The New Kings of Nonfiction by Ira Glass

Author:Ira Glass
Language: eng
Format: epub
Publisher: Penguin Publishing Group
Published: 2011-01-14T05:00:00+00:00

Handel, whose KFI show is an LA institution in morning drive, describes his program as “in-your-face, informational, with a lot of racial humor.”

And this is the load just on a local program, one for which the Clock doesn’t have to be split with a syndicator.

It’s not that KFI’s unaware of the dangers here. Station management reads its mail, and as Emiliano Limon puts it, “If there’s one complaint listeners always have, it’s the spot load.” But the only important issue is whether all the complaints translate into actual listener behavior. KFI’s spot load is an instance of the kind of multivariable maximization problem that M.B.A. programs thrive on. It is obviously in the station’s financial interest to carry just as high a volume of ads as it can without hurting ratings—the moment listeners begin turning away from KFI because of too many commercials, the Arbitron numbers go down, the rates charged for ads have to be reduced, and profitability suffers. But anything more specific is, again, guesswork. When asked about management’s thinking here, or whether there’s any particular formula KFI

It’s a little more complicated than that, really, because excessive spots can also affect ratings in less direct ways—mainly by lowering the quality of the programming. Industry analyst Michael Harrison, of Talkers magazine, complains that “The commercial breaks are so long today that it is hard for hosts to build upon where they left off. The whole audience could have changed. There is the tendency to go back to the beginning and re-set up the premise. It makes it very difficult to do what long-form programming is supposed to do.”

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