Again, we're not talking about minute-by-minute, we're talking week-by-week and month-by-month. What I don't understand is why you guys so rabidly defend the status quo. The way things have been done for the past 15 years obviously hadn't worked and you've presented the evidence to prove it.
I am not defending things others have done. I am telling you why such things are happening, both now during the pandemic and earlier during a period of stagnant revenue.
If you want to blame someone, blame the FCC!
In the early 90's, the FCC decided to allow consolidation because, for decades, half of US radio stations did not make money. And it was getting worse. The final straw on that particular camel's back was Docket 80-90 which allowed many more stations, permitted change of class for FMs and permitted stations to move around the geography to get nearer to big markets.
In small markets, nicely sustaining a few stations, the count doubled and even tripled in some cases. All of them turned unprofitable in many small markets, ranging from Lake City, FL to Grand Junction, CO. Revenue did not increase, but where 4 or 5 stations served a little market, now there were 8 to 10.
And the FMs that moved into bigger markets or the new allocations available by creating sub-classes (C, C1, C2, C3, etc.) ruined many larger markets. Add in the fact that long ago the FCC created classes of both AM and FM that did not and do not serve sprawling urban areas. So many flea powered AMs with 250 to 5,000 watts. And many low power stations from 10 kw to 50 kw... nearly none cover their own market. And FMs in places like NYC limited to 50 kw at 500 feet for a metro that needs at least 100 kw at 2000 feet! The FCC just failed to adapt, and they still are doing that same dance.
The revenue was not growing, but the number of stations was. So more and more stations were marginal or losing money. Then came the recession of 2008, accompanied by the introduction of smartphones and the start of PPM measurement. Each had an effect on revenue or listening. For example, in the top 50 markets which have PPM, listening was seen to be about 30% less than in the diary. So ad agencies paid the same CPM but for lower AQH persons and thus lower spot rates.
So radio has had to adjust. When you lose so much revenue, you can't do the same things. People have to do multiple tasks to stay employed. And then there is the pandemic.
Radio is adjusting to a new reality. Still, nearly 90% of Americans listen weekly... but for less time. We have to find economical ways of meeting the future and creating a different model for survival. What you are hearing are growing pains as we adapt.
My prediction: local radio will cease to exist, and stations will be a linked broadcast of a central format serving perhaps hundreds of markets. That is the model in much of the rest of the world, too. It works. And many if not most AMs will go off the air if the FCC has sense to let translators for existing AMs stand alone if the AM is cancelled.
This is, mostly, 80 years of bad government actions piled high and deep.
