5x5 Model Webinar

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 2Stage 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 ApproachesCultural-preservation

Research-drivenPsycho- Segmentation

5x5 Model Webinar

Programming-Stage 2

5x5 Model Webinar

Programming-Stage 2In 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 VarietyPublic 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 After-School 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 WBGOSince music scheduling impacts the time listeners spend with us, we follow an hourly clock and

regularly evaluate our mix of musicFollowing 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 GrowthP4

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 2Jacobs 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 22011 Thanksgiving Jazz Parade Poll

Female Vocalists1Ella Fitzgerald164 2Sarah Vaughan823Billie Holiday70 4Diana Krall415Dinah Washington40 6Nancy Wilson277Nina Simone20 8Carmen McRae189Shirley Horn17 10Betty Carter15

Male Vocalists1Frank Sinatra129 2Johnny Hartman733Ray Charles614Joe Williams425Tony Bennett41 6Mel Torme357Nat Cole34 8Louis Armstrong189Lou Rawls16 10Sammy Davis, Jr.15

Piano1Oscar Peterson115 2Thelonious Monk703Bill Evans61 4Herbie Hancock395Chick Corea306McCoy Tyner227Duke Ellington20 8Art Tatum189Keith Jarrett16 10Horace Silver16

5x5 Model Webinar

Programming-Stage 2

Building a Listener CoalitionCreativesIdealists

Eavesdroppers

5x5 Model Webinar

Programming-Stage 2

Distinctive - High Visibility

Local Programming

Your Callsolutions-oriented

participatory

CrosscurrentsContextCulture

connection

5x5 Model Webinar

Programming-Stage 2

Decision ProcessA Rubric should help

you say YES or NO

Local News Headlines

America’s Test KitchenVS

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 2012Webinars

Development

5x5 Model Webinar

Programming-Stage 2