April Ratings

[tbolt909]

It’s no secret I would love to have 107.7. I like it because I know the potential. I was telling Entercom for 20 years it should be country. Eventually they did it, but they did it the wrong way. The station should be Uber local, take a regional approach, and own the gold based country format. The format that took over just after “country western”. The biggest growth period for country was late 80s to early 2000. What the Wolf did was everything I would never do. They went up against a heritage playing the same music, with a worse signal, hardly any promotion, and not local.

As I predicted, they will never do well in ratings, however, they will make more money than they did with alternative, especially from direct clients. They will also use it to combine the bigger stations for agency buys

The agencies see the ratings for The Wolf. They know it's worthless. Sure, the sales folks can offer it as a "throw in" if someone buys time on the other stations. That's not extra revenue. It's a giveaway.

The Gold based County format you're suggesting would be older demos. They don't want that. You were there when they had The Lake. You should know how well that format did in comparison to everything that has followed...

 

[davideduardo]

The agencies see the ratings for The Wolf. They know it's worthless. Sure, the sales folks can offer it as "throw in" if someone buys time on the other stations. That's not extra revenue. It's a giveaway.

The Gold based County format you're suggesting would be older demos. They don't want that. You were there when they had The Lake. You should know how well that format did in comparison to everything that has followed...

You seem unaware that a local station with a dedicated local staff can sell 55+ to local clients with very positive results. In markets where agency business is less than 20% to 25% and where most of that goes to the top 5 or 6 stations, there is still lots of direct account money to be had.

 

[Rusty Bridges]

The Gold based County format you're suggesting would be older demos. They don't want that. You (referring to Shula) were there when they had The Lake. You should know how well that format did in comparison to everything that has followed...

You seem unaware that a local station with a dedicated local staff can sell 55+ to local clients with very positive results. In markets where agency business is less than 20% to 25% and where most of that goes to the top 5 or 6 stations, there is still lots of direct account money to be had.

Actually, this ↑ could be an argument for restoring The Lake format on 107.7. The target demos would (these days) be decidedly 50+ if not 55+ ... in which case, it could be a thorn in the side of WECK, WHTT and WGRF.

 

[tbolt909]

You seem unaware that a local station with a dedicated local staff can sell 55+ to local clients with very positive results. In markets where agency business is less than 20% to 25% and where most of that goes to the top 5 or 6 stations, there is still lots of direct account money to be had.

No, you mean Audacy is unaware. I'm well aware that 107.7 fared much better with a different format. Obviously, a different ownership or (competence) could do what you suggest...

 

[TheBigA]

The agencies see the ratings for The Wolf. They know it's worthless. Sure, the sales folks can offer it as a "throw in" if someone buys time on the other stations. That's not extra revenue. It's a giveaway.

Most radio companies don't allow "throw in" sales. The country demo is younger and more female than WBEN or WGR.

 

[SirRoxalot]

Most radio companies don't allow "throw in" sales. The country demo is younger and more female than WBEN or WGR.

Audacy also owns Kiss and Star. They are very definitely younger and more female. Audacy saw weakness at WYRK and thought they might be vulnerable to a direct challenge. Townsquare saw the same weakness and finally hired someone (from Audacy) who knew the market and the had the juice to make a deal that gave him more programming freedom than previous programmers. WYRK made a comeback and The Wolf never invested in the talent and promotion required to really make a dent. So, now their meager 1.5 share has eroded to 1.1 instead of growing. TSQ made a move that worked out far better than what they did with WBUF. Audacy saw their Country share in Rochester slip significantly after Bob Barnett made the move to WYRK. In fact, Audacy has lost share pretty much across the board in both Buffalo and Rochester after they cut more local personnel and increased their reliance on VT and syndication.

 

[Mike Sheridan]

If you find a format people are looking for. Then do it well and promote it aggressively the station will do well. You can't do that by VT and syndication.

Just because you put a signal on the air you can't expect everyone to know about it or care. The best stations are the ones listeners have a connection to and don't want to turn off because they might miss something!

