-
Get involved.
We want your input!
Apply for Membership and join the conversations about everything related to broadcasting.
After we receive your registration, a moderator will review it. After your registration is approved, you will be permitted to post.
If you use a disposable or false email address, your registration will be rejected.
After your membership is approved, please take a minute to tell us a little bit about yourself.
https://www.radiodiscussions.com/forums/introduce-yourself.1088/
Thanks in advance and have fun!
RadioDiscussions Administrators
You are using an out of date browser. It may not display this or other websites correctly.
You should upgrade or use an alternative browser.
You should upgrade or use an alternative browser.
Bob and Tom on WQWK
- Thread starter Spackler
- Start date
N
Newbie
Guest
> If you listen to B&T on QWK, you normally hear a lot of
> PSAs. I just took a peek at the spring book. B&T lead the
> pack in 18-34, 18-49 and 25-54.
>
> "can't sell it" is a common complaint from a sales staff.
> Wonder if we'll still hear those PSAs?
Regardless of how they did in those age clusters, some clients around here are too conservative for B & T. To them, it might as well be Howard Stern.
> PSAs. I just took a peek at the spring book. B&T lead the
> pack in 18-34, 18-49 and 25-54.
>
> "can't sell it" is a common complaint from a sales staff.
> Wonder if we'll still hear those PSAs?
Regardless of how they did in those age clusters, some clients around here are too conservative for B & T. To them, it might as well be Howard Stern.
K
killawatt
Guest
> If you listen to B&T on QWK, you normally hear a lot of
> PSAs. I just took a peek at the spring book. B&T lead the
> pack in 18-34, 18-49 and 25-54.
>
> "can't sell it" is a common complaint from a sales staff.
> Wonder if we'll still hear those PSAs?
>
With numbers like that...an auto dealership may even pull $300 from their $8,000 @ month CDT schedule and buy an annual on the station.
> PSAs. I just took a peek at the spring book. B&T lead the
> pack in 18-34, 18-49 and 25-54.
>
> "can't sell it" is a common complaint from a sales staff.
> Wonder if we'll still hear those PSAs?
>
With numbers like that...an auto dealership may even pull $300 from their $8,000 @ month CDT schedule and buy an annual on the station.
M
McCall
Guest
> > If you listen to B&T on QWK, you normally hear a lot of
> > PSAs. I just took a peek at the spring book. B&T lead the
> > pack in 18-34, 18-49 and 25-54.
> >
> > "can't sell it" is a common complaint from a sales staff.
> > Wonder if we'll still hear those PSAs?
> >
> With numbers like that...an auto dealership may even pull
> $300 from their $8,000 @ month CDT schedule and buy an
> annual on the station.
>
There are dealers that spend $20,000 a month in the Altoona Mirror. Circulation is down, noting factors are low, and rates are up. I guess old habits are hard to break.
> > PSAs. I just took a peek at the spring book. B&T lead the
> > pack in 18-34, 18-49 and 25-54.
> >
> > "can't sell it" is a common complaint from a sales staff.
> > Wonder if we'll still hear those PSAs?
> >
> With numbers like that...an auto dealership may even pull
> $300 from their $8,000 @ month CDT schedule and buy an
> annual on the station.
>
There are dealers that spend $20,000 a month in the Altoona Mirror. Circulation is down, noting factors are low, and rates are up. I guess old habits are hard to break.
B
babeontheair
Guest
> > If you listen to B&T on QWK, you normally hear a lot of
> > PSAs. I just took a peek at the spring book. B&T lead the
> > pack in 18-34, 18-49 and 25-54.
> >
> > "can't sell it" is a common complaint from a sales staff.
> > Wonder if we'll still hear those PSAs?
>
> Regardless of how they did in those age clusters, some
> clients around here are too conservative for B & T. To them,
> it might as well be Howard Stern.
>
When WGMR had it on we had only a few people sold on it and all of them out of the metro. Nobody else would touch it at all. It was a show that was expensive if there was no return on that. When we dropped it we got 200 calls a hour but they were all from 75 miles away, it never caught on locally.
> > PSAs. I just took a peek at the spring book. B&T lead the
> > pack in 18-34, 18-49 and 25-54.
> >
> > "can't sell it" is a common complaint from a sales staff.
> > Wonder if we'll still hear those PSAs?
>
> Regardless of how they did in those age clusters, some
> clients around here are too conservative for B & T. To them,
> it might as well be Howard Stern.
>
When WGMR had it on we had only a few people sold on it and all of them out of the metro. Nobody else would touch it at all. It was a show that was expensive if there was no return on that. When we dropped it we got 200 calls a hour but they were all from 75 miles away, it never caught on locally.
I know a certain car dealer and I will not mention his name...but he REFUSED to EVER buy time as long as Bob and Tom was on the air bcause he personally found some of the content offensive. He was afraid that even with any popularity from the show, he may send out the wrong message about HIS morals if he chose to put money behind it.
It may do well in the book, but I doubt seriously it will ever be an easy sell for any sales team. Its just too much of a hot potato for most conservative businessmen in this area.
