Report: Delilah Learns To Live With The PPM

Delilah

Iconic syndicated AC air personality DELILAH described the impact of PPM on her career on BLOOMBERG.COM, noting that the PMM methodology lowered her ratings, prompting stations to drop her show. She has since altered her show to better suit programmers' needs.

Essentially, moving from a diary system to the PPM caused "thousands of her listeners ... to vanish ... 'The damage is horrendous,' she says. 'It’s destroying radio in general, and especially shows that don’t play for the meter ... [but] I’m going to stand my ground. I’m not stupid. I’m not going to blow up my career and break a promise to my listeners because somebody’s having a knee-jerk reaction to a piece of machinery.'

What she and syndicator PREMIERE have done is offer stations a “segmented” version of her show that allowed programmers to select the songs that weren’t caller dedications, enabling them to air more upbeat, PPM-friendly songs. "There are now five editions of the show: custom versions for NEW YORK and HOUSTON, the primary that most stations get, a Christian version, and the segmented shows."

Former KSNE/LAS VEGAS PD TOM CHASE, who dropped DELILAH once the PPM took hold, later brought back a segmented version of the show, and ratings went through the roof.

Read the entire story here.

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