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Mixed results for Xmas music in M-S-U

M

mjb1124

#1 WCBS-FM (increases 6.4 to 7.0)
#2 WLTW (increases 4.4 to 6.9)
#9 WMGQ (decreases 4.5 to 3.8)

So Magic actually takes a hit after going all-Christmas, and after being slightly ahead of Lite in the previous book. Meanwhile, while Lite sees a significant jump, it can't quite dethrone WCBS-FM which also improves. Should Magic try *not* going all-Christmas next year? Or would that just hurt them more?
 
For the Holiday book, Magic rebounds to 5.5 - a share higher than what they were getting in the Oct and Nov books, but still far behind Lite, and a tick below CBS-FM and Q104.3.

Maybe they should try delaying the flip to Christmas until December 1st (or whenever the Holiday book starts)? They could promote it as something like "the Christmas music you want, when you want it".
 
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