Why is it when your station is "in book"....?

Question

...that your bosses expect you to 'try harder'???

Ex: 'Oh, we're in book! Better bring your A game!"

Isn't radio about being consistantly good?

Answer 1

Yeah, radio SHOULD be about being consistently good.  The problem is not just the flawed Arbitron ratings system its also the fact everybody's hind quarters are on the line with the ratings, especially in the top 100 markets.  From GM to OD to SD to PD to MD to Talent to Sales everybody has a stake in what happens.  The pressure is always there to improve or maintain.

In a four-book market you better be consistently good because you're basically always in a book.  In a two-book market vacations tend to be so prevelant that bringing an overall "A" game is difficult and the ratings periods feel more weighted, especially within the station.

I've always tried to play as if "in-book" even though I'm in a two-book market.  But that methodology can be flawed because the heavy hitters in the market will concentrate their efforts in the key times and make a consistent "A" game seem "B" by comparison.

Often stations spend out of book times planning for the coming ratings periods and this leads to pressure from the top down.  Will the plan work?  Can talent pull it off?  When those questions are asked someone is imploring the grunts to bring their "A" game.

Your "A" game means little if they don't have a plan to work it into.  When they have the plan, you'd better be ready and also be the least of their worries and ultimately the answer to their prayers.

Answer 2

Same reason you try harder in the playoffs or Superbowl.

Answer 3

You are absolutely right. Try telling that to the GM ;<)

Just like a football coach will lay it on a bit thick in the playoffs, the PD or GM will encourage you a little stronger when you're in a ratings period ("in book" to those who are going "huh?")

That's also why stations buy my products and those of my competitors during the ratings period. To try to get any advantage that will show up in the ratings book when released.

The PD & GM have to live with those numbers for a long time depending on market size) and they want to make sure everything is maximized.

Remember this, too. They are human. They probably have families. They have bosses, too and are paranoid about their own jobs. And they're getting as much or more heat from their boss as you're getting from him/her. So try to understand that pressure. It, like other things, rolls downhill.

Just give it your best - all the time - that's all you can do.

Good luck in the book!

-a guy named duh