 

[TheBigA]

Audacy has lost share pretty much across the board in both Buffalo and Rochester after they cut more local personnel and increased their reliance on VT and syndication.

They're still the #1 group, although not by much. Townsquare and Cumulus have been basically flat. WNYPB and Radio One Buffalo are the two groups who have gained share this past year. They're tied for #1 with iHeart in Rochester.

 

[davideduardo]

No, you mean Audacy is unaware. I'm well aware that 107.7 fared much better with a different format. Obviously, a different ownership or (competence) could do what you suggest...

That is why I specify a local ownership. None of the bigger radio groups seems to want to explore local direct selling to neglected demographics.

 

[Buddy Shula]

Audacy also owns Kiss and Star. They are very definitely younger and more female. Audacy saw weakness at WYRK and thought they might be vulnerable to a direct challenge. Townsquare saw the same weakness and finally hired someone (from Audacy) who knew the market and the had the juice to make a deal that gave him more programming freedom than previous programmers. WYRK made a comeback and The Wolf never invested in the talent and promotion required to really make a dent. So, now their meager 1.5 share has eroded to 1.1 instead of growing. TSQ made a move that worked out far better than what they did with WBUF. Audacy saw their Country share in Rochester slip significantly after Bob Barnett made the move to WYRK. In fact, Audacy has lost share pretty much across the board in both Buffalo and Rochester after they cut more local personnel and increased their reliance on VT and syndication.

There is no “comeback” at YRK. They have been a top station in Buffalo for 30 years in ratings and revenue.

Audacy never expected to make a dent in YRK. The only dent they can possibly make is taking some local direct dollars. Getting a rouge person from the YRK morning show and putting her on the Wolf means zero. It is only good for endorsement money.

Bob was a great PD at WBEE, but he left for a long period of time. During that time WBEE did fine. They will continue to do fine. These are heritage stations with popular, targeted formats. They are not going anywhere.

The Wolf has a duplicate of YRK format, no name recognition, no localness, an inferior signal, no promotion. It will not make a dent in YRK. For a guy like me, I could make a great living out out it, but for Audacy, it’s just another FCC license in the arsenal . They have few expenses, so it’s about the revenue, at the sacrifice of any ratings.

Radio stations in large groups can care less about ratings anymore. It does not matter to them. Selling digital does.

The great thing about Radio One is we put significant profit back into the company, continually making the product better with great people, great technology, great marketing, and an awesome local on air product. As Radio One grows, this will be the continued game plan.

Profits drive our company, but they don’t dictate it. If we can provide fruitful employment, continue a great local product, and make a decent, fair profit, I’m ok with that.

I’m happy provided a good workplace for our employees, and I like to see them flourish. I am very proud with the principles we operate under.

As far as the other companies, their people will all trickle down to WECK and any other stations that may be in the mix.

 

[AceBiscuits]

In fact, Audacy has lost share pretty much across the board in both Buffalo and Rochester after they cut more local personnel and increased their reliance on VT and syndication

Audacy will ultimately be fine, at least with some of their Buffalo stations especially those in Rochester, because their heritage.

Buddy’s right: WBEE is the country king, and will remain so. At the same time it’s worth acknowledging that these stations have lost a lot of personality in just the last 2 years. To pick on WCMF: they lost Dave Kane, replaced him with a local host, but that local host got booted to sister WBZA (better than being laid off) for a roster of hosts that are all nationally voicetracked by Audacy, and it just sounds bad. All these changes started to happen after Bob Barnett left, and all of their music stations took a noticeable hit.

 

[Rusty Bridges]

Getting a rouge person from the YRK morning show...

Funny, intentional or not. No eyeliner?

 

[Oldbloodandguts]

Audacy, under Tim "part timer" Holly of Buffalo's cluster is reaping what David Field has sown. He could have picked someone good to be the market manager, but went with a guy who knows nothing about programming, doesn't even know some heritage people that work under him, and does NOT believe in advertising and promotion. Expect erosion till the upper brass at corporate figure it out, when it will be too late.

