When I moved from Canada for a new career in the US, I came bearing secrets.
After ten years of working with the diary method of harvesting ratings, I was very hip to its bias.
(c) In Indianapolis, @ WIBC/WNAP, with the help of Jack McCoy, I discovered surge hours.
Surge hours are those four special hours when 85% of the listeners in any given market are listening to the radio. You win those hours, and you win the whole day.The first time I put the surge hour concept on the air was at WIBC AM in Indianapolis.
Next, we created “appointment tune-in” using a contest called “The Magic Ticket.” (We only played the contest four times a day and heavily promoted those times.)
When the new rating book came out, we went from a 13.1 to a 19.4, 12+, in an FM world.
Wow, color me a believer, and of course, we immediately put the concept on in Dallas at KVIL.
Later, when I began consulting, I met a potential client named Gordon Zlot at a radio convention. (By then, I had gotten the hours down to half hours.).
Gordon, who was the owner of KZST in Sonoma County, wanted to know how I thought I could help him.
I responded, “If you bring me your rating book, I’ll give you a free sample of my work.
The next day, when I gave him the four times he needed to win in order to be #1, he said, “How can that possibly be true?”
“Gordon,” I said, that’s when 85% of the people who listen to the radio in your market are listening. Gordon, being skeptical, took my surge hour concept to Arbitron and got them to do a special run for him.
The next time I saw him, he said, “Hey George, Arbitron claims you’re wrong; they say it’s 87%, not 85.
(Gordon and I ended up working together for over thirty years.)
COMMENTS
John Keogh: Great read, George. Radio never did adjust to new challenges; we all know that, but here are my 5 it should have met … and never did. 1) Solve the disconnect between the advertiser and the service provider (station). 2) Reduce commercial load while increasing revenue. 3) Eliminate tune-out points to extend Time Spent Listening. 4) Respond to the ever-increasing need for better signal quality. 5) Revive its lost ability to create talk. (An Ephinay)
Geo: Well said, John. It’s also nice to hear from the folks in the Motherland.
John King: George, you’ve shared an amazing and outstanding curriculum vitae. I am honored to have been along for a small part of the ride; it was uniquely rewarding. (About George Johns)
Geo: Thanks for being on board, John.
“Doug Thompson: George, I can’t sing, and I certainly can’t draw…so I guess I’m in BIG trouble. (To play or not to play)
Geo: What you are, Dougie, is brilliantly creative, which in its own way makes you gifted. However, you weren’t born with it; you learned it.
Geo: I’ve had a great life, Marc, but I’m kinda envious of yours; you’re still out there rockin’ with the likes of BTO. I put my guitar down in 1967. 🙁
Geo: Back at Ya, Mike. It was pretty easy sledding till you came on the scene.
Mike McVay: George Johns, I am honored to have received your attention. You are the GOAT.
George, don’t forget our “super surge” hours after 5pm. Looking forward to y I u next visit to the lake!