Death by 1000 ‘true fans’: Do marketing laws apply to music listening?

The advice to musicians and marketers is to focus on what they love: a truism for practitioners is to find 1000 ‘true fans’ and make $100 from each of them (Kelly, 2008. 1000 True fans. The Technium). If this advice is correct, we should see musicians with loyal user bases engaging more with their favourite artists and less with other music, suggesting a narrow targeting strategy would suffice. On the other hand, the established marketing laws indicate that the listeners of very different genres should overlap more than conventional wisdom would suggest, supporting the need for a much broader approach to targeting potential audiences. Given these conflicting views, musicians need to know if they should market to their existing listeners, the listeners of music similar to theirs (i.e., the same genre), or if they should try to reach a much wider audience. We turn to established choice patterns from the marketing literature to address these questions in the music context. This study examines 84,000,000 observations of music listening from 27,000 unique global users between 2013 and 2014 and survey data from 2019 containing music listening from over 1000 representative respondents in the United States. The results show that listening follows the Duplication of Purchase law for genres, artists, albums, and songs, at an annual, 6-months, 3-months, 1-month, and 1-week period, with no indication of partitioned music listening. The implication is that musicians should try to reach all potential listeners, regardless of what they already listen to. These findings contribute to the theoretical knowledge about duplication analyses of various durations, extend the contexts of choice behaviour that exhibit this pattern, and managerially, to knowledge about the extent of potential audiences and ‘share of ear’ competition.     

Error patterns in a chord keyboard response task

Errors in a serial choice-reaction time experiment employing two-finger chord responses to alphabetic stimuli are shown to be distributed in a significantly non-random fashion. Two factors are postulated which are relevant to prediction of the error response. These are the presence or absence of a common finger, and the difference in finger separation, between the actual and the required response. It is suggested that the chord response is coded in terms of a pattern (the distance between the two response components). Responses which mirror the correct response about the centre of the hand are also shown to be significantly more frequent.     

Book reviews

Encyclopaedia of Linguistics, Information and Control. Edited by A. R. Meetham with the assistance of R. A. Hudson. Oxford: Pergamon Press. 1969. Pp. xiv + 718. 300s.

The Biological Basis of Personality. By H. J. Eysenck. Springfield: Thomas. 1968. Pp. xv + 399. $18.50.

Scientific Basis of Dvug Dependence. Biological Council Symposium. Edited by H. Steinberg. London: Churchill. 1969. Pp. 429. 100s.

Minnesota Symposia on Child Psychology, Vol. 2. Edited by John P. Hill. Minneapolis: University of Minnesota Press. 1969. Pp. viii + 172.

Memory and Attention: an introduction to human information processes. By Donald A. Norman. Chichester, Sussex: John Wiley. 1969. Pp. ix + 201. 84s. (cloth); 44s. (paper). Verbal Learning and Memory: selected readings. By Leo Postman and Geoffrey Keppel. Harmondsworth: Penguin Books. 1969. Pp. 501. 12s.

Handbuch der Kinderheilkunde. Edited by H. Opitz and F. Schmidt. Rand VIII/I: Neurologie-Psychologic-Psychiatrie. Redigiert von F. Schmidt und H. Asperger. Berlin: Springer Verlag. Pp. 1060. Price DM385, S96.25.

Digital Computing. By R. S. Lehman and D. E. Bailey. London: John Wiley & Sons Ltd. 1969. Pp. xxiv + 303. 79s.

Real-Time Computers. By W. R. Uttal. New York: Harper & Row. 1968. Pp. xiv + 338. 93s.     

Detection of auditory signals presented at random times

One hundred msec tones of 1000 Hz at four intensities were presented according to two Poisson schedules in a background of wide band noise and as increments to a 1000 Hz tone. Each 15 minute test session was run under fixed conditions and one of three instructions to detect the signals; the two Ss were free to respond at any time. The data analyzed were several inter-response and signal-response distributions, and they were compared with a theory due to Luce. Discrepancies between the theory and data indicate needed modifications of both the theory and the procedure.     

Physicians,entrepreneurism and the problem of conflict of interest

This paper examines the ethical issues of conflict of interest raised by the burgeoning development of physician involvement in for-profit entrepreneurial activities outside their practice. After documenting the nature and extent of these activities, and their potential for conflicts of interest, the paper assesses the major arguments for and against physicians' referral of patients to facilities they own or in which they invest. The paper concludes that an outright ban on such activity seems ethically warranted.     

Development of Standard Anchors for Scoring Generic Past-Behaviour Questions in Structured Interviews

A structured interviewing system was developed which included an item bank of pre-written past-behaviour questions. Scoring anchors for each of 168 questions in the item bank were created from analysis of protocols from individual assessments. A concurrent validation study was conducted, focusing on the job of highway patrol sergeant. Job knowledge experts used a job analysis tool to select a subset of twelve questions from the item bank. Panel interviews were conducted with 32 highway patrol sergeants as subjects. Average inter-rater reliability was 0.65 and interview validity was 0.42 for group consensus scores and 0.44 for panel average scores. Discussion focused on practical issues affecting the interviewing system.