 

[ckg279]

You're missing the point. The Bridge is not going to get any significant ratings on HD. IF it were on 107.7, it just might. The abysmal results that the WBEN simulcast, Alternative, and Country delivered should tell Audacy something. Incompetent programming must be one of David Field's core values...

And that is a very big IF. I really don't think that right now Audacy is just going to sell off a station to Buffalo-Toronto Public Media just so it can give a broadcast home to The Bridge.

 

[davideduardo]

Audacy, under Tim "part timer" Holly of Buffalo's cluster is reaping what David Field has sown. He could have picked someone good to be the market manager, but went with a guy who knows nothing about programming, doesn't even know some heritage people that work under him, and does NOT believe in advertising and promotion. Expect erosion till the upper brass at corporate figure it out, when it will be too late.

Managers today are basically revenue and discretionary expense administrators in most companies. The corporate programming organization determines the details of formats and staffing, often without any final decision power in the hands of the manager. Promotion and advertising is determined by strict budgets, so it is very hard to spend if it is not authorized.

 

[TheBigA]

He could have picked someone good to be the market manager, but went with a guy who knows nothing about programming,

I've known several market managers who knew programming, and they always felt the need to meddle in the area they were supposed to delegate to someone else. The job of market manager is to pick good programmers, not do the job themselves. It's hard to hire good programmers when they know they'll be second-guessed by the boss. The main job of market manager is to meet the revenue numbers set by corporate. If you can do that well, you'll keep your job.

 

[ckg279]

Funny, intentional or not. No eyeliner?

Or a 1 point score in a CFL game? (Yes, this exists; look it up. )

 

[Prescott Joe]

I realize that Phoenix, AZ isn't Buffalo, NY.
You might expect country stations to do very well in Phoenix but not so much.
You might not expect a country station in Buffalo, NY not to do well but it does
and has done so for 30 years. You probably wouldn't expect an adult contemporary
station in Phoenix, with a rimshot signal and a translator to fill in some areas to do
well in Phoenix. Phoenix is a fairly young city, except for the far NW and East portions
of the metro. Shockingly, an adult contemporary station, playing quite a few "oldies"
in the mix is doing quite well, much to everyone's surprise.
The moral here: If you play a genre and do it very, very well, you can attract listeners
that normally would reject that genre. Case in point---- WYRK and WECK in Buffalo and
KOAI FM Sun City/Phoenix.

https://ratings.****************/cgi-bin/rol.exe/arb057

 

[Mike Sheridan]

I always heard the owners of 107.7 also owned WBEE and were concerned about the station siphoning off ratings since 107.7 can be heard in parts of the Rochester market.

In Charlotte the battle was between established WSOC 103.7 and WLVK-WTDR-WKKT 96.9. 96.9 went through many changes but stayed Country. They finally overtook WSOC, it took a long time but they did have signal parity.

Find a format and stick with it. Changing formats all the time just brands you a loser.

 

[davideduardo]

I realize that Phoenix, AZ isn't Buffalo, NY.
You might expect country stations to do very well in Phoenix but not so much.

And country has been declining in total shares. Part of this is due to the market approaching 40% Hispanic, a format not used by Hispanics until you go to markets like San Antonio and Albuquerque were less than 20% of Hispanics know Spanish and whose ancestors have been in the markets for many generations.

You might not expect a country station in Buffalo, NY not to do well but it does
and has done so for 30 years. You probably wouldn't expect an adult contemporary
station in Phoenix, with a rimshot signal and a translator to fill in some areas to do
well in Phoenix.

Why? That is one of the most liked formats for later generation Hispanics

Phoenix is a fairly young city, except for the far NW and East portions
of the metro. Shockingly, an adult contemporary station, playing quite a few "oldies"
in the mix is doing quite well, much to everyone's surprise.

Median age Buffalo is 33.9, and in Phoenix it is 33.4.