Surprise versus Pleasure

The formula is both simple and complex.

One of the advantages radio has over the iPod is that there is no surprise from an iPod. What comes out is only what you put in. Yes, the order can be randomized, and some have called that a kind of surprise, but I don't agree. That is only variety. Not that there is anything wrong with variety.

So why do we even bother with formats? Why not just "shuffle" the greatest 50,000 hits of the 50s, 60s, 70s..blah blah?

Silly, isn't it?

The answer is that while we enjoy surprise, we also enjoy pleasure. In fact, if I could be so bold...PLEASURE IS MORE IMPORTANT!

Futher, pleasure is defined in context. Damn, is that ever a monkey wrench thrown into the gears.

When you punch up a soft AC station, that Led Zeppelin cut isn't so pleasurable in context. When you are in a mood for Zepp = Good you'll find the rock station. Those listeners are just too clever.

So, why don't we tighten up even more? We could, but then a lot of people, having heard a song four or five times this week (or today), really don't get any PLEASURE out of hearing it again. And given the amount of listener feedback (research) gathered by the average station, maybe the song never gave them much pleasure in the first place. And then there is the joy those 5 minute commercial breaks.

Honestly, there is no shortcut. Do great research. Do it often. It is your conversation with the listeners. Learn which songs mean pleasure in the context of your format and your listeners. Understand how that will be altered over time because of fatigue. Understand the value of variety and of surprise. But understand that their value is diminished rapidly when you ignore the need for pleasure.

Remember that stimulus variation, variety, and surprise can also be created between the songs, or through the right comment by a jock about asong. We have a lot of tools with which to wage the war for listeners. Thanks to the iPod, we just don't have any shortcuts. That's okay with me. I'm happy to work for it.

What do you think?