Not long ago, the buzz phrase we we're all hearing was "HD ready". Mp3 files were rumored to soon be obsolete in the HD world. Production services were scrambling to position themselves as HD ready. Now, that phrase is clinically dead and ppm ready is the heavyweight champ of radio hyperbole.
What does it mean? How do you get there? Honestly, no one really knows. Stations that have done well in the ppm markets have perhaps done so by default. The technology appears to favor certain formats although not consistently. Programmers and staffers are baffled and from what we hear, the story on ppm changes frequently. It's a moving target. Of course, flatly admitting you don't know what's happening or where things are going is scary and unpopular. So, what do you do?
We're not armed with magic bullets but, we can offer an opinion. We think great radio works regardless of measurement methodology. Compelling is compelling right? Did Rush Limbaugh pack up and go home because he heard ppm favors music intensive pop formats? He knows better and so do his advertisers. Content is still king. If you're providing original, compelling radio everyday, pirates can't touch you and the people meter can't kill you. That's our opinion. If we're wrong, get ready for Hot AC on every frequency, every minute of every day.
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