>
> When WGMR had it on we had only a few people sold on it
> and all of them out of the metro. Nobody else would touch it
> at all. It was a show that was expensive if there was no
> return on that. When we dropped it we got 200 calls a hour
> but they were all from 75 miles away, it never caught on
> locally.
>
It may do well in the book, but I doubt seriously it will ever be an easy sell for any sales team. Its just too much of a hot potato for most conservative businessmen in this area.
>
> When WGMR had it on we had only a few people sold on it
> and all of them out of the metro. Nobody else would touch it
> at all. It was a show that was expensive if there was no
> return on that. When we dropped it we got 200 calls a hour
> but they were all from 75 miles away, it never caught on
> locally.
>
M
mountaineer
Guest
Bob & Tom's remarkable performance--sweeping nearly ever demo except 12+ (Froggy)--might be a one-time thing. With so few diaries to play with, it's pretty easy to see the over/under sampling patterns. 18-34 was way under... 35-54 was way over. Women were undersampled; men oversampled. Biggest shifts from last book were in young women (under) and older guys (over). The "Bob & Tom" crowd--guys 35-54--had a bunch of books in their hands. Arbitron will tell you that weighting will even things out, but with just a handful of books in the whole market it doesn't take much imbalance to get things out of whack. Anyway, don't be too shocked to see B&T (and Quick) back to normal next time.
If you're wondering if this relates to Lite's big jump, it's on the "undersampling" side. When a demo is undersampled, weighting multiplies whatever AQH is noted. One or two diaries from young women registered enormous quarter hours for WLTS and the weighting procedure doubled the value. And that's how a Soft AC beats its co-owned CHR in 18-34. Again, don't be too shocked to see 'em drop back to normal next time.
> I know a certain car dealer and I will not mention his
> name...but he REFUSED to EVER buy time as long as Bob and
> Tom was on the air bcause he personally found some of the
> content offensive. He was afraid that even with any
> popularity from the show, he may send out the wrong message
> about HIS morals if he chose to put money behind it.
>
> It may do well in the book, but I doubt seriously it will
> ever be an easy sell for any sales team. Its just too much
> of a hot potato for most conservative businessmen in this
> area.
>
> >
> > When WGMR had it on we had only a few people sold on
> it
> > and all of them out of the metro. Nobody else would touch
> it
> > at all. It was a show that was expensive if there was no
> > return on that. When we dropped it we got 200 calls a hour
>
> > but they were all from 75 miles away, it never caught on
> > locally.
> >
>
If you're wondering if this relates to Lite's big jump, it's on the "undersampling" side. When a demo is undersampled, weighting multiplies whatever AQH is noted. One or two diaries from young women registered enormous quarter hours for WLTS and the weighting procedure doubled the value. And that's how a Soft AC beats its co-owned CHR in 18-34. Again, don't be too shocked to see 'em drop back to normal next time.
> I know a certain car dealer and I will not mention his
> name...but he REFUSED to EVER buy time as long as Bob and
> Tom was on the air bcause he personally found some of the
> content offensive. He was afraid that even with any
> popularity from the show, he may send out the wrong message
> about HIS morals if he chose to put money behind it.
>
> It may do well in the book, but I doubt seriously it will
> ever be an easy sell for any sales team. Its just too much
> of a hot potato for most conservative businessmen in this
> area.
>
> >
> > When WGMR had it on we had only a few people sold on
> it
> > and all of them out of the metro. Nobody else would touch
> it
> > at all. It was a show that was expensive if there was no
> > return on that. When we dropped it we got 200 calls a hour
>
> > but they were all from 75 miles away, it never caught on
> > locally.
> >
>
K
killawatt
Guest
Funny how folks on this board and in the industry are so stuck on CHR. You never hear of WLTW/New York, KODA/Houston, KOST/Los Angeles, WLMG/New Orleans, KOIT/San Francisco, KEZK/St. Louis…all are soft ac’s (gold based) or hybrids of… and all are top 3 18-34 women and top three (or better) in billing in their markets. Soft AC success doesn’t happen overnight, it took WLMG in New Orleans 5 years of strong marketing and consistent programming to overtake the AC market leader, WLTS - and as our good friend Paul Harvey would say Professor…now you know the rest of the story. WLTS changed formats, and the call sign is now in State College. WLTS may not be a 9 share and probably isn’t that strong 18-34’s…but it got the market’s attention and will remain a force to be dealt with. The biggest problem the station faces is finding sales folks that can sell any kind of radio format, much less understand the strengths and objections of the soft ac format.
> Bob & Tom's remarkable performance--sweeping nearly ever
> demo except 12+ (Froggy)--might be a one-time thing. With so
> few diaries to play with, it's pretty easy to see the
> over/under sampling patterns. 18-34 was way under... 35-54
> was way over. Women were undersampled; men oversampled.
> Biggest shifts from last book were in young women (under)
> and older guys (over). The "Bob & Tom" crowd--guys
> 35-54--had a bunch of books in their hands. Arbitron will
> tell you that weighting will even things out, but with just
> a handful of books in the whole market it doesn't take much
> imbalance to get things out of whack. Anyway, don't be too
> shocked to see B&T (and Quick) back to normal next time.
