Record Companies and Radio Stations: Different Timetables

Do you let the record companies influence which records you add and play? Do you participate in "projects" to obtain the extra revenue?

Is this bad for your radio station? The answer is a clear "yes".

There is a difference in the way labels and stations operate. The labels have a supply driven approach. For example, when it is time to release another single in support of an album or a movie, they are anxious to get the exposure, and with the best timing.

Radio stations have different methodologies for evaluating and managing new music. A radio station is more demand driven. Songs are entertainment elements. Until listeners become tired of today's songs and demand new ones to replace them, there is no rush. In fact, we know that there is an ongoing problem of balance. If you play too many new songs, it affects rotations in such a way that people have to wait too long to hear their favorite songs. And the new songs you do play take far too long to become familiar.

One all too common result of the different priorities of the record companies is that most programmers will not consider adding a song that is not on a label's priority list. It is the path of least resistance. And it is a result of the record companies driving new music on the radio station, rather than careful listener-oriented programming.

With good weekly research, there is no need to rely on record companies to pick what you add. Learn what artists and types of music your listeners like, add it, and then track it in the call-out. There is little excuse for not having great new music for your listeners.