6/30/1995
“What we have here is a failure to communicate.â€
Forgive me for using a line from one of my favorite movies, Cool Hand Luke. I watched it this past weekend. I didn’t know why until today when I found out about the “latest†changes in R&R.
R&R is a lot like Cool Hand Luke. Old and outdated. But at least the movie has some great lines. R&R, on the other hand, has some good lies. I guess if you leave out a letter or a word here and there, a comparison can be made between the two. With R&R, what we have here is a failure.
Unfortunately, the truth is a lot more complicated and dangerous.
This week, in their infinite wisdom, R&R decided to cut the number of reporting stations. Some 28 programmers were told they would no longer be a part of the R&R panel. (Sorry, guys, we’ve used you long enough. We got what we wanted and we don’t need you any more.) About half of these reporters were just added less than three months ago. They were good enough in the spring, but not in the summer? Even new sitcoms get a longer run on NBC.
So, why do I care?
From its inception, Network 40 has solicited and accepted, gladly accepted, playlists from any and every station wanting to be a part of our reporting panel. We are all radio programmers here. We are intimately familiar with the problems programmers face because we’ve been there, done that. We are dedicated to providing our subscribers with any and all information they need to help make their jobs easier.
R&R selects the panel of reporters based on an ever-changing, secret formula that best meets its needs, no the needs of the industry they pretend to service. Does R&R ever ask programmers what’s best for radio? Does R&R ever ask programmers what station should be included in the panel?
Does R&R ever ask anybody anything?
Nope. They just dictate. Whatever is best for R&R on any given day is what the R&R policy is…for that day. If the powers that be wake up in a different mood the next day, the policy changes.
So, what’s the problem? Shouldn’t R&R be able to do whatever it wants? Absolutely. If (and this is a big if) R&R’s policy didn’t affect the lives and well-being of the programmers and radio stations they pretend to serve. The sad fact is that for small radio stations, R&R status means promotional dollars. Many record companies still pay independent promoters based on whether or not a radio station is an R&R reporter.
Why? Good question, one most record company executives are asking themselves almost daily. More and more record companies are revising their deals with independent promoters. Already, record companies are relying on monitored airplay and retail record sales to determine radio stations that are important. Independent promoters should work with the record companies to decide what stations are important, then use Network 40 to track the airplay. Network 40’s panel includes all stations. Those interested may pick the ones important to them, not the stations a trade magazine deems important.
In the not-too-distant future, a radio station’s promotional support will be based upon the station’s ability to deliver exposure and sales to new product. When that time comes, R&R reporting status will be meaningless.
In the short term, however, for smaller stations, R&R means income through promotional considerations supplied by independents, who bill back their expenditures through agreements with record companies. When a station becomes an R&R reporter, the rewards are greater than merely status and recognition. The difference can be measured by the bottom line. So when a station manager projects his expenditures and income based on projections for promotional support, then loses the reporting status, the difference in the bottom line figures can be drastic.
Jobs and careers are threatened.
When will R&R’s stranglehold on radio end? When record companies refuse to pay independents based on the R&R panel. When will that begin? It already has. When will it be complete? Shortly.
Again, why does Network 40 care? Because we care about the future of radio and programmers. Judging by their latest move, those at R&R only care about stations and programmers in large markets. If you’re in a market that serves less than 150,000 people or so, you don’t exist. Did any of us start out in markets of that size?
Network 40 includes all programmers and stations that want to participate. This is our criteria. You want to join the party? The door is wide open. That’s great. The Monitor lists airplay based on its ability to monitor airplay in markets. It’s based on economics. That’s fair. At least, as a programmer, you know the criteria. R&R includes stations based on its own secret, constantly changing formula. That’s bullshit.
Independent promoters work small radio stations. They know that programmers move up. And relations move with them. Shouldn’t record companies reward radio stations that expose their product and sell records, regardless of size? Isn’t that what it’s all about? How is a station not important in February, becomes suddenly important in March, then drops back into oblivion in June because of the whims of a trade magazine? It’s beyond the pale.
Those in power at R&R have proven that they are not futuristic. Their only strength is that record companies still…reluctantly…use the R&R panel for independent promotion. That strength is ebbing quickly. When that policy ends, and the finish line is just around the corner, R&R will be finished as well. R&R has few friends in radio.
The best move R&R made was hiring Tony Novia. Tony is a radio guy. He’s trying hard. Record companies are supporting him because most believe he’ll wind up back in radio somewhere. So do we. Unfortunately, that isn’t reason enough to continue to support R&R’s archaic policies. Get a real job in a hurry, Tony. But make sure it’s in a market of over 150,000 people. Otherwise, nobody will care
Unless you report to Network 40.