>
> If you're wondering if this relates to Lite's big jump, it's
> on the "undersampling" side. When a demo is undersampled,
> weighting multiplies whatever AQH is noted. One or two
> diaries from young women registered enormous quarter hours
> for WLTS and the weighting procedure doubled the value. And
> that's how a Soft AC beats its co-owned CHR in 18-34. Again,
> don't be too shocked to see 'em drop back to normal next
> time.
>
>
> > I know a certain car dealer and I will not mention his
> > name...but he REFUSED to EVER buy time as long as Bob and
> > Tom was on the air bcause he personally found some of the
> > content offensive. He was afraid that even with any
> > popularity from the show, he may send out the wrong
> message
> > about HIS morals if he chose to put money behind it.
> >
> > It may do well in the book, but I doubt seriously it will
> > ever be an easy sell for any sales team. Its just too
> much
> > of a hot potato for most conservative businessmen in this
> > area.
> >
> > >
> > > When WGMR had it on we had only a few people sold
> on
> > it
> > > and all of them out of the metro. Nobody else would
> touch
> > it
> > > at all. It was a show that was expensive if there was no
>
> > > return on that. When we dropped it we got 200 calls a
> hour
> >
> > > but they were all from 75 miles away, it never caught on
>
> > > locally.
> > >
> >
>
> Bob & Tom's remarkable performance--sweeping nearly ever
> demo except 12+ (Froggy)--might be a one-time thing. With so
> few diaries to play with, it's pretty easy to see the
> over/under sampling patterns. 18-34 was way under... 35-54
> was way over. Women were undersampled; men oversampled.
> Biggest shifts from last book were in young women (under)
> and older guys (over). The "Bob & Tom" crowd--guys
> 35-54--had a bunch of books in their hands. Arbitron will
> tell you that weighting will even things out, but with just
> a handful of books in the whole market it doesn't take much
> imbalance to get things out of whack. Anyway, don't be too
> shocked to see B&T (and Quick) back to normal next time.
>
> If you're wondering if this relates to Lite's big jump, it's
> on the "undersampling" side. When a demo is undersampled,
> weighting multiplies whatever AQH is noted. One or two
> diaries from young women registered enormous quarter hours
> for WLTS and the weighting procedure doubled the value. And
> that's how a Soft AC beats its co-owned CHR in 18-34. Again,
> don't be too shocked to see 'em drop back to normal next
> time.
>
>
> > I know a certain car dealer and I will not mention his
> > name...but he REFUSED to EVER buy time as long as Bob and
> > Tom was on the air bcause he personally found some of the
> > content offensive. He was afraid that even with any
> > popularity from the show, he may send out the wrong
> message
> > about HIS morals if he chose to put money behind it.
> >
> > It may do well in the book, but I doubt seriously it will
> > ever be an easy sell for any sales team. Its just too
> much
> > of a hot potato for most conservative businessmen in this
> > area.
> >
> > >
> > > When WGMR had it on we had only a few people sold
> on
> > it
> > > and all of them out of the metro. Nobody else would
> touch
> > it
> > > at all. It was a show that was expensive if there was no
>
> > > return on that. When we dropped it we got 200 calls a
> hour
> >
> > > but they were all from 75 miles away, it never caught on
>
> > > locally.
> > >
> >
>
K
killawatt
Guest
...for the reading impaired, let me clarify that the majority of buys in the top 50 markets are done with a non-ethnic ranker.
> Funny how folks on this board and in the industry are so
> stuck on CHR. You never hear of WLTW/New York,
> KODA/Houston, KOST/Los Angeles, WLMG/New Orleans, KOIT/San
> Francisco, KEZK/St. Louis…all are soft ac’s (gold based) or
> hybrids of… and all are top 3 18-34 women and top three (or
> better) in billing in their markets. Soft AC success
> doesn’t happen overnight, it took WLMG in New Orleans 5
> years of strong marketing and consistent programming to
> overtake the AC market leader, WLTS - and as our good friend
> Paul Harvey would say Professor…now you know the rest of the
> story. WLTS changed formats, and the call sign is now in
> State College. WLTS may not be a 9 share and probably isn’t
> that strong 18-34’s…but it got the market’s attention and
> will remain a force to be dealt with. The biggest problem
> the station faces is finding sales folks that can sell any
> kind of radio format, much less understand the strengths and
> objections of the soft ac format.
>
> > Bob & Tom's remarkable performance--sweeping nearly ever
> > demo except 12+ (Froggy)--might be a one-time thing. With
> so
> > few diaries to play with, it's pretty easy to see the
> > over/under sampling patterns. 18-34 was way under... 35-54
>
> > was way over. Women were undersampled; men oversampled.
> > Biggest shifts from last book were in young women (under)
> > and older guys (over). The "Bob & Tom" crowd--guys
> > 35-54--had a bunch of books in their hands. Arbitron will
> > tell you that weighting will even things out, but with
> just
> > a handful of books in the whole market it doesn't take
> much
> > imbalance to get things out of whack. Anyway, don't be too
>
> > shocked to see B&T (and Quick) back to normal next time.
