Anybody have a guess how much a (freestanding not sold with a cluster) station that rated a 1.5 or 2 (6+) mostly 55+ bill in the youth obsessed Atlanta market? I am taking mainly agency buys. I realize most of the advertising will come from “local or beating the streets”, but that usually takes a couple of quarters to develop. Could you bill $20 K a month (enough to keep the facility running) till the non agency money starts to come in?
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Older Demo question
- Thread starter secondchoice
- Start date
That's kind of like asking "How big is a fish" before you catch it. What programming would you use? How would you [pitch it locally? Etc.
Most agency buys are based on a cost per bases. The actual programming most of the time is of little interest to the agency buyer. The "local" sales usually is based on getting results for the client. It always helps if the "local decision maker" listens to your station but a car dealer (for example) really just wants to know if he buys a flight on your station, he will have foot traffic and sell a cars. The real question is there any money in the 55+ demos at all in Atlanta?
secondchoice said:
Agencies as a rule don't buy new stations, but local accounts can often take a chance on a new option if the pricing is right. "Pioneer discounts" and other packages with similar names are to be found in the history of new launch sales efforts.
Agencies buy multi-book averages, based on delivery. They generally don't buy unrated new stations.
And there are essentially no 55+ agency buys. The exceptions tend to be for products and services specifically aimed at 55+, such as travel, investments, medications, etc., but most of those like visual media.
While the agency buyer doesn't care the format for the most part, the potential listener certainly does. >If< nobody listens, there will be no agency buys. You got the cart somewhat ahead of the horse. Again, what format wopuld you propose to attract the share you're looking for?
I was thinking about a soft AC format. The name "Lite" would most likely bring out a bunch of Lawyers from CC, but there is a format hole for folks that are to old to for 98.5.
secondchoice said:
WSB has had soft AC on their HD2 for a few years. They don't even mention it on their website, it's not carried by any streaming apps or available on the web, and is commercial free and has been. I am not sure if they are doing this as some kind of experiment or something, but it actually is about the ONLY unique thing remotely on commercial radio in this market. It's very good, and I know several people I work with in the 40+ age who have ridden in my car and heard it and asked "what station is that? WSB-FM?" as this is all that scrolls on the display. Then I have to give a 15 minute explanation of what HD radio is, why they can't get it- and what it would take to get it- no one has made the effort, not because they won't WANT it, but HD radio means going out and buying a specific hard to find receiver, having it installed, just to hear ONE station.
another epic half ass FAILURE, brought to you by consolidated media.
Mark Jeffries said:
CC has owned the Kiss name since around 2001 or 2002. However, they cannot stop a competing station from using it if the station was already Kiss when CC acquired the rights to the moniker. Such is the case in Atlanta.
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