DHA sells numbers they dont know!

[buckup]

yes it turns out before the spring book came out DHA never signed a new contract with arbitron! so what are they using to sell numbers??? or are they too busy getting drunk in the building for movie night to even care! (yes thats what they do on thur nights is make everyone comeback to work to drink and watch a movie, sounds very productive) :

 

[dmargalotti]

yes it turns out before the spring book came out DHA never signed a new contract with arbitron! so what are they using to sell numbers???

So how do you know they are using Arbitron numbers to sell air time? If what you say is true about them not having a contract with Arbitron, then they would not be permitted to quote, present, or reference any information contained in the book because it is proprietary data subject to copyright protection.

If you were personally approached by a sales rep and have first-hand knowledge, please say so. Otherwise you are just posting speculations, assumptions, and rumors.

 

[buckup]

lets just say im part of GM and it is fact they dont have a contract with arbitron. so im asking how they sell without that info. i do not know if they are using numbers or not.

 

[dmargalotti]

o what are they using to sell numbers???

i do not know if they are using numbers or not.

If they are not buying the book...they can't sell by numbers. In that case you've got to convince a potential advertiser that your station is the best vehicle by which they can reach their target customers/audience. You do that based on the demographics of your audience as determined by your programming...based on the geographical base of your audience based on your signal coverage...based on the past success and references from other clients...based anything else you can use to make your case.

It's a tougher sell without Arbitron...more so when going after agency & national accounts as opposed to a local business. But it can be done and a lot of stations that have lousy numbers (hey there's only one #1 in each market and demographic) do it every day.

Thanks!

 

[Radiodeity]

...It's a tougher sell without Arbitron...more so when going after agency & national accounts as opposed to a local business...

Okay, I may be wrong but I think agencies and nationals usually subscribe to Arbitron so they would have the numbers to reference. The radio station just can't use any reference to numbers when going after the buy. Although they most likely have an idea what they are - look on http://www.radioandrecords.com and you can at least get the 12+ numbers. They just can't quote them to anyone, give them the web site address and let them look for themselves is about all they can do.

(Just another point of view)

 

[Bill790]

Good point. The agencies certainly know what the numbers are. And a lot of local sales are based more on qualitative, rather than quantitative selling points.

BTW, I doubt that Greater Media isn't buying all available reports for its stations.

 

[JerseyShor]

This summer WJSE ran ads for an event held in Beach Haven (Ocean County), they also did a live remote at the event.

As far as I know WJSE doesn't get ANY ratings in Monmouth/Ocean, yet they sold ads in Monmouth/Ocean.

 

[eatspaste]

This summer WJSE ran ads for an event held in Beach Haven (Ocean County), they also did a live remote at the event. As far as I know WJSE doesn't get ANY ratings in Monmouth/Ocean, yet they sold ads in Monmouth/Ocean.

Radio 101, day 2: sometimes advertisers approach stations about running commercials. It isn't always the station going to a potential advertiser. It goes both ways. If I had to guess, WJSE doesn't send salespeople or cold-call into Ocean County.

If something was happening on LBI and the client wanted a WJSE-type audience there, then running spots on WJSE was a good idea. It's only half a county away! What's it, 20 miles north of the Atlantic County line up the Parkway to Rt 72?! And if this event was before G Rock was on 106.5, then it was an even better idea.

 

[SoulCrusher]

This summer WJSE ran ads for an event held in Beach Haven (Ocean County), they also did a live remote at the event.

As far as I know WJSE doesn't get ANY ratings in Monmouth/Ocean, yet they sold ads in Monmouth/Ocean.

Um ... is WJSE even audible in Ocean County? They come in with a lot of static even in Beach Haven, and they cut out right around the New Gretna exit on the GSP in my car. I like the station a lot, because it's good to hear some edgier rock while G Rock Radio is playing some cheeseball ballad from the likes of Fuel or Staind, which they do quite often. But you have to be a really big fan of the format to put up with the static on 102.7, unless you have a very strong stereo. I guarantee that if WJSE could do something about that rubbish signal of theirs, they would chart in Monmouth/Ocean. Sure, they wouldn't compete with G Rock, but you're talking about a two station powerhouse that covers the entire market there. They would develop a following with the male listener who finds G Rock too soft or too repetitive for their tastes in Ocean County if they could go up to 6kw on the antenna. They wouldn't be infringing on WNEW's signal by doing that either.

 

[JerseyShor]

WJSE isn't bad south of Rt. 72.

It's only 33 miles from Beach Haven to the WJSE tower.

 

[8638]

Um ... is WJSE even audible in Ocean County? They come in with a lot of static even in Beach Haven, and they cut out right around the New Gretna exit on the GSP in my car. I like the station a lot, because it's good to hear some edgier rock while G Rock Radio is playing some cheeseball ballad from the likes of Fuel or Staind, which they do quite often. But you have to be a really big fan of the format to put up with the static on 102.7, unless you have a very strong stereo. I guarantee that if WJSE could do something about that rubbish signal of theirs, they would chart in Monmouth/Ocean. Sure, they wouldn't compete with G Rock, but you're talking about a two station powerhouse that covers the entire market there.




They would develop a following with the male listener who finds G Rock too soft or too repetitive for their tastes in Ocean County if they could go up to 6kw on the antenna. They wouldn't be infringing on WNEW's signal by doing that either.

With the first paragraph, I totally agree, although I liked WJSE better as 'Digital 102.7'.

With regard to going 6 Kw, it could only be done by going directional, and the direction the signal would have to go is east/southeast...where the fish listen. WJSE is a Docket 80-90 drop in, the result of an FCC affirmative action program of sorts to allocate more FM frequencies for use. There is no way they can go 6 Kw omnidirectional. They are (marginally) too close to WNEW, too close to WMGK, and too close to WQSR. Throw some summertime tropo into the mix and 102.7 would be a jumble of stations from Manahawkin to Cape May, with a listenable hole in the middle near the tx.

 

[JerseyShor]

WJSE can have the exact same pattern as WTKU if WAIV went up to 6Kw also.

WNEW is not an issue.