> >
> > If you're wondering if this relates to Lite's big jump,
> it's
> > on the "undersampling" side. When a demo is undersampled,
> > weighting multiplies whatever AQH is noted. One or two
> > diaries from young women registered enormous quarter hours
>
> > for WLTS and the weighting procedure doubled the value.
> And
> > that's how a Soft AC beats its co-owned CHR in 18-34.
> Again,
> > don't be too shocked to see 'em drop back to normal next
> > time.
> >
> >
> > > I know a certain car dealer and I will not mention his
> > > name...but he REFUSED to EVER buy time as long as Bob
> and
> > > Tom was on the air bcause he personally found some of
> the
> > > content offensive. He was afraid that even with any
> > > popularity from the show, he may send out the wrong
> > message
> > > about HIS morals if he chose to put money behind it.
> > >
> > > It may do well in the book, but I doubt seriously it
> will
> > > ever be an easy sell for any sales team. Its just too
> > much
> > > of a hot potato for most conservative businessmen in
> this
> > > area.
> > >
> > > >
> > > > When WGMR had it on we had only a few people sold
>
> > on
> > > it
> > > > and all of them out of the metro. Nobody else would
> > touch
> > > it
> > > > at all. It was a show that was expensive if there was
> no
> >
> > > > return on that. When we dropped it we got 200 calls a
> > hour
> > >
> > > > but they were all from 75 miles away, it never caught
> on
> >
> > > > locally.
> > > >
> > >
> >
>
> Funny how folks on this board and in the industry are so
> stuck on CHR. You never hear of WLTW/New York,
> KODA/Houston, KOST/Los Angeles, WLMG/New Orleans, KOIT/San
> Francisco, KEZK/St. Louis…all are soft ac’s (gold based) or
> hybrids of… and all are top 3 18-34 women and top three (or
> better) in billing in their markets. Soft AC success
> doesn’t happen overnight, it took WLMG in New Orleans 5
> years of strong marketing and consistent programming to
> overtake the AC market leader, WLTS - and as our good friend
> Paul Harvey would say Professor…now you know the rest of the
> story. WLTS changed formats, and the call sign is now in
> State College. WLTS may not be a 9 share and probably isn’t
> that strong 18-34’s…but it got the market’s attention and
> will remain a force to be dealt with. The biggest problem
> the station faces is finding sales folks that can sell any
> kind of radio format, much less understand the strengths and
> objections of the soft ac format.
>
> > Bob & Tom's remarkable performance--sweeping nearly ever
> > demo except 12+ (Froggy)--might be a one-time thing. With
> so
> > few diaries to play with, it's pretty easy to see the
> > over/under sampling patterns. 18-34 was way under... 35-54
>
> > was way over. Women were undersampled; men oversampled.
> > Biggest shifts from last book were in young women (under)
> > and older guys (over). The "Bob & Tom" crowd--guys
> > 35-54--had a bunch of books in their hands. Arbitron will
> > tell you that weighting will even things out, but with
> just
> > a handful of books in the whole market it doesn't take
> much
> > imbalance to get things out of whack. Anyway, don't be too
>
> > shocked to see B&T (and Quick) back to normal next time.
> >
> > If you're wondering if this relates to Lite's big jump,
> it's
> > on the "undersampling" side. When a demo is undersampled,
> > weighting multiplies whatever AQH is noted. One or two
> > diaries from young women registered enormous quarter hours
>
> > for WLTS and the weighting procedure doubled the value.
> And
> > that's how a Soft AC beats its co-owned CHR in 18-34.
> Again,
> > don't be too shocked to see 'em drop back to normal next
> > time.
> >
> >
> > > I know a certain car dealer and I will not mention his
> > > name...but he REFUSED to EVER buy time as long as Bob
> and
> > > Tom was on the air bcause he personally found some of
> the
> > > content offensive. He was afraid that even with any
> > > popularity from the show, he may send out the wrong
> > message
> > > about HIS morals if he chose to put money behind it.
> > >
> > > It may do well in the book, but I doubt seriously it
> will
> > > ever be an easy sell for any sales team. Its just too
> > much
> > > of a hot potato for most conservative businessmen in
> this
> > > area.
> > >
> > > >
> > > > When WGMR had it on we had only a few people sold
>
> > on
> > > it
> > > > and all of them out of the metro. Nobody else would
> > touch
> > > it
> > > > at all. It was a show that was expensive if there was
> no
> >
> > > > return on that. When we dropped it we got 200 calls a
> > hour
> > >
> > > > but they were all from 75 miles away, it never caught
> on
> >
> > > > locally.
