Jack Silver Exits PD Post At KLOS & KABC-AM

[michael hagerty]

KABC stuck again at #33 in the market. Maybe they will never hit the top ten again given the signal and tech problems that many have set forth over time. But I cannot be persuaded that excellent, talk radio programming on KABC cannot give the station a big ratings and revenue boost. The idea being that one has to put forth excellent programming always and that the lack of good, involved, smooth, well done and well defined talk programming always, notwithstanding signal issues, can make money and ratings. The opportunities for KABC in LOS ANGELES are great. Many, many people can listen to KABC. They just do not want to do so given the Titanic-like horrors of the station that begin at 5:00 a.m.


KABC will perhaps not break the top ten but can make the top 20. Can be done. Hello, earth calling Cumulus!

The signal alone probably limits KABC, best case, to a 2.0. That would tie them for 22nd this month.

Sure, a 2.0 is more than double their current 0.9...but doubling your rating doesn't automatically translate to doubling your revenue. Any meaningful gains there would have to come with stronger performance in 25-54 and that audience isn't listening to AM radio.

 

[davideduardo]

The signal alone probably limits KABC, best case, to a 2.0. That would tie them for 22nd this month.

And that, in essence, is the whole story. Neat, precise reality.

At the higher levels of station management, there is a lack of understanding of the fact that a station that covered the whole market in 1975 does not cover it now. The population has shifted and grown outward, while noise levels have made signal strengths that were usable "then" totally buried among the dimmers, CFLs and microprocessors of today.

Then there is the change of businesses that use radio. The local advertiser who could draw from a big part of the market because of a less spread out population and less congested freeways just can't use radio's coverage efficiently any more.

Think "Cal Worthington" and consider whether someone from Sylmar or Pomona or Irvine is going to visit his lot to buy a car when it might be a 90 minute drive!

Today's chains and big box stores, if they use radio, want big numbers and wide coverage. Brand advertising, lawyers, re-fi companies and vitamins want big coverage and big numbers, too. And nobody intentionally wants to listen to AM. The alternative for the weaker signals on AM is demonstrated by KHJ or KFOX or KIRN which have developed an audience, sometimes by offering something unique that will make listeners put up with AM and with noise to hear it.

Dreaming of a "moderately successful" KABC is not economically viable.

 

[ChannelFlipper]

The signal alone probably limits KABC, best case, to a 2.0. That would tie them for 22nd this month.

And that, in essence, is the whole story. Neat, precise reality.

At the higher levels of station management, there is a lack of understanding of the fact that a station that covered the whole market in 1975 does not cover it now. The population has shifted and grown outward, while noise levels have made signal strengths that were usable "then" totally buried among the dimmers, CFLs and microprocessors of today.

Then there is the change of businesses that use radio. The local advertiser who could draw from a big part of the market because of a less spread out population and less congested freeways just can't use radio's coverage efficiently any more.

Think "Cal Worthington" and consider whether someone from Sylmar or Pomona or Irvine is going to visit his lot to buy a car when it might be a 90 minute drive!

Today's chains and big box stores, if they use radio, want big numbers and wide coverage. Brand advertising, lawyers, re-fi companies and vitamins want big coverage and big numbers, too. And nobody intentionally wants to listen to AM. The alternative for the weaker signals on AM is demonstrated by KHJ or KFOX or KIRN which have developed an audience, sometimes by offering something unique that will make listeners put up with AM and with noise to hear it.

Dreaming of a "moderately successful" KABC is not economically viable.

I don't think there is a lot of incremental cost to improving the presentation (by taking a lot of the clutter out), making the show hosts more engaging (with a more dynamic and engaging presentation) and actively getting the station as a whole actively engage in local issues, as opposed to reading about them (on air) in the LA Times, and re-imaging their marketing to engage their audience, as opposed to putting Larry's face on a billboard.

However it will take a huge increase in the effort put into the station, either by existing staff and management (snicker) or some other. The signal is a limiting issue to be sure, but compelling content can do much to overcome it. No one is asking for them to be the number one station in town, or even the number one talker, or even the number one AM station. But right now they are not even in the game. That can be fixed.

 

[michael hagerty]

I don't think there is a lot of incremental cost to improving the presentation (by taking a lot of the clutter out), making the show hosts more engaging (with a more dynamic and engaging presentation) and actively getting the station as a whole actively engage in local issues, as opposed to reading about them (on air) in the LA Times, and re-imaging their marketing to engage their audience, as opposed to putting Larry's face on a billboard.

However it will take a huge increase in the effort put into the station, either by existing staff and management (snicker) or some other. The signal is a limiting issue to be sure, but compelling content can do much to overcome it. No one is asking for them to be the number one station in town, or even the number one talker, or even the number one AM station. But right now they are not even in the game. That can be fixed.

A: Define clutter.

B: If the show hosts aren't as engaging as they can be (given that they're working in market #2), it probably means you need new, better show hosts. And better costs money.

C: Same goes for the marketing and creative services people.

D: Compelling content doesn't matter unless it can be easily accessed and listened to without effort These days, switching from FM to AM and putting up with static is considered unacceptable effort by the demographic advertisers care about.

E: That signal limited best-case 2.0 won't put them in the game either. It will (this month) put them ahead of KJLH, KXOS, KLAC, KLYY, KDLD, KDAY, KFSH, KSPN and KHJ, none of whom it competes with for ad dollars. And it ties them with KPCC. As Don Rickles used to say "Whoopee. Have a cookie."