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Help me understand how this is beneficial for WBT Lets examine the 6+ numbers from November which is roughly before the Christmas wobble 1110 had a 3.3 and 107.9 a 3.8 . January has WBT-FM 4.2 and Mix with a 1.1. So to go from 3.3 to 4.2 they sunk Mix?
Be sure to check out the breakout numbers above they tell a different story. The kids are definitely listening.
Okay given that... Why make a change like this to a format that delivers a 55+ audience that’s conservative, set in their buying habits and which agency buyers we’ve been told are not looking for, rather than working on the Hot A/C format that was in place on 107.9?
To old school. And rock isn't getting big numbers from young people.
The News Talk audience is more engaged than with a music format, and WBT does very well with higher income listeners. Plus there’s more inventory on N/T.
Nothing. They were fooling themselves if they thought moving to a different FM and dumping AM was going to help. If you were already listening, you knew where to go. You're not adding any new listeners.
I disagree. I do think you're right in the short term. But those that were already listening had to start listening sometime. They weren't always conservative news-talk listeners; they migrated there as their tastes changed. Sometimes that's with age, but certainly not always. Any potential future listeners have to first sample the product, and the only way that can happen now is for the station to be on FM. Maybe they come for traffic or weather, but as their tastes change they find themselves tuning in for the format. Please don't take this to mean that every 18-24 listener will eventually turn 65 and automatically tune to news-talk. Everybody is different. But a format that attracts the older members of a population has to get those listeners from somewhere. For those potential new listeners, today, they are too young to even find an AM station. To them, AM is their grandparent's radio.
Now, I do agree with some of what you're saying here. Yes, younger listeners won't even look for an AM. But also, this isn't the first FM signal BT has had. They just moved to another.
you're right but 99.3 is a class C3 with an erp of 7,700 watts in Chester, SC. it doesn't have much of a signal in mecklenburg county. it really was never a substitute for a strong signal inside the Charlotte metro. It was only there to put a signal in Gastonia after sunset when 1110 is directional (it also puts a signal into york and rock hill, but 1110 does too, day and night. Also, W256BP (99.1) in Charlotte limits reception inside 485. so for most of the potential listeners WBT was only available on AM.
