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ASK THE COACH: Do I Hire Someone With An Ego?



Q: I am a relatively new PD and we have a vacancy for a morning show host.  We’re a medium sized market station and the applicant I want to offer the job to is a former major market personality (mornings and drive), but my GM didn’t get a good feeling for him when we went to dinner.  He said “What are we going to do about his ego? Is that going to be a problem?”  My GM is suggesting we don’t hire our front runner and go for an easier option.  What do you think?  Should I be worried about this host having an ego? Should I hire him?

A: Great question!  I am sure there will be many people reading this nodding their heads in agreement.  I empathize with the situation you’re in.  The answer isn’t a black or white.  My belief has always been that “a big ego is crucial for success.” I actively encourage people to consider and evaluate the ego of those they are bringing into their teams; “They do have an ego right? After all a big ego is crucial for success.” However, there is a difference between good ego and bad ego.  You’ll need to figure out which is prevalent in the candidate.

There’s no question that ego has a bad reputation. It is common to hear the term ego portrayed only as a negative trait. You hear people complain about another person uttering the phrase “He has a huge ego.” How many times have you heard someone say “his ego is too big for the room” when someone loudly talks only about themselves? Often people who are boastful and arrogant are quickly labelled as egotistical which adds to the negative PR that ego receives. People are all too quick to protest; “I don’t have an ego!” But you do. We all do. An ego is simply part of who we are.

Don’t get me wrong, our ego needs to be managed well to avoid it becoming self-destructive and we’ll get to that later…

Statements like, “he has a big ego” should actually be seen as compliments, not insults. Having a big ego isn’t a bad thing; it’s essential for achieving peak performance. I read a quote that has always resonated with me: “To have a large ego does not imply arrogance, but demonstrates pride in our past and a confidence in our ability and our self-worth.”

Your ego is your sense of self-importance. The larger your ego, the larger your self-esteem. It is our ego that breeds our self-confidence, our drive for success and our optimism.

All champions have a big ego. Without a big ego they would never have reached their fullest potential and become champions. Consider Mohammed Ali who proclaimed “I am the greatest.” His supreme confidence is what helped him build his legacy. Many great athletes – and the world’s most successful people – believe they are the greatest. They have unwavering belief in themselves. Your talent with no belief won’t help you reach the greatness you were destined for. You must possess unquestionable self-confidence.

Your ego acts as an inner reserve; a powerful source of your past successes and experiences. People with big egos understand that there will be times when they are faced with uncertainty and when they are presented with obstacles that feel insurmountable but, it is at this moment that they can reach deep within themselves — into their inner reserve – and remind themselves of their accomplishments and what makes them great. Pulling on their past successes and knowledge to remind them of what they are capable of. It is their ego that propels them to keep moving forward.

People with big egos are better at confronting their fears. Fear prevents many people from taking action. They don’t seek that promotion at work because there’s a chance it may not work out. They opt not to openly speak their mind in case they are judged or criticized. They chose not to take risks in case they fail. These people are paralyzed by fear. People without big egos are hesitant to push themselves into the unknown. Someone with a big ego — that inner reserve of self-belief — doesn’t hesitate. They don’t doubt themselves. Their ego brushes any self-doubt out of their path and they take that next step forward.

However, there is a need to control your ego and not let it control you. Without the proper care an ego can be dangerous to one’s performance. It can create a ‘me-centered’ agenda that makes you overconfident, over ambitious, manipulative and dismissive of others. Some tell-tale signs that ego has taken control over you may include:

  • Becoming increasingly defensive
  • Continually comparing yourself to others
  • Desiring constant recognition and reward
  • Constantly wanting the limelight to showcase yourself
  • Seeing others as rivals; spending time planning to look ‘better than them’
  • Rejecting the ideas and suggestions of others simply because they weren’t yours

Having a big ego is crucial for peak performance but, it is up to us to ensure our ego remains healthy. Humility is the secret to a healthy ego. Humility has the power to keep us interested in others, and to seek their perspective and input in order to better ourselves. Humility prevents our personal needs from dominating every interaction and experience. Humility helps us see success as ‘we’ rather than ‘me.’ You need a big ego, but you need an equally big dose of humility to ensure your ego is a help and not a hindrance.