> > > >
> > >
> >
>
M
mountaineer
Guest
The charms of Soft AC
Soft AC DOES perform well in major markets, but ordinarily in Women 25-54/35-54, not 18-24. Usually--as in NYC--it's the only format actively targeting women over 40, so there's no direct competition and TSL is huge. It's been about 5 years since I saw a WLTW breakout, and back then they were Top 3 in W25-54 and W18-49 but way down the list in W18-34. Nationally the core of the format remains women 40-49 and I'd respectfully submit that the WLTS target in State College is the 45-year old female, not the 21 year old. I'd also suggest that if there doesn't seem to be much conversation about Lite or Soft AC, it's probably because there isn't much to talk about--no (or minimal) airstaff, no (or minimal) promotion... no-risk playlist--the whole idea is to be quiet. Yes, it's hard to sell--competitors position it as "background" radio. On the plus side, Soft AC is very inexpensive to run, so profits can be great--even with modest billing.
> ...for the reading impaired, let me clarify that the
> majority of buys in the top 50 markets are done with a
> non-ethnic ranker.
>
> > Funny how folks on this board and in the industry are so
> > stuck on CHR. You never hear of WLTW/New York,
> > KODA/Houston, KOST/Los Angeles, WLMG/New Orleans, KOIT/San
>
> > Francisco, KEZK/St. Louis…all are soft ac’s (gold based)
> or
> > hybrids of… and all are top 3 18-34 women and top three
> (or
> > better) in billing in their markets. Soft AC success
> > doesn’t happen overnight, it took WLMG in New Orleans 5
> > years of strong marketing and consistent programming to
> > overtake the AC market leader, WLTS - and as our good
> friend
> > Paul Harvey would say Professor…now you know the rest of
> the
> > story. WLTS changed formats, and the call sign is now in
> > State College. WLTS may not be a 9 share and probably
> isn’t
> > that strong 18-34’s…but it got the market’s attention and
> > will remain a force to be dealt with. The biggest problem
>
> > the station faces is finding sales folks that can sell any
>
> > kind of radio format, much less understand the strengths
> and
> > objections of the soft ac format.
> >
> > > Bob & Tom's remarkable performance--sweeping nearly ever
>
> > > demo except 12+ (Froggy)--might be a one-time thing.
> With
> > so
> > > few diaries to play with, it's pretty easy to see the
> > > over/under sampling patterns. 18-34 was way under...
> 35-54
> >
> > > was way over. Women were undersampled; men oversampled.
> > > Biggest shifts from last book were in young women
> (under)
> > > and older guys (over). The "Bob & Tom" crowd--guys
> > > 35-54--had a bunch of books in their hands. Arbitron
> will
> > > tell you that weighting will even things out, but with
> > just
> > > a handful of books in the whole market it doesn't take
> > much
> > > imbalance to get things out of whack. Anyway, don't be
> too
> >
> > > shocked to see B&T (and Quick) back to normal next time.
>
> > >
> > > If you're wondering if this relates to Lite's big jump,
> > it's
> > > on the "undersampling" side. When a demo is
> undersampled,
> > > weighting multiplies whatever AQH is noted. One or two
> > > diaries from young women registered enormous quarter
> hours
> >
> > > for WLTS and the weighting procedure doubled the value.
> > And
> > > that's how a Soft AC beats its co-owned CHR in 18-34.
> > Again,
> > > don't be too shocked to see 'em drop back to normal next
>
> > > time.
> > >
> > >
> > > > I know a certain car dealer and I will not mention his
>
> > > > name...but he REFUSED to EVER buy time as long as Bob
> > and
> > > > Tom was on the air bcause he personally found some of
> > the
> > > > content offensive. He was afraid that even with any
> > > > popularity from the show, he may send out the wrong
> > > message
> > > > about HIS morals if he chose to put money behind it.
> > > >
> > > > It may do well in the book, but I doubt seriously it
> > will
> > > > ever be an easy sell for any sales team. Its just too
>
> > > much
> > > > of a hot potato for most conservative businessmen in
> > this
> > > > area.
> > > >
> > > > >
> > > > > When WGMR had it on we had only a few people
> sold
> >
> > > on
> > > > it
> > > > > and all of them out of the metro. Nobody else would
> > > touch
> > > > it
> > > > > at all. It was a show that was expensive if there
> was
> > no
> > >
> > > > > return on that. When we dropped it we got 200 calls
> a
> > > hour
> > > >
> > > > > but they were all from 75 miles away, it never
> caught
> > on
> > >
> > > > > locally.
> > > > >
> > > >
> > >
> >
>
Soft AC DOES perform well in major markets, but ordinarily in Women 25-54/35-54, not 18-24. Usually--as in NYC--it's the only format actively targeting women over 40, so there's no direct competition and TSL is huge. It's been about 5 years since I saw a WLTW breakout, and back then they were Top 3 in W25-54 and W18-49 but way down the list in W18-34. Nationally the core of the format remains women 40-49 and I'd respectfully submit that the WLTS target in State College is the 45-year old female, not the 21 year old. I'd also suggest that if there doesn't seem to be much conversation about Lite or Soft AC, it's probably because there isn't much to talk about--no (or minimal) airstaff, no (or minimal) promotion... no-risk playlist--the whole idea is to be quiet. Yes, it's hard to sell--competitors position it as "background" radio. On the plus side, Soft AC is very inexpensive to run, so profits can be great--even with modest billing.
> ...for the reading impaired, let me clarify that the
> majority of buys in the top 50 markets are done with a
> non-ethnic ranker.
