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Wilmington - what happened?
- Thread starter AMRocks
- Start date
That is an unusual drop for WJBR-FM. Even though it's #2, it's pretty far behind WSTW. But in smaller markets, you might sometimes see a swing you wouldn't see in a larger city. I guess the sampling size is smaller, so a slight change may look more dramatic. Let's see where WJBR-FM is next time.
Not going to happen. Neither WSTW or WJBR would give up the cash flow of their stations to take on a format that is notoriously difficult to make money with. Besides, WRFF already covers 2/3 of the Wilmington Market (Salem, NJ and New Castle, DE) with a decent enough signal. There's not enough audience to split.
I always thought that someone would take WJBR and try to make it a Philly station. It covers Philly really well and pretty far north. I could always pick 99.5 up better than 93.7 as a traveled north on I-95.
It would be a good signal to take a format that has a limited appeal and own it. Something really different that isn't being done already in the market.
I guess it all depends if you could make more money being big in a small market like Wilmington or small in a large market like Philadelphia
It would be a good signal to take a format that has a limited appeal and own it. Something really different that isn't being done already in the market.
I guess it all depends if you could make more money being big in a small market like Wilmington or small in a large market like Philadelphia
Why touch a money making station? Plus Beasley already owns 6 stations in Philly, not worth it IMHO.
I guess the "Mix" branding didn't fit well for many people, WSTW has been consistent in its way and it's paying off.
Even more of a reason, that they own a bunch of Philly stations. For example, Cumulus has WNSH in NY. Not a great city signal, but enough. They put a country format on it, something no one else was doing. They are getting okay numbers. Could they have kept it a NJ station and appealed to the Garden State? Sure. But they took a format no one had and put it on the weak signal and it's paying off. (I assume.)
WNSH is not a "weak signal" as it is a full Class B, just the same as the lower-power, greater-height stations on the ESB.
The station is simply a few miles west of Manhattan, but definitely a NYC metro (MSA) station. All but a couple of percent of it's 65 dbu coverage is in the Nielsen New York City ratings metro.
Remember, the NYC market is not just Manhattan and the boroughs... it is 20 counties and boroughs. In fact, Manhattan and the boroughs is just 8 million in a 19 million person metro.
The 70 dbu just barely hits downtown Philly, and the 65 dbu misses about a third of Philadelphia County. The market is 8 counties, and WJBR misses several entirely, and only covers part of several more. WJBR would essentially be a rimshot Philly signal, and probably bills more on lower expenses than it could expect to bell as a partial Philly targeted station..
In the January to June period, WRFF did not make even a 0.1 in the Wilmington book. It bounces in and out, and is essentially ground clutter.
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