What do you do when you're at the helm of a quality station whose ratings are nonexistent?
Years ago, I called a program director I knew, to ask how things were going at her jazz station. She said that the station, unfortunately, wasn't registering in the ratings.
"According to (the ratings company), we have no listeners," she said. "Apparently, I don't even listen."
The program director allowed the announcers to choose the music they played, resulting in an impressive, expansive array of jazz aired. The station won a Marconi award for its excellence.
Unfortunately, both of us knew what typically happens to a station with no ratings--a format change, which took place later that year.
