A very long time ago in the 1980’s, a brilliant article by Harvey Mednick appeared in the trade paper Radio & Records (may it RIP). That same piece was reprinted in R&R on January 1, 1999 with an intro by Cyndee Maxwell.
I copied the article and have carried it around since, from time to time passing on to colleagues and friends who I thought might appreciate it. Not only did I find it impactful and actionable, this article actually made a difference in my career and shape-shifted some of my values and behaviour.
I pulled it out to see how it did against the test of time. I still think it’s brilliant. Written before HR appeared on the scene, it’s common sense mixed with straight talk. So, with all respect and thanks to the original author, here it is again. I hope some part of it will resonate with you.
Do you think this article passes the test of time? Is today’s world more political, more complicated? If you have any feedback in agreement or disagreement, let me know at sharon@byrnesmedia.com.
Sharon Taylor is a radio consultant at ByrnesMedia and can be reached right this second @ 437-992-9202.
No changes in the top 6, as the CBC remain the most listened to station in Vancouver for the 3rd book in a row. The Corus News Talk station (CKNW) holds steady at #2, with Bell’s CHQM at #3. The Corus Rocker known as Rock 1010 is in 4th and in 5th is Bell’s CHR Virgin Radio (CFBT). In 6th spot is Newcap’s LG104.3 (CHLG)
The Jim Pattison Hot Country station JR FM lost some audience but moved up to #7 while Roger’s News 1130 is up two spots to 8th. Dropping to 9th is Newcap’s Z95.5 (CKZZ FM) and rounding out the top 10 is the Rogers branded Jack FM product on CJAX.
Overall 5 station made gains, 5 slipped and 9 remained unchanged.
All People 2+ Mon – Sun
2am – 2am |
Vancouver | ||||||||
Share % | Daily Cume (000) | ||||||||
Station | Sep Nov 2016 | Jun Aug 2016 | Feb May 2016 | Nov Feb 2016 | Sep Nov 2015 | Jun Aug 2015 | Mar May 2015 | Sep Nov 2016 | Jun Aug 2016 |
CBU | 13.4 | 12.4 | 14.4 | 13.2 | 12.7 | 10.3 | 12.2 | 222.0 | 192.3 |
CHQM-FM | 10.2 | 8.4 | 9.2 | 13.3 | 13.7 | 11.4 | 11.4 | 383.7 | 338.1 |
CKNW | 10.2 | 9.3 | 8.5 | 9.3 | 9.3 | 9.8 | 8.1 | 167.8 | 147.1 |
CFMI-FM | 7.6 | 7.5 | 7.9 | 6.8 | 6.7 | 7.2 | 7.4 | 222.3 | 216.2 |
CFBT-FM | 6.1 | 6.9 | 6.9 | 7.0 | 6.5 | 6.8 | 6.8 | 308.9 | 307.6 |
CHLG-FM | 6.0 | 6.9 | 5.3 | 4.5 | 2.8 | 2.5 | 2.4 | 174.5 | 178.5 |
CJJR-FM | 5.7 | 5.8 | 6.8 | 5.3 | 4.9 | 5.5 | 5.7 | 133.9 | 130.0 |
CKWX | 5.4 | 5.3 | 5.1 | 5.1 | 6.0 | 6.4 | 5.7 | 188.7 | 183.1 |
CKZZ-FM | 5.2 | 6.5 | 5.5 | 5.5 | 4.7 | 5.9 | 7.5 | 254.9 | 268.8 |
