All That Jazz - The Straight Skinny

The Straight Skinny

The Feedback Loop, 1.0

By Carol Archer

Former WJZA&WJZK/Columbus PD Bill Harman weighs in: "I commend your look at KIFM/San Diego. KIFM's success story is no secret: There are two kinds of listeners to Smooth Jazz. Everyone comes for the tempo and texture: the foundation. One group comes only for that and don't know Boney James from Kenny G, but they like what they hear. They are passive in their knowledge,

commitment and support. The second group is more deeply involved: active and important. They want new music, and the more the merrier. They know the difference between artist and sound, and don't want 40-year old Motown songs or pop vocals, unless they fit to a tee. They know the good from bad and aren't afraid to let you know. They are committed to the station and support

advertisers and events: they are our tribe.

"For a long time, we didn't really worry about ratings because the stations where I worked made a boatload of bucks playing to those who really cared. Our high-end advertisers eagerly wanted to reach the audience we delivered. We took very good care of P1s and advertisers; we nurtured

secondary listeners to convert them to primary status. We were doing the job. It was really about the bottom line and serving the main customers. When we took our eye off the ball, demoted the

important listeners to secondary status and started to worship ratings, though important, Smooth Jazz foundered.

"As many 'by the numbers' outlets are leaving (or gone), we now see how important the KIFM blueprint is -- and will be, going forward. They apply research with common sense, heart, passion and soul. KIFM does what we did in the beginning, and they continue to waltz with those who got them to the dance in the first place."

What's happening in your market with connecting your brand to the community (or anything else)? I welcome your straight skinny via e-mail: jazzdolphingirl@gmail.com.

Have a great week and stay smooth.

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