Earlier this month, I was fortunate to moderate a session at Morning Show Bootcamp called “20 More Things You Need to Know About PPM and Then Some.”  Complete List Here   Here is list of points 11 to 15 that were created by panel members, Rick Cummings, President of Emmis Communications, Tom Taylor from Radio-Info.com, and consultant Jaye Albright from Albright and O’Malley.

11.  There’s no “morning-after” effect.   Sure, they loved you last night for the ballgame or the special concert, but they’re probably going to be with someone else this morning. You’ve got to keep winning them back with reasons to make new appointments to listen.
�
12.  Make it a point to reduce even the good things by 30 per cent.  If it’s funny in 90 seconds it’s hysterical in 30!  Efficiency matters in this ‘rubber meets the road’ world. 

This got a response from air talent in the room and a spirited discussion with panel member Rick Cummings ensued.  #12 is a hard concept for talent to accept.  The panel wasn’t attempting to establish a hard-length rule.  They were saying “stay on task” and not let the bit wander.  Get to the point and punchline as soon as you can to keep it entertaining.  Remember, the longer the bit, the bigger the payoff required.

13.  The art of the musical segue will be re-born in PPM. Keep ‘em listening, and don’t give ‘em reasons to tune out.
�
14.  PPM metrics replicate the behaviors we see in other forms of behavioral research data on radio usage.  The more you live with the data, the more it looks like reality.  For example, you’ll know when one of your heavy user households goes away, leaves town on vacation for two weeks.

15.  Your ratings are being determined by perhaps 50 people with PPMs per day - if you’re lucky. Even one or two of those panel members changing behavior can make a huge difference. Don’t get too bent out of shape by daily or weekly variations that otherwise don’t make sense.