Mark Levin returns to WNTP 990 AM

[musichead1029]

I agree with radiophiler. Limbaugh is a 'billboard' talent for the news-talk format (though I'm not so sure that WEEU wouldn't benefit from some better programming the rest of the day - even some third rate syndicated fare).

. 1210 is paying bucks to advertise Dick Morris on Fox News Channel and elsewhere. .

Where is this? It must only be on Xfinity because I have never seen any of these on FNC on FiOS and Verizon has the bad local commercials just like Comcast.

Bill, this was on Comcast a few nights ago during O'Reilly. I was paying only scant attention, but it looked pretty slick - nothing elaborate, just Morris in front of a 1210 WPHT logoed wall and him touting himself followed by a rotating PHT logo and voiceover. Couldn't have been more than 30 seconds if that.

Right-wing talk has an audience advertisers don't want. And many advertisers don't want to be associated with Rush or with the format, in general. The format has run it's course. The party is ending.

Yeah, yeah, circling the bowl; heard it before. The party ends when there's a replacement format. There ain't. The 'hot' fluff talk format that was supposed to draw in the youngsters didn't do it. Local talk doesn't do it (listen to what the local hosts on 1210 talk about; mostly the same things the syndicated hosts talk about, just not as artfully presented. Who in 1210's audience is interested in hearing about Philadelphia politics? It is what it is, it ain't good and it ain't gonna change much.)

And advertisers had better get used to courting 54+. They're the biggest mass audience right now still tuning into a medium that is losing steam with younger audiences. And despite the current state of affairs, many 54+ers still have serious money to spend.

No matter how attached Bain Capital, which controls Clear Channel and other corporate types are attached to it. No matter how much the Babbits in station management and sales, and their buddies at the country club like (even if they don't actually listen). No matter what dittoheads post on message boards. The industry needs to come up with something new, or hang it up. It's over. Stick a fork in it.

You couldn't work the Koch Brothers into that diatribe?

Fred, you ignore the fact that Limbaugh. Has. A. Big. Loyal. Audience. Locally and nationally. He was one of the highest rated shows on 1210. Their audience deflated when he left. What the Bains or the Clears or the Babbits or the aptly named Dickeys do doesn't change that.

The industry needs to come up with something new, or hang it up. It's over. Stick a fork in it. So are traffic reports, for that matter. A good idea and innovative 55 years ago. Now useless.

Yikes. Here's a tip - and it's a service I shall provide for free: don't get into media consulting.

Whoops! Gotta go - traffic on the twos coming up on 1060 and traffic on the fours coming up on XM. And weather. All without swerving around like a dumba** looking at a "smart" phone.

 

[PhillyWatch]

The 'hot' fluff talk format that was supposed to draw in the youngsters didn't do it. Local talk doesn't do it (listen to what the local hosts on 1210 talk about; mostly the same things the syndicated hosts talk about, just not as artfully presented.

The morning zoo station format didn't work out, but you're overlooking the issue with our local hosts- they're attempting to be low rent local versions of the "big" hosts, and they're retreading the tired topics and themes the national hosts have beaten to death. The biggest issue I found with IQ was that no matter when you turned it on (save for maybe John Batchelor), I'd bet my life on whoever to be on to be bashing Obama/Democrats/Liberals. It becomes unlistenable. I turned on 1210 tonight and Rich Zeoli was talking about superstitions in relation to how Obama is handling Syria. What?!

And advertisers had better get used to courting 54+. They're the biggest mass audience right now still tuning into a medium that is losing steam with younger audiences. And despite the current state of affairs, many 54+ers still have serious money to spend.

This is a good point, but should we count 54+ to be steadfast in their listening habits? That's about 4 decades worth of time for listening habits to change.

Limbaugh. Has. A. Big. Loyal. Audience. Locally and nationally. He was one of the highest rated shows on 1210. Their audience deflated when he left.

Does he really? I agree he may had had listener dropoff after the move to IQ, but was it really all that much to begin with? He may be tops in talk in his demo is some markets, but how does he play overall? Where does he fall in the other money demos?

Whoops! Gotta go - traffic on the twos coming up on 1060 and traffic on the fours coming up on XM. And weather. All without swerving around like a dumba** looking at a "smart" phone.

