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Alternative in College Towns?

R

Ratings Ho

Anyone have any strategies on how we survive in this format until 2008 when Arbitron finally gets cell phone only HH's into the sample. My market is nearly 25% 20-24 yet we can't crack a 3.5 share and are being threatened daily with an off the shelf change to Bob/Jack/Moovin, etc. Locally, the CHR sluts kick our ass since teen age chicks & single moms who like to shake their asses fill out diaries. I know we will kick ass once college kids actually get diaries again (or carry PPMs), but how do I stay alive until then. Is there any market for college kids who like guitar, or should we just give into the chick format madness? I'd love to blow off ratings success for local buzz, but I'm in redneck-land and need to show the power of my audience to a group who thinks we're all nose-rings, toos and meth. Help! :-\
 
What about trying to make it more of an alternative classic station? Throw in some new stuff too, but focus the playlist in more "recognizable" 90s alt rock?
 
What size market are you in?
Unless you're in a major market, I'm guessing that a bulk of your advertising business is with local retail. If you can help your sales department create some momentum for the businesses which do advertise, Arbitron will be irrelevant, because local business buys results, and don't understand the Arbitron game. In fact, you could have the #1 station in the market, but if they can't sell enough advertising, you are GONE! Its about the Benjamens, my friend.

Do you give your AE's leads on potential clients who could benefit from your radio exposure?
Do you create programming components which can help your core advertisers maximize their return?

Rather than worrying about Arbitron, worry about bringing cash to the company.
 
What's your rock competition in this market? What style of alternative are your local college kids into? The almost-indie guitar stuff or the active leaning harder stuff? Superserve their tastes, regardless of what the format's doing nationally. Is there any alternative history in the market that might call for some 90s/classic alt in the mix? Just a few things to ponder.
 
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