CJAX-FM | 4.9 | 4.9 | 5.3 | 4.9 | 5.2 | 6.8 | 5.7 | 201.5 | 191.1 |
CFOX-FM | 4.7 | 5.8 | 5.4 | 5.0 | 5.5 | 5.4 | 5.7 | 168.9 | 176.7 |
CKST | 3.9 | 2.4 | 2.9 | 2.4 | 2.5 | 1.9 | 2.8 | 107.5 | 81.3 |
CBU-FM | 3.4 | 3.1 | 3.2 | 2.5 | 2.7 | 2.8 | 3.0 | 107.0 | 100.8 |
CKKS-FM * | 3.1 | 3.6 | 3.0 | 3.3 | 3.4 | 3.4 | 3.7 | 202.2 | 204.9 |
CKPK-FM | 2.6 | 3.6 | 3.2 | 3.9 | 3.4 | 3.4 | 2.9 | 129.7 | 141.7 |
CISL | 2.2 | 2.6 | 2.7 | 2.6 | 4.5 | 3.6 | 3.4 | 68.8 | 73.8 |
KWPZ-FM | 1.5 | 1.9 | 2.0 | 2.0 | 1.3 | 2.0 | 1.4 | 53.0 | 51.9 |
CHMJ | 0.9 | 0.6 | 0.7 | 0.7 | 0.8 | 0.7 | 0.6 | 71.3 | 54.9 |
CFTE | 0.4 | 0.3 | 0.4 | 0.5 | 0.6 | 0.3 | 0.2 | 27.8 | 17.5 |
*rebroadcasting CFUN-FM from Chilliwack
TERMS
Share – Within a central market area, the estimated total hours tuned to that station expressed as a percentage of total hours tuned to Total Encoded Radio. |
Cume (000) – Expressed in thousands, this is the total number of people who were exposed to the stations for at least one minute during the analyzed period. |
Average Daily Universe – The average daily universe for the analyzed period. The universe is expressed as daily averages because it changes slightly daily as the intab changes. |
CHFI is back on top in Toronto, and is now playing all Xmas music so it will be interesting to see how the format performs next time around. Big changes coming as long time morning show host Erin Davis departs in December and Maureen Holiday who left Q107 recently will take over with Darren B Lamb in early 2017.
The CBC are back up to #2 and CHUM picked up audience and move to up to #3. Next is Newcap’s Boom 97.3 who drop from the top spot. In 5th is Bell’s Newstalk station 1010 (CFRB) followed by Rogers 680 news station (CFTR).
In 7th is the Corus Rocker Q107 followed by the struggling Virgin 99.9 (CKFM) who slips another spot to 8th. Up a spot to 9th is the Zoomer owned CFZM and rounding out the top 10 is the Rogers owned Kiss 92 (CKIS-FM).
Overall 11 stations improved positions, 8 went down and 6 remained the same.
All People 2+ Mon – Sun
2am – 2am |
Toronto | ||||||||
Share % | Daily Cume (000) | ||||||||
Station | Sep Nov 2016 | Jun Aug 2016 | Feb May 2016 | Nov Feb 2016 | Sep Nov 2015 | Jun Aug 2015 | Mar May 2015 | Sep Nov 2016 | Jun Aug 2016 |
CHFI-FM | 9.4 | 9.1 | 9.5 | 11.1 | 9.9 | 9.6 | 9.4 | 872.2 | 744.9 |
CBLA-FM | 9.0 | 8.7 | 9.0 | 10.4 | 9.7 | 8.7 | 9.3 | 414.5 | 385.4 |
CHUM-FM | 8.0 | 7.1 | 7.8 | 8.3 | 8.9 | 9.5 | 9.5 | 658.4 | 583.5 |
CHBM-FM | 7.7 | 9.2 | 8.3 | 7.6 | 9.0 | 8.7 | 8.4 | 626.6 | 602.8 |
