All-News KOMO-AM-FM Seattle Tied for #1

[Kelly A]

While KOMO's billing might currently be around 13th now, it's likely to improve because the ratings have been improving.

If you're still insisting that the 6+ ratings are the reason, you would be wrong. Nobody sells 6+.

After all, since the pandemic hit in Spring 2020, KOMO has been consistently a top 10 station for more than a year. I'd imagine tying for first place during a once-in-a-lifetime heat wave is also a boost for sales.

Again, 6+ doesn't count.

WCBS, WINS, KNX, and other all-news stations might not have the best demographics. But they are among Audacy's best earnings stations.

Audacy isn't buying AM 1000, KPLZ and KVI.

I read someplace recently that News/Talk outlet WBT-AM-FM is the #2 station in revenue in Charlotte. Its ratings are not great. It is rarely in the top 10. There are plenty of FM stations that get better ratings and have better demos. But I think advertisers place a value on a foreground station with heritage as a vehicle for their message.

No, advertisers and agencies place value on reaching certain demographics with money to spend.

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[Kelly A]

From what I understand, it's an unusual situation where the Olympic rimshots cover downtown Seattle and other areas of Seattle proper better than most of the locals can. It's more about covering other stations' signal gaps than taking advantage of people's preference for FM.

Sites to the Southwest have terrain-caused holes in significant population areas around the market. Some of those areas include: Kent, Auburn, Maple Valley, Bellevue, Mercer Island, Kirkland, Monroe, Redmond, to name just a few.

 

[davideduardo]

While KOMO's billing might currently be around 13th now, it's likely to improve because the ratings have been improving. After all, since the pandemic hit in Spring 2020, KOMO has been consistently a top 10 station for more than a year. I'd imagine tying for first place during a once-in-a-lifetime heat wave is also a boost for sales.

Remember that an all news station is immensely expensive to operate.

WCBS, WINS, KNX, and other all-news stations might not have the best demographics. But they are among Audacy's best earnings stations.

No, they are not huge earners. They are high billers but they have such high expenses that they are much less profitable than the music stations. However, they are about the only possible use for an AM today that can make any decent money (even sports is moving gradually to FM) and talk is dying of old age.

Earnings = (sales) - (expenses).

I read someplace recently that News/Talk outlet WBT-AM-FM is the #2 station in revenue in Charlotte. Its ratings are not great. It is rarely in the top 10. There are plenty of FM stations that get better ratings and have better demos. But I think advertisers place a value on a foreground station with heritage as a vehicle for their message..

WBT is a talker, not an all news station. Talk can use syndicated shows and generally requires far less staff than all news. WBT combines some local and the rest network shows.

Show Schedules – WBT Charlotte's News Talk

At News Talk 1110 WBT we lead local

wbt.com

 

[fordranger797]

Sites to the Southwest have terrain-caused holes in significant population areas around the market. Some of those areas include: Kent, Auburn, Maple Valley, Bellevue, Mercer Island, Kirkland, Monroe, Redmond, to name just a few.

While we're on the topic, would it make sense for a station like 97.7 to market itself exclusively to the south sound once more? We've already discussed how the Thurston County radio market is completely served, but perhaps Lotus would be successful marketing this signal to Tacoma. I can't imagine that there are a ton of advertising dollars to go around in Tacoma, but 97.7 isn't competitive with any of the signals based in King County.

 

[Kelly A]

While we're on the topic, would it make sense for a station like 97.7 to market itself exclusively to the south sound once more? We've already discussed how the Thurston County radio market is completely served, but perhaps Lotus would be successful marketing this signal to Tacoma. I can't imagine that there are a ton of advertising dollars to go around in Tacoma, but 97.7 isn't competitive with any of the signals based in King County.

Not really. Years ago Tacoma was made part of the Seattle market. Selling just to that area would be like losing 70% of your potential territory. You'd be crushed by full market stations. Also, ad agencies don't just represent the South Sound like they used to. That's why Tacoma stations moved to Cougar and W. Tiger Mt., yet are still licensed in Tacoma.
Once you get South of Tacoma into Olympia, things change over to a separate, much smaller market.

 

[AM FM listener]

Yup, nice move for KOMO, 4.3 to 6.5. Looks like KEXP is coming back to Earth after a few remarkable Spring books. Two CHR's in the top 10?

 

[bobdavcav]

Speaking of terrain issues, is Buckley in said terrain issue area for South Sound areas? I was in the market all last week, but the only station I got to hear was KXXO and it occurred to me that I had never driven that section of that signal before. Usually when we're out that way Seattle stations are fine since they come in out there, but as we were coming from the south instead of the north, we didn't bother switching.

 

[Kelly A]

Speaking of terrain issues, is Buckley in said terrain issue area for South Sound areas? I was in the market all last week, but the only station I got to hear was KXXO and it occurred to me that I had never driven that section of that signal before. Usually when we're out that way Seattle stations are fine since they come in out there, but as we were coming from the south instead of the north, we didn't bother switching.

Enumscratch and Buckley are well shielded from Southwest rimshot stations. Cougar and especially WTM, plays well into that area.

 

[placebo1969]

Heh, haven't heard Enumscratch in a long time.

 

[bobdavcav]

Yeah that was pretty funny. Interestingly, the only problem we had with 96.1 going out that way was coming into Bonnie Lake, where many signals have problems including all Seattle signals.

 

[fordranger797]

Yeah that was pretty funny. Interestingly, the only problem we had with 96.1 going out that way was coming into Bonnie Lake, where many signals have problems including all Seattle signals.

That's a challenging area for reception. There's a ridge that cuts off virtually all reception from Tiger Mountain in the Sumner area. With that being said, reception shouldn't be problematic from Seattle as long as you're on top of that ridge.

 

[bobdavcav]

Yeah, that's about where the problem area is, going up the hill on 410 from Sumner.

 

[TomásEstefan]

While KOMO's billing might currently be around 13th now, it's likely to improve because the ratings have been improving. After all, since the pandemic hit in Spring 2020, KOMO has been consistently a top 10 station for more than a year. I'd imagine tying for first place during a once-in-a-lifetime heat wave is also a boost for sales.

WCBS, WINS, KNX, and other all-news stations might not have the best demographics. But they are among Audacy's best earnings stations.

I read someplace recently that News/Talk outlet WBT-AM-FM is the #2 station in revenue in Charlotte. Its ratings are not great. It is rarely in the top 10. There are plenty of FM stations that get better ratings and have better demos. But I think advertisers place a value on a foreground station with heritage as a vehicle for their message.

.

I'm sure KNX would do much better if they had a traditional FM, rather than just KRTH-FM HD-2.

 

[davideduardo]

I'm sure KNX would do much better if they had a traditional FM, rather than just KRTH-FM HD-2.

I don't think FM would benefit them much. KNX does poorly in under-55 listeners, more so than other AM only all news stations.

I suspect that part of the issue is the ethnicity of the LA market; all news significantly under performs among Blacks and Hispanics and other research shows it does not do well with first generation immigrants and Asians. Since the market is about 75% ethnic and/or first generation in the under-55 ages, it's unlikely that an FM would help.

Further, all news does poorly in Sunbelt major markets. Houston and Atlanta failed, Miami has none, San Diego failed, and Dallas does rather poorly compared to more northern markets.

 

[TomásEstefan]

I don't think FM would benefit them much. KNX does poorly in under-55 listeners, more so than other AM only all news stations.

I suspect that part of the issue is the ethnicity of the LA market; all news significantly under performs among Blacks and Hispanics and other research shows it does not do well with first generation immigrants and Asians. Since the market is about 75% ethnic and/or first generation in the under-55 ages, it's unlikely that an FM would help.

Further, all news does poorly in Sunbelt major markets. Houston and Atlanta failed, Miami has none, San Diego failed, and Dallas does rather poorly compared to more northern markets.

I'm wondering what the ethnic make up of Sacramento is? As I understand it, KFBK improved considerably when they added an FM translator, even though it doesn't reach the entire market.

 

[TheBigA]

I'm wondering what the ethnic make up of Sacramento is? As I understand it, KFBK improved considerably when they added an FM translator, even though it doesn't reach the entire market.

KFBK isn't all news.

 

[TomásEstefan]

i was referring drive time.

 

[bobdavcav]

I don't think FM would benefit them much. KNX does poorly in under-55 listeners, more so than other AM only all news stations.

I suspect that part of the issue is the ethnicity of the LA market; all news significantly under performs among Blacks and Hispanics and other research shows it does not do well with first generation immigrants and Asians. Since the market is about 75% ethnic and/or first generation in the under-55 ages, it's unlikely that an FM would help.

Further, all news does poorly in Sunbelt major markets. Houston and Atlanta failed, Miami has none, San Diego failed, and Dallas does rather poorly compared to more northern markets.

That's quite interesting. Why doesn't all news work as well in the southern markets? I didn't think Dallas had an all news station, what is it?

 

[davideduardo]

That's quite interesting. Why doesn't all news work as well in the southern markets? I didn't think Dallas had an all news station, what is it?

A hybrid: KRLD which IIRC was a bit like WBZ.

I think it is a lifestyle issue, added to the fact that in most of those cities most people are "not from here" and don't have the deepest ties to the community. That is, of course, just a guess.

 

[MarkW]

I don't think FM would benefit them much. KNX does poorly in under-55 listeners, more so than other AM only all news stations.

Gee - maybe being on the ancient modulation band has something to do with that!

On the topic of expense of running an all-news format, my guess is annual personnel expense for anchors, reporters, producers, board operators, engineers, in-sourced or outsourced weather & traffic, etc. is probably in the ballpark of $3 million a year for a major market. Add another half million for news gathering resources (insurance, vehicles, wire service licenses, research tools, uplinks and the like).

Of course, there needs to be substantial cash earmarked for sales staff, too, but that's a trickier calculation because of cluster specific considerations.

I also didn't count things that apply to ALL radio stations, such as the electric bill, transmitter site upkeep, and real estate related expense.

Not an inexpensive format if done properly; David Eduardo and others are absolutely right. However, there are some instances where all-news stations bill $15 million, $25 million or even $35 million a year. WTOP in Washington is way in front of everyone else. Look at that - they're on FM, too! Who woulda thunk?

Even if annual billing is, say, $8 million, there should be at least some headroom for positive cash flow generation.

Yes, start-up costs are high. Yes, it is very difficult for a start-up to make breakthrough impact (All News 99.1 in Washington was a stupid idea given the signal and lack of resources at the local level compared to the well heeled WTOP). But for a well established station in the format that earns decent ratings, in most cases they'd be very foolish to dump the format down the drain.

(2019) WTOP is Once Again Radio's Top Biller - Radio Ink

With 2019 revenue at $69.8 million (according to a BIA press release), the Hubbard all-news station in Washington, DC held on to its title as the number one billing radio station in America. iHeartMedia grabbed the next four spots.

radioink.com