PGC Billing

[anatharadiorefugee]

Let it never be said that a refugee is unwiling to admit when he is wrong. DCRTV is reporting that PGC came in second in billing in the market, same as last year, despite a dramatic drop in ratings. They were able to turn lackluster performance into nearly 20 million in billing. No where in the top five could perenial ratings leader HOT 99-5 be found. This poses the question, if PGC is able to keep the cash register ringing in the sales without the ratings success that others argue is just around the corner, going up against HOT, and the fact that HOT is not hot in the cash register department, should PGC stay in its Rythmic lane and slow down some of its straight ahead Top 40 leaning moves? In other words: is this a dance with the girl who brung ya time?

 

[donta1974]

The point that continues to be missed about WPGC is that the station has great ratings in two demos 18-34 and 18-49 were the money is made. The station has slummping ratings in the 12 plus and 6 plus demos that is not where the cash is made. WPGC has a niche audience TARGET DEMO and that is where they make money.

 

[anatharadiorefugee]

I'll have to take your word on that. But before I was put out to pasture, a station that did well in the "money demos" did not get their hat handed to them in the 12+ the way PGC has of late. I imagine that they do better in the 18 - 34 category than they do in the published 6+ but my bet is that they would not be in the top 5 in either if they are barely in the top 15 6+. Whatever the case, somehow they have been able to turn them puppies into cash in a major way. Somebody is buying them. Though I can't imagine why.

 

[donta1974]

Well according to the PD the station usually is Top 3 18-34 and Top 5 18-49 the money is coming from somewhere the AD people do not love WPGC that much. Trust me if it was not making money CBS Radio would flip it at the drop of a hat. In PPM TARGET DEMO is the key its not like dairy you can struggle in the 12 and 6 plus demos and still win look at WPGC`s billing.

 

[kilamanjero]

Yeah, WPGC is still killing in bill because of its target programming. WPGC seemed to be a little better in the programming game than either of its main competitors, WKYS and WIHT However, they could go back to urban-leaning exclusively and likely still win in the revenue game.

 

[anatharadiorefugee]

Well according to the PD the station usually is Top 3 18-34 and Top 5 18-49 the money is coming from somewhere the AD people do not love WPGC that much. Trust me if it was not making money CBS Radio would flip it at the drop of a hat. In PPM TARGET DEMO is the key its not like dairy you can struggle in the 12 and 6 plus demos and still win look at WPGC`s billing.

Again, I'll have to take your word on that (but not really). I don't know the PD personally so he is not talking to me, and I don't have access to the break outs and haven't since the diary days. We know they make money as they were certainly second in that measure. Maybe you are right and the target demos are consistently top 5, though I doubt that. It is impossible for my brain to process absent paper and ink proof that they are top 3 consistently in any measurement when I look at the stations that are ahead of them in this latest ratings snapshot: 1) WAMU, 2) WTOP, 3) WIHT, 4) WASH, 5) WHUR, 6) WMMJ, 7) WMZQ, 8) WBIG, 9) WWDC, 10) WKYS, 11) WIAD, 12) WPRS, 13) WRQX, 14) WGTS and WPGC. If they are number 3 either 18-34 or 18 - 49 who are 1 and 2? Further, how is it possible that most of these adult heavy stations like HUR, MMJ, ASH, AMU, TOP, MZQ, BIG, WDC and its sister IAD would do worst than PGC in adult demos? I know they have out billed all of them, but I seriously doubt it is because of incredible adult numbers that I cannot see. I'm from Missouri, you will have to show me that my friend.

 

[kilamanjero]

Well according to the PD the station usually is Top 3 18-34 and Top 5 18-49 the money is coming from somewhere the AD people do not love WPGC that much. Trust me if it was not making money CBS Radio would flip it at the drop of a hat. In PPM TARGET DEMO is the key its not like dairy you can struggle in the 12 and 6 plus demos and still win look at WPGC`s billing.

Again, I'll have to take your word on that (but not really). I don't know the PD personally so he is not talking to me, and I don't have access to the break outs and haven't since the diary days. We know they make money as they were certainly second in that measure. Maybe you are right and the target demos are consistently top 5, though I doubt that. It is impossible for my brain to process absent paper and ink proof that they are top 3 consistently in any measurement when I look at the stations that are ahead of them in this latest ratings snapshot: 1) WAMU, 2) WTOP, 3) WIHT, 4) WASH, 5) WHUR, 6) WMMJ, 7) WMZQ, 8) WBIG, 9) WWDC, 10) WKYS, 11) WIAD, 12) WPRS, 13) WRQX, 14) WGTS and WPGC. If they are number 3 either 18-34 or 18 - 49 who are 1 and 2? Further, how is it possible that most of these adult heavy stations like HUR, MMJ, ASH, AMU, TOP, MZQ, BIG, WDC and its sister IAD would do worst than PGC in adult demos? I know they have out billed all of them, but I seriously doubt it is because of incredible adult numbers that I cannot see. I'm from Missouri, you will have to show me that my friend.

One possible reason is DC like Atlanta, is a relatively 'youth-oriented' adult market. The median age of both markets are both in their mid 30s, but hip-hop still gets the most attention. There are a significant number of adults in this region that still enjoy listening to hip-hop with their R&B (and those whom enjoy it) and/or crossover music. This musical mindset works for WPGC's musical programming setup.

