-
To Know You Is To Love You!
August 2, 2013
Have an opinion? Add your comment below. Mr. Pulpit is a seasoned Christian music industry veteran and an enthusiastic advocate of the Contemporary Christian format. He has insightful knowledge and a unique perspective of both the radio and record industries.
-
By John Frost,
Goodratings Strategic ServiceIt's hard to be a favorite if what you do is unfamiliar.
It's true for a restaurant, the latest movie, or the local Christian music radio station. Nine of the top ten movies of the last year were either sequels (Iron Man 3, Despicable Me 2) or storylines that are instantly familiar (Man of Steel, The Hobbit).
Here is the challenge. Most Christian radio stations play music people don't know, talk about things people don't know about, and hope to reach people that don't know your station exists.
It's hard to be a favorite if what you do is unfamiliar. Jeepers! Now the guys in the white lab coats agree!
Science Daily reports from a new research from Washington University's Olin Business School, "In three studies, we examined the power of familiarity on music choice and showed that familiarity is a more important driver of music choice than more obvious, and commonly tested, constructs such as liking and satiation, i.e., being 'sick of' certain music," says Joseph K. Goodman, PhD, associate professor of marketing at Olin.
"Our results suggest that the emphasis on novelty in the music domain, by consumers and people often protesting the current state of the music business, is probably misplaced," Goodman says. "Consumers say that they want more novelty when in fact their choices suggest they do not."
It's hard to be a favorite if what you do is unfamiliar.
To paraphrase Andy Stanley, don't let the culture of your station—that is, lack of familiarity---get in the way of the message of the your station. To be a market leader it is critically important to build familiarity into every aspect of your station's programming.
-
-