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Greensboro Ratings

I actually thought Majic had a pretty good showing considering they were on the air less than a month of this book, and with NO external promotion. I still run into people who don't know about them.

As for the WALF, I remind everyone that Simon had a huge spike after all the money Entercom threw at advertising, but as time went on, they were not able to sustain it. It's not a bad way to launch a station, but at some point they need to stand on their own. You can't keep spending like that. They've done the same thing for The Paw and it will probably settle down to fewer ratings. Plus, as mentioned by someone else, there is always a lot of sampling of any new format. Add that to the fact that WTQR was vulnerable, and you can see why they had a good first book.

Hooray for WZTK! Curtis stuck it out and now they have some numbers to sell with. I really think they will stick with the News/Talk format. Don't look for any changes. Will be interesting to see if they keep those numbers.
 
I've worked at 12 radio stations in medum and large markets.

The ones that marketed (tv, direct mail, billboards), regularly,
were successful.

The ones that didn't, were NOT successful.

Don't poopoo WOLF & Simon's marketing efforts to boost their ratings, that's
what wins.

WRAL and WQDR are consistent winners because they market their stations.

There was a day when most stations marketed themselves, but catering to Wall Street
has put a halt to that, for the most part.

WQDR and WRAL are privately owned stations!! Hmmm?
 
vchimpanzee said:
I couldn't believe The Wolf did so well. And Majic didn't improve at all. Surely there was enough of the ratings period left to make some impact! But in fact, Majic got nothing at all in Charlotte, which hasn't had true oldies since 2004!

Radio and Records, which is where is saw the numbers, called Majic a classic hits station. Not true! It's oldies! The format is evolving, just like standards.
Click to expand...

If you'll look at the monthly trends you would clearly see that Majic DID improve by a large margin! Just like someone else mentioned, they did pretty well considering that they were in the format less than a month during the fall rating period.

Listeners in Charlotte were not actively searching for a new oldies station. Listeners in the Triad were. Therefore the likelyhood of Triad listeners finding Majic were much greater. Majic did get some free publicity on TV and in Triad newspapers. If WTHZ didn't show up in Charlotte at all then it's a not a Majic issue it's a HITZ94 issue.

With all of the marketing that The Wolf did during the book there was a lot of sampling going on. Add that to the Oldies 93 listeners that kept listening hoping that this was a radio experiment that went terribly wrong and you'll probably get this kind of result. The Winter book will produce a clearer picture of what's really going on.
 
"Don't poopoo WOLF & Simon's marketing efforts to boost their ratings, that's
what wins."

Not poopooing! I agree that the marketing is needed, although difficult to afford. What I'm saying is that although Simon saw a large spike from their advertising, they have not been able to sustain it. All the marketing in the world will not help a poor product. I will also add that even with a good product, once the advertising stops and the sampling has occurred, many of those listeners will likely return to their previous listening habits. The "newness" wears off...the gild on the lilly fades...
 
:mad: I thought I would never say this, but being a "Baby Boomer", I am sick of the oldies from my generation. All of the songs on Majic are too dated for me at 57 years old. I'm back with Rock 92, however "Two Guys named Chris needs to go away after about 9 am and "Get it On" with RocknRoll..
 
the problem is that whenever the 2 guys show is off, Rock 92 gets KILLED by the buzzard.
 
radioguy86 said:
If you'll look at the monthly trends you would clearly see that Majic DID improve by a large margin! Just like someone else mentioned, they did pretty well considering that they were in the format less than a month during the fall rating period.
Click to expand...
For some reason Radio and Records doesn't show trends for Greensboro. Where do you get this?
radioguy86 said:
Listeners in Charlotte were not actively searching for a new oldies station. Listeners in the Triad were. Therefore the likelyhood of Triad listeners finding Majic were much greater. Majic did get some free publicity on TV and in Triad newspapers. If WTHZ didn't show up in Charlotte at all then it's a not a Majic issue it's a HITZ94 issue.

