Paul Carrack isn’t a name that is immediately recognized by casual music fans, but they undoubtedly know his singing. My argument? If you’re not concerned with high ratings – like, say, the decades channels, which don’t run ads – go deep.īut is it going deep to play a song that was a #9 hit in the US? One that made #5 on the Rock charts and the Adult Hits top 40? I wouldn’t think so, but damned if I can remember the last time I heard Paul Carrack’s “Don’t Shed a Tear” on the radio, satellite or otherwise. I know I’ve ranted about the “decades” channels on Sirius XM before, but they serve as a perfect example of “not going deep enough.” Deeper lists equal low cumulative audiences, according to those who deal in ratings, and by playing a short list you build the size of your audience. One of the things that gold-based formats consistently get wrong is an over-reliance on the same songs over and over.
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