It’s great to have music research that provides a map of what titles to play, but when it comes time to sort music into categories, it takes more than a spreadsheet with numbers. Programmers must have a strategic focus to make the music sort work for the station.

How can a programmer determine the depth of the library? Should it be deep or shallow? And should the primary focus¬†be on narrowly defined genres or open them up to be wide? What is the best way to stretch music’s appeal and improve the chance of capturing more fans?

These are common – and difficult – questions for programmers. It’s not as simple as targeting broad demographics defined by the ratings services, such as 18-49 year old adults or, for some, 25-54 year old women. Within every demographic are thousands of nuances. That’s why stations must have a station vision.¬†Without one, even the best tactical research (music test) can damage the brand.

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Library Terms


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