Part Three: Competition and Aim

By Daniel Anstandig

Arbitron’s Spring survey runs this year from March 31 – June 22. Here are some important questions to ask yourself as you poise your station for the most competitive and important book of 2005

SIZING UP THE COMPETITION

- Review the positioning statements and benchmarks of your key competitors. Are there claims or statements you need to diffuse? What “steel swords” is the competition using that is important for you to block and tackle in programming and/or external marketing?

- What maneuvers can you make to further maximize the strengths of your cluster to block and/or reposition competitors?

- Who will be making noise in the market this Spring? What external media will you be up against (TV, billboards, direct mail, stealth telemarketing)? Will your programming and marketing plan be competitive and crippling in the face of your competitors anticipated moves?

- Have you wandered through the sales department or attended a sales/promotions meeting recently? What are the sales people hearing on the streets about your competition?

AIMING FOR #1

It goes without saying that being a “winning radio station” goes far beyond simply scoring well in Arbitron. While Arbitron is certainly one barometer for success, there are other indicators for success such as revenue, respect from industry peers, and market notoriety. This checklist should assist you in moving the needle for any of these indicators, including the Arbitron survey.

Daniel Anstandig
VP/Adult Formats
McVay Media