Content Matters

by Tracy Johnson

Content matters.

You know this is true because everyone talks about it. Every broadcasting convention in the world devotes countless panel discussions that repeat the mantra: “Content is King”.

But what does that mean? What kind of content? And if content is that important, why does programming wisdom drawn from PPM analysis prove that listeners tune out as soon as we start to talk?

We know what it means and in Content SuperHero, we share it with you. Here’s why it’s been such a mystery:

Listeners are brutal.

They will change the dial because they can. They have options and aren’t afraid to use them.

That’s the bad news.

The good news is they let us know how and why they behave as they do.

Content SuperHero combines science (research) with art (application to performance) and answers key questions confronting broadcasters today:

What types of content works?

What causes tune in?

What drives them away?

When is talk better than music? And when is it not?

How much talk is too much?

Do personal stories matter to listeners?

These questions (and more) have never really been answered with supporting. Until now.

We can’t turn back the clock to a time when listeners were glued to the radio, hanging on our every word. But we now understand how they use radio, what is expected, and how to attract them.

In these seminars, and on this site, we’ll show you how to be a Content SuperHero!