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Tuesday, February 10, 2009

Understanding Radio In One Minute Or Less: Ready...Set....

You've heard this on AltrokRadio.com before, but as a final gravestone on G-Rock Radio's final repose, it bears repeating...

To understand radio, one must ask "what is Radio's product? This is a free market, right? So in this market, what do they sell?"

It's not music - they don't make money from that. (It's illegal, in fact - at least unless you say that's what you're doing, and who wants to listen to that?)

But if they're playing the right music to the right audience, they make money because that audience tells the ratings services they're listening, and advertisers pay to be put in front of that audience...

That's right. Radio's customers are its advertisers. Their product is the attention of their listeners. The customer, by the way, is always right, but the only time the listener is right is when they can prove that they are listening.

And once you understand that, everything else falls into place - G-Rock Radio's demise, WCBS's disappearance (and reappearance), and just about every brain-dead move the powers that be in radio and television have ever made.

That said, if a station can, for a low cost, expand listenership to a group of people they'd normally have no business attracting, it's in their best interest to do it.

(Helloooo, HD2.)

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Welcome to Altrok.com, also available at AltrokRadio.com and AltrockRadio.com. Here's where the remaining listeners of several fine radio stations have retreated, regrouped, and built a replacement strong enough to stand on its own. It builds on the independent legacy of New Jersey's FM106.3, New York's WPIX and WLIR, Oklahoma's 105.3 The Spy, the pre-buyout mindset of KROQ, WBCN and WHFS and of every other alternative station that was destroyed at a moment's notice - not because they weren't making money, but because there was bigger money to be found elsewhere.
 
We've stood by as truly independent alternative rock radio died. Sure, something called "alternative" took its place, but we know for sure that anything that "tests well" with soccer moms just ain't alternative. (Even if some of us happen to be soccer moms.) So we've taken matters into our own hands.
 
This really is independent alternative rock radio, visible here at Altrok.com and audible at our web radio station. It has the classic music that fired our passions back in the day - or that we maybe only heard about from our elders - but it's mostly made of the new music that does precisely the same for us now. We're paying attention to scenes all over the world, watching the energy build, and waiting to see what it creates. Wherever it happens, we'll make sure you can hear about it here. We've been slowly building all this since 2001, and now that you've noticed us, we're glad you're here.
 
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