CCM Coaching Tip #34: Ratings - Turn the Page

by Tommy Kramer, KramerMedia.net

Recently, my partner and friend John Frost dug into the latest ratings for a station we both work with. John is a real genius when it comes to avoiding "The sky is falling" mentality that tends to dominate the hallways when a station has a down "book".

Yes, the political climate and clownish debates and election process hurt a lot of CCM stations. (It hurt other formats, too. News/Talk was the big winner of the political circus last year.)

Here's my advice for after you've digested the numbers:

It doesn't matter. Turn the page. Assume that TODAYis the day ratings start (or end). The point is, EVERY break we do has the potential to make a listener either (1) come back or stick around for a second helping, or (2) hit another button because we didn't give them a reason to stay.