CFRB | 7.6 | 6.2 | 7.0 | 3.5 | 7.0 | 6.8 | 7.8 | 331.2 | 260.5 |
CFTR | 6.9 | 6.2 | 6.5 | 6.1 | 5.7 | 5.5 | 5.4 | 621.9 | 569.2 |
CILQ-FM | 5.9 | 5.2 | 4.8 | 4.8 | 4.9 | 5.8 | 5.3 | 444.8 | 395.5 |
CKFM-FM | 5.2 | 4.9 | 5.2 | 5.1 | 5.5 | 6.3 | 5.5 | 735.9 | 678.0 |
CFZM | 4.6 | 4.3 | 4.4 | 5.0 | 4.6 | 4.3 | 3.5 | 213.5 | 180.7 |
CKIS-FM | 4.4 | 4.5 | 4.4 | 4.2 | 3.6 | 4.0 | 4.2 | 557.4 | 504.7 |
CFMZ-FM | 4.2 | 3.7 | 4.0 | 5.0 | 4.2 | 4.2 | 6.1 | 245.8 | 226.5 |
CJCL | 4.0 | 3.9 | 3.8 | 2.4 | 4.9 | 4.0 | 3.1 | 337.7 | 299.7 |
CFNY-FM | 2.9 | 3.8 | 3.4 | 3.1 | 3.4 | 4.2 | 3.0 | 333.5 | 329.5 |
CFMJ | 2.4 | 2.4 | 2.9 | 3.1 | 2.6 | 2.1 | 2.3 | 156.8 | 129.6 |
CIDC-FM | 2.4 | 2.8 | 2.7 | 2.0 | 2.3 | 2.7 | 2.3 | 343.1 | 364.9 |
CFXJ-FM | 2.2 | 3.0 | 2.7 | 2.7 | 2.5 | 3.0 | 3.1 | 294.5 | 302.5 |
CIND-FM | 2.0 | 2.3 | 2.6 | 2.0 | 1.4 | 1.5 | 1.4 | 194.0 | 200.5 |
CKDX-FM | 1.8 | 1.9 | 1.0 | 1.0 | 1.2 | 1.1 | 1.8 | 114.7 | 100.1 |
CBL- FM | 1.4 | 2.1 | 2.4 | 2.8 | 2.6 | 2.1 | 2.2 | 132.4 | 152.3 |
CKFG-FM | 1.3 | 1.2 | 1.0 | 1.0 | 1.5 | 1.4 | 1.6 | 124.3 | 109.2 |
CINA | 1.1 | 0.9 | 0.8 | 0.7 | 0.5 | 0.4 | 0.6 | 54.3 | 58.9 |
CJRT-FM | 1.1 | 1.0 | 0.9 | 1.2 | 1.0 | 1.3 | 1.3 | 95.7 | 78.9 |
CHKX- FM | 1.0 | 1.2 | 1.3 | 1.2 | 1.1 | 1.0 | 1.0 | 91.6 | 83.4 |
CHUM | 0.5 | 0.7 | 0.7 | 0.7 | 0.6 | 0.5 | 0.7 | 78.5 | 81.8 |
CING-FM | 0.4 | 0.8 | 0.4 | 0.4 | 0.5 | 0.7 | 0.8 | 90.2 | 98.5 |
TERMS
Share – Within a central market area, the estimated total hours tuned to that station expressed as a percentage of total hours tuned to Total Encoded Radio. |
Cume (000) – Expressed in thousands, this is the total number of people who were exposed to the stations for at least one minute during the analyzed period. |
Average Daily Universe – The average daily universe for the analyzed period. The universe is expressed as daily averages because it changes slightly daily as the intab changes. |
No changes in the top 5 positions in Montreal. Bell’s CJAD keeps its hold on the #1 spot, and looks to have picked up the listeners they lost last time around.
Cogeco’s Beat 92.5 (CKBE-FM) is static at #2 but lost some audience. At #3 is Bell’s Virgin Radio (CJFM-FM). Also, stable at #4 is CHOM as is the CBC station (CBME) rounding out the top 5.
Bell’s TSN 690 (CKGM) picked up listeners for 6th and Cogeco’s Rhythm 105.7 (CFGL-FM) slips to 7th. Next is French language Classical music station (CJPX) followed by CBC Radio 2 (CBM-FM) and rounding out the top 10 is the Cogeco French talk station CHPM-FM.
Overall, 6stations in this market increased their share while 6 slipped and 6 retained their previous ranks.