Having an ego is part of being human. We shouldn’t dismiss talented people because “they have an ego” instead we should start seeing ego as a positive trait. Acknowledge that exceptional performance can’t be achieved without developing an ego; the best believe in themselves. Simply be wary of people who can’t control their ego; they’ll lack humility.

The real question you have to figure out right now is… What kind of ego does this person have?  And most importantly is this person humble?  Good luck!

 Our aim is to create a virtual place where talent – on air, producers, programmers and whoever else – could ask questions about improving performance and get a response.  I truly believe the more questions we ask the better our chance of success. 

You can tweet questions to @Airchecker or @mrpkaye using the #AskTheCoach or email in confidence to kaye.paul@mail.com.

How Rookie Podcasters Go Out Of The House And Into The Studio


The creators of “Nerd Thug Radio” recorded their first podcast episode on an iPhone. It took two days of trial and error to convert voice memos into the MP3 format required for editing.

“I definitely felt like a caveman learning about fire trying to edit audio files,” said co-host Cory De la Guardia.

Creating podcasts can have a steep learning curve, especially as hobbyists seek to elevate their quality and expand their audience to attract advertisers. And as that audience continues to grow, more entrepreneurs want to turn their passions into full-time incomes.
Read On.

How Colonial Radio Personalities Reinvented Themselves In Hong Kong


Along with the Union Flag and Queen Elizabeth’s head on stamps and coins, English voices on the colony’s airwaves – with fruity accents long discarded in their country of origin – were a daily reminder, well into the 1990s, that Hong Kong remained both resolutely British and endearingly antiquated.

Essential skill sets for a local broad­casting career were a reasonable speaking voice and some “stage presence”. Clipped diction – or a recognisable version of what used to be called “received pronunci­ation” – was vital. Unaccep­table regional or colonial accents were disguised or lost.

Broadcasters usually had theatrical backgrounds, though tour guides passing through, or English-language teachers between jobs, usually had no trouble finding work. A popu­lar radio personality could quickly became a household name within a small section of the population yet remain virtually unknown in wider Hong Kong society.

For more than 40 years, Hong Kong’s best known British “voice” was Ralph Pixton, a former military policeman who had served in Singapore and Malaya in the early 1950s. During the few years he spent as a tea and rubber planter in southern India, Pixton came under the spell of Geoffrey Kendal (originally surnamed Bragg), the legendary travelling actor-manager whose touring Shakespeareana Company was later the subject of the Merchant Ivory Productions’ film Shakespeare Wallah (1965).

Pixton took to the boards and, after a couple of years roaming across Asia with Kendal’s group, he returned to Hong Kong in 1961, having briefly visited earlier. In 1978, he would pen an entertaining memoir called On The Line, which recounted his entry into local English-language broadcasting.
Read On.

Mike And The Mad Dog: How Intense Sports Radio Duo Shaped History


This December, an era in sports is going to end. After 30 years of broadcasting his opinions, describing last night’s plays minute-by-minute and hanging up on callers from all five New York City boroughs, talk radio institution Mike Francesa will say goodbye to the big chair at WFAN, and someone else will have to take his place. Francesa does not envy that person.

“Everybody’s got the same information,” Francesa tells Rolling Stone. “I might have an insider edge to a general manager and I can get an inside story, but the bottom line is, the regular information, whether it’s salary cap information or how much a player makes, is at everybody’s fingertips. That’s over.” His tone shifts to gratitude. “What my gift has been, luckily, is for 30 years, this town has wanted my take on what’s been going on. And they’ve showed up for my take.”

That part’s not over yet, but Francesa already has had some time to reflect. When ESPN airs its 30 for 30 episode about Mike and the Mad Dog, fans will get a closer look at the radio show that started the careers of Francesa and Chris “Mad Dog” Russo, the duo who now has a successful show on Sirius XM, not to mention the whole concept of two guys arguing about sports on the radio. Before Mike and Mad Dog, there usually was only one person –” a lunatic,” in Francesa’s words – giving his take, usually after 6 p.m. Now, on both TV and the radio, every sports talk show has its own imitations of Mike and Dog, one gruff guy, one guy a little unhinged, getting worked up and disagreeing with each other. But no show has been quite the same – in timing or impact – especially not in New York.

