ABSTRACT
To give value to commercial time, the electronic media must attract audiences. Broadly speaking, that’s the job of a programmer, who may be anyone from the president of a huge media conglomerate to someone working for a radio station in a small rural community. In the world of advertiser-supported media, the programmer effectively sets the “bait” that lures the audience. In order to do this, he or she must know a great deal about audiences. After sales and advertising, the most important application of audience data is in programming.
