Radio programmers often obsess about keeping every quarter-hour possible. The fear of “losing listeners” is real, and in the world of PPM or diary measurement, every minute feels like oxygen. But here’s the paradox: listeners are going to leave you anyway. They always have. They always will. If you’re going to play The Ratings Game, you should cross-promote other stations.
Optimize For Nielsen: Cross-Promote Other Stations With A Specific Appointment CTA