The ESPN film has a homegrown, friends-talking-to-friends quality. “Danny’s a talented guy, a very talented guy. He’s good, he’s very good,” Francesa immediately says about the director, Daniel Forer. In just an hour, Forer and his crew tell the story of a relationship that played out for five hours a day, 45 weeks out of the year, for 20 years, between two people who never really wanted to work together in the first place. Interviews, archival recordings and personal photographs speak for an enormous narrative, which for the most part went unfilmed until the show began simulcasting on the YES network. Francesa and Russo ended up creating a whole format out of their intense knowledge of sports and their livewire relationship. Francesa gives the bottom line, as he does:

“We were two individuals who, in our core, always thought we could be enormously successful without the other one,” he says. It’s surprising it lasted as long as it did. But their impact is still felt throughout the city, throughout people’s lives. Francesa said they didn’t know they were making such a connection with their audience until years after their debut.

“People feel very personal about the radio people they listen to. You become a part of their life,” Francesa explains, obviously moved by the privilege to be there. “I’ve had guys come up to me on the street and say, ‘I didn’t have a dad, you raised me.'”

Russo echoes these sentiments separately. On a lot of matters, they’re still in concert, despite not having worked together in nine years. “You can’t fake chemistry,” he warns, wistfully. “You can’t force it.”

In a way, it all started with Don Imus. Russo insists on this origin story. “Imus was very, very, very, very important to the development of FAN,” he said. “He solved a lot of problems for the company.” From the late Eighties to the late 2000s, until CBS fired him for making racist remarks, Imus was the other piece of the puzzle that took WFAN out of potential ruin and into the spotlight as one of the most powerful radio platforms nationwide. He was the morning, leading into Mike and Mad Dog in the afternoon.

As a tested commodity and one of the definitive shock jocks, Imus brought the station a following and revenue, especially after the departure of Pete Franklin, or “The Mistake from the Lake,” as New York papers called the Cleveland broadcaster. He was a master at promotion, talking up Mike and the Mad Dog heavily, bringing them through the studio and trying to start fights between them. “Without Imus, there’s no Mike and the Mad Dog, there’s no FAN, and I’m telling you, there’s no format,” Francesa said reverently. “Dog and I came through the toughest school there is: the Imus school of radio.”
UNITED STATES – JANUARY 26: Sports radio hosts Mike Francesa (left) and Chris (Mad Dog) Russo broadcast their show from the Hyatt Hotel in Tampa.The New York Giants and Baltimore Ravens will face off in Super Bowl XXXV on Sunday.

Read On.

Sportsnet 650 Batchelor Leaves Giants, Appears Headed To Sportsnet


Vancouver Sun

Sportsnet 650, who will take over broadcasting the games from TSN 1040 this fall, has yet to name a play-by-play team. Batchelor, 28, has called Vancouver Giants’ games the past four seasons. According to various sources, he resigned from the WHL club on Monday and is refusing to say where he’s going, other than to admit he starts his new gig in August.

Batchelor, 28, had an interview with Canucks and 1040 brass prior to the 2014-15 season, when they were looking for a play-by-play man to replace the departing Rick Ball. Jon Abbott got the gig then, and had it through this past season.

Is Batchelor the next guy? It certainly looks like it.

“You do the math,” said a source who wished to remain anonymous.

Batchelor, a BCIT product, has worked as an announcer, reporter and producer for TSN 1040 as well since October, 2008. He’s also done play-by-play for Whitecaps FC2.

Sportsnet 650 announced its morning show featuring James Cybulski, Steve Darling and Mira Laurence earlier this month. Other announcements are expected in the coming weeks. The station is expected to be up and running in September.

Moj TSN 1040 Takes Over For Scott Rintoul BC Lions Play By Play Announcer



TODDCast Podcast: Listen To This Ep 023 – 07 07 ’17 David Kaye


Matty B: How To Survive Your First Decade In Radio


From Milkmanunlimited

Matty B is the afternoon announcer at Z95.3 Vancouver

This month I reach 10 years in my career in radio. That’s not counting the year and a half I spent manually loading CDs into players and queuing up Celine Dion songs. But over the time I’ve been an announcer from small to big markets, I’ve learned some things about myself and the industry, so here’s how you can survive 10 years and beyond in the radio industry.

