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catch 22?

L

little1

I've seen a couple of posts in the past week about cutting back spot loads. The latest example says WBAP should trim back 5 minutes an hour...Does anybody think that's realistic or is just about everybody hear just talking out thier gluteus maximuses?

Just for fun, let's guesstimate and say WBAP gets 200 bucks a spot. (and considering their ratings, etc, that's probably way low, but I want to keep the math simple).
5 minutes an hour, 200 bucks a spot, 1000 bucks an hour. Let's be conservative and just count prime 6a-7p. 14 hours a day, 14 grand per day, right? 56 grand a week (counting weekdays only)...Call it 200 grand a month, easy, right?

So on one hand it appears we have people wanting stations to sacrafice some pretty serious revenue. And yet I see complaints all over this board how 'nobody' spends money on marketing, nobody is running 'good' contests anymore, board ops get paid diddly squat, stations use voice tracking, run syndicated (i.e non-local) content, yadda yadda yadda...

Are we not in a catch 22 here? If a station gives up a couple of million a year in revenue, do you think they're more or less likely to 'market',contest, pay well, etc?

And this example is WBAP. A perennial top-5 station, a station with the highest sales power-ranking in the metroplex. Why should a top 5 station sacrafice a couple of million a year?
 
You are correct! No Manager of any organization would endorse eliminating that kind of revenue from an operation...The real challenge is in finding ways to creatively play that many commercials yet maintain a balance of outstanding programming to offset it.
If you think back to many legendary stations in this market, KLIF, KVIL, WBAP, KRLD and a few others...they all played LOTS of spots, yet during their reign of popularity, few complained. Mostly because what surrounded those commercials was golden.
 
I believe the complaint has more to do with the length of the spot loads, rather than how many run per hour. 12 to 15 minuets of spots every hour is reasonable in my book, as long as each break is short, say three minutes max.

R
 
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