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RESEARCH: A KEY TOOL IN TODAY'S MIX.

Music Week

| March 03, 2001 | Scott, Ajax | COPYRIGHT 2001 UBM Information Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Music about passion, instinct and gut feeling -- that's what makes the music industry different from so many other businesses and also links together all those who work in it.

A&R at its best is still a matter of seeing talent at its rawest and having the vision of how to develop it. The best-laid marketing campaigns usually still mix imagination with all the tools now at marketers' disposal. Specialist retailers need to predict what they can sell and continue to pick up early on groundswells of demand on records by the likes of Dido. And media -- as Radio Two and TOTP2 have demonstrated with Eva Cassidy -- can still reap the benefits of going out on a limb. But the industry is changing, and to suggest that action based on instinct is the only way to work is to he out of step with reality. Which is what makes the launch of research tools such as Call Out-UK (see Marketing, p5) last week all the more interesting.

To suggest that radio programmers should base all their programming decisions on ...

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