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Bloodbath at Atlantic

d21ofnj said:
That decision is up to the new owners who will purchase these stations. If alternative is really that much of a void, then why isn't ZXL jumping the gun on it if they still continue to get beaten by The Shark?
Click to expand...

Two points of contention here:
1. Alternative doesn't make anyone money. It's not a money producing format. This has been discussed and rehashed multiple times on these boards. People who are passionate about a format are too emotionally attached to view the business side of it.
2. Unless my source lied to me, ZXL beat the Shark handily this past book. And, in the last couple of years, I believe ZXL beat the Shark most books except for Spring 2010. I could be wrong about that, but I don't think ZXL has "continued to get beat by The Shark" in recent years.

I just went to Arbitron's site to see if I was right about point #2 and added this to my post after publishing:

12+ SP09 FA09 SP10 FA10
WZXL-FM Classic Rock 4.1 4.1 2.6 3.7
WMGM-FM Classic Rock 3.1 3.1 4.0 3.0

That's just 12+ numbers, not dayparts or M/F or age breakdowns. Last 2 years, ZXL has beaten The Shark in 3 out of 4 books.
That's probably why they didn't jump on the Alternative bandwagon.
 
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