You are always in control of your own career. There are going to be many times when it doesn’t feel like it. Whether your PD gives a part of your shift away to another announcer, or you get bumped from your time slot completely, never forget that ultimately you get to pull the final strings. Don’t let it be a blow to your confidence when the path you imagined for yourself gets interrupted, because there is always another path to success. For me, that path often meant showcasing my other talents. I absorbed as much programming and music scheduling information as I could – ultimately that made me a better announcer, and showed my boss I could be trusted and depended on.

Every decision you make for yourself, can lead to success. Whether that be personal, or career fulfillment. It can often feel like there are others calling the shots, no matter if you’re in small or large market radio. When I worked for a small market chain of stations, the focus was often on quantity, and I sometimes felt I got lost in the scramble. In large market radio, you may feel like there are unknown bosses making every decision for you. My best advice is to always have at least a 3 year plan. Know your goals, and figure out how you’re going to get there.

Know when to move on. Illustrator Christoph Niemann says “I’m convinced you always have to change direction while things are good”. Finding your next life challenge will keep your brain stimulated, your on air content fresh, and most importantly (as I found recently) keep you happy. There is no way to do our job when we’re in a foul mood, my best advice is to find a mentor who really understands your perspective on life (or better yet shares yet!). I’ve been really lucky to have more than a few bosses and co workers who embrace my sassy, pessimistic outlook on life.

Know your limit. Our mental health is tested on a daily basis as an announcer. We open our personal lives to public scrutiny, and are often the first to hear or read complaints. I can’t give advice on trolls, because they still get to me (my personal favourite is the “who cares” comment after a well thought out social media post). I walk away from every show I do with the attitude of, “I did the best I could, and today that was enough”. Keep a healthy attitude, mind, and always an eye on your future.


Rain: How People Are Listening To Music Breakdown


Nielsen Total Audience for Q1: Everyone is spending time with mobile devices

Nielsen’s Total Audience Report for the first quarter of 2017 placed its focus on generational distinctions, with profiles for baby boomers, millennials, and more.

For all age groups, daily radio listening stayed static, or only just edged higher. Baby boomers tune in the most with 2:03 in daily time spent listening for the period, followed by generation X at 2:00 while millennials posted 1:37 in daily listening. Generation Z showed 1:08 in daily time spent, although that data point only reflects the habits of ages 12-20 and the bracket includes any individual born on or before 2015.

Daily time spent with smartphones was highest among millennials (generation Z could not be tracked because of mobile privacy rules). Millennials reported 2:51 daily time spent with smartphone apps for Q1, up from 2:01 in the year-ago period. Generation X smartphone use jumped up from 1:40 to 2:36, and baby boomers leapt up from 1:20 to 2:29. Television, both live and time-shifted, took the biggest share in daily time spent for all age groups.

In broadening to monthly time spent, the radio trend was similar across the brackets. Generation Z and millennials had the lowest monthly time spent at 35:46 and 49:46, respectively. Generation X and baby boomers posted notably higher rates of 61:07 and 62:18.

The monthly time spent chart showed that mobile device use could outpace television. Millennials spent 77:44 on smartphone apps or web and 76:56 on tablet apps or web. Generation X posted 82:42 monthly time spent on smartphones and 81:38 on tablets. For baby boomers, smartphone apps and web secured 75:01 and tablet apps and web had 74:35. Mobile video usage was broken out separately, with markedly lower amounts of monthly time spent for each bracket compared with general app and web use.

Canadian Radio News: Rogers Adds CKOT 101.3 CJDL Tillsonburg



Rogers received approval today to purchase the assets of CKOT 101.3 and CJDL 107.3 in Tillsonburg, Ontario from the Tillsonburg Broadcasting Company. The total value of the transaction is $4,162,000. Rogers stated that the formats at the two stations will remain intact,


The Stuph File Program – Episode #0413


Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0413.

