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started, AM was used to get local news and weather out to local populations. When FM was developed, stations would play music. It just sort of stuck after many years. However these days, you will find FM talk shows and AM music stations.

Q What is Fike Shway?

A- Funny story. In 2006 I worked with a general sales manager in the Sonoma county marketplace. He and I would come up with extremely creative ideas to solve client advertising problems. He stated that I needed a moniker (Personal ID Tag) that explained my creative thought process. Between coffee and managing clients one morning it hit us, Fike Shway. A play on Feng Shui. Sort of a movement and creative style used by me to help clients solve their advertising needs. So Fike Shway was born.

Q What is satellite radio?

A- Satellite radio is a subscription radio service. It is similar to cable TV, in that it provides a wide range of programming not available on traditional AM/FM radio for a monthly fee.

Q What is the difference between satellite and AM/FM radio?

A- While satellite radio offers you a large coverage area where you can tune into a wide array of programming; it does not provide local programming. That is local programming that is relevant to the area. Weather, News, Concerts, Events, and local stories. While there was a big push for satellite in 2003 today it only has around 11 million total subscribers. AM/FM has over 285 million. The biggest difference is that AM/FM is FREE.

Q- How does a radio station program its music?

A - Radio stations for the most part use what is called a time clock. That is a formula that they set up using A, B, C, D and sometimes E. Each letter dictates the genre or artist type that they want to play at the minute in that hour. The formula is under the control of the program director and is the secret sauce to a stations success or failure.

Q Why do most commercial radio stations play the same song several times throughout the day?

A- There are different audiences at different parts of the day.

The morning show - commuters
Lunchtime shows - office workers etc
Afternoon show Office workers, People looking for a jolt in their work day.
Afternoon show - commuters
Evening shows Active Adult, Teenagers, 2nd Shift Workers.
Night shows 3rd Shift, Night Shift, and Truck Drivers

Plus they want to play popular songs to keep their audience or play requested songs which tend to be the "Hits" of the moment. Radio stations know that there is a burn out period for a song and the industry is working

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