Gee..Could This Be A Love Letter To 3WZ?

[Newbie]

http://newspaperads.centredaily.com/RopAds.aspx?adv=109684&ad=1944688

I think Mr. Sumereau's not a dumb man. I would like to personally shake his hand for having the cajones to publish this.

 

[killawatt]

Mikey likes it!


http://ne> wspaperads.centredaily.com/RopAds.aspx?adv=109684&ad=1944688
>
>
> I think Mr. Sumereau's not a dumb man. I would like to
> personally shake his hand for having the cajones to publish
> this.
>

 

[Spackler]

http://ne> wspaperads.centredaily.com/RopAds.aspx?adv=109684&ad=1944688
>
>
> I think Mr. Sumereau's not a dumb man. I would like to
> personally shake his hand for having the cajones to publish
> this.
>
Except it isn't true. WJHT wasn't ranked #1 persons 12+. Where's he getting that?

 

[mountaineer]

Love letter? LOL... probably not! But I've got two problems with the approach. First, when you go into maximizer and check P21+ for Mon-Sun 6A-Mid cume, 3WZ actually IS on top--so Andy's claim of distortion is wrong. They just found a spot where they did well and ran with it.

More importantly, when Arbitron hands you a book where you've swept the top 4 places... and tied for 5th--essentially a Top 5 Sweep... the last thing you want to do is say that the numbers are "no more than highly questionable estimates." What you do is sing it from the rooftops! "We're #1... and #2, #3, #4 and #5!!!!" And you go out and make boatloads of money from it! The last thing you want advertisers to think is that the book is bullshit. So it kind of looks like Andy's shooting himself in the foot. What do his salespeople say now? "We're #1?" or "Our boss says the book is BS!"


http://ne> wspaperads.centredaily.com/RopAds.aspx?adv=109684&ad=1944688
>
>
> I think Mr. Sumereau's not a dumb man. I would like to
> personally shake his hand for having the cajones to publish
> this.
>

 

[shilton]

http://ne> wspaperads.centredaily.com/RopAds.aspx?adv=109684&ad=1944688
>
>
> I think Mr. Sumereau's not a dumb man. I would like to
> personally shake his hand for having the cajones to publish
> this.
>
I think Mr. Sumereau appears jaded in this letter. All of us know how it works and that we can all find our place at #1 if we dig deep enough. Nice thing is he hit that ever so popular 12+ demo so hard in that letter that he managed to sink home real hard that 3-WZ is an ADULT station and Hot is a kiddie outlet.

At least that's the impression one gets from his wording. I feel the best approach would have been to look away and let it ride. What's next...is he going to attack the listeners of G101 in an ad saying they are listening to the wrong station in error? How about he writes a letter to the listeners of WOWY telling them that Forever sold that station so they are not welcome to listen to that one anymore too.

This is child's play if you ask me. Give a big kid access to 10 transmitters and he will find a way to make them his toys. This ad is a joke at best.
Hitman

 

[mountaineer]

Weekly Cume

Oh, he's correct about WJHT taking 12+ and 18+ in weekly cume. What must bother him is that Arbitron gives you a button to click right below "18" labeled "21"--and that's where 3WZ found their #1 story. To cut Mr. Sumereau some slack, he just blew in from a non-rated market--East Stroudsburg--and may be a rookie in the ratings world. It's a lot to absorb in a few months--all those damn demos and dayparts and geographic configurations, even in tiny market #254. Maybe it will serve to teach him to think twice before trashing a competitor and the world's largest radio research firm (as in, "no more than highly questionable estimates") in a huge advertisement over his signature. Best to get one's facts straight before pulling the trigger. Otherwise, the gun might backfire and wound the shooter, instead. Andy might be having some pretty uncomfortable conversations...


> Except it isn't true. WJHT wasn't ranked #1 persons 12+.
> Where's he getting that?
>

 

[Slinky]

Re: Weekly Cume

> Oh, he's correct about WJHT taking 12+ and 18+ in weekly
> cume. What must bother him is that Arbitron gives you a
> button to click right below "18" labeled "21"--and that's
> where 3WZ found their #1 story. To cut Mr. Sumereau some
> slack, he just blew in from a non-rated market--East
> Stroudsburg--and may be a rookie in the ratings world.

