Welcome to Arbitron's Fall Book

No, diarykeepers don't begin logging their Fall08 listening habit until September 18.

"Listening is, nonetheless, a habit," reminds McVay Media's Holland Cooke. " And the habit that will be measured beginning September 18 can be influenced right now."

So he recommends that you conduct a summertime tune-up.

"One reason why right now is a great time to listen, really listen, to your station: You hear the station, not just the on-air staff." When familiar full-time voices take vacation, does stationality sustain? Are you just as informative and engaging?

And how about your relief talent?

Up-to-the-task?

Or do you sound like you've gone to the bench?

"If you rationalize that temps are 'just covering vacation,'" Cooke warns, "let me say one word that will test you when summer is long-gone: 'flu.'"

Smart PDs coach fill-in talent, so the station never seems to droop during vacations or epidemics.

"The most common assignment client stations give me is to listen, with the objective ears of an outsider. When I was a PD, I nagged my GM to hire a consultant to do the same, and it was always instructive."

Even if you don't bring in a consultant, DO take a day to do some dedicated listening, outside the building and outside the box, away from ringing phones and other distractions.

"Stop bumping-into-trees long-enough to hear the forest."

You will be glad you did.

Click to download HC's checklist of what-to-listen-for...