>
> > Funny how folks on this board and in the industry are so
> > stuck on CHR. You never hear of WLTW/New York,
> > KODA/Houston, KOST/Los Angeles, WLMG/New Orleans, KOIT/San
>
> > Francisco, KEZK/St. Louis…all are soft ac’s (gold based)
> or
> > hybrids of… and all are top 3 18-34 women and top three
> (or
> > better) in billing in their markets. Soft AC success
> > doesn’t happen overnight, it took WLMG in New Orleans 5
> > years of strong marketing and consistent programming to
> > overtake the AC market leader, WLTS - and as our good
> friend
> > Paul Harvey would say Professor…now you know the rest of
> the
> > story. WLTS changed formats, and the call sign is now in
> > State College. WLTS may not be a 9 share and probably
> isn’t
> > that strong 18-34’s…but it got the market’s attention and
> > will remain a force to be dealt with. The biggest problem
>
> > the station faces is finding sales folks that can sell any
>
> > kind of radio format, much less understand the strengths
> and
> > objections of the soft ac format.
> >
> > > Bob & Tom's remarkable performance--sweeping nearly ever
>
> > > demo except 12+ (Froggy)--might be a one-time thing.
> With
> > so
> > > few diaries to play with, it's pretty easy to see the
> > > over/under sampling patterns. 18-34 was way under...
> 35-54
> >
> > > was way over. Women were undersampled; men oversampled.
> > > Biggest shifts from last book were in young women
> (under)
> > > and older guys (over). The "Bob & Tom" crowd--guys
> > > 35-54--had a bunch of books in their hands. Arbitron
> will
> > > tell you that weighting will even things out, but with
> > just
> > > a handful of books in the whole market it doesn't take
> > much
> > > imbalance to get things out of whack. Anyway, don't be
> too
> >
> > > shocked to see B&T (and Quick) back to normal next time.
>
> > >
> > > If you're wondering if this relates to Lite's big jump,
> > it's
> > > on the "undersampling" side. When a demo is
> undersampled,
> > > weighting multiplies whatever AQH is noted. One or two
> > > diaries from young women registered enormous quarter
> hours
> >
> > > for WLTS and the weighting procedure doubled the value.
> > And
> > > that's how a Soft AC beats its co-owned CHR in 18-34.
> > Again,
> > > don't be too shocked to see 'em drop back to normal next
>
> > > time.
> > >
> > >
> > > > I know a certain car dealer and I will not mention his
>
> > > > name...but he REFUSED to EVER buy time as long as Bob
> > and
> > > > Tom was on the air bcause he personally found some of
> > the
> > > > content offensive. He was afraid that even with any
> > > > popularity from the show, he may send out the wrong
> > > message
> > > > about HIS morals if he chose to put money behind it.
> > > >
> > > > It may do well in the book, but I doubt seriously it
> > will
> > > > ever be an easy sell for any sales team. Its just too
>
> > > much
> > > > of a hot potato for most conservative businessmen in
> > this
> > > > area.
> > > >
> > > > >
> > > > > When WGMR had it on we had only a few people
> sold
> >
> > > on
> > > > it
> > > > > and all of them out of the metro. Nobody else would
> > > touch
> > > > it
> > > > > at all. It was a show that was expensive if there
> was
> > no
> > >
> > > > > return on that. When we dropped it we got 200 calls
> a
> > > hour
> > > >
> > > > > but they were all from 75 miles away, it never
> caught
> > on
> > >
> > > > > locally.
> > > > >
> > > >
> > >
> >
>
Re: The charms of Soft AC
> Soft AC DOES perform well in major markets, but ordinarily
> in Women 25-54/35-54, not 18-24. Usually--as in NYC--it's
> the only format actively targeting women over 40, so there's
> no direct competition and TSL is huge. It's been about 5
> years since I saw a WLTW breakout, and back then they were
> Top 3 in W25-54 and W18-49 but way down the list in W18-34.
> Nationally the core of the format remains women 40-49 and
> I'd respectfully submit that the WLTS target in State
> College is the 45-year old female, not the 21 year old. I'd
> also suggest that if there doesn't seem to be much
> conversation about Lite or Soft AC, it's probably because
> there isn't much to talk about--no (or minimal) airstaff, no
> (or minimal) promotion... no-risk playlist--the whole idea
> is to be quiet. Yes, it's hard to sell--competitors position
> it as "background" radio. On the plus side, Soft AC is very
> inexpensive to run, so profits can be great--even with
> modest billing.
>
>
> > ...for the reading impaired, let me clarify that the
> > majority of buys in the top 50 markets are done with a
> > non-ethnic ranker.
