“My GPS is broken,” my friend Mike said to me. “It only tells me where I’ve been, not where I’m going.”
The ratings arrive. Our emotions react. There is running up and down the hallways and gnashing of teeth! DO SOMETHING!
I’ve heard some pretty wacky ways that people have reacted to ratings. Moving the deejays’ shifts around, playing music from another format, and implementing no talk segues to sound more generic. I’M NOT MAKING THIS UP, as Dave Barry would say.
Making programming decisions based solely upon ratings is like driving with a GPS that shows only where you’ve been.