106.5 WMEX IS NOW BACK TO PLAYING OLDIES AND STREAMING ONLINE...

[JustinT]

KFRC is NOT KFRC anymore is it? They have the K and the FRC right? But that is where the similaity ends with the original KFRC at the Big 610.

They're actually going as KEAR now, running the religious programming formerly heard at 106.9 FM. The KFRC calls live on for now at 99.7 FM, which runs a "Movin'" format for the time being... supposedly the SBS/CBS programming agreement will expand to San Francisco on that frequency before long.

You know, the station may not show in the ratings, but i know for a fact they make a KILLING in the billing department,m they are constantly billing more and more each month.............. even sometimes, doing better then CC Rochester/Portsmouth.

There's no possible way that WMEX, considering it's no-show status, is billing better than the combo of WERZ/WHEB/WUBB/WQSO/WMYF/WGIN/WGIP... unless you meant a single one of the stations. I'd guess that they are more on par with a station like "The Great" 98.7 The Bay, but apparently you have the financials.

 

[PaulBWalkerJr]

I should've rephrased what I said.

WMEX met and far exceeded it's goals, while CC Portsmouth/Rochester didnt even come close...

 

[ray ting]

To media buyer: "the sad fact is, they don't".

Yes, and it IS an ironic and sad fact that young media buyers are stuck in the 70's, still believing that 25-54 is "the demo".

Don't these people read the new research, or are they too busy "networking" in bars every night at 5:01 p.m.?

Fact is, 35-64 is "the demo". Not only is the money in that age group, but as opposed to a generation ago, this demo will and does switch brands. Fact.

In this new age of accountablity in the ad biz, agencies are going to have to quantify their results, or be fired by the account. And using a 30 year old yardstick just ain't gonna measure up anymore.

I guess it's time to consider who those "sad facts" will really be saddest for.

 

[broadcastbabe]

You are SO right. Baby boomers. They are often empty nesters. They trade in the mini van for a brand new car now that the kids are out of the house. They go out to eat more now. Now that they're not buying clothes for the KIDS, they're buying more clothes for themselves, and LOVING it. Yes, they may be helping with their kids college, but at LEAST they usually have paid of their own student loans, and have a little extra dough to throw around.
Ya, when WILL they media buyers "GET IT."

 

[HHalland]

You know what I am eating? Tuna fish. I buy tuna fish because i like it, and I like the Bumble Bee brand. That is what my mom made so it is the best brand. I will never buy another brand. I also drive a Buick. It is the best car I have ever owned, and if they stop making Buicks, then I will move to a town that has a good bus and taxi system My grandfather bought Buicks. There will not be another car in my future unless it is a Buick. I have a Norelco Triple Header to shave with, and I use Bounty paper towels, and refuse to buy anything unless it has an advertised name brand on it. I am 30 years old yesterday and I am considered part of the best group of radio listeners. I don't spend much moeny. I don't have much either because I don't have a career yet. Me and my friend Bill drive around and listen to the radio and go to bowling alleys. Bill knows about computers and sometimes works for this guy Allan who fixes them, and he gets paid with old motherboards and some cash.

My father is 59, and he just spent nearly 160 thousand dollars on a motor home. He owns a 53 thousand dollar pickup truck. He has a condo in Jupiter, Florida near Jacksonville where I live most of the time, and another home here in Rhode Island. He buys suppplies for those homes, and insurance, and carpeting, and landscaping supplies, and lunch meat, and lots of gasoline, and floor cleaner, and goes out to eat, and sees movies, and travels, and enjoys life very much. He pays attention to advertising and will try new products that he hears about. He likes to listen to oldies and old singers like Frank Sinatra and Frankie Laine. Radio advertisers don't want any thing to do with him so there are not radio stations he cares for any more. When we were going through New Hampshire last week he really liked WMEX radio, and know what? he went to Circuit City and bought a new Gateway computer to hear WMEX on it when he's at home. That cost him 1200 dollars.

Hey ad agency people..Holy crap, How incredibly stupid ARE you?

Howard Halland
thank you

 

[media buyer]

Correct you are Mr. Ray Ting! ... And BTW: this media buyer is the owner of the agency. And let me tell you, I don't decide on the demo my client does. While there ARE some age appropriate buys for the oldies format - few of my clients (even the ones that should) don’t want to buy the 50+ demo. As I pointed out in my original post, the 50+ demo has three times the money and is three times as likely to spend it. It's the sponsors marketing department that decides the demo they'll buy - it is rarely the agency. If I feel that my client is making an error, I do tell them - but most clients are hell bent on "buying demo"... They have a few good reasons (or what they believe to be good reasons). The biggest is that most of their research shows that brand loyalty is built as an early age. (Not that people don’t switch brands – they DO – but it’s more difficult to get someone to switch after they’ve developed the brand loyalty) And you are correct in your assertion that the 40+ crowd is more likely to switch… IF dissatisfied. So, before you blame the empty headed 22 year old buyer that’s out networking at 5:01 every afternoon, you really should look to corporate America that’s decided that “youth” is what they’re after. I don’t know what you do for a living – but I can only tell my clients “you’re wrong” so many times before they go out and find themselves someone that will just do what they hired me to do… BUY the MEDIA (hence our job title). And here’s another "sad fact": As I write at least two more oldies stations in New England are making plans to disappear. I wish it wasn’t so – because I love the format – and when executed properly – it delivers truly passionate listeners and real personality.

 

[media buyer]

You know what I am eating? Tuna fish. I buy tuna fish because i like it, and I like the Bumble Bee brand. That is what my mom made so it is the best brand. I will never buy another brand.
Mr. H you have aptly proven my point about brand loyalty developing at a young age...

 

[HHalland]

No you are wrong. I proved that Bumble Bee is a good brand of tuna, and I like tuna. I also told you about how my father changes brands as fast as the wind. I don't have a job, nor any prospects and he has a bank vault full of cash to spend. If you guys didn't spend so much energy saying yes sir to everyone and grow a set, you could make your clients more money. If it's true that the client only hires you to buy the media then you should proably just nod your head and say yes, and do thier bidding. Caddies don't just "carry golf clubs" they make suggestions and many times save the bacon of thier "clients". The losers in golf ignore any advice and just do whatever they want, and the winners all drive nice new Buicks. SO you see. it only corrects itself as it goes, and neither do our own ideas.

 

[ThreeFer]

HHalland--

You and Argytunes should hang out. You could have a real good time.

 

[BRNout]

These boards are always filled with people who complain about how radio stations are so unoriginal and how most sound so generic and boring. Yet, when someone tries to do something different, they get jumped on!

I like the new, old, sound of WMEX and am glad that they've gone back to the (real) oldies. Frankly, with that signal, it would be difficult to have a big mass-appeal audience anyway so they are wise to go with a niche that actually becomes a form of "appointment radio" to certain listeners. And, those listeners will be loyal and will put up with the spotty signal coverage.

It's a format that has become poorly represented nationwide and cheers to Dennis Jackson for bringing it back to 106.5 - I wish him the very best of luck!

 

[PaulBWalkerJr]

The "niche" format along with the uniqe programming and local involvement of all Of Dennis' stations are what makes them successful.

It may not be the njorm and it may not be for you, but it works for his audience and clients.