> >
> > > Funny how folks on this board and in the industry are so
>
> > > stuck on CHR. You never hear of WLTW/New York,
> > > KODA/Houston, KOST/Los Angeles, WLMG/New Orleans,
> KOIT/San
> >
> > > Francisco, KEZK/St. Louis…all are soft ac’s (gold based)
>
> > or
> > > hybrids of… and all are top 3 18-34 women and top three
> > (or
> > > better) in billing in their markets. Soft AC success
> > > doesn’t happen overnight, it took WLMG in New Orleans 5
> > > years of strong marketing and consistent programming to
> > > overtake the AC market leader, WLTS - and as our good
> > friend
> > > Paul Harvey would say Professor…now you know the rest of
>
> > the
> > > story. WLTS changed formats, and the call sign is now
> in
> > > State College. WLTS may not be a 9 share and probably
> > isn’t
> > > that strong 18-34’s…but it got the market’s attention
> and
> > > will remain a force to be dealt with. The biggest
> problem
> >
> > > the station faces is finding sales folks that can sell
> any
> >
> > > kind of radio format, much less understand the strengths
>
> > and
> > > objections of the soft ac format.
> > >
> > > > Bob & Tom's remarkable performance--sweeping nearly
> ever
> >
> > > > demo except 12+ (Froggy)--might be a one-time thing.
> > With
> > > so
> > > > few diaries to play with, it's pretty easy to see the
> > > > over/under sampling patterns. 18-34 was way under...
> > 35-54
> > >
> > > > was way over. Women were undersampled; men
> oversampled.
> > > > Biggest shifts from last book were in young women
> > (under)
> > > > and older guys (over). The "Bob & Tom" crowd--guys
> > > > 35-54--had a bunch of books in their hands. Arbitron
> > will
> > > > tell you that weighting will even things out, but with
>
> > > just
> > > > a handful of books in the whole market it doesn't take
>
> > > much
> > > > imbalance to get things out of whack. Anyway, don't be
>
> > too
> > >
> > > > shocked to see B&T (and Quick) back to normal next
> time.
> >
> > > >
> > > > If you're wondering if this relates to Lite's big
> jump,
> > > it's
> > > > on the "undersampling" side. When a demo is
> > undersampled,
> > > > weighting multiplies whatever AQH is noted. One or two
>
> > > > diaries from young women registered enormous quarter
> > hours
> > >
> > > > for WLTS and the weighting procedure doubled the
> value.
> > > And
> > > > that's how a Soft AC beats its co-owned CHR in 18-34.
> > > Again,
> > > > don't be too shocked to see 'em drop back to normal
> next
> >
> > > > time.
> > > >
> > > >
> > > > > I know a certain car dealer and I will not mention
> his
> >
> > > > > name...but he REFUSED to EVER buy time as long as
> Bob
> > > and
> > > > > Tom was on the air bcause he personally found some
> of
> > > the
> > > > > content offensive. He was afraid that even with any
>
> > > > > popularity from the show, he may send out the wrong
> > > > message
> > > > > about HIS morals if he chose to put money behind it.
>
> > > > >
> > > > > It may do well in the book, but I doubt seriously it
>
> > > will
> > > > > ever be an easy sell for any sales team. Its just
> too
> >
> > > > much
> > > > > of a hot potato for most conservative businessmen in
>
> > > this
> > > > > area.
> > > > >
> > > > > >
> > > > > > When WGMR had it on we had only a few people
> > sold
> > >
> > > > on
> > > > > it
> > > > > > and all of them out of the metro. Nobody else
> would
> > > > touch
> > > > > it
> > > > > > at all. It was a show that was expensive if there
> > was
> > > no
> > > >
> > > > > > return on that. When we dropped it we got 200
> calls
> > a
> > > > hour
> > > > >
> > > > > > but they were all from 75 miles away, it never
> > caught
> > > on
> > > >
> > > > > > locally.
> > > > > >
> > > > >
> > > >
> > >
> >
> the biggest problem i see with many in the state college area is that as soon as the penn state football season starts all the stations are doing remotes for the game (obvious crowds) but what about the other demos that could care less about the game.....even this summer how many stations ventured out to say a community poool state park beach etc to give out station logo towels, bumper stickers t shirts etc..besides the arts fest....even tho some of these stations are primary voice tracked or linered get some one out there to meet the public.....
and as far as this conservative moral stuff regarding bob and tom...get over it.....if some of these so called conservative advertisers-(hey mr conservative bob novack said bullsh** on cnn yesterday) can swill beer and curse the blue lights out when they are in the woods they are public hippocrites...if you don't like bob and tom change the channel.....if someone doenst want to buy a car from you because you advertise on a controversial show they weren't a closeable prospect in the first place....have a great weekend
> Soft AC DOES perform well in major markets, but ordinarily
> in Women 25-54/35-54, not 18-24. Usually--as in NYC--it's
> the only format actively targeting women over 40, so there's
> no direct competition and TSL is huge. It's been about 5
> years since I saw a WLTW breakout, and back then they were
> Top 3 in W25-54 and W18-49 but way down the list in W18-34.
> Nationally the core of the format remains women 40-49 and
> I'd respectfully submit that the WLTS target in State
> College is the 45-year old female, not the 21 year old. I'd
> also suggest that if there doesn't seem to be much
> conversation about Lite or Soft AC, it's probably because
> there isn't much to talk about--no (or minimal) airstaff, no
> (or minimal) promotion... no-risk playlist--the whole idea
> is to be quiet. Yes, it's hard to sell--competitors position
> it as "background" radio. On the plus side, Soft AC is very
> inexpensive to run, so profits can be great--even with
> modest billing.
