A 5x5 Model Webinar
• Programming-Stage 2
• Presenters
– Ginny Z. Berson
– Maxie C Jackson III
– Brett Ratliff, WMMT
– Thurston Briscoe,
WBGO
– Matt Martin, KALW
• November 15, 2012
• 1pm EST
5x5 Model Webinar
Programming-Stage 2
5x5 Model Webinar
Programming-Stage 2
5x5 Model Webinar
Programming-Stage 2
Stage 2
• you have identified and executed a program format that is unique to the market and
speaks to the psychographic makeup of your primary audience
• you have identified and executed opportunities - outside of your high-listening hours
to address secondary and tertiary audiences
• you employ "best practices" in programming (imaging, scheduling, production and
presentation)
– you present strip and block programming - limiting quilt programming
– you offer consistency in format and sound
5x5 Model Webinar
Programming-Stage 2
FOCUSED FORMATS
5x5 Model Webinar
Programming-Stage 2
Various Approaches
Cultural-preservation
Research-driven
Psycho- Segmentation
5x5 Model Webinar
Programming-Stage 2
5x5 Model Webinar
Programming-Stage 2
In The Beginning…
• Established in 1985
• Service of the Appalshop,
Inc.
• 24 hour voice of
mountain people’s music,
culture, and social issues.
• Heard across much of
southeast Kentucky,
southwest Virginia, and
southern West Virginia
(as well as portions of
eastern Tennessee and
western North Carolina)
5x5 Model Webinar
Programming-Stage 2
Regional Demographics
•
Letcher County Population – 24, 519 people
•
Whitesburg (county seat) – 1600 people
•
Under 18 = 23.7%, 18-64 = 63.7%, 65 older = 12.6%
•
Pop. below poverty line = 27%, Families below poverty line = 23.7%, compared to a
15.1% national poverty rate in the U.S.
•
In the 2010 Gallup-Healthways Well-being Index, KY’s 5th Congressional District,
the nation’s most rural district (home sweet home), reported the poorest physical
and emotional health in the nation, and also scored lowest on a more general
measure of “life evaluation” – assessing both current living conditions and
prospects for the near future.
5x5 Model Webinar
Programming-Stage 2
• Mixed Format: The diversity of programming is a direct reflection of
WMMT’s commitment to serving as a voice for each and every
segment of our local population, to giving folks a means to play and
hear the music they love, to keeping our traditional culture both
alive and thriving, and to providing the people of Appalachia the
means through which to tell their own story to listeners both across
the holler and around the world.
5x5 Model Webinar
Programming-Stage 2
www.wmmt.org
From “Patch Quilt”
to
“Strips & Blocks” grid
Music Variety
Public Affairs
5x5 Model Webinar
Programming-Stage 2
•
www.makingconnectionsnews.org
•
www.fracturedappalachia.org
•
Mountain News & World Report
•
Calls from Home
•
The Passing the Pick and Bow AfterSchool Program
•
Health Matters
5x5 Model Webinar
Programming-Stage 2
Memo to WBGO Announcers:
Our audience includes both jazz lovers and curious listeners.
We offer a mix of new and familiar music to engage them, then draw them back to WBGO
Since music scheduling impacts the time listeners spend with us, we follow an hourly clock and regularly evaluate our
mix of music
Following this new format clock is mandatory.
Take your time to get used to it, and ask questions. And as always, there are no substitutes for quality recordings and
performance. Time your sets, plan your hours, plan your breaks, and pre-read all copy.
5x5 Model Webinar
Programming-Stage 2
Radio Researchers:
P1=Good
P2, P3=Vital 2 Growth
P4
Based on these findings:
we have adjusted our format
clock to focus on creating
jazz sets with elements that
appeal to “Heavy” jazz
lovers, yet keep the “High”
and “Moderate” listeners
interested and engaged
5x5 Model Webinar
Programming-Stage 2
Jacobs Media constructed an hourly clock:
Their goal was to create a music flow,
or sequence of music, that best
appeals to our listeners.
Jacobs Media stressed:
It is important for the WBGO
program director, music director
and air staff to have an
understanding of this genre
pecking order in:
• choosing music
• considering concert and
festival sponsorship
• other considerations
5x5 Model Webinar
Programming-Stage 2
2011 Thanksgiving Jazz Parade Poll
Female Vocalists
1Ella Fitzgerald164
3Billie Holiday70
5Dinah Washington40
7Nina Simone20
9Shirley Horn17
2Sarah Vaughan82
4Diana Krall41
6Nancy Wilson27
8Carmen McRae18
10Betty Carter15
Male Vocalists
1Frank Sinatra129
3Ray Charles61
5Tony Bennett41
7Nat Cole34
9Lou Rawls16
2Johnny Hartman73
4Joe Williams42
6Mel Torme35
8Louis Armstrong18
10Sammy Davis, Jr.15
Piano
1Oscar Peterson115
3Bill Evans61
5Chick Corea30
7Duke Ellington20
9Keith Jarrett16
2Thelonious Monk70
4Herbie Hancock39
6McCoy Tyner22
8Art Tatum18
10Horace Silver16
5x5 Model Webinar
Programming-Stage 2
Building a Listener Coalition
Creatives
Idealists
Eavesdroppers
5x5 Model Webinar
Programming-Stage 2
Distinctive - High Visibility
Local Programming
Your Call
solutions-oriented
participatory
Crosscurrents
Context
Culture
connection
5x5 Model Webinar
Programming-Stage 2
Decision Process
A Rubric should help you
say YES or NO
Local News Headlines
America’s Test Kitchen
VS
The Moth Radio Hour
5x5 Model Webinar
Programming-Stage 2
Sound & tone
Promotion &
partnerships
Power of small,
produced pieces
5x5 Model Webinar
Programming-Stage 2
December 2012
Webinars
Development
5x5 Model Webinar
Programming-Stage 2
5x5 Model Webinar