David, I am going to end this pissing contest. It is obvious you know the industry we live, and so do I. I work very hard every day to help advertisers get solutions to their marketing problems. I do not use ratings, I do not use metrics... I come up with ideas and present them to the clients and strategize based on my radio knowledge. I prefer to sell to the older, loyal, AM audience in Buffalo. I have been doing this consistently in sales for 20 years. Prior to that, I was only on air full time. I respect what you are saying, but I think we have different approaches. What matters, is that we both love radio.
Buddy, that is a very nice statement and summation. Thank you!
I have mostly worked in markets where agency business was important. So I do focus on messing around with numbers, because it seems to fairly consistently cause money to be sent to my bank account.
I understand how smaller markets work, and have worked in a few. It is actually nice to be able to NOT cut a check each month for the ratings folks. It can be a bit like removing a leech from one's leg!
You have the advantage of being able to get immediate feedback from your customers about how well a campaign works. That's a luxury, and teaches what kind of copy is effective, what kind of schedule gets the best return and what gets customers to return.
My only objection in the last few days has been to the tendency on this thread by another poster to exaggerate the impact and audience of his favorite station. Perhaps you can tell him that, like an overly affectionate bulldog, he is drooling a bit too much.