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PROGRAM DIRECTORS: THE PPM IS GOOD FOR YOU.

By: Walter Sabo

THE PPM MEANS YOU'RE FINALLY A PROGRAM DIRECTOR. BY WALTER SABO

You have not had the tool to actually program your radio station. Until now you have had to wait at least six months, often a year to find out if you have made good program choices. The Portable People Meter is the strongest weapon available to help you work at your creative peak and to end your biggest time wasters:

These are the 5 things a programmer must know about the Portable People Meter:
1. Your hunch turns into genius. Have a hunch about a music rotation, jock, talk show host, schedule change, brand new format or format technique? With the PPM you put your idea on and see the results immediately. Then before someone can steal it, you claim the credit. It's yours. Just like in Television. The results are instant and so is the credit.

2. Create a fresh show for your audience. Already the People Meter reveals that there is absolutely no particular time in the hour that listeners tune in. All moments have equal importance. Therefore you can start the show, place the stop set, schedule the hit at any time that is logical to you. You, the skilled programmer.

3. The real issues: Sales department thinks you can add more spots? The minute-by-minute breakdown of the PPM results reveals the truth. GM's spouse thinks songs are repeated too often? The PPM reveals the truth. GM's friend thinks a topic is too controversial, the PPM reveals the truth. No one listens at night? The PPM reveals the truth. The truth will make you look good.

4. You don't have enough promotion money. You spend your dollars wisely. You suspect that your audience watches a particular TV show, so you invest dollars in ads on that TV show. The PPM shows you exactly which TV shows drives audience to your morning show. That means you can remind the core audience to tune in. Or create a specific spot for brand new listeners and air that on the TV shows that send audience to your competition.
Now there are facts to justify a bigger promotion budget.

5. The dirty secret. The PPM will probably, finally, show everyone that your morning show has more listeners in your city than CNN, Fox News, CNBC, E!, or MTV has viewers in your city. Think of the leverage that gives you with vendors, promoters, and at bonus time.

SUPPORT THIS OR YOU'RE A LOSER.

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