Ninety percent of people listen to the radio every day, either at home, on their way to work, at work, or at a restaurant. Radio has become such a common part of our everyday life you may listen to it without even knowing it. Some people even use the radio as white noise to block out other noise. Although radio is all around us, and the technology has been around for over a century, I have absolutely no idea how it works. To unravel this mystery, I asked Lindsay May of Big Dog 92.7 if I could drop by their station to learn about it.
The first thing I learned at the station was how companies advertise on the radio. One form of radio advertising is called a "hot call". Hot calls are when clients come into the station with things they want to talk about - and the station arranges an announcer to chat with them about their product while recording. This form of advertising sounds more natural, like they're having a conversation. Other ads are recorded in studio with clients or announcers, and edited with sound effects or music overtop. Another form of advertising I learned about was pre-recorded advertisements, which is when the radio station gets a recording from the company and plays that instead.
While advertisements aren't everybody's most favorite part of listening to the radio, they are the only way stations can stay up and running. Other countries pay their stations via a "radio tax" to keep the station advertisement free, but this is a trend that never caught on in North America.
I then learned about A, B and C Category music. These music categories separate music by their popularity, and their popularity is measured by "spins" – a throwback to the old record playing days. Songs on the radio aren't played via record anymore, nor are they played by CDs. Instead, their songs are digital and referenced by a computer. The computer picks the songs according to their rating category and fits them into the schedule. A Category songs are played the most, then the B Category songs and so on.
This system also has to keep in mind it only have about a 15 minute window to catch listeners while they are tuning in. In this time period they play 3 – 4 songs, a commercial break and about a 3 minute talk break. If they talk longer than 3 minutes, studies show, they lose their audience. In fact, they have about 7 seconds to capture their audience's attention after a song stops before they flick away.
In the past, one of the easiest ways to get the audience's attention was to have a wild and crazy personality on the radio. This radio personality then took the audience for a wild three minute ride. However, this trend has been dying, and radio personalities are being replaced by real people. Instead of hearing a screaming announcer or a smooth talking jazz man, you'll instead hear an average person you can relate to. This "average person" announcer helps build a relationship between the radio host, the station and their listener.
Lindsay May also taught me how radio stations learn their ratings – something very important but that most people never think about. As radio is an offline resource, tracking its audience is so difficult that it is actually done by hand. Of the population of Regina, only about 890 people are selected to track when they and their family are listening to the radio, and they manually log this in a book. This data can be incorrect if somebody doesn't include that they were shopping for 4 hours and listened to the radio while in a store.
Eventually, ratings will be done via "personal people meters", or PPMs. These devices are carried on a person and can track the radio station being listened within its radius. This can give a minute-by-minute reading of what station is playing, what's playing on it and what time it's being played. One problem with this method is that, when driving, the PPM's radius might go outside of a vehicle and pick up a station in another vehicle. Another concern is that the data could be hacked and the ratings could be manipulated. While the current pen and paper way is old fashioned, it's also hack-proof and much easier to implement.
(For anybody wondering, television ratings are also tracked in a similar way, in which devices on the TVs record what stations are being played. That percentage is then taken and reflected onto the population size to get an estimated rating. Neat!)
Radio is also coming back into popularity with teenagers and Millennials when in previous decades it was falling. With the youth of today not watching TV, and with the decline of local journalism, many young people have no idea what's happening around their city. Radio provides them with an entertaining and informative way to get them this otherwise unattainable information. Five years ago teenagers picking the radio over their limitless iPods seemed unfathomable, but slowly young people are returning to the radio.
This isn't to say the radio isn't changing with the times. It is expected by 2025 all new cars on the road will have built-in Wi-Fi which allows for world-wide radio streaming content. Somebody can turn on their Spotify and listen to their favorite tune or flick through SoundCloud and find their favorite podcast. To meet their changing needs, radio is now moving online and can be streamed from the stations respective website. While there is a 10 – 15 second delay between the radio and the stream, it is expected to catch up and might even move to being completely online.
Big Dog 92.7's coverage is about 44,000km2, spanning from Perkbeg to Grenfell and Raymore to Radville, although coverage is a little spotty out on the edges. Other FM stations in Regina have similar coverage ranges as there isn't much geographical interference in southern Saskatchewan, with the except for the Qu'Appelle Valley. The valley floor has limited coverage because it is hidden from radio waves. Radio waves, unlike satellite waves, travel horizontally and have difficulty going through or around geographical objects. Because of this, coverage in Lumsden, a half hour drive from Regina and which sits in the Qu'Appelle Valley, is similar to Ogema, which is over an hour away.