All People 2+ Mon – Sun
2am – 2am |
Montreal | ||||||||
Share % | Daily Cume (000) | ||||||||
Station | Sep Nov 2016 | Jun Aug 2016 | Feb May 2016 | Nov Feb 2016 | Sep Nov 2015 | Jun Aug 2015 | Mar May 2015 | Sep Nov 2016 | Jun Aug 2016 |
CJAD | 29.6 | 26.4 | 29.0 | 29.6 | 28.0 | 28.1 | 25.3 | 195.1 | 170.8 |
CKBE-FM | 17.4 | 19.2 | 16.8 | 16.1 | 17.5 | 17.7 | 18.0 | 223.6 | 211.2 |
CJFM-FM | 14.9 | 16.3 | 16.0 | 16.2 | 16.2 | 17.0 | 15.9 | 216.1 | 207.3 |
CHOM-FM | 10.2 | 12.9 | 13.3 | 11.7 | 11.7 | 12.2 | 12.5 | 143.5 | 145.8 |
CBME-FM | 6.4 | 6.2 | 6.2 | 6.5 | 6.5 | 6.3 | 7.4 | 45.8 | 43.5 |
CKGM | 3.7 | 2.9 | 3.9 | 4.4 | 4.2 | 3.5 | 5.2 | 62.5 | 40.5 |
CFGL-FM | 2.2 | 3.0 | 2.2 | 1.2 | 2.1 | 2.4 | 2.4 | 58.5 | 51.8 |
CJPX-FM | 2.0 | 1.3 | 1.6 | 1.7 | 1.6 | 1.2 | 1.2 | 26.1 | 19.2 |
CBM-FM | 1.8 | 1.6 | 1.5 | 1.4 | 1.5 | 1.3 | 1.5 | 22.7 | 19.1 |
CHMP-FM | 1.3 | 0.8 | 1.0 | 1.2 | 1.8 | 1.4 | 1.5 | 32.4 | 20.2 |
CITE-FM | 1.2 | 1.3 | 1.1 | 1.1 | 1.1 | 1.2 | 1.4 | 34.8 | 31.2 |
CBF-FM | 0.9 | 0.6 | 0.7 | 0.7 | 0.69 | 0.4 | 0.7 | 9.4 | 6.3 |
CKMF-FM | 0.9 | 0.7 | 1.0 | 1.0 | 0.9 | 0.9 | 1.2 | 24.7 | 21.2 |
CKOI-FM | 0.9 | 1.0 | 1.2 | 1.4 | 1.4 | 1.0 | 0.8 | 40.7 | 37.0 |
CHRF | 0.4 | 0.1 | 0.0 | 0.0 | 3.5 | 1.4 | |||
CBFX-FM | 0.2 | 0.1 | 0.2 | 0.2 | 0.2 | 0.2 | 0.1 | 6.0 | 4.5 |
CKLX-FM | 0.2 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 | 4.9 | 3.1 |
CKAC | 0.1 | 0.1 | 0.1 | 0.2 | 0.2 | 0.4 | 0.3 | 6.2 | 5.2 |
CIBL-FM | 0.0 | 0.7 |
TERMS
Share – Within a central market area, the estimated total hours tuned to that station expressed as a percentage of total hours tuned to Total Encoded Radio. |
Cume (000) – Expressed in thousands, this is the total number of people who were exposed to the stations for at least one minute during the analyzed period. |
Average Daily Universe – The average daily universe for the analyzed period. The universe is expressed as daily averages because it changes slightly daily as the intab changes. |
The Corus owned 630 CHED is back on top in Edmonton. Next is 102.3 NOW! (CKNO-FM) slipping a spot to #2. Also dropping a spot to #3 is the Corus station CHED.
The big mover this time around is the Jim Paterson branded station UP 99.3 (CIUP) jumping 6 spots to 4th. Next is Newcap’s Capital 96.3 (CKRA) slide into #5 and their sister AM country station (CFCW) remains static in 6th spot.
In 7th is the CBC station (CBX) while the Bell owned rocker The Bear (CFBR-FM) dropped 3 placed to 8th.
The Rogers owned 102.9 Sonic (CHDI-FM) holds onto 9th spot and rounding out the top 10 in Edmonton is Newcap’s K Rock.
Overall, there were 6 stations improving market share, 7 stations losing audience and 6 remaining static.
