Research Director Inc. Launches Opportunity Factor for PDs

Research Director launches a new tool called the "Opportunity Factor" to help radio programmers and marketers grow their ratings by targeting geographic areas where they can most likely impact their audience. Based on its Hot Zip Report, the Opportunity Factor identifies zip codes that are important to a station's format but the station is not converting them to a high share of the existing listening.

Marc Greenspan, a partner at Research Director, said, "this new concept will help radio stations quickly and easily identify zip codes with the best opportunity to grow their audience."

"In a matter of minutes, a programmer can pinpoint where they need to focus their marketing, send their street teams, or have a promotion. It is all about fishing where the fish are," said Research Director Programming Research Consultant Steve Allan.

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