radio stations to monitor their audience. The Arbitron Ratings are the bible for listener information. Stations subscribe to these ratings which are conducted throughout the year, and give stations, labels, and advertisers feedback on how well a station is doing "delivering their programming to the audience, and delivering a select audience to the advertisers.". Return to questions. True. At most major market stations Music Directors deal with the labels, but it can also be that the Program Director acts as the Music Director. It is advisable to check with every station that "Promo" CD's have been sent to, find out what their system is, and also find out what days of the week and what hours are set aside by the MD/PD for phone calls from the Label Reps. Return to questions. True. For all the reasons stated above, if a new artist or band is looking for their first airplay, there is more of a chance for airplay at college radio, and public/community stations due to the diverse programming commitments that these stations embrace. Be forewarned however; the amount of product being sent to any and all stations in the 1990's is at an all time high. Be professional, prepared, persistent, and patient when dealing with radio stations, non-commercial or commercial. "Follow up" and "Thank you" calls are highly recommended. Return to questions. True. This remarkable technology changed the way radio reported its playlist. Now there is a higher chance of accuracy in determining what songs and records are played, as well as how often the songs are played. Along with the Soundscan system for tracking retail sales of CD's and tapes, "BDS" is a welcome change that helps artists, labels, and radio stations do their business more accurately. Return to questions. True. The charts found in the Trades are used by the labels to track the success of a new record. The Label Reps analyze and study these weekly charts, and the individual station Playlists are also carefully studied. The labels can use the information found in the charts and Playlists to continue their promotion and marketing campaigns, to "regroup" and go back to stations to thank them for their support, or encourage more airplay, or to convince stations who haven't played the record to "get on board". Return to questions. Scoring 9 or 10: Radio HipMeister 7 or 8: Sassy and Savvy 5 or 6: Mediocre Manipulator 3 or 4: Neophyte 2 or less: Sucker Christopher Knab FourFront Media & Music Throughout his twenty-five year career in the music business, Christopher Knab has shared his experiences at many industry conventions and conferences, including the New Music Seminar, the Northwest Area Music Business Conference, and numerous radio industry seminars. Mr. Knab is also currently an instructor in the music/video business program offered by the Art Institute of Seattle. FourFront Media & Music 3825 34th Ave. W. No. 7 Seattle, Washington 98199 (206) 282-6116 Chris@Knab.com http://www.knab.com Copyright © 1996 Christopher Knab

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