East Stroudsburg is part of the Wilkes-Barre market, so that doesn't work as an excuse. WSBG, one of the big stations there, used to have a page on their website promoting how well the station did in the breakouts for Monroe County.

It's bizarre enough to have a radio guy say that Arbitrons are inaccurate, and that 12+ numbers are more important than 21+. For him to do that when HIS OWN stations are winning every demo is just mind-blowing.

 

[Spackler]

Re: Weekly Cume

> Oh, he's correct about WJHT taking 12+ and 18+ in weekly
> cume. What must bother him is that Arbitron gives you a
> button to click right below "18" labeled "21"--and that's
> where 3WZ found their #1 story. To cut Mr. Sumereau some
> slack, he just blew in from a non-rated market--East
> Stroudsburg--and may be a rookie in the ratings world. It's
> a lot to absorb in a few months--all those damn demos and
> dayparts and geographic configurations, even in tiny market
> #254. Maybe it will serve to teach him to think twice before
> trashing a competitor and the world's largest radio research
> firm (as in, "no more than highly questionable estimates")
> in a huge advertisement over his signature. Best to get
> one's facts straight before pulling the trigger. Otherwise,
> the gun might backfire and wound the shooter, instead. Andy
> might be having some pretty uncomfortable conversations...

I don't read it closely enough to see that he was speaking of weekly cume. He really is drawing a fine line, then, to take exception with 3WZ's claim in their ad.

>
>
> > Except it isn't true. WJHT wasn't ranked #1 persons 12+.
> > Where's he getting that?
> >
>

 

[Newbie]

Re: Weekly Cume

> Maybe it will serve to teach him to think twice before
> trashing a competitor and the world's largest radio research
> firm (as in, "no more than highly questionable estimates")
> in a huge advertisement over his signature. Best to get
> one's facts straight before pulling the trigger. Otherwise,
> the gun might backfire and wound the shooter, instead. Andy
> might be having some pretty uncomfortable conversations...

I would not exactly call it "trashing." And he never refers to 3WZ anywhere in the ad. Does everyone KNOW that's who it's directed toward? Sure...probably...yes...but he never calls out anyone by name.

As to his commentary on Arbitron, he's isn't the only one to hold that opinion. Lots of people do (it has been debated here in this forum many times). Just because they are the largest radio research firm doesn't make them the gods of radio and he's entitled to his opinion.

 

[shilton]

Re: Weekly Cume

.
>
> It's bizarre enough to have a radio guy say that Arbitrons
> are inaccurate, and that 12+ numbers are more important than
> 21+. For him to do that when HIS OWN stations are winning
> every demo is just mind-blowing.
>
I think the real answer here is that some advertisers must be putting up opposition saying I will stick to buying #1...so they need to pull out the ammo to defend who is #1 and who is not. I can tell you that I was pitched a package to get in on one of those "drop box" entry type promos and when I passed, it was not long that Forever came back and offered me the package at a new REDUCED RATE. The fact that the rate was reduced tells me that they could not sell it at the rates they were first asking for. CHR especially can be tough to sell if you have people who think that stations are "too kiddy to reach their core. That is probably the oddest thing I thought of when I read the letter is that he went out of his way to say HEY, we have all these tennie boppers listening so that makes us #1.

Makes it real hard to defeat the opinion that the station caters to kids when you are hollering to the hills that the kids made you #1.

Hitman

 

[killawatt]

Re: Weekly Cume

good thing those college kids have rich parents and they don't "pass" on over-priced apartments



> .
> >
> > It's bizarre enough to have a radio guy say that Arbitrons
>
> > are inaccurate, and that 12+ numbers are more important
> than
> > 21+. For him to do that when HIS OWN stations are winning
>
> > every demo is just mind-blowing.
> >
> I think the real answer here is that some advertisers must
> be putting up opposition saying I will stick to buying
> #1...so they need to pull out the ammo to defend who is #1
> and who is not. I can tell you that I was pitched a package
> to get in on one of those "drop box" entry type promos and
> when I passed, it was not long that Forever came back and
> offered me the package at a new REDUCED RATE. The fact that
> the rate was reduced tells me that they could not sell it at
> the rates they were first asking for. CHR especially can be
> tough to sell if you have people who think that stations are
> "too kiddy to reach their core. That is probably the oddest
> thing I thought of when I read the letter is that he went
> out of his way to say HEY, we have all these tennie boppers
> listening so that makes us #1.
>
> Makes it real hard to defeat the opinion that the station
> caters to kids when you are hollering to the hills that the
> kids made you #1.
>
> Hitman
>

 

[Newbie]

Questions

Questions:

Were you pitched the package after all of the latest Arbitron ratings came out?

