From: blair@obdient.chi.il.us (pri=-10-Doug Blair)
Subject: Re: Contests
Originator: wdp@gagme
Organization: Obedient Software, Naperville IL
Date: Thu, 17 Dec 1992 07:47:44 GMT


In article <1992Dec10.085929.5787@gagme.chi.il.us> ids-bo@garnet.berkeley.edu
writes:
>
>In article <1992Dec9.073806.21572@gagme.chi.il.us> barry@jab.tucson.az.us
>(Barry Mishkind) writes:
>
>>        1. Do contests really do any good, or are they just a 
>>                ratings hype?

I think the days of a contest having a serious affect on ratings are just
about over.  Most of the big markets are in continual ratings periods
anyway, so a contest running only during "the book" would have to run
for an entire year.  That means that a station that does a good job of
self-promotion year round with contests or other vehicles will fare better 
than one that only runs a contest in the spring quarter, all else being 
equal.

The most important aspect of a contest (I'm speaking of the call in to
win variety) is the fact that only a tiny percentage of the audience plays
the contest, no matter how large the prize or how great the number of
prizes.  Therefore the contest should be structured in such a way that
it is fun/interesting to listen to, as with any other element of radio
programming.  In other words, the best sort of contest is one that leads
to entertaining radio theatre, phone calls or dialogue.  The aspiring
programmer would do well to remember that there are far more losers
than winners, far more frustrated people who don't get through on the 
phone than do, far more people who only listen to the winner/player
playback than attempt to call at all, and far more people who treat
the contest as another irritating interruption to the music they tuned
in to hear in the first place.


>>        2. What is the *best* kind of contest from the standpoint
>>                of the station? (Sure the client wants a wet T-shirt
>>                contest ... we know that...)

One that is fun to listen to, builds awareness of the station among
listeners and among non-listeners, is identified only with the station
itself (ie no sponsor tie in) and costs no additional money for the
station to run.  An additional advantage would be a contest that encouraged
the participant to accurately report their listening to various ratings
services (note careful construction of this sentence!). I have had the 
honor to have participated in the execution of just such a successful 
contest and will be happy to SELL you a description :-).

>>        3. What problems have you seen with contests and how have
>>                you prevented the contest pigs from taking
>>                unfair advantage?

I don't view contest pigs as a disadvantage.  People who are prone to
spend their entire waking hours devoted to a radio station are not much
of a nuisance - if they gain celeberty they can draw additional attention
to the station.  Further, they will communicate their intense involvement
with the station to all their friends, neighbors, co-workers with fanatic
regularity.  Word of mouth is still the best promotional vehicle a station
could ask for.

Contest pigs are tend to self-limit if the station follows US tax law
guidelines.  Anyone winning more than $600 worth of prizes (valued at
regular retail price) or cash per year must have that income reported on a 
1099 form.  After the second or third year of winning $10,000 from your
station and all of a sudden owing $3800 to the government, most contest
pigs will find honest work :-).  In the interrim, these individuals
are still more likely than most to enter contests, send in coupons and
...ahem... fill out Arbitron diaries.
-- 
Doug
 ___  _           _  _             _    
|   || |_  ___  _| ||_| ___  __  _| |_  Doug Blair     blair@obdient.chi.il.us
| | ||  .\/ ._\/.  || |/ ._\|  \|_   _| 200 East Fifth Avenue #352
|___||___/\___/\___||_|\___/|_|_| |_|   Naperville, Illinois 60563


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