 

[donta1974]

Well according to the PD the station usually is Top 3 18-34 and Top 5 18-49 the money is coming from somewhere the AD people do not love WPGC that much. Trust me if it was not making money CBS Radio would flip it at the drop of a hat. In PPM TARGET DEMO is the key its not like dairy you can struggle in the 12 and 6 plus demos and still win look at WPGC`s billing.

Again, I'll have to take your word on that (but not really). I don't know the PD personally so he is not talking to me, and I don't have access to the break outs and haven't since the diary days. We know they make money as they were certainly second in that measure. Maybe you are right and the target demos are consistently top 5, though I doubt that. It is impossible for my brain to process absent paper and ink proof that they are top 3 consistently in any measurement when I look at the stations that are ahead of them in this latest ratings snapshot: 1) WAMU, 2) WTOP, 3) WIHT, 4) WASH, 5) WHUR, 6) WMMJ, 7) WMZQ, 8) WBIG, 9) WWDC, 10) WKYS, 11) WIAD, 12) WPRS, 13) WRQX, 14) WGTS and WPGC. If they are number 3 either 18-34 or 18 - 49 who are 1 and 2? Further, how is it possible that most of these adult heavy stations like HUR, MMJ, ASH, AMU, TOP, MZQ, BIG, WDC and its sister IAD would do worst than PGC in adult demos? I know they have out billed all of them, but I seriously doubt it is because of incredible adult numbers that I cannot see. I'm from Missouri, you will have to show me that my friend.

I do not know the PD Jason Kidd personally he did an Interview back in Febuary in FMQB.COM where he stated this about the 18-34 and 18-49 demos why would he lie too them. You seem to have some sort of personal hatred for WPGC for whatever reason but ok. Billing means more than any ratings numbers will ever mean and they were number 2. Young end Urban radio has to depend on demos like 18-34 or Hip Hop radio will be gone look at Chicago`s billing numbers WGCI number 11 in 12 plus but it made 18 million last year. WPGC is not along in this issue. I look at it like this we all have a choice and if you dislike something do not give it the time of day.

 

[kilamanjero]

Well according to the PD the station usually is Top 3 18-34 and Top 5 18-49 the money is coming from somewhere the AD people do not love WPGC that much. Trust me if it was not making money CBS Radio would flip it at the drop of a hat. In PPM TARGET DEMO is the key its not like dairy you can struggle in the 12 and 6 plus demos and still win look at WPGC`s billing.

Again, I'll have to take your word on that (but not really). I don't know the PD personally so he is not talking to me, and I don't have access to the break outs and haven't since the diary days. We know they make money as they were certainly second in that measure. Maybe you are right and the target demos are consistently top 5, though I doubt that. It is impossible for my brain to process absent paper and ink proof that they are top 3 consistently in any measurement when I look at the stations that are ahead of them in this latest ratings snapshot: 1) WAMU, 2) WTOP, 3) WIHT, 4) WASH, 5) WHUR, 6) WMMJ, 7) WMZQ, 8) WBIG, 9) WWDC, 10) WKYS, 11) WIAD, 12) WPRS, 13) WRQX, 14) WGTS and WPGC. If they are number 3 either 18-34 or 18 - 49 who are 1 and 2? Further, how is it possible that most of these adult heavy stations like HUR, MMJ, ASH, AMU, TOP, MZQ, BIG, WDC and its sister IAD would do worst than PGC in adult demos? I know they have out billed all of them, but I seriously doubt it is because of incredible adult numbers that I cannot see. I'm from Missouri, you will have to show me that my friend.

I do not know the PD Jason Kidd personally he did an Interview back in Febuary in FMQB.COM where he stated this about the 18-34 and 18-49 demos why would he lie too them. You seem to have some sort of personal hatred for WPGC for whatever reason but ok. Billing means more than any ratings numbers will ever mean and they were number 2. Young end Urban radio has to depend on demos like 18-34 or Hip Hop radio will be gone look at Chicago`s billing numbers WGCI number 11 in 12 plus but it made 18 million last year. WPGC is not along in this issue. I look at it like this we all have a choice and if you dislike something do not give it the time of day.

Exactly! WGCI is one of the major moneymakers of CC radio group's urban division and that is why they are still able to be local 24/7 and produce station events.

 

[anatharadiorefugee]

[/quote]I do not know the PD Jason Kidd personally he did an Interview back in Febuary in FMQB.COM where he stated this about the 18-34 and 18-49 demos why would he lie too them. You seem to have some sort of personal hatred for WPGC for whatever reason but ok. Billing means more than any ratings numbers will ever mean and they were number 2. Young end Urban radio has to depend on demos like 18-34 or Hip Hop radio will be gone look at Chicago`s billing numbers WGCI number 11 in 12 plus but it made 18 million last year. WPGC is not along in this issue. I look at it like this we all have a choice and if you dislike something do not give it the time of day.
[/quote]

I have never worked for CBS much less PGC. I don't know the PD. I have no hate for anyone there. Further, I haven't accused anyone of lieing about anything. Be clear. My observations are just that...observations. I give this discussion "the time of day" