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Looks like Mix 92.9 is falling fast and hard!

Tibbs4 said:
I have heard that 100 does bill better than many people think or see in the trades. My guess is because they do some very smart marketing events (concerts, Live on the Green, lots of local music venue remotes, online, etc.) They have taken a cue from the various country sideline (non-OTA) money generators that you have mentioned before.
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100 markets to local players and wannabees, the ones who want to be part of the action. Mission statement in the office, to "serve the music industry." You have a local band, halfway decent. Not great, not going anywhere, but okay. Play their advertiser venues and get featured. From other side, say you have a business you want to hip up, they being an artist to come play a set. Throw in social media and its all circular, makes people think 100 is a big wheel. They sell w/out Nielson to hide the ratings but if you look at Mediabase numbers, maybe 1.2 listening in afternoon drive, rest is < 1k.

Curious about where the billing numbers come from.
 
BeachBaby said:
100 markets to local players and wannabees, the ones who want to be part of the action. Mission statement in the office, to "serve the music industry." You have a local band, halfway decent. Not great, not going anywhere, but okay. Play their advertiser venues and get featured. From other side, say you have a business you want to hip up, they being an artist to come play a set. Throw in social media and its all circular, makes people think 100 is a big wheel. They sell w/out Nielson to hide the ratings but if you look at Mediabase numbers, maybe 1.2 listening in afternoon drive, rest is < 1k.

Curious about where the billing numbers come from.
Click to expand...

So, on a $ billed per listener basis, Lightning 100 probably punches way above its weight?! That's a form of winning, anyway. Works for me - I enjoy listening to it... a LOT!
 
Interesting interpretation of the concept. I can agree with parts of your analogy. Virtually all of the advertisers are local and not part of the national agency circuit. Therefore, there has never been a need for LT to buy the book. Why should he? So, there is absolutely nothing to hide on the numbers.

For what it is - and for the format it uses - it holds it's own. That does not necessarily mean "big" billing, "great" billing or even always "profitable" billing. In today's radio environment this station does better, on average, than similar stations across America. I hear comments from time to time about what it's billing is, as well as other smaller local stations, and those numbers are 9 times out of 10 not what they really are.

Remember, in this case ratings don't matter and to a degree, neither really do profits. But, they still don't hurt.
 
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