Watching—the need for balance

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.

December 12, 1994

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