I’ve had the privilege to be a part of the radio industry for more than 30 years and from day one I / we used research to help craft our stations.  From primal in house call-out and focus groups to premium AMT and perceptuals.  Research is s great tool to have at your disposal.  I love the stuff but I don’t like what we are becoming because of it.

Research is the basis for building a truly strong stage; one that will elevate and support the players so that the audience can more readily see the entertainment.  But the stage is not what patrons have come to see.  Patrons come to see entertainment which is elevated by the stage.  The stage is nothing more than wood, steel and fasteners think of it as a strong sturdy surface from which to work from.  The stage only allows patrons to see the entertainment more readily than if it wasn’t there.  Patrons react poorly to meager offerings and would probably ask for their money back if they were to sit there and watch nothing transpire upon the stage!

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