Another great point- radio should absolutely plug it's availability on internet devices, but that doesn't mean it should start to shed away it's content. Radio should still be the place for breaking/regular news and weather, if only because its just really simplistically possible to have someone there, live, saying whatever is going on. This is why local is key, this is why local news/talk is possible (NJ101.5)

 

[MikefromDelaware]

Quote Originally Posted by musichead1029
And advertisers had better get used to courting 54+. They're the biggest mass audience right now still tuning into a medium that is losing steam with younger audiences. And despite the current state of affairs, many 54+ers still have serious money to spend.

Then Phillywatch replied:
This is a good point, but should we count 54+ to be steadfast in their listening habits? That's about 4 decades worth of time for listening habits to change."


Before someone says why didn't I use the quote button, I didn't want to re-post that entire quote and couldn't figure out how to put a different color to make it easier to see the quoted section. This new set up isn't as user friendly as the old Radio Info. It is what it is.

I'm 62, so I'm one of those radio has dumped for the more desired "younger demo". Yes, I'm a big radio listener. Most my age are. Have we changed in how we listen to the radio over the years? Sure.

As a kid I had a GE table clock radio that was AM only. Later I had a "Transistor Radio", that was AM/FM. Later a Stereo System with a Tuner that had AM/FM/FM Stereo. I have a radio in almost every room in my house, all AM/FM.

Today though, I also listen to radio via my computer, my lap top computer, and my IPod. AM radio sounds so good online, sounds like FM [even better with the headsets - especially music the stereo is awesome]. Clear, no static, etc. So yes us Baby Boomers are the last generation that grew up with radio and who still choose radio in large numbers vs our kids and grand kids. We do listen in new ways vs how we did with our "transistors" that were battery powered and had an antenna sticking up out of them.

I agree that the ad buyers are missing out on a huge market of loyal radio listeners, in the 54+ demo. Yes we also have money to spend in the market place. My wife and I eat out on a regular basis, we drive a car, every now and then need to replace that car with a new one. We buy clothes, shoes, food, medicines, even IPods, Gallaxy's, Kindles, and cell phones.

I listen to many Phillies/Eagles/Ravens/Orioles games on the radio, plus other programs via NPR, and Sport/Talk, etc, in my workshop where I spend much time enjoying my hobby of wood working. I still work full time and listen to the radio all day long in my lab. Depending on the station, I listen at work via radio or via computer. Most folks I know, that are my age still are big radio listeners.

Sure there are some products where I'm brand loyal, like soap, laundry detergents, etc, for allergy reasons, but so many other things advertisers could tell me or more importantly my wife, about their products and possibly gain a new customer. So I agree Radio and the Ad folks have lost an opportunity in ignoring the "older listener".

 

[FredLeonard]

Listening to radio a lot does not make a listener more valued; it just makes them easier to get. Programmers are more interested in getting and delivering harder to reach listeners.

The issue is not whether older people have money to spend, the issue is whether they can be persuaded with a sales message to change brands or to try something new. Older people have developed loyalties and are less likely to change. Sure some will but the odds are not in an advertiser's favor.

Yes, older people do have disposable income but that's because they've already bought a lot of stuff. Their "nests are empty" so they don't have to make any of the purchases associated with having families. They've already furnished their homes, filled the closets and bought toys for themselves. And at this point, many are more focused on saving, instead of spending. Again, not prime prospects for a sales message.

And somebody always comes here to show how they are different, so the whole approach must be wrong. But what they forget is that advertising is a numbers game.

Some radio formats do deliver older and younger listeners (like AC) and they are attractive to some advertisers for just that reason.

Advertisers have not deserted boomers as much as they have deserted radio. TV has a number of profitable channels specifically targeting older viewers (running ads designed to reach them).

But this topic is about conservative talk radio and setting aside audience demographics, many advertisers to whom public image and good will are important don't want to be associated with programming that many people (including the previous poster) consider rude, controversial and often offensive.

 

[Bill_W]

Bill, this was on Comcast a few nights ago during O'Reilly. I was paying only scant attention, but it looked pretty slick - nothing elaborate, just Morris in front of a 1210 WPHT logoed wall and him touting himself followed by a rotating PHT logo and voiceover. Couldn't have been more than 30 seconds if that.



.

The commercial was on FNC on FiOS just a little while ago on O'Reilly. Was WPHT here and realized they had to buy time on both Comcast and Verizon to get most of the FNC viewers in the Philly area?