A whole lot of BS. Little Kevvy, is seeing that his promises to Fields are just not going to come true. You just can't save a station that is already DEAD!!!
Though you can kill it faster. Quit crying Kevin, if you look around you might be able to get the manager job at Buestos Media. Their growing and you can't hurt them much, all they can do is grow!!!! (He is lucky he wrote this before the trends came out.)
KIRO disputes story
I have been in the radio industry for 30 years and find it impossible to recall an article as poorly written as Heidi Dietrich's KIRO piece in your May 20, 2005, edition. Her misuse of ratings data, her misrepresentation of a Tom Clendening remark and the misleading conclusion summarized in the headline need to be addressed. Let's start with the article's headline: "Program changes knock KIRO radio off its perch." A single, 12-week rating period, the Winter 2005 Arbitron, is the only time frame for which the new KIRO lineup has been measured. As anyone in the radio industry will attest, it is impossible to judge the eventual success or failure of programming changes after a single, 12-week rating period. The fact is that the move of Dave Ross to the 3 p.m.-to-6 p.m. shift resulted in KIRO's highest 3 p.m.-to-6 p.m. Adult 25-54 AQH share since the Fall Arbitron of 2003! That fact, of course, would be impossible to ascertain, given the nonsensical use of ratings data in the article. Rather than show how the new KIRO lineup performed in its first ratings period compared to the previous lineup's performance over the past year, Ms. Dietrich inexplicably chose to lump the single rating period of the new lineup in with the three previous rating periods of the old lineup to create a single number. Then Ms. Dietrich skipped an entire year's worth of data and compared her Frankenstein number to data that goes back to April, 2002! Forget apples to apples -- this is apples to tractors.
With regard to the misrepresentation of Mr. Clendening's remark, what Mr. Clendening quite correctly stated was that the Internet has changed people's ability to access the news. As a result, KIRO has changed the quantity and frequency of its award-winning news in afternoon drive to reflect the needs of today's well-informed audience. Given the choice of news and Dave Ross' insightful analysis of the day's meaningful events versus a continual 15-minute recycle of the same headlines over and over again, we believe that smart Seattle listeners prefer the former.
Does KIRO have a smaller audience since ending its association with the Mariners? Yes. Did that association end in September, 2002? Yes. Not exactly breaking news. In the nine rating periods that KIRO has been without Mariners baseball, KIRO has had a larger share of the Adult 25-54 audience Monday through Friday from 5 a.m. until 9 a.m. than the all-news Mariner flagship competitor in every single rating book. On a Monday-Sunday, 6 a.m.-12 a.m. Adult 25-54 basis, KIRO has had a larger share of the audience than the all-news Mariner flagship in each of the past three rating periods and five of the past six. And yes, that includes the rating book with the new KIRO lineup.
Kevin McCarthy, vice president/market manager, Entercom Seattle
Though you can kill it faster. Quit crying Kevin, if you look around you might be able to get the manager job at Buestos Media. Their growing and you can't hurt them much, all they can do is grow!!!! (He is lucky he wrote this before the trends came out.)
KIRO disputes story
I have been in the radio industry for 30 years and find it impossible to recall an article as poorly written as Heidi Dietrich's KIRO piece in your May 20, 2005, edition. Her misuse of ratings data, her misrepresentation of a Tom Clendening remark and the misleading conclusion summarized in the headline need to be addressed. Let's start with the article's headline: "Program changes knock KIRO radio off its perch." A single, 12-week rating period, the Winter 2005 Arbitron, is the only time frame for which the new KIRO lineup has been measured. As anyone in the radio industry will attest, it is impossible to judge the eventual success or failure of programming changes after a single, 12-week rating period. The fact is that the move of Dave Ross to the 3 p.m.-to-6 p.m. shift resulted in KIRO's highest 3 p.m.-to-6 p.m. Adult 25-54 AQH share since the Fall Arbitron of 2003! That fact, of course, would be impossible to ascertain, given the nonsensical use of ratings data in the article. Rather than show how the new KIRO lineup performed in its first ratings period compared to the previous lineup's performance over the past year, Ms. Dietrich inexplicably chose to lump the single rating period of the new lineup in with the three previous rating periods of the old lineup to create a single number. Then Ms. Dietrich skipped an entire year's worth of data and compared her Frankenstein number to data that goes back to April, 2002! Forget apples to apples -- this is apples to tractors.
With regard to the misrepresentation of Mr. Clendening's remark, what Mr. Clendening quite correctly stated was that the Internet has changed people's ability to access the news. As a result, KIRO has changed the quantity and frequency of its award-winning news in afternoon drive to reflect the needs of today's well-informed audience. Given the choice of news and Dave Ross' insightful analysis of the day's meaningful events versus a continual 15-minute recycle of the same headlines over and over again, we believe that smart Seattle listeners prefer the former.
Does KIRO have a smaller audience since ending its association with the Mariners? Yes. Did that association end in September, 2002? Yes. Not exactly breaking news. In the nine rating periods that KIRO has been without Mariners baseball, KIRO has had a larger share of the Adult 25-54 audience Monday through Friday from 5 a.m. until 9 a.m. than the all-news Mariner flagship competitor in every single rating book. On a Monday-Sunday, 6 a.m.-12 a.m. Adult 25-54 basis, KIRO has had a larger share of the audience than the all-news Mariner flagship in each of the past three rating periods and five of the past six. And yes, that includes the rating book with the new KIRO lineup.
Kevin McCarthy, vice president/market manager, Entercom Seattle