Re: Let´s start over...
> First, if I started a firestorm of electrons, I apologize.
A little late now. Ever get the feeling you're outnumbered?
> My intent in criticizing the "5th largest city" statement
> was twofold.
>
> First, the dismissal of others with the "know what the eff
> they are..." did not set the stage for civil discourse.
OK, spin it back on to me. A sure sign of maturity and prowess in debate.
> Second, in marketing the size of towns, cities and
> municipalities is not relevant. The size of the collection
> of poeple in, sometimes, many towns and cities which are
> contiguous, is.
It absolutely is relevant when those who amass the collection of people in the metro area, no matter how few or numerous they may be, seem to recognize local radio is lacking quality and substance.
> When advertisers look at Phoenix, they look at the Metro,
> which is Maricopa County. They do not look at Scottsdale,
> Glendale, Tolleson, Mesa, Chandler, Tempe, Cave Creek and
> all the others separately.
I beg to differ. Your statement may be true to a point, but look at individual stations/formats. Whom do they target? In what general area of the valley do the audiences of these stations reside? You cannot tell me KYOT doesn't target their core audience in Scottsdale or Fountain Hills, or KKFR doesn't focus on their main audience in Phoenix proper. My point is even further clarified when you look into smaller stations that have better coverage in certain parts of the metro area than others.
> Because of that, the amount of money spent on advertising in
> a market is proportional to the population as advertising is
> priced by delivery of people in a campaign, whether it be on
> one or a dozen stations. What determines how much money is
> in the Phoenix market is the total market population.
All I can say is, when you got a good thing, you got a good thing. Develop or hire talent that captivates an audience and advertisers will pay. We'll see this with Hendrie (and hopefully not with Lykis).
> Consequently, the salaries, promotional budgets, etc., of a
> station are in proportion to the market, not one city or
> town in the market.
>
> There are a number of cities that form part of metros that
> are very big. But, since marketing is done on a metro or,
> even better, retail trade zone, criteria, the population of
> one city or several is not considered. The population of the
> whle zone is.
>
> Phoenix is radio market 15. It will have an economy in the
> radio sector similar to other cities of its size, like San
> Diego, Minneapolis and Seattle.
Not for long. Drive around Gilbert, East Mesa, Chandler, Queen Creek and take a look at the $250-$300k+ houses being built. People want to live here, and they want better radio.
> Were we to base the economy only on the city of Phoenix (1.5
> million, rounded), the market would be about the size of
> pre-Katrina New Orleans (metro) and aggregate radio billing
> would be around $65 million instead of near $250 million.
Anyway, you are making me stray from my original point. We live in the 5th largest city in the country, we deserve better radio. What do you suppose visitors to the valley think when they scan the band? "One of, if not the fastest growing areas in the US, and this is what they have for radio???" You can blurt out all the nerd terminology you can muster and tell us all about your job, but it still doesn't change the fact that Phoenix radio pretty much sucks.
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"The time you hate to walk away... becomes the time that you regret you
walked away"
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