Ratings...that is FUNNY.
Sales dollars is what matters in small market commercial radio (and any marketsize) and those are obtained not from ratings...but from good client relationships.
Freeport/Stephenson county is not Rockford and by stating that, I mean there are not a large amount of diaries placed in Stephenson County as in Winnebago.
A decade ago, Stephenson County only received a handful of diaries from ARB...something around 50 for the survey. Numbers were not used to sell and should not have been. Don Werntz, Kim Grimes, Big Daddy Denkert and the crew in Monroe were able to do sales without them. They sold service elements, packages, and yes a ton of local sports. This with a local paper in the city of Freeport and Cable gobbling up ad dollars.
For a spell...around seven years ago or so there were rumors of The Big Easy moving it's focus towards Rockford. Regardless if that could have been done from an engineering perspective, the question is why do that if you are making good coin in the market you have entrenched yourself in.
The bottom-line, is Thompson making money doing what they are doing? By having what staff they do on payroll...are they able to pay them? Is the company placing money back into the local communities? Do they make more now than before acquiring the Stephenson county sticks?
Think it sucks...great don't listen. Think it doesn't matter...ask some of the people there who make a living doing something they like. I'm sure Jim Douglas would tell you it is better working there then being the Milk Manager at the Lena grocery store.