Let's consider for a moment in the midst of all this "Mine's loudern' yours" brouhaha, some comments someone (I believe Bob Orban) made many moons ago, I believe at Vegas, which were reasoned and reasonable. This in the midst of the Loud Wars.
His message was essentially this (And if I have it mistaken in some particulars, I hope he'll read this and correct me):
If your station is reasonably loud, but kept to clean audio without artifacts, this is all you need do. Let someone else be the loudest guy on the dial to the detriment of his audio quality. Presumeably, your operation has a format which will capture sampling listeners and make partisans of them, and it is promoted locally such that the market's listeners do in fact sample it. The loudest guy will jump out of the radio and capture the stranger driving through town (who isn't subject to your promotions). There are two things this stranger doesn't do... he doesn't buy from the local merchants, and he doesn't fill out a survey for the local market. Since he neither buys from your clients or appears in your book, why would you want to attract him, to the detriment of your regular listeners whom you drive away with overdone sound?
Give it a try, and watch the younger female demo grow.