I was recently speaking with the venerated radio correspondent from the AJC about Clear Channel. I said that the reason CC looks like it is in panic mode is because they are trying to sell the radio division in some markets and I think Atlanta is one of them. I reasoned that by dumping talent and flipping formats, Clear Channel is making the properties more sellable.
Now you may say, and rightly so, why make the house look like crap if you are trying to sell it? Simple, the property is probably priced too high and in order to get a buyer, they have to make it look like a steal. In addition, Clear Channel will still make money on the sale, no matter what the ratings/revenue are for the properties. Next, the buyer would probably split the group up because potential corporate buyers, ABC (Citadel), Viacom, Cox, Radio-One, Cumulus and Jefferson-Pilot, would all be over the FCC limit of stations if they bought the Atlanta group as a whole. Lastly, the only "big-ticket item" that CC is currently on the hook for is the Braves. With little talent to pay for, this makes the Atlanta group more attractive.
The formats currently in place can easily be changed upon new ownership. In fact, radio marketers love putting “NEW” in front of a station (The NEW Dirk-FM, with more staying power!). As I learned in Marketing 101, “new” means better. Think about it, do you want to wash your clothes in Tide or “New” Tide? I think Q100 is still calling itself new after 6 years.
Don't ever think that the higher ups at Clear Channel are dim with the regards to the filthy lucre. They may not know how to program a station but the know how to count the money.
Comments?
Now you may say, and rightly so, why make the house look like crap if you are trying to sell it? Simple, the property is probably priced too high and in order to get a buyer, they have to make it look like a steal. In addition, Clear Channel will still make money on the sale, no matter what the ratings/revenue are for the properties. Next, the buyer would probably split the group up because potential corporate buyers, ABC (Citadel), Viacom, Cox, Radio-One, Cumulus and Jefferson-Pilot, would all be over the FCC limit of stations if they bought the Atlanta group as a whole. Lastly, the only "big-ticket item" that CC is currently on the hook for is the Braves. With little talent to pay for, this makes the Atlanta group more attractive.
The formats currently in place can easily be changed upon new ownership. In fact, radio marketers love putting “NEW” in front of a station (The NEW Dirk-FM, with more staying power!). As I learned in Marketing 101, “new” means better. Think about it, do you want to wash your clothes in Tide or “New” Tide? I think Q100 is still calling itself new after 6 years.
Don't ever think that the higher ups at Clear Channel are dim with the regards to the filthy lucre. They may not know how to program a station but the know how to count the money.
Comments?