How long is "not long?"

Do you always accept the first package offer you get?

Or do you think the package was priced higher knowing that later on, when the rates were dropped, you'd say "yes" and get the actual price for the package they were looking for in the first place?

> I think the real answer here is that some advertisers must
> be putting up opposition saying I will stick to buying
> #1...so they need to pull out the ammo to defend who is #1
> and who is not. I can tell you that I was pitched a package
> to get in on one of those "drop box" entry type promos and
> when I passed, it was not long that Forever came back and
> offered me the package at a new REDUCED RATE. The fact that
> the rate was reduced tells me that they could not sell it at
> the rates they were first asking for. CHR especially can be
> tough to sell if you have people who think that stations are
> "too kiddy to reach their core. That is probably the oddest
> thing I thought of when I read the letter is that he went
> out of his way to say HEY, we have all these tennie boppers
> listening so that makes us #1.
>
> Makes it real hard to defeat the opinion that the station
> caters to kids when you are hollering to the hills that the
> kids made you #1.
>
> Hitman
>

 

[shilton]

Re: Questions

> Questions:
>
> Were you pitched the package after all of the latest
> Arbitron ratings came out?
>
> How long is "not long?"
>
> Do you always accept the first package offer you get?
>
> Or do you think the package was priced higher knowing that
> later on, when the rates were dropped, you'd say "yes" and
> get the actual price for the package they were looking for
> in the first place?
>

I was pitched the package initially BEFORE the numbers came out. Then once they did, I was pitched the REDUCED RATE about 3 weeks after the first pitch. The sales person admitted they reduced the thing because they were having trouble selling it and NOW ITS A REALLY GREAT DEAL.

By the way, I am not one for playing gmes, just give me a fair price...your BEST PRICE considering the amount of money I am willing and able to spend. I get mad as a hornet when I buy at $22.00 a spot and then I hear my major competitor gets onboard at $18-20 instead. One should not have to play games to be trated fairly.

Hitman

 

[mountaineer]

More than a fine line

"He really is drawing a fine line, then, to take exception with 3WZ's claim in their ad."


That's what I don't get. He brags about his station's #1 in 12+ and 18+ but calls it distortion because the other guys crow about their #1 in 21+. It's like he doesn't quite understand how that could happen (it's those damn 21-year olds). Or he's upset that somebody else has some success, too, and feels compelled to lie about it. It's more than a fine line. He's wrong. Or intentionally trying to mislead people.

What's fascinating, though, is that Mr. Sumereau rolled into town AFTER the merger and all the changes... had nothing to do with the Spring results (nice job, Mr. Bedell)... and Arbitron hands him one of the best books any GM EVER had--in ANY market. Quick, name another market where one company has swept the Top 5--ever. So what does he do? Takes out a huge ad questioning Arbitron's validity and integrity. Then he does it again, today. "Take THAT, Arbitron!"

He's sure showing those a--holes for giving him all those number ones on a silver platter! Nobody's gonna force HIM to make money with those great ratings!

 

[mountaineer]

More than a fine line

"He really is drawing a fine line, then, to take exception with 3WZ's claim in their ad."


That's what I don't get. He brags about his station's #1 in 12+ and 18+ but calls it distortion because the other guys crow about their #1 in 21+. It's like he doesn't quite understand how that could happen (it's those damn 21-year olds). Or he's upset that somebody else has some success, too, and feels compelled to lie about it. It's more than a fine line. He's wrong. Or intentionally trying to mislead people.

What's fascinating, though, is that Mr. Sumereau rolled into town AFTER the merger and all the changes... had nothing to do with the Spring results (nice job, Mr. Bedell)... and Arbitron hands him one of the best books any GM EVER had--in ANY market. Quick, name another market where one company has swept the Top 5--ever. So what does he do? Takes out a huge ad questioning Arbitron's validity and integrity. Then he does it again, today. "Take THAT, Arbitron!"

He's sure showing those a--holes for giving him all those number ones on a silver platter! Nobody's gonna force HIM to make money with those great ratings!