One of the best things about the radio is the contests, both for the person winning the contest and for the radio host. Lindsay May says she still remembers her favorite contest winner and how the lady on the phone couldn't stop screaming when she won a trip. Contests are great for stations and for building an audience. I know when there's a contest on a specific station, I will listen only to that channel for my chance to win. Have you ever won a contest?
I found my look behind the scenes of Big Dog 92.7 to be fascinating, and I learned a lot about how the radio works. Did you learn anything new? Let me know about it in the comments below!
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Are you looking to explore Saskatchewan? I recommend:
A few months ago I entered a contest for a trip for two to visit Philadelphia on Two Bad Tourists. Normally contests like this are limited to United States residents so when I saw this one was open to Canadians I jumped at the chance. I've never won something like this before, so I actually forgot about it until I got the emailing saying I had won. Two Bad Tourists then worked alongside Visit Philly to organise the trip for me and my mother to explore Philadelphia for three days. Visit Philly paid for our flights, hotels and gave us a VIP Pass to experience the city to our heart's content. It is thanks to them that this trip is possible.
Several movies and television shows have tried to capture the essence of Philadelphia over the years – from the boxing Blockbuster Rocky, to the paranormal thriller The Sixth Sense, to It's Always Sunny in Philadelphia and even Boy Meets World – but each described the city differently. There is no easy way to approach a city as dynamic as The City of Brotherly Love. With countless layers of art, history, religion and the paranormal, Philadelphia is a city unlike any other throughout the United States.
One thing that surprised me the most about Philadelphia was the history. The city was founded and designed by William Penn, who is also the state of Pennsylvania's namesake. Born in London, England in 1644 he lived through The Great Fire of 1666 and The Great Plague of London from 1665-1666. Both events shaped Penn's life so he designed the city to be strictly stone buildings (to stop fires from spreading) and to have plenty of space between the buildings (as to prevent illness from spreading). This led to the older areas of the city to have winding corridors between old stone walls.
Nestled between the impressive Mount Royal and the majestic St. Lawrence River is Montreal, a city known for its festivals, abstract art, history and mosaic of countless cultures. Montreal is the second largest city in Canada, with a population floating around four million people. While the city is a dynamic mix of Canada's two primary cultures – French and English – there are areas of the city that are culturally specific, such as Little Italy, Greektown and Chinatown. Known for its artistic and liberal mindedness, Montreal also boasts the largest community of homosexuals in North America in their very own "Gay Village".
Being nearly 375 years old, Montreal was pivotal to the creation of New France and Canada and at a time held control over every waterway from the St. Lawrence down to the Gulf of Mexico. Having such incredible influence over the western part of the New World, Montreal hosted the "Great Peace of Montreal" in 1701, which started sixteen years of peace between the French and over 40 different First Nation tribes in North America.
Since its early days, Montreal has been one of the most influential cities in Canada. Montreal housed "internment camps" during World War I, became an ideal location for Americans looking for alcohol during Prohibition, and was the official residence of the Luxembourg royal family during World War II. Montreal held host to the incredible Expo 67, showcasing some of the most incredible architecture of that decade. The seventies saw serious political reformation in Montreal, with many Americans arriving, fleeing the Vietnam Draft. The late seventies paralyzed the city as a terrorist organization, the Front de libération du Québec, detonated explosives throughout the city and kidnapped and killed political figures. These actions forced the Prime Minster to enact the "War Measures Act" and deploy the military into the city to apprehend the terrorists. The eighties and nineties saw two referendums in the province of Quebec to separate from Canada, with Montreal playing a major role in both decisions. The last referendum in 1995 ended with 51% percent of Quebecers wanting to remain part of Canada and 49% wanting to separate.
When I first started this project, I didn't know what would come of it.
During my interview with the Saskatchewanderer, she recommended I approach Tourism Regina and see if I could write for them. Tourism Regina agreed and published my article, but due to it's size restrictions, I wasn't able to talk about as many places as I wanted to.
Since beginning this project, I have sent over three dozen emails to many organizations and businesses around the city. Once I was done my initial research, I had more questions than answers, some of which I don't think I'll ever know. Once realizing the vast amount of information out there, I decided to cut this project down substantially. But, although it ended up different then I thought it would, I am happy to finally present to you, "8 Places to Visit in Regina".