After years and years of gathering data and working to understand how to program to get credit in the diary the playing field has changed abruptly!! Programming to PPM IS DIFFERENT! If you program the same way you did under the diary system you will miss opportunity. You don't have to throw everything out the window - there are still many things that apply but there are significant differences. And unless you make those programming adjustments and deliver them consistently you will have limited or even no success.

Here are three basic points for PPM:

1) The diary was based on recall, what the listener can remember tuning in to. PPM is based on behavior, it records what the listener is actually doing.

2) In real time you have to be GREAT ALL OF THE TIME! When you're not the listener leaves.

3) Forward momentum, give the listener a reason - a real reason to keep listening.