5x5 Model Webinar A 5x5 Model Webinar Programming-Stage 2 Presenters –Ginny Z. Berson –Maxie C Jackson III –Brett Ratliff, WMMT –Thurston Briscoe, WBGO –Matt Martin, KALW November 15, pm EST

5x5 Model Webinar Programming-Stage 2

5x5 Model Webinar Programming-Stage 2

5x5 Model Webinar Programming-Stage 2 Stage 2 you have identified and executed a program format that is unique to the market and speaks to the psychographic makeup of your primary audience you have identified and executed opportunities - outside of your high-listening hours to address secondary and tertiary audiences you employ "best practices" in programming (imaging, scheduling, production and presentation) –you present strip and block programming - limiting quilt programming –you offer consistency in format and sound

5x5 Model Webinar Programming-Stage 2 FOCUSED FORMATS

5x5 Model Webinar Programming-Stage 2 Various Approaches Cultural-preservation Research-driven Psycho- Segmentation

5x5 Model Webinar Programming-Stage 2

5x5 Model Webinar Programming-Stage 2 In The Beginning… Established in 1985 Service of the Appalshop, Inc. 24 hour voice of mountain people’s music, culture, and social issues. Heard across much of southeast Kentucky, southwest Virginia, and southern West Virginia (as well as portions of eastern Tennessee and western North Carolina)

5x5 Model Webinar Programming-Stage 2 Regional Demographics Letcher County Population – 24, 519 people Whitesburg (county seat) – 1600 people Under 18 = 23.7%, = 63.7%, 65 older = 12.6% Pop. below poverty line = 27%, Families below poverty line = 23.7%, compared to a 15.1% national poverty rate in the U.S. In the 2010 Gallup-Healthways Well-being Index, KY’s 5 th Congressional District, the nation’s most rural district (home sweet home), reported the poorest physical and emotional health in the nation, and also scored lowest on a more general measure of “life evaluation” – assessing both current living conditions and prospects for the near future.

5x5 Model Webinar Programming-Stage 2 Mixed Format: The diversity of programming is a direct reflection of WMMT’s commitment to serving as a voice for each and every segment of our local population, to giving folks a means to play and hear the music they love, to keeping our traditional culture both alive and thriving, and to providing the people of Appalachia the means through which to tell their own story to listeners both across the holler and around the world.

5x5 Model Webinar Programming-Stage 2 From “Patch Quilt” to “Strips & Blocks” grid Music Variety Public Affairs

5x5 Model Webinar Programming-Stage Mountain News & World Report Calls from Home The Passing the Pick and Bow After- School Program Health Matters

5x5 Model Webinar Programming-Stage 2 Memo to WBGO Announcers: Our audience includes both jazz lovers and curious listeners. We offer a mix of new and familiar music to engage them, then draw them back to WBGO Since music scheduling impacts the time listeners spend with us, we follow an hourly clock and regularly evaluate our mix of music Following this new format clock is mandatory. Take your time to get used to it, and ask questions. And as always, there are no substitutes for quality recordings and performance. Time your sets, plan your hours, plan your breaks, and pre-read all copy.

5x5 Model Webinar Programming-Stage 2 Radio Researchers: P1=Good P2, P3=Vital 2 Growth P4 Based on these findings: we have adjusted our format clock to focus on creating jazz sets with elements that appeal to “Heavy” jazz lovers, yet keep the “High” and “Moderate” listeners interested and engaged

5x5 Model Webinar Programming-Stage 2 Jacobs Media constructed an hourly clock: Their goal was to create a music flow, or sequence of music, that best appeals to our listeners. Jacobs Media stressed: It is important for the WBGO program director, music director and air staff to have an understanding of this genre pecking order in: choosing music considering concert and festival sponsorship other considerations

5x5 Model Webinar Programming-Stage Thanksgiving Jazz Parade Poll Female Vocalists 1Ella Fitzgerald1642Sarah Vaughan82 3Billie Holiday704Diana Krall41 5Dinah Washington406Nancy Wilson27 7Nina Simone208Carmen McRae18 9Shirley Horn1710Betty Carter15 Male Vocalists 1Frank Sinatra1292Johnny Hartman73 3Ray Charles614Joe Williams42 5Tony Bennett416Mel Torme35 7Nat Cole348Louis Armstrong18 9Lou Rawls1610Sammy Davis, Jr.15 Piano 1Oscar Peterson1152Thelonious Monk70 3Bill Evans614Herbie Hancock39 5Chick Corea306McCoy Tyner22 7Duke Ellington208Art Tatum18 9Keith Jarrett1610Horace Silver16

5x5 Model Webinar Programming-Stage 2 Building a Listener Coalition Creatives Idealists Eavesdroppers

5x5 Model Webinar Programming-Stage 2 Distinctive - High Visibility Local Programming Your Call solutions-oriented participatory Crosscurrents Context Culture connection

5x5 Model Webinar Programming-Stage 2 Decision Process A Rubric should help you say YES or NO Local News Headlines America’s Test Kitchen VS The Moth Radio Hour

5x5 Model Webinar Programming-Stage 2 Sound & tone Promotion & partnerships Power of small, produced pieces

5x5 Model Webinar Programming-Stage 2 December 2012 Webinars Development

5x5 Model Webinar Programming-Stage 2