Editorial December 12, 1994 Issue

Watching—the need for balance

Russ Gerber

Most people can only imagine what it's like to await "the ratings"—those periodic surveys that measure audience size for radio and television stations. Broadcast programmers, managers, and advertisers are most eager (to say the least!) to see the results.

It's instructive to note the different things people watch for in audience ratings. Many are primarily interested in seeing their own station's gains and strengths. Others look diligently to find their potential weaknesses in order to see where the competition might pose a threat. A more balanced view takes notice of gains and of areas of vulnerability in order to build on the strengths and eliminate the weaknesses.

Bringing a balance to the way we look at things is a good idea no matter what we may be doing. A student hoping to succeed in school, for instance, can't afford to look only at the outstanding test scores he or she is earning in history, yet ignore declining grades in mathematics. A thoughtful supervisor wouldn't focus attention solely on an employee's deficiencies, while overlooking his or her positive contributions.

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