With all of the marketing that The Wolf did during the book there was a lot of sampling going on. Add that to the Oldies 93 listeners that kept listening hoping that this was a radio experiment that went terribly wrong and you'll probably get this kind of result. The Winter book will produce a clearer picture of what's really going on.
Click to expand...
The Charlotte Observer did do an article and it's one of the first things that shows up in a Yahoo search. Followed by this site.
 
Conversation on this site, and a few newspaper articles does NOT constitute marketing!

If the Wolf hopes to overtake WTQR, they should be prepared for a sustained battle that could last three years or more. Question is, does Entercom have the resources, and the willingness to use them?

Majic is a little different story, but still needs to commit some marketing dollars in both markets if they are to realize their potential. Problem in Charlotte is as radioguy86 pointed out. The oldies listener there has long since found a substitute and it will take some serious marketing for them to find 94.1
 
vchimpanzee said:
I'm worried about WIST. They have very few commercials.
Click to expand...

WIST has a policy never to run more than 3 commercials in a row. It's not a station that you would sell ratings on anyway, so a down book doesn't really mean a whole lot for them. I know folks there, and they seem to feel that the station is just fine. No need to worry about them.
 
I heard today that Alamance county was way over-sampled in this Arbitron...like by 50% more than the last book. That could explain why WZTK had such a great book, and also why WTQR might be down. Plus, WMAG always did really well in Alamance county. Might be other stations that that county benefits, as well. Certainly wasn't WMKS! ;D
 
Another note about Arbitron. I called them to find out why All Access, R&R, and others don't have the trends posted in this market, where other markets show the trends, and the answer was that Entercom does not subscribe to the trends, so they block them from being shown in our market. Just in case anyone is curious.
 
Old news about the embargo!

I wouldn't think oversampling would have that dramatic an effect. Remember, the more diaries there are, the less each is worth - weighting! If your theory is true, WSML would possibly have some impact for WSJS and WPCM might actually get enough in-tab to show.

TRQ's decline was most likely due to sampling of The Wolf.

A couple of additional comments on competition:

Anytime someone has an exclusive format, they generate their loyal audience and share with other formats. When there is a format competitor (doesn't matter who owns it) stations seem to work harder at their presentation and total share for the format increases! A country station (or NT) has a much better chance of taking a listener from another country station that any other format.

It also works on the band (AM or FM). One problem for WSJS is little or no competition on the AM band. If there were more good stations on AM with signals in the whole market - SJS would have a better chance of attracting them.

Also, established stations should to get excited about any format change on the band. Means the cume of the changed station will be moving around, looking for a new home. Not all oldies listeners continue to listen to an oldies station! Pass me while scanning the dial, maybe you will hear something you like and find your new home.
 
dittohead1 said:
the problem is that whenever the 2 guys show is off, Rock 92 gets KILLED by the buzzard.
Click to expand...



This makes me wonder what both companies are thinking....Is Dick ok with winning mornings and losing the rest of the day??? Why does WVBZ stick with JB&B when they are not performing well at all????
 
I am pretty sure that it's the only people who want JB&B on the Buzzard are the people that count...Corporate! Oh and JB&B themselves maybe...

It drives me crazy that they are on in EVERY market in NC now. VBZ, Rooster, RCQ, RFX (of course)..make it stop!
 
johnqdoe said:
XTalker said:
Because CC owns JB&B! Pretty simple!
Click to expand...



That they do....but I also hear VBZ is paying more for JB&B than what a local morning team would get
Click to expand...

I think they would be willing to pay more for a show that could get better #s.
 
Actually, I believe that KRR has had decent ratings outside the morning show for most of the books for the past couple of years. This time around they got VBZ smacking them down...but, usually they are pretty close, and KRR has even been ahead of them. This book is crazy...look at the numbers for Simon, ZTK, etc... this book does not resemble any of the past books.
 
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