michiana_media said:
I don't think the River has taken its local focus off of Columbus at all. sure.. they run 2 nationally syndicated shows, but I think that is more about the quality for the cost figure. They could surely put a local morning show/ evening show back on, but for the $$ they pay for Scott & Sam/ Tesh (starting tonight) I don't think you would get anything any better... If anything I think by putting these 2 shows on they are trying harder to relate and connect to the core demo (emotionally).
As far as a network is concerned.. 104.9 is operated completely separate. It has nothing to do with the network other than during fund raising week.
I can't imagine that Dan Baughman would allow any more money to be spent on the network than what is budgeted.
I don't think that the syndicated shows are a way of taking your eye off your local market. I think that the Tesh show is a huge upgrade for the evenings and will be a money maker for them as well as a solid performer in the books. I have not listened to the morning show but in all honesty, I never really cared for any of the morning shows they have offered so...I am neutral on that one.
Where I believe they and pretty much every other CCM station take their eye off the local market is in local marketing efforts...like the billboards, the commercials the creative promotional partnerships with Christian and mainstream organizations that take their name into the marketplace beyond those who find their station because they are looking for Christian Music...That's all I meant. Programming-wise, I am certain that WCVO is consistent with what they have done in the past and there is little they should change on that front as it HAS BEEN WORKING FOR THEM but only in tandem with the marketing to help introduce the format and station to new listeners. When a station, any station, not just WCVO, lets up on that front you are relying totally on your P1 listeners and do not gain from top of mind presence with your passive listeners or those who may be exploring the radio dial.
While the station (WCVO) and the network may be operated seperately but because it is all owned by one central organization that central organization has one pot of money (ultimately) to draw from...so, anything and everything else CVCO does impacts the amount of money that can go into WCVO.
So, where I think the funds lack is in the aggressive marketing that WCVO did when they flipped to CCM...I may be totally wrong but I don't see the billboards or the "in the street and on your mind" mentality as much anymore with the station...the core has grown but you can see it is a shrink back from the booming books of the last couple years.
Is that good enough? Maybe. I actually think it is good enough if the goal is to operate a financially successful station. At some point the station ownership has to determine how much more revenue they can generate by spending in marketing as opposed to how much they can generate by just sort of hanging around and if that revenue justifies the effort and financial resources. I think most Christian stations find that they can make an equal or even greater amount of usable money by simply being there.
NONE of what I write should be interpreted as an attack of what WCVO is or isn't doing and nothing should be read between the lines of what I've written. I've met and spoke with Dan Baughman on several occasions and have nothing but the highest regard for him and the team he has working at WCVO...this is all just discussion and meant for that purpose alone.
