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Entercom Cuts Traffic Reports in Most of its Markets

M

MikeStandardsFromIndiana

Radio group Entercom Communications. has seemed to stop doing traffic reports in most of its markets including Indianapolis. I Know here in indy the only major Station not doing traffic besides now the entercom stations is WFNI. But how often do you turn to a Sports talk station for Traffic reports LOL. But as i was saying how especially with WXNT can you not air Traffic reports in a Market like Indianapolis. Entercom as a whole will lose a whole bunch of listeners during Morning and Afternoon drive when people need to know whats going on out on the streets when they are backed up in traffic.
 
WXNT's traffic reports usually seemed to be outdated by the time they made it to air, making them useless anyway. Without trafiic reports they'll have time for more repetitive and annoying "Abdul in the morning" promos. Even WIBC's live reports are sometimes too far removed from real-time benefits. Often by the time they mention an incident it's no longer a problem. Generally the only useful reports are the ones involving major problems, and major problems don't happen every day.
 
No traffic on NEWS-talk 1340; that makes sense.

Seriously, I don't think XNT has "a whole bunch of listeners" to begin with, to lose over this.

However, I do think whatever shred of credibility you're trying to maintain as a news source is in jeopardy when you don't provide this basic service. Not sure how your sales efforts remain credible either opening yourself up to criticism by the ad community that your news station can't do traffic.

This thought is a stretch but...it's also a bit of a competitive advantage you let slip away, as the only major AM station in the market offering this information [since IBC took their reporting to the FM] -

Last I knew, Metro was still offering a barter for service - cannot imagine XNT is running at such high sell out levels that they couldn't clear Metro inventory to maintain their information levels.
 
Here's the problem with no traffic reports on a new/talk station: that should be some of the easiest inventory to sell. It is taking a menu item away from sales. We know the reports are kinda pointless (as others before me wrote) except when a major incident occurs a couple times a month. But the combination of credibility and seemingly valuable inventory make it seem a no-brainer to keep. Deeper problems probably exist and this is a symptom. If they aren't getting sold, then why have them, right? But why are they not sold? Is it too few listeners? Inferior product? Weak sales staff? Those are the questions to ask.
 
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