To download the podcast, right click here and select “Save Link As”

Featured in this episode:

  • Mark Miller, comic book writer, Gravetrancers
  • Jim Allen, owner/operator, Allen R. Shuffleboard Company
  • Gary Sweeney, website owner, Midnight Palace

Click logo for iTunes podcast subscription If you have any comments or suggestions, or items for the mailbag, feel free to click on the “Comments” link below to add your thoughts.

Iconic Bay Area Rock Radio DJ Hanging It Up | Gets Story Numbed By Overlapping Stories


News station screws over retiring DJ radio news story with overlapping audio. News station realizes stops the story… then double hits the story with more audio. 

Tommy Kramer Tip #212 – How It Starts


Probably the most difficult thing for air talent to latch onto is how something starts. Many breaks are dead in the water before the second sentence is uttered.

I teach several core techniques to master really compelling beginnings. Here are 3 of them:

1. Don’t talk about yourself the first thing out of your mouth. Constantly leaning on “I – me – my” beginnings sounds self-absorbed, to say the least.

2. Don’t ask a Question – especially a rhetorical question. As George Carlin said, “Why do people ask rhetorical questions? And do they expect an answer?” The answer to any question, if you could hear it, is almost always “No.” Questions sound weak and disingenuous. Make Statements to make Impact.

3. Don’t be too abrupt. Way too often, I hear someone just launch into a subject for apparently no reason, just plopping it down like somebody walking up to your desk and dropping a squid on it. While that first thing you say CAN be thought of as a “headline” (which is what a lot of people are taught), remember that it should be a “spoken word” headline, not a “print” headline. We want it to be concise, but it also has to sound like something you’d actually say to a friend, not a quote from an article or book.

Like peeling away the layers of an onion, there are many more techniques to learn, but with just those 3 goals in mind, you can separate yourself from all the babbling across the rest of the media choices.

It’s always about ENGAGING the LISTENER.

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2017 by Tommy Kramer. All rights reserved.

Ann S. Utterback: Who Said Goofing Off Is a Waste of Time?


By Ann S. Utterback, Ph.D.

Remember the summers of your childhood when it felt like you had months to just goof off? That may seem a distant memory when you’re facing a news story deadline or have a voiceover to finish. Well, it turns out goofing off can improve your life, so what better time to start than right now?

“Time off is what your brain thrives on,” according to Beth Janes’ article in Health magazine (3/17). I’ve been telling clients this for decades. Downtime is when the brain recharges.

Think of the constant onslaught of information coming from the Internet, email, news stories, conversation, and our own busy thoughts. We’re asking our brains to digest all of this every second of every day. We need to shut this off for a time if we want to recharge.

How do we do this? I’m going to offer two ways that can be effective and pleasurable.

The first is meditation. Now don’t panic and think I’m about to send you off to a silent retreat for a week. Meditation is a simple process of learning to detach from your thoughts for a few minutes. If you’re new to this concept, check out Headspace.com or their free app which trains you how to meditate in a fun ten days. These short, three-minute sessions will make meditation seem easy!

Meditation can be as simple as taking a few seconds to focus on breathing. I’ve found a new way to do this recently on the website Calm.com or their free “Calm” app. It has a clever breath exercise where you can set the pace of your breathing and follow a graphic they offer that includes a short period of holding your breath between your intakes of air. Yogis have used this pattern of breathing for centuries to calm the mind.

The next method of emptying the mind doesn’t involve totally aiming for no thoughts. Instead, you fill your mind with thoughts that cause the relaxation mode to kick in.

This is what visualization can do for you, and it’s really like daydreaming. Simply think of an event like your last vacation and recreate the feelings in your mind. Imagine your toes sinking into the grass or the sand you walked on. Feel the cool or warm breeze hitting your face. Put yourself back in the event as much as you can and soak up the feeling. You can do this for a few seconds looking at a photograph or for a half hour when you have that much time. Either way, let yourself escape from your phone, your work, and your day, and enjoy the visualization. (If you find this difficult, Calm.com and Headspace.com both have guided visualizations you can use for free.)

So take some time this summer to give your brain the break it needs so badly to work at its optimum level. Your stress level will go down and your ability to keep your life working effectively will go up. A win, win, I’d say!

For more on both breathing relaxation and visualization click here to instantly download my ebook, Broadcaster’s Survival Guide. It’s only $4.95, and includes loads more information!


