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I have a question

S

sjs1959

I am not in the industry and never have been, I am just a listener, so humor me here.

Looking at the ratings on ******************, since over half the stations in the market are NOT listed because they don't subscribe to the PPMs, how can you get meaningful measurement against your competitors? And if you don't have numbers, how can you sell?

I'll hang up and listen! :)
 
sjs1959 said:
Looking at the ratings on ******************, since over half the stations in the market are NOT listed because they don't subscribe to the PPMs, how can you get meaningful measurement against your competitors?
Click to expand...

Those who pay for the numbers get to see all the numbers. The nonsubscribers are only embargoed from public view.

And if you don't have numbers, how can you sell?
Click to expand...

Again, those who pay for the numbers, including ad agencies, can see your numbers. If your numbers are high enough for the agencies to want to buy your station(s), everything will be fine. Local advertisers, on the other hand, buy for a variety of reasons. I've never been in sales, but I've been told selling sports without numbers is incredibly easy.
 
Local direct advertisers rarely rely on numbers to make buying decisions. In most instances, it's more about the type of listener and their lifestyle that it is about how many people are listening. For instance, news-talk and sports listeners tend to be better educated, high income men, who are involved in business decision making, or are business owners. That's a desireable demo for many firms, especially in the business-to-business arena. Country stations tend to attract young female listeners, and all the advertisers that want to reach that demo. And no matter what the size of the audience, it's really about how stations can help the businesses that advertise with them. I've sold stations that have a very small audience, but when presented with a great offer, the listeners would patronize a business and really show their loyalty to the station to the business owner. That's when the sales end of things gets to be really fun
 
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