KFWB - FCC Decision Allows it to Remain in a Trust

[uncamark]

And meanwhile, we've been thrown off the track of the topic, which is that Saul Levine was unsuccessful in getting the FCC to take KFWB away from CBS' trust, that KFWB has to stay news-talk of one form or another and that they've chosen in the wake of Dr. Laura moving to satellite--OF HER OWN VOLITION--to try a different direction for talk radio.

There is more and more evidence that listeners are getting sick and tired of screaming political talk--whether it be left or right (and the reason Air America never was successful is that most left-of-center people simply didn't want to listen to any kind of partisan talk radio and prefer what they perceive as the neutrality and civility of NPR, even if the extremes on both sides think that it's biased on the opposite from their respective views). KFI may still be at the top of the heap, but there is an audience that's looking for an alternative to biovators of both sides and I admire the fact that KFWB's trying to find something different--and doing local programming--instead of picking up another syndicated political talker.

Care to cite and quantify any of this evidence?

I'll take the first shot:

LA Arbitron 6+ August

KFI - 4.9
KFWB - 0.5

I said that KFI is at the top of the heap. But what about five years from now, as the hardcore conservative political talk audience dies off?

The article with the most complete information is from the Daily Beast--I'd link it, but you'd dismiss it as Commie liberal bleeding heart socialist Obama-lover garbage anyway.

 

[davideduardo]

I said that KFI is at the top of the heap. But what about five years from now, as the hardcore conservative political talk audience dies off?

KFI is top 5 in 25-54, and that group is not "dying off."

In markets where conservative talk has been moved or simulcast with FM, ranging from Jacksonville and Atlanta to Phoenix and Salt Lake, more than half the audience is under 55.

As audience preferences change, we will see a lot more new talent and as established talent loses audience it will be replaced, just like shows on TV.

 

[davideduardo]

There is more and more evidence that listeners are getting sick and tired of screaming political talk--whether it be left or right (and the reason Air America never was successful is that most left-of-center people simply didn't want to listen to any kind of partisan talk radio and prefer what they perceive as the neutrality and civility of NPR, even if the extremes on both sides think that it's biased on the opposite from their respective views).

Air America did not succeed because the talent was neither informative (NPR) nor entertaining (Rush et. al.) and thus could not hold audience.

And... if you are at all involved in business or trade, NPR is about as neutral as Prensa Latina.

 

[davideduardo]

Is that even a fair comparision? Yes, traditional, home delivery, printed newspapers are dying, but how many page views does latimes.com receive in a typical month? The LA Times, through Tribune, runs bureaus (although far fewer than in the past) in other cities and is known throughtout the country. It is still a large source of news for millions of people. How many people outside of Los Angeles know of KFI?

Sure it is fair. The LA times circulation is off by nearly half from its previous century high, and is around 700,000 for non-Sunday editions. While the Times likes to say that more than one person reads each paper, that assumption is not as true today. Papers are much more used by people over 50, and those age groups tend to be empty nesters.

KFI, if you take the SoCal cume in total, reaches about 1.5 million. Even if you believe the leap of faith that 2 people read every copy of the Times, KFI still wins the circulation game.

Very few people outside of LA who are not Angelinos read the LA Times. It is not the Washington Post or even the NY Times. It's just the big paper in a big metro.

Page views without time spent on site is a poor metric... many people scan multiple sites when searching. And they can be anywhere in the world, which is of no use to the local retailer or car dealer or insurance agent. The Huffington Post has more page views. What does that say?

And the paper is broke...

 

[ChannelFlipper]

Is that even a fair comparision? Yes, traditional, home delivery, printed newspapers are dying, but how many page views does latimes.com receive in a typical month? The LA Times, through Tribune, runs bureaus (although far fewer than in the past) in other cities and is known throughtout the country. It is still a large source of news for millions of people. How many people outside of Los Angeles know of KFI?

Sure it is fair. The LA times circulation is off by nearly half from its previous century high, and is around 700,000 for non-Sunday editions. While the Times likes to say that more than one person reads each paper, that assumption is not as true today. Papers are much more used by people over 50, and those age groups tend to be empty nesters.

KFI, if you take the SoCal cume in total, reaches about 1.5 million. Even if you believe the leap of faith that 2 people read every copy of the Times, KFI still wins the circulation game.

Very few people outside of LA who are not Angelinos read the LA Times. It is not the Washington Post or even the NY Times. It's just the big paper in a big metro.

Page views without time spent on site is a poor metric... many people scan multiple sites when searching. And they can be anywhere in the world, which is of no use to the local retailer or car dealer or insurance agent. The Huffington Post has more page views. What does that say?

And the paper is broke...

And KFI is increasing in market penetration and relevancy. The Times, not so much.

 

[bologna]

Hello everyone KFWB is NOT in a Trust Yet. When they filed paperwork to go into Trust, Mt. Wilson Broadcasters opposed the trust because of the no format change clause. SInce that time it has been held at the FCC without decision and the station has NOT operated in a trust. Last weeks decision stuck down Mt. Wilson's opposition. Now KFWB will have to go into trust with the no format change provision during the length of the trust. The Trustee's job is to attempt to sell the station. There is no time frame, and this is all public record.