Here’s What Happened The Last Time Audio Producers Got Better Data On Podcasting


By Gabe Bullard-Niemanlab

Podcasting is about to become more like radio. Nothing will change with the actual mechanics of podcasts — how they’re produced, how they’re distributed, or who listens. The change will come in what producers know about who listens, and when they stop listening.

This fall, Apple will release new analytics for podcasts that will show producers how many people listen to episodes, how long they listen, and whether they skip ads. Previously, producers relied largely on the number of downloads to try to determine their show’s popularity, not knowing whether anyone listened to the files they downloaded. Some advanced data is available through other listening apps already, but since the majority of listening passes through Apple, the detail and scope of the new metrics will be unprecedented for podcasting.

But it won’t be unprecedented for audio.

This isn’t the first time audience measurements for audio have become more sophisticated. And the last time data significantly improved, it changed the medium forever — and not necessarily for the better.

Compared to tools like Chartbeat or Google Analytics, which track users’ every click, scroll, and ctrl+w, the way radio ratings were determined 15 years ago — and are to this day outside of the largest markets — seems quaint. The ratings company Arbitron (now Nielsen) mailed paper diaries to a sample of listeners and asked them to write down what stations they listened to and when, then mail the diaries back.

“We knew many people were not writing down their listening in real time,” says radio consultant Fred Jacobs. “Many people waited until the end of the day or even the end of the week to write it down.”

Though they may not have entirely reflected reality, the diary ratings were the only measurement available beyond the anecdotal (calls from listeners, response to advertisers). And they were a good indication of what people liked.

“People overstated their favorite station,” says Corey Lewis, the station manager of WBUR in Boston. “They might draw a vertical line down the hourly diary chart and say they were listening for a longer contiguous time.”

Then, starting ten years ago, Arbitron changed its methods. Instead of diaries, sample listeners in the largest radio markets were sent Portable People Meters (PPMs) — pager-sized devices that picked up inaudible frequencies in radio broadcasts and kept a log of everything a person listened to throughout the day.

When the first PPM ratings came in, it was clear that some people hadn’t been filling out their diaries correctly.

“There was a big difference between what people were saying [with diaries] and how they felt about it and what their behavior was,” says Tamar Charney, the managing editor of NPR One and the former program director of Michigan Radio.

“Some stations that were highly popular turned out not to be,” Jacobs says. “In some cases, stations that weren’t successful during the diary days looked better at PPM.”

Results varied by market, but generally, PPM ratings showed fragmented listening: People listened to more stations for less time. A person who wrote in their diary that they were tuned to public radio nonstop for their one-hour commute might instead be shown as listening for 12 minutes, then switching between Howard Stern, classic rock, and top 40 before switching back to NPR a half hour later. Radio programmers adapted to this, and they learned how to play to the PPMs.

“Talk got dialed back. To some degree, playing new music was seen as something of a liability,” Jacobs says. “It even had an effect on something as mundane as where stations played their commercials — the more commercial breaks you take, the lower your ratings are going to be.” That led to stations playing more commercials in fewer blocks during each hour.

“Certain formats disappeared,” says media consultant Mark Ramsay. “There was a format called smooth jazz. PPM killed it. It was doing quite nicely prior to PPM and PPM killed it. There are formats PPM likes and some formats PPM doesn’t like.”

There were disputes about the accuracy of this data. Programmers questioned whether the PPMs registered signals on some formats accurately. The meters detected when people visited stores or restaurants that were playing certain stations and considered that listening. And Ramsay points out that PPM sample sizes tend to be smaller and PPM listeners hold on to the devices for longer than diary listeners.

Despite questions over accuracy, the numbers were the numbers. And ratings drive business. Unfortunately, this was happening in 2007 and 2008, when business wasn’t looking good.

“The timing couldn’t have been worse,” Jacobs says. “Internet radio is coming on, satellite radio is expanding. There’s all this choice, all these interesting things happening outside of the AM/FM band, and at precisely that point, broadcast radio in the top 48 markets [where PPMs were introduced] is becoming a very gray-flannel-suit type of industry.” And, with a recession looming, “the economy was part of the perfect storm.”

