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Kassof: "Morning Listeners Want Less Talk"


New research from Mark Kassof & Company shows that exactly half of the 18-64 year old listeners surveyed want a morning show program that "focuses on music, with little or no personalities, contests, listener voices or talk about things that are happening. The research is based on 368 telephone surveys, done in July,  with 18-64-year-old music listeners, defined as those who listened to a station that plays music in the past week. Kassof says, “If you have a successful morning program, this research certainly does NOT suggest you change it! But if you don't, it does suggest that a contrarian strategy focusing on music could be the way to go.”

Kassof says listeners were also offered the same choice after 9AM. "69% prefer a focus on music, versus 27% who prefer a personality-oriented approach. This research does not find dramatic demographic differences in listeners' attitudes. However, 18-34 listeners skew more to the "personality" approach than their older counterparts, mainly in morning drive. Then, 53% of 18-34's prefer "personalities, contests, etc.," versus 44% of 35-64's."

Kassof's latest research is part of "ListenerThink" surveys conducted the company. More on this research can be found at

(7/31/2012 1:59:03 PM)
Is there a single market leading morning show that relies almost exclusively on music? Even one?

- Brew
(7/31/2012 8:52:31 AM)
Bad research does not lead to good programing. Once again the tail is trying wag the dog. Might I metion Steve Harvey, Tom Joyner, Billy Busch, just to name a few. Let us not confuse bad personality programming for a listener imperative. Creativity, and local focus always wins,

- Frank Zappala
(7/31/2012 7:21:00 AM)
Using "368 telephone surveys" as a basis for reporting anything is near laughable.

- anonymous
(7/31/2012 3:30:54 AM)
This is the kind of research that has been killing radio with a death of a thousand cuts for years.. Do Ford, GM, Chrysler or Toyota design from the bottom up? No.

What is even more spectacular is the fact that radio management take these surveys seriously.

- Ronald T. Robinson
(7/30/2012 8:59:46 PM)
And what do the other 50% want? What about news, traffic, weather and other local issues; not just talk?

- Jessica

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