Re: Leagues?
>
> But what you and David are, at least to me, implying is that
> a "good" oldies station cannot exist unless it's in a large
> market;
That is exactly the opposite of what I have said. I bvelieve oldies is very tough to do in big markets today, where nearly all business is transactional. However, it is a viable format in suburban situations and smaller, unrated markets where advertisers tend to be local retail and service buisiness rather than ad agencies and large advertisers with multimedia budgets.
> and has adopted the new format; and bills large
> sums; and is in the 35-54 demo;
The only way to be successful with mass apppeal programming in a big market is to have some strength in 18-54. Too young or too old, and you are out of the buys.
> and has a large budget
> (related to market size and billing and owner).
You can not run a significant station in a large market without a significant budget unless you are a limited AM or small FM doing ultra-niche or brokered programming.
> There are
> successful stations that have adequately adapted: K-Earth,
> WMJI, 3WS, Big 100. But large-market success does not
> always equal "good".
KRTH has tried to adapt, but not with eminent success. Their billing is off 20% in the last 6 years while market revenues are up over 40%. In other words, they are not even pacing, they are dropping... hard. Similarly, big is off over 30% in billing against a market growth of about 20%. Not good, either. WMJI is pacing the market, and so is WWSW.
>
> There are many fringe stations (I'm thinking WJPA
> Washington, PA, south of Pittsburgh, and WLNG on Long
> Island) and many non-commercial stations (like WSTB) that
> are "good" stations and are offering a product that doesn't
> exist in large markets. They shouldn't be disparaged just
> because of their status and/or location.
Again, I said that oldies (WLNG is a full service station, right down to Swapo Shop) can and will work for some time in non-transactional markets, which means suburbs and smaller markets.
>
> The impression that you and David are presenting is elitism:
> these stations don't have the large numbers and success of
> our stations, so they must be inferior.
Success in radio is measured by revenue and BCF, not artistic values. For art, go to a museum. Radio is a business, and we are employed, all of us, because we contribute to making a go of the business. If we no longer do this, we are pretty useless.
> You two are to be
> congratulated for your success and rewards, especially given
> your longevity in this industry. But I think that success
> and longevity has resulted in the air of invincibility and
> elitism comprising your aura instead of seasoned experience.
I don´t believe that radio is invincible, and definitely don´t believe that most formats are permanent. Cat can answer on his own, but his discussion on the need for change in oldies indicates that he reads the listeners and knows when change is needed.
>
>
> Not every station can be WMJI.
Very true. This is a station that has used a morning drive base to create much more than a juke box. Not all markets are as stable as Cleveland, so this can not be done everywhere.
> And it's important for these
> new stations that are adopting the former oldies format
> (50s-70s) to be "good" and not merely placeholders. It is
> not the province of "radio" (as a whole) to forget segments
> of the population--including our seasoned listeners (55+).
I disagree. Commercial radio in rated markets can only serve listener segments which have advertiser demand. No matter how good a 55+ station is... nad KJUL comes to mind since it flipped yesterday... it can not bill in large market today in enough volume to be profitable and good at the same time.
> It is only because of an arbitrary age set by Madison Avenue
> and encouraged by weak-kneed local sales people that such
> formats do not exist in large markets.
Neither sellers nor ad agencies set targets. The advertiser does, and the decision is often part of extensive research, incorporated in product design and even packaging. Ad agencies carry out the client mandate, and radio stations offer a medium to reach the target.
> So be it--again, I'm
> not here to debate this.
You could have fooled me.
> But please, don't let your success in commercial radio blind
> you to what is happening on the fringe and in the left side
> of the band. These stations are good, in many cases great,
> and offer something that isn't provided elsewhere. They
> won't overtake Majic or 3WS. But they are "good" and
> well-programmed. They shouldn't be berated just because
> they aren't Class B competitors.
No one is belittling the non-coms. Many do a magnificent job, while others don´t... just like commercial stations. However, thier motivations are based on listener donations and, in some cases, grants. If they had to sell advertising, many would be in a different mode. It´s good they do not have to do this.
>
> I just hope that you guys will see them as equals, and not
> as lesser stations just because of where they're located.
They are not equals. They are different, as their goals are different.
> The older format isn't trash--it's just not working now in
> the bustle of large markets. If Chicago's experiment fails,
> so be it. But they tried.
Nobody said that the format is trash. I believe that, int he long run, it is not viable. And the lost revenue due to the flip will be hard to make up before the format matures itself out of existence.
>
> And these other stations are trying too. Just remember, the
> current oldies format may someday be on a fringe or non-comm
> too--and you may be hosting it there.
If that works as a way to get donations, all the more power to such stations as care to try it. Generally, music driven non-coms have a difficult time, while talk and information based ones tend to be good achievers.
As to hosting, a good PD told me to focus on something other than my air work. That was when I was about 15, and I went into programming as an intern / apprentice at a big group. I won´t be spinning ¨The Book of Love¨ any time soon.
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