Ciao said:
Neanderpaul said:
Getting back ON-TOPIC. Research will show that "ethnically targeted" radio tends to attract more caucasian listeners than ethnic. Arbitron guesstimates only 248,000 "black" listeners in the entire market. That's 6%. To that we'll add 265,000 "hispanic" (7%) listeners for a grand total of 513,000 "non caucasian" listeners in the entire market. There's actually twice the percentage of "black" listeners available here in KC.
The point being there isn't enough audience according to Arbitron to justify serving ONLY "black", or "non-caucasian" audience. That's what a market survey will cite for data. So, 13% of the entire audience has allegedly been wronged by this dastardly transaction.
Reality check....Just because a station targets a certain demographic doesn't mean that demographic represents the majority of it's audience. Using Arbitron's (IMHO completely flawed but our industry continues to accept as gospel with regard to advertising) data, there's no market for a "black" station in Boston. The numbers don't support it. No station can survive on those numbers alone. Perhaps Radio One cashed out after seeing this?
Nice try with the corporate shpeal but I don't buy that. Plenty of non-black people listen to black radio. I remember when Kiss-FM in New York fist went Urban AC in the mid 90's, everyone was listening to it.
Plus, Boston is a minority majority city. Even the metropolitan area is gaining minorities while losing white folks. The loss of young people, particularly young white people, is an issue, and even republican gubenatorial candidate Kerry Healy has pointed out the loss of young folks in her campaign. It's immigration that's keeping Mass from losing people.
And advertizers buy on impressions AKA thousands. I have a survey here from Sales & Marketing Management that shows Boston is the 19th largest market for Black population in the US. That's bigger than notable black centers like Richmond (#20), Birmingham (#21) and Charlotte, NC (#22).
And most importantly, Boston needs a black radio station. You've shown yourself to me more concerned about shrugging off the race issue than actually paying attention to the real issue: Boston is now the biggest market without an Urban Radio station. Don't be shortsighted, that's a loss not just for our black population but for the market as a whole.
You just stated: "Boston is a minority majority city". The entire phrase is contradictory, but I understand what you're saying and while that may be true for downtown areas...Which part of 6% of the total market don't you comprehend? I didn't just randomly throw that statistic out there. That's how Arbitron, the standard for available audience measuring defines the market. Your assertion just does not hold weight when the data completely refutes it. According to Arbitron, Boston is 87% white. EIGHTY SEVEN PERCENT! these are the stats that radio companies, and ad agencies accept as reality. I'm not saying their "right" or "wrong". I'm saying they are as they are, and perception always equals reality.
I just told you that "black targeted" radio stations can't survive on "black only" listeners. That more often than not, research shows that more caucasians than non-caucasians listen to "black" radio stations. Perhaps you might want to go back and re-read my post. I'm not an adversary in this discussion. I'm just pointing out what the data shows, and processing it using the resources available. I'm sorry if it doesn't meld with your agenda. But, although the truth hurts sometimes. That doesn't make it any less true.
I also would love for you to show me how I'm "shrugging off the race issue than actually paying attention to the real issue"
I haven't "shrugged off" anything. I've shown you that there's no data that shows that a significant portion of the Boston Market is being ignored by any radio station. Both WXKS, and WJMN are "ethnically targeted". And both stations are very successful. I've also repeatedly asserted that, if there is a segment of the audience to be served that isn't currently being served, and if it makes good financial business sense, some radio company will adjust their programming accordingly.
There is no "race issue." Here's the ONLY issue. Radio One, a "minority/black owned" radio company, chose to sell their FM property to a "white" radio company, Entercom Communications, for approximately 30 million dollars. Some people want to look at it as a denial of radio for a certain "minority" group, or somehow spin it as the white man keeping minorities down. Skin pigment has less than zero to do with it. I'm fairly certain, although I can't, nor would I purport to speak for either party, but my gut tells me it wasn't ever considered by either company. Please stop looking at it as a personal slight to any community. Because if you were to truly look at who should be ridiculed, I would think it would be the sellers who'd be more suspect.
I hate all discussions pertaining to race because they inhibit true equality. We'll never have it as long as people continue to segregate themselves. I'm not blind to the reality of Boston's past. But, we'll never move forward until people stop using race as the arbiter for every business decision.
This is a topic I know will rub people the wrong way. I hope nobody misconstrues my intentions. Communication is the first step toward resolution. And too many people are afraid to communicate. It's a start.
Los Angeles has no Country station. New York no current-based Rock station. It's not unheard of for a specific format to be ignored in a large city. WILD was a 2-share radio station. If someone wants that 2-share added to their ratings, they'll adjust.
I don't know what demo breakouts look like. I do know that if there's money to be made. It will happen.
End of my participation. Thanks for reading.
