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A question for Clarke

P

Parttimer

I was looking at the summer P1 numbers this morning and see that as usual, 620 manages to show, even though the programming is mostly brokered content, and in fact pulls almost the 12+ number that 970 achieves.

Do you guys ever see trying to evolve it up to being a more mainstream product? On that signal, if you had, for instance, Imus, Laura Ingraham, and a few stockbroker shows and maybe a local afternoon host, couldn't you eventually make more than you do just selling blocks? I'd think a lot of the brokered content could slide over into open hours on 770 and make that little property a real over-achiever financially. (Is Imus still on the toaster-oven signal from Braddock? They'd move in a heartbeat). This formula is working extremely well on CC's 1250/WHNZ in Tampa... although they also have the luxury of a decent night signal and the Devil Rays buy time to air their games there... but a former Y97 account exec who now works there says WHNZ is "printing money."

I know it's nice to take the "it ain't broke, don't fix it" approach, but I have to think that signal could produce even more results. Your (or anyone's) thoughts?
 
"Your (or anyone's) thoughts?"

Given the signal reach of 620, the programming that you describe should pull fairly decent numbers, but only if the resources are available for extensive promotion. No matter how good the programming is on a station like 620, it would require a lot of advertising to convince listeners to tune in and sample 620 AM.

But, with a good advertising campaign to get people to sample the thing, I think your programming idea makes a great deal of sense.

And, if Clarke were to follow your advice, he might consider getting Pintek as the local afternoon host. if he's available.
 
On that signal, if you had, for instance, Imus, Laura Ingraham, and a few stockbroker shows and maybe a local afternoon host, couldn't you eventually make more than you do just selling blocks?

Not a bad idea, but like Realist has said, it would take a lot of convincing via promotions to get those listeners over to 620. Granted 620 does have a very impressive signal, but then an important question needs to be answered...those programs that you speak of require a substantial cash investment to air on any station, plus barter. Very few networks do straight-up barter these days. Then you have to hire a contingency of sales reps to go out and be able to sell the product. You've just increased your payroll by about six people. Is it worth the risk? I really wouldn't know. Now that Bob Stevens has at least six stations that I know of in his portfolio (all of which are doing very well), and money shouldn't be a problem at this point I would think.

I say the safest way to approach it would be to try an hour of these shows on any full unsold hour just to gauge reaction from listeners. See if maybe the network would offer a 90-day trial period at least at a discount rate. Clarke, the floor is yours, friend.
 
"I say the safest way to approach it would be to try an hour of these shows on any full unsold hour just to gauge reaction from listeners."

Man, I don't know about that. That could be good advice, could be bad. It makes a lot of sense to test a little bit before going all out. A change like that is really, really risky, but with a really good chance of a good payout if it works. And, my gut feeling is that the odds of success are reasonably high.

On the other hand, that idea is one for pulling in pretty much a whole new audience, one that's a lot bigger than the one they've currently got. It's always scary to do something that will chase away a small audience while attracting a bigger one to replace it. There's always the fear that the chasing of the small audience will work, while the attracting the bigger replacement audience won't.

That makes me think that attempting a small scale test could simply prove that the new format will chase away the small audience, but without a major promotional push, it wouldn't attract the new, bigger audience.

I'm glad it's not a decision I have to make, as it would be a tough call.

Now, if there was the possibility of getting some sort of co-op ad money up front from the syndicated programs being purchases. I know that sort of thing isn't common. Neither is cutting a deal to get those syndicators to waive any up-front investment and accept a straight-up barter deal for a limited period of time, possibly in exhange for a better deal on the back end.

I also think that hiring sales reps doesn't have to present a payroll problem. Just offer them a strictly commission comp plan. Those kind of deals suck, but given the state of the local economy, there are enough people desparate for work that you can find some good salespeople who'll accept the risk. They'd need a higher commission rate to compensate for no salary, but if they sell enough air time, that shouldn't be a problem. And if they don't sell, then they cost you nothing.
 
The last I heard, The Edge has quit airing Imus because they don't want to get up that early and come in and change the station over from Sporting News.

This might actually work for them, because what happens is they then get Tony Bruno- who had a following in Pittsburgh when he was on FOX and ESPN (a small following but a following nonetheless)- on their airwaves at 9 a.m.

But then they turn him off at 10 a.m. for G. Gordon Liddy.

I don't know. I still think Imus should be on the airwaves. I think they have dropped their drawing card- even if you can't get him until the 7 a.m. hour in the winter.
 
I don't care to speculate on the future of our two stations although I'm often happy to speculate on the future of others. ;D

However, I really don't anticipate any changes coming along the lines of the ones suggested here.

Can't comment on the ratings, since we don't subscribe. Anyone who wants to can look them up on All Access, R&R Online, or Arbitron's web site.

Sorry, people. Move along, nothing to see here.
 
I don't care to speculate on the future of our two stations although I'm often happy to speculate on the future of others.

Spoken like a true PD, Clarke. Good answer. ;)
 
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