lil radio girl said:
If you understand radio diaries...you'll know top forty stations thrive on females 18-25.
Well, you’re half-right.
BTW, it's "18-24" which probably was a typo on your part.
These days, CHR is driven by Women 18-34 as a whole. The 25-34 component is as important as the 18-24 component. Not to sound zen-like, but an economically viable CHR (even in a market as small as Elmira-Corning) cannot be sustained without balance.
A strong showing in 25-34 allows the station to impact the 25-49 demo and to an extent, the 25-54 demo.
I won’t pretend to know how many agency buys are made in E-C, but even the big local accounts probably want to be assured their ad dollars are bringing them the biggest bang for their buck. A CHR station cannot sustain itself on bar spots and ladies night specials, nor can it sustain itself on solely strong 18-24 numbers without equally strong 25-34 numbers.
From what I've heard, Wink is a pretty good CHR station. This being said, the station plays far too much Urban content for the market. What’s the ethnic composition of Elmira-Corning? What’s the median age of the market?
CHR being what it is, there’s going to be Urban product in rotation. But the CHR charts are driven by sales and airplay of CHR’s in major and large markets. In market #223, there’s no need to follow the major market leaders.
Wink should be Hot AC and
lean CHR at night and weekends.
Going one step further, speaking speculatively, Backyard might do better swapping the formats of Pig and Wink. Country is a smash hit in markets like Syracuse, Rochester, Albany and Buffalo, where it often wins across the board 18-54.
It certainly would not be a mistake putting Country on that big 106.1 signal.
