UNCONSULTANT

Keith has worked with stations in every state. While he is known for building big successful radio brands, air talent development, market captivating promotions, cutting-edge ratings analysis. He is best known as the World's Leading Authority on Music Scheduling... The discussion of "GUT" cited as a top reason to add records is interesting. John Shomby explained that a programmer knows his or her station and audience. Then they make adds based upon a fit into that station's sound. He referred to it as a strategy. In our research, we find that our listeners think the ideal station has more tempo that our station has now. So we then have a bias against ballads. We tune the programming to drive the tempo more. That way we are a better product matching the ideal the listeners want. The same might go for other music metrics like a desire for more gold, more twang, etc. We call these "music lanes." Calling it "GUT" really besmirches what it actually is.

Also known as: Keith, The UnConsultant