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A portion of Ken R's interview is posted below. Read more in an upcoming issue of RadioWorld!
Ken R:
What are the trends in Christian radio? I know they have come up in a bit in the last five years of Arbitron Trends, but where, in your opinion is the format going and what changes are taking place?
Daniel:
Christian radio has steadily expanded its reach in the last five years by adjusting its sound and formatics for broader appeal. We have observed in market research as well as Arbitron's PPM that Christian radio tends to mirror secular or "general market" radio in sustaining a high amount of P3 and P4 listeners. This has been previously undetected in diary-based research, however PPM has been helpful in illuminating some usage patterns of Christian radio more effectively. The PPM data from Houston showed an increase in KSBJ's April 2006 cume from 391,200 (diary) to 507,900 (PPM).
As more PPM returns become available, we will gain more insight on the actual audience and usage of Christian radio.
Passion for Contemporary Christian music has steadily grown in recent years, and 2007 will be no exception. In 2006, while album-length CD sales were down for most genres, Nielsen Soundscan reported that Christian/Gospel increased its sales by 6.75% in albums alone. Digital sales continue to rise, and the successful crossover of Christian artists to mainstream formats serves as a helpful on-ramp to the format for general market listeners. More-of-the-same is in store for 2007.
Ken R:
If you had a Christian station or group as a client, what would you adivse them to do differently over the next year or two?
Daniel:
Internet and New Media have become increasingly important in any successful radio station's distribution model. It is essential for Christian media to develop online audio, video-on-demand, and customizable online entertainment to remain competitive in the general marketplace in coming years.
I have been working with several radio stations and groups (including Christian radio) on their Interactive strategies, encompassing everything from online content to e-commerce and streaming platforms to local/national advertising and underwriting. Research and development in this arena is important as a growing number of consumers use interactive media for entertainment.
Ken R:
What is the biggest challenge Christian broadcasters face?
Daniel:
Effectively balancing the programming between extreme-loyalists and seeker-"passerby listeners" is challenging. This balancing-act varies in style and approach from market to market. Some stations in small and medium markets have sacrificed their very loyal audiences by playing the "high-cume-churn" P3+P4 game that has found success in larger markets. We must avoid one-size-fits-all thinking.
The development of substance between the songs is important in differentiating from other stations on the dial as well as cultivating loyalty. There has been a recent movement to position Christian radio stations with "more music" and "better variety" positioning that is heard often in mainstream radio. These statements are cliche in mainstream radio, and they are even more campy and useless on Christian radio. "More music and better variety" is not why people listen to Christian radio. People are drawn to the messages in the music and the attitude/stationality of the radio station.
I have been advising clients on ways to still own a strong "music quantity" position in the market, without sacrificing their valuable airtime and marketing dollars for the same overused slogans heard everywhere else on the dial.
The most successful Contemporary Christian stations (talk or music) are the ones who engage and connect with the audience in an authentic way. I am encouraging Christian radio to move away from the big voices and grandiose imaging in favor of a softer and more personable approach. Acquire and develop compelling personalities and allow them to do what they do best--connect with people. Those relationships will always win over impersonal slogans.
Read more of this year's outlook on Christian Radio in an upcoming issue of RadioWorld!
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