>
>
> > ...for the reading impaired, let me clarify that the
> > majority of buys in the top 50 markets are done with a
> > non-ethnic ranker.
> >
> > > Funny how folks on this board and in the industry are so
>
> > > stuck on CHR. You never hear of WLTW/New York,
> > > KODA/Houston, KOST/Los Angeles, WLMG/New Orleans,
> KOIT/San
> >
> > > Francisco, KEZK/St. Louis…all are soft ac’s (gold based)
>
> > or
> > > hybrids of… and all are top 3 18-34 women and top three
> > (or
> > > better) in billing in their markets. Soft AC success
> > > doesn’t happen overnight, it took WLMG in New Orleans 5
> > > years of strong marketing and consistent programming to
> > > overtake the AC market leader, WLTS - and as our good
> > friend
> > > Paul Harvey would say Professor…now you know the rest of
>
> > the
> > > story. WLTS changed formats, and the call sign is now
> in
> > > State College. WLTS may not be a 9 share and probably
> > isn’t
> > > that strong 18-34’s…but it got the market’s attention
> and
> > > will remain a force to be dealt with. The biggest
> problem
> >
> > > the station faces is finding sales folks that can sell
> any
> >
> > > kind of radio format, much less understand the strengths
>
> > and
> > > objections of the soft ac format.
> > >
> > > > Bob & Tom's remarkable performance--sweeping nearly
> ever
> >
> > > > demo except 12+ (Froggy)--might be a one-time thing.
> > With
> > > so
> > > > few diaries to play with, it's pretty easy to see the
> > > > over/under sampling patterns. 18-34 was way under...
> > 35-54
> > >
> > > > was way over. Women were undersampled; men
> oversampled.
> > > > Biggest shifts from last book were in young women
> > (under)
> > > > and older guys (over). The "Bob & Tom" crowd--guys
> > > > 35-54--had a bunch of books in their hands. Arbitron
> > will
> > > > tell you that weighting will even things out, but with
>
> > > just
> > > > a handful of books in the whole market it doesn't take
>
> > > much
> > > > imbalance to get things out of whack. Anyway, don't be
>
> > too
> > >
> > > > shocked to see B&T (and Quick) back to normal next
> time.
> >
> > > >
> > > > If you're wondering if this relates to Lite's big
> jump,
> > > it's
> > > > on the "undersampling" side. When a demo is
> > undersampled,
> > > > weighting multiplies whatever AQH is noted. One or two
>
> > > > diaries from young women registered enormous quarter
> > hours
> > >
> > > > for WLTS and the weighting procedure doubled the
> value.
> > > And
> > > > that's how a Soft AC beats its co-owned CHR in 18-34.
> > > Again,
> > > > don't be too shocked to see 'em drop back to normal
> next
> >
> > > > time.
> > > >
> > > >
> > > > > I know a certain car dealer and I will not mention
> his
> >
> > > > > name...but he REFUSED to EVER buy time as long as
> Bob
> > > and
> > > > > Tom was on the air bcause he personally found some
> of
> > > the
> > > > > content offensive. He was afraid that even with any
>
> > > > > popularity from the show, he may send out the wrong
> > > > message
> > > > > about HIS morals if he chose to put money behind it.
>
> > > > >
> > > > > It may do well in the book, but I doubt seriously it
>
> > > will
> > > > > ever be an easy sell for any sales team. Its just
> too
> >
> > > > much
> > > > > of a hot potato for most conservative businessmen in
>
> > > this
> > > > > area.
> > > > >
> > > > > >
> > > > > > When WGMR had it on we had only a few people
> > sold
> > >
> > > > on
> > > > > it
> > > > > > and all of them out of the metro. Nobody else
> would
> > > > touch
> > > > > it
> > > > > > at all. It was a show that was expensive if there
> > was
> > > no
> > > >
> > > > > > return on that. When we dropped it we got 200
> calls
> > a
> > > > hour
> > > > >
> > > > > > but they were all from 75 miles away, it never
> > caught
> > > on
> > > >
> > > > > > locally.
> > > > > >
> > > > >
> > > >
> > >
> >
> the biggest problem i see with many in the state college area is that as soon as the penn state football season starts all the stations are doing remotes for the game (obvious crowds) but what about the other demos that could care less about the game.....even this summer how many stations ventured out to say a community poool state park beach etc to give out station logo towels, bumper stickers t shirts etc..besides the arts fest....even tho some of these stations are primary voice tracked or linered get some one out there to meet the public.....
and as far as this conservative moral stuff regarding bob and tom...get over it.....if some of these so called conservative advertisers-(hey mr conservative bob novack said bullsh** on cnn yesterday) can swill beer and curse the blue lights out when they are in the woods they are public hippocrites...if you don't like bob and tom change the channel.....if someone doenst want to buy a car from you because you advertise on a controversial show they weren't a closeable prospect in the first place....have a great weekend
- Status
- This thread has been closed due to inactivity. You can create a new thread to discuss this topic.