Jason Roberts said:
For what it's worth, here's my two cents. (And, I'm taking the politics out of it, unlike many posters here...I'm just talking broadcasting.)
Okay, WVKO, you're on the board. But, to succeed signifcantly with local direct advertiser buys, you need to get the 12 plus numbers to about a 1 1/2 to a 2 share. Above a 2 and you'll get agency buys.
Tying 1230 is a start...you can do a little celebrating for being on the ratings board. But, don't whoop and holler too much...you've got a ways to go yet. You've only tied a radio station whose ownership, apparently, considers just a "flanker". That's like beating a guy with both hands tied behind his back and a blindfold on. You need to be aiming at 'TVN...even if, realistically, the signal can't pull it off.
Keep working for consistancy in your product (which is what the former owner largely failed to do on both AM and FM.) So you're running the Clippers? Are you running promos? Are they current? Do they change every day? Are all of the audio problems noted on this board fixed? If not, get it done ASAP, if not sooner.
Yes...they need to get a Starguide and satellite ASAP. Airing promos and traffic reports from a station in California is simply bush league. (that's "bush" with a small "b". Please note the correct meaning here.)
Are the promos for the talk shows constantly updated?
Are the promos for any local talk updated? (complete with local phone clips)
Are you thinking ahead to the Presidential race? Are plans being formulated to cover the election? If not, start thinking about it...it's one area in which you could (if you do it right), impress.
And, Sean: I'm not taking a shot at the station here. I can't listen where I am unless it's online. These are merely common-sense tips any news-talk consultant would give. But, it's important...and stuff the station needs to pay attention to.
I can address a few of the points as an advertiser, Jason, and leave the rest to the GM:
As the saying goes, "The journey of a thousand miles begins with a single step."
As I mentioned on the News/Talk board, the significance of the winter ratings is in two things. First, WVKO was of the air for more than a year. When the transmitter went up and got cranking last June, Spanish-language programming aired until the decision was made to put GM Gary Richards in charge of what would be the first station to bring back progressive talk in any market after nearly a year.
And the core listeners know exactly where the bread is buttered. While local advertisers continue to increase, with new ones added every few days, local sports (particularly Columbus Clippers baseball) are also a major revenue stream. And when the Clippers play, the progressive talk continues on the online stream:
www.wvko1580.com.
As for the bush league stuff, the situation was a one-day thing. It was corrected. The board ops have worked to avoid any liners from WCPT in Chicago, where the station is getting Bill Press and Ed Schultz at the moment. The Jones folks have supplied the commercials that need to run. Granted, it's not perfect, and Gary is working to get the satellite issue resolved ASAP. But it is much better than constantly hearing the ads from New York via Air America's flagship station during the time WTPG existed. I've been to Clear Channel's Columbus studios several times over the 2 1/2 years WTPG was on the air, and not once was there a person in the studio. Apparently, the situation has not changed.
The local hosts do update their promos. And the national host promos are being freshened up on a regular basis.
Afternoon drive is one challenge Gary Richards is currently dealing with since Randi Rhodes jumped Air America. The "host du jour" may not be around for long. This should be ironed out once the satellite issue is resolved.
But as I've also said, and there is increasing agreement among the core listeners: Air America is not the focus. The center of the format is the three Jones Radio hosts: Bill Press, Stephanie Miller and Ed Schultz. Stephanie has already returned to Columbus, Bill arrives next week, and Big Eddie will be back at the end of July.
In my brief phone conversation with Gary last Friday, I don't think WTVN was on his mind. The next targets are WLW and WRFD, followed by WTDA. If WVKO starts getting more listeners than WBNS (1460 The Fan), then going after WTVN would certainly be on the agenda.
But everyone involved with WVKO has learned not to put the cart before the horse.