nocomradio said:
See, you just said that the stations that could make a difference (WBBM, CBS, WBZ) are concentrating on local news. Sounds to me like they are shooting themselves in both feet that way. Do any of their engineers, PD's, owners, or stockholders realize just how far their signal reaches? If not, they truly are pretty out of touch. If so, then they need to realize that while yes, news for Chicago is beneficial to Chicagoans, it isn't really of much use to someone in Atlanta. Why not turn that signal over to someone who might use it to reach a broad audience with something useful or heaven forbid, entertaining?
I know, it won't work..........but that is the pat answer for anything these days, and no one seems willing to look at things logically.
In these three cases, we are talking about stations that are in the top two or three billers in their market... and in the case of Chicago and NY, the number 4 and 6 billers in the whole country.
So, the management is supposed to remove the local traffic, the local weather, the local news and try to appeal to the audience in, let's say, Morgantown, WV. So they would become a nonentity in New York, where unless you are 50 kw, and, hopefully, 50 kw non directional, you can't penetrate the buildings and apartments, and where $1000 spots are not unknown... and become an occasional choice at night in markets where spots go for $10 or so.
First, all radio... AM and FM, has much less listening at night. It's been that way since the freeze lifted.
Second, buyers who might somehow be interested in that kind of audience don't usually buy radio at night, and then they don't buy stations that couldn't show up in the ratings in all those other night-only skywave markets because in the high listening times, daylight hours, you could not hear those stations.
Beyond that, you have the fact that you can't reliably hear a Chicago station in Atlanta due to noise and, frequently, interference from stations in other countries. FUrther, Atlanta has 100 stations of its own in the metro... why would they want information from far off if they can get it locally, focused on them, and with no fading, static, noise and interference.
As an example, I'd mention that several of the LA stations are in the top 10 in the adjacent Riverside San Bernardino market... some are top 5. Yet that impressive showing adds about zero additional revenue. Local Riverside advertisers won't pay LA rates, and agencies don't buy the two markets combined... even though some stations have tried for the last several decades to change that. Again, the evidence shows that radio provides what advertisers want, and they don't want to buy a local market via an out of market station and they don't want to buy nights, anyway.