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BEN-FM: Let the Speculation Begin!
- Thread starter atthestars
- Start date
I have to admit I'm impressed that they're still sticking with the gag. Not sure if it's a stupid move or a brilliant one yet... but they're dedicated to the bit.
If they're returning to the regular format, I think it's a terrible idea to drag this out as long as they are. If they're actually flipping to something complete different, I think TV themes is one of the best ways to stunt. Just as effective as off-season wall-to-wall Christmas music. Either way, you get a pretty effective listener flush!
It'd be so great to see PPM figures just for WBEN and just for this particular 24 hour period. To watch the numbers gradually drop from 6am, 7am, 8am... until around 9am when there are like 11 people listening--all of them probably reading this post right now. haha
If you’re in, be all in.
There will always be some vocal complainers (thanks, social media).
Indeed. I mean, they only have morning and afternoon drive, plus some breaks for the text to win contest, but they’ve been part of the bit.
10 pm---Cheers into Dallas.
My guess, “play anything they feel like.”
I can't even imagine what they might have up their sleeve that would do a better job than BEN-FM in this market and within their own cluster. But when you look at how BEN-FM performs 6+ and in all the other major age demos, I suppose it's not surprising to hear they might be itching to try something new.
I can't imagine them being gone tomorrow...but at the same time, it seems unfathomable that they'd do this absolute-flush-the-audience stunt for 14 or 16 or 24 hours only to return to the regular format. Whatever they do, I would like to thank them for giving us something to talk about besides the terrible imaging on The Breeze. LOL
Any more pointless than going all-Christmas for a month?
Ben fm is really performing okay and is cheap to run
Yes, completely. One has no point at all and the other has a very clear monetary objective.
So you don't think there was some benefit to what they did yesterday? Really?
This is the same station that changed its name to BRYCE-FM to celebrate the new Phillies player.
They have an active marketing department, which might be helpful in the long run.
But is BEN-FM in and of itself making money? If I'm advertising on WMMR and/or WMGK, I might accept the sales pitch that for X amount of extra dollars, they'll also run my spots on BEN-FM. But how many other buyers are thinking "I want to advertise on BEN-FM?"
None of this is to say that a.) I can think of a better format or b.) I think BEN-FM shouldn't be on the air. I just think if I'm looking to target men, I have many options that are more effective than 95.7. This naturally hearkens back to the problems with WRFF. I'd rather have a package to get my spots on WMMR, WMGK, and BEN than pay anything at all to have them on 104.5. It's an interesting situation we have in the market.
How much are they spending for on-air talent?
Nope, I really don't. Changing the name and keeping the format is a cute, fun little thing that doesn't damage the brand or make people change the station. Turning off the vast majority of your listeners for basically a full day by flipping to a format that people don't want to hear (as opposed to Christmas, which demonstrably multiplies the number of listeners)? I can't see any upside to that at all.
I believe two of the three, at least, have other jobs. On-air morning producer/sidekick is promotions director, and I thought Kristen Hermann is something like production director (don’t quote me). So some amortization there.
But I’m not sure I follow the exercise of Ben sales vs combo sales. Not that I’ve analyzed spots such across the stations. Beasley is running a cluster. If Ben brings value that they reasonably believe exceeds the value of "plan B," it doesn't matter that much who comes in the door only wanting to buy Ben.
I don't see there being "no" value to the stunt. Did it add to the bottom line? No, of course. But it was a fun gag that played to the somewhat quirky vibe, for not a whole lot of Benjamin's.
But I’m not sure I follow the exercise of Ben sales vs combo sales. Not that I’ve analyzed spots such across the stations. Beasley is running a cluster. If Ben brings value that they reasonably believe exceeds the value of "plan B," it doesn't matter that much who comes in the door only wanting to buy Ben.
I don't see there being "no" value to the stunt. Did it add to the bottom line? No, of course. But it was a fun gag that played to the somewhat quirky vibe, for not a whole lot of Benjamin's.
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