Now podcasts are facing a similar giant leap in data, with a less-than-robust national economy and an easily disruptable media landscape. But that could be where the comparisons end.

For one, podcasting isn’t the financial behemoth radio was, so producers won’t live and die by ratings the same way. “I think we overreacted to it in the beginning,” Jacobs says. Not everyone has to just try the same tricks to maximize audience. Some programmers used the data to add more variety to their programming, or to put their most vital journalism in the places when they knew more people were listening.

“The reality is that great programmers have found a way to still make their stations sound really interesting and really great and really entertaining even though they still below the surface are playing the PPM game. Maybe in some ways the PPM rules end up being a crutch or an excuse to not have a particularly exciting station. The really great stations, the really great programmers, have found a way to make sure their stations sound vital.”

And some smart programmers learned to use the fact that PPM ratings reports come faster than diary reports to their advantage. “Diary to PPM may have actually increased experimentation,” Lewis says. “You could do it, then pivot quickly. In the old world, you didn’t get the data until two or three months later.”

Second, podcasters already have some of this data provided by other apps, like NPR One or Stitcher. And Midroll Media CEO Erik Diehn isn’t too worried about Apple’s numbers. “I’m fairly confident that the number we see with regard to downloads does accurately reflect listener behavior,” he says.

Diehn also says that, while some listeners may be shown to be skipping ads, he knows not all listeners do. Ever hear a podcast ad that says something along the lines of “Go to this website and enter our offer code at checkout?” Well, those work. “The absolute best test that we have had of our listener numbers is the ongoing renewal and heavy interest from direct-response advertisers,” Diehn says.

The level of effort to even listen to a podcast shows a certain degree of intent, making download numbers similar to diary ratings in that they show what people like (or what they think they like).

Ultimately, there are a lot of ways people can use this new data. Charney says the metrics she sees with NPR One shows that, as with diary and PPM measurements, there is a discrepancy between what people say they like and what they actually listen to. But knowing that is valuable. If people remember they like a show, they can still be lured in.

“I think data and information is really good, but you also have to stay true to your editorial goals and mission,” Charney says. “We’ve been able to help producers develop podcasts that hold listeners. That just makes the product better for everybody.”

Not everyone will be responsible with the data, though. The more apt comparison to what’s about to happen with podcasting could end up being like what happened with the browser-based web when tools like Google Analytics and Chartbeat came along, or when Facebook became the primary source of traffic. Some people used the knowledge of visitors’ habits to make their writing more compelling and their sites more user-friendly. Others gamed their headlines, led their stories with slideshows and autoplay videos, and moved more ads above the fold.

Maybe some podcasters will find out listeners drop off after 10 minutes and cram all their ads into the beginning of the show. Or maybe new producers will come in and game the system some other way. It’s not clear what a clickbait podcast might sound like, but if there’s money to be had in making it, we’ll probably find out soon.

As for everyone else, one fact about the diary-to-PPM switch will stay true for podcasting once Apple releases its data: The listeners don’t change, they’ll just be measured differently.

Tyler & Lynch: Debut on 1027 The PEAK Vancouver Monday Morning Weekdays 6AM – 10AM


This morning the debut of Tyler & Lynch on 1027 The PEAK.

Tyler & Lynch: Weekdays 6AM – 10AM

Tyler originally hails from Ontario, but don’t hold that against him. He’s spent the last few years travelling the country in pursuit of his radio career, most recently in Calgary where he teamed up with his radio life partner Lynch. When he’s not on the air you can usually find Tyler sipping a pretentious beer on a patio, or alone in his apartment watching Netflix. He looks remarkably like Ryan Gosling (don’t look at the picture, just believe us) and is incredibly good at mini putt. If there is one thing Tyler hates, it’s long walks on the beach. If there is one thing Tyler loves, it’s writing bio’s in the third person.

Lynch’s travels across Canada have been compared to the Littlest Hobo, well without saving people. He has lived across this great country of ours, and over the past 10 years had called Calgary home where he teamed up with who a lot of people think is his son, Tyler. When Lynch isn’t on air you can find him constantly searching for new music, golfing, snowboarding or enjoying a beer or 3, sometimes all of the above in an afternoon.

Source Peak.

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