Catching the rap on ratings.
When radio station KKYK-FM 104 decided to cut out the rap and hard rock from its format, it wasn't sure how listeners would respond. But a survey sent out Oct. 4 to 50,000 random listeners has brought back positive response.
It's too early to tell how effective the switch will be, but beginning in January, KKYK and every other radio station in the Little Rock market will have monthly updates on who's ahead.
The Arbitron Company graduated Little Rock to a consistent measurement status which will produce ratings books four times a year and ratings books four times a year as opposed to once every spring and fall.
This means stations won't be able to use sporadic gimmicks to increase listenership unless they've got unlimited funds to produce constant hype.
Mike Rosen, general manager of KKYK, says: "It certainly changes promotional tactics every month."
But the station won't have to conduct its own surveys to know if its new format is working.
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|Title Annotation:||OutTakes; rap music|
|Date:||Nov 5, 1990|
|Previous Article:||Manipulating the masses.|
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