All People 2+ Mon – Sun
2am – 2am |
Edmonton | ||||||||
Share % | Daily Cume (000) | ||||||||
Station | Sep Nov 2016 | Jun Aug 2016 | Feb May 2016 | Nov Feb 2016 | Sep Nov 2015 | Jun Aug 2015 | Mar May 2015 | Sep Nov 2016 | Jun Aug 2016 |
CHED | 11.5 | 8.4 | 8.0 | 8.4 | 9.5 | 8.4 | 8.2 | 130.5 | 104.6 |
CKNO-FM | 11.3 | 13.0 | 11.4 | 11.2 | 10.4 | 11.9 | 12.0 | 207.5 | 205.4 |
CISN-FM | 8.2 | 9.4 | 8.4 | 6.9 | 6.6 | 7.8 | 6.9 | 105.6 | 107.2 |
CIUP-FM | 6.9 | 4.9 | 4.6 | 5.1 | 6.7 | 5.6 | 4.8 | 122.5 | 109.5 |
CKRA-FM | 6.8 | 7.7 | 7.2 | 8.3 | 7.8 | 8.4 | 8.2 | 123.8 | 128.1 |
CFCW | 6.4 | 6.4 | 6.7 | 6.1 | 5.7 | 4.6 | 5.4 | 45.8 | 47.1 |
CBX | 6.0 | 5.8 | 7.4 | 7.9 | 7.9 | 8.6 | 10.2 | 89.4 | 83.9 |
CFBR-FM | 5.4 | 6.5 | 6.6 | 5.3 | 4.8 | 4.7 | 5.3 | 92.3 | 100.2 |
CHDI-FM | 5.4 | 5.1 | 4.3 | 4.4 | 5.5 | 4.9 | 4.4 | 115.0 | 101.9 |
CIRK-FM | 4.6 | 5.9 | 6.8 | 6.3 | 5.7 | 5.9 | 5.3 | 82.1 | 81.5 |
CHBN-FM | 3.5 | 4.5 | 4.7 | 4.9 | 4.8 | 4.3 | 4.8 | 122.0 | 131.0 |
CFRN | 3.4 | 2.9 | 3.4 | 3.2 | 3.3 | 2.9 | 2.8 | 43.3 | 36.9 |
CKNG-FM | 3.4 | 3.7 | 4.4 | 5.2 | 3.8 | 5.0 | 4.6 | 96.9 | 104.8 |
CJNW-FM | 2.8 | 2.7 | 3.2 | 3.1 | 3.2 | 2.8 | 2.9 | 97.9 | 96.7 |
CFMG-FM | 2.5 | 2.7 | 2.6 | 2.9 | 3.1 | 3.6 | 3.3 | 113.5 | 108.4 |
CKEA-FM | 2.3 | 2.9 | 2.3 | 3.2 | 3.2 | 2.9 | 2.8 | 56.1 | 58.1 |
CKUA-FM | 1.7 | 1.5 | 2.0 | 2.0 | 1.8 | 1.4 | 2.0 | 18.3 | 18.9 |
CHQT | 1.6 | 1.2 | 1.1 | 0.9 | 1.0 | 0.9 | 0.8 | 32.5 | 24.4 |
CBX-FM | 0.5 | 0.6 | 0.7 | 1.3 | 1.5 | 1.2 | 1.1 | 15.8 | 16.4 |
TERMS
Share – Within a central market area, the estimated total hours tuned to that station expressed as a percentage of total hours tuned to Total Encoded Radio. |
Cume (000) – Expressed in thousands, this is the total number of people who were exposed to the stations for at least one minute during the analyzed period. |
Average Daily Universe – The average daily universe for the analyzed period. The universe is expressed as daily averages because it changes slightly daily as the intab changes. |
The Rogers owned Newstalk 770 stays on top in Calgary and increased audience share slightly. Next is the Corus Country station (CKRY-FM), with the CBC moving up one place to make it to #3.
Slipping one place to 4th is Newcap’s XL 103 FM (CFXL-FM) while the Corus rocker Q107 (CFGQ) holds firm in 5th. Moving up two spots of the Rogers CHR Kiss (CHFM-FM) to 6th just ahead of Bells Virgin product at #7
Jack FM moved up 2 places to 8th while the Rogers news stations CFFR or 660 News moved up from 12th to 9th. Rounding out the top 10 in Calgary is the Bell Media Rocker CJAY who slipped from 6th.
Other stations improving this time around is Newcap’s AMP and the rebranded Patterson station (CKWD) now playing new country and known as Wild 95.5.
Overall, there were 8 stations improving market share,6 stations in Calgary losing audience and 4 remaining static.
All People 2+ Mon – Sun
2am – 2am |
Calgary | ||||||||
Share % | Daily Cume (000) | ||||||||
Station | Sep Nov 2016 | Jun Aug 2016 | Feb May 2016 | Nov Feb 2016 | Sep Nov 2015 | Jun Aug 2015 | Mar May 2015 | Sep Nov 2016 | Jun Aug 2016 |
CHQR | 10.5 | 10.3 | 9.3 | 9.4 | 9.4 | 8.5 | 7.6 | 99.1 | 92.6 |
CKRY-FM | 9.6 | 9.6 | 9.2 | 10.1 | 10.3 | 10.9 | 10.6 | 145.9 | 142.4 |
CBR | 8.9 | 7.3 | 7.6 | 7.9 | 8.3 | 7.9 | 7.2 | 110.6 | 99.7 |
CFXL-FM | 7.5 | 7.7 | 9.5 | 8.8 | 9.4 | 10.5 | 9.9 | 146.3 | 136.1 |
CFGQ-FM | 5.1 | 6.8 | 5.7 | 6.1 | 6.4 | 5.8 | 6.4 | 92.7 | 99.7 |
CHFM-FM | 5.1 | 5.1 | 5.7 | 6.6 | 4.6 | 4.4 | 4.8 | 123.3 | 111.1 |
CIBK-FM | 5.0 | 5.1 | 4.9 | 6.1 | 6.1 | 5.8 | 7.2 | 160.3 | 154.3 |
CJAQ-FM | 5.0 | 5.0 | 5.4 | 4.9 | 3.5 | 3.8 | 3.8 | 113.3 | 106.1 |
CFFR | 4.9 | 4.4 | 4.4 | 3.8 | 4.4 | 5.0 | 4.7 | 117.6 | 107.7 |
CJAY-FM | 4.9 | 6.2 | 6.3 | 4.9 | 4.7 | 4.5 | 4.2 | 104.9 | 104.6 |
CKMP-FM | 4.7 | 3.6 | 3.2 | 3.7 | 4.0 | 5.3 | 4.9 | 119.1 | 107.3 |
CFEX-FM | 4.4 | 5.2 | 6.5 | 5.1 | 4.9 | 4.0 | 4.9 | 100.1 | 105.0 |
CHUP-FM | 4.3 | 4.5 | 4.0 | 3.6 | 4.2 | 5.0 | 4.1 | 121.4 | 110.4 |
CFAC | 3.3 | 2.7 | 2.5 | 2.7 | 3.5 | 2.7 | 3.6 | 60.2 | 49.4 |
CKCE-FM | 3.1 | 3.3 | 2.5 | 2.7 | 3.1 | 3.2 | 4.9 | 104.9 | 98.8 |
CBR-FM | 2.5 | 2.5 | 2.2 | 2.2 | 2.1 | 2.0 | 1.6 | 43.0 | 36.2 |
CKWD-FM* | 2.0 | 1.4 | 1.2 | 1.3 | 1.5 | 1.7 | 1.4 | 44.7 | 46.8 |
CKMX | 1.1 | 1.3 | 1.3 | 1.5 | 1.8 | 2.4 | 1.1 | 24.6 | 23.3 |
*Formerly CHPK-FM
TERMS
Share – Within a central market area, the estimated total hours tuned to that station expressed as a percentage of total hours tuned to Total Encoded Radio. |
Cume (000) – Expressed in thousands, this is the total number of people who were exposed to the stations for at least one minute during the analyzed period. |
Average Daily Universe – The average daily universe for the analyzed period. The universe is expressed as daily averages because it changes slightly daily as the intab changes. |