Jackson Summer

[Fran]

Hard to believe that only one Jackson FM mainstream station exceeded a 4% share in the summer book. The 11 mainstream Jackson stations (combined) have a 35.3% audience share (versus 24.9% for the top 3 urban formats). . . . not exactly breaking news since this has been the case for a while.

Interestingly enough, several other Jackson sized southern markets have mainstream stations with shares exceeding 5-8%.

WMSI • WJKK • WUSJ • WYOY • WFMN • WSTZ • WWJK • WQJQ • WJXN • WRXW • WHJT

 

[jo-nathan]

I'm going to say it again: Urban is mainstream. If, my "mainstream" you mean "white" then just say what you mean . I don't mean to sound rude but referring to the non-urban stations as "mainstream" makes you sound like you've been living under a rock for the last decade.

In my opinion, though, there's no such thing as a "white" or "black station." Music (or talk, whatever your cup of tea happens to be) is just music... just depends on what genre (rap, rock, etc.) you prefer.

Jonathan

 

[Fran]

Maybe on the street where you live hip-hop and gospel is mainstream, but on the street where the agencies live, that is simply not the case. The term mainstream is their lingo, not mine.

A 7% mainstream audience share attracts far more dollars than a 12% urban audience share. If urban formats were classified as mainstream, then WRBJ would be the fifth top biller in Jackson . . . . good luck with that.

 

[tzbarber]

Maybe on the street where you live hip-hop and gospel is mainstream, but on the street where the agencies live, that is simply not the case. The term mainstream is their lingo, not mine.

A 7% mainstream audience share attracts far more dollars than a 12% urban audience share. If urban formats were classified as mainstream, then WRBJ would be the fifth top biller in Jackson . . . . good luck with that.

Sure you don't mean "general market" stations? I've never heard agencies use the term "mainstream". Of course,I've only been in ad sales for 32 years......

 

[jo-nathan]

Fran: I was speaking from the aspect of the music. And I also have to agree with what Tim said: I've never heard an agency rep refer to a "mainstream" station. Besides, you'll find that most agencies will buy time on stations that have good ratings in their target demographic, regardless of their format. Any agency that bases a buy on a format is full of FAIL. It's unfortunate that there are many that do.

 

[Fran]

Mainstream (or General Audience, for those who better relate to old school terminology) . . . formats that primary target white English speaking audiences. This covers markets that are heavily Hispanic and/or Black.

". . . .you'll find that most agencies will buy time on stations that have good ratings in their target demographic. . . "

Understood, but if that were truly the main criteria, the revenues of many stations would be drastically different then they are today.

 

[Moonshine]

So .. based on the numbers .. who is going to be making money with the Summer book .. you can forget the mainstream .. Hip Hop .. etc. if it ain't got the number it don't mean jack! I do agree a "mainstream" station with good numbers will out bill an "Urban" station with big numbers. Do the Vicksburg stations show up in the Jackson book?

 

[bobrall]

Just for fun...sort with all stations, not just the "in the book" folks. It picks up the stations missing the
book threshold...but with some in-tab diaries
All sorts of strangers show up.

 

[Fran]

. Do the Vicksburg stations show up in the Jackson book? . . . Who is going to be making money with the Summer book ..

None of the non-move-in Vicksburg stations ever make the Jackson book. . . not even WRTN, which places a marginal signal into parts of the Jackson metro. It is doubtful that the summer book will significantly impact revenues on any mainstream station. The big three urban stations continue to reign in the ratings.

 

[tzbarber]

. Do the Vicksburg stations show up in the Jackson book? . . . Who is going to be making money with the Summer book ..

It is doubtful that the summer book will significantly impact revenues on any mainstream station. The big three urban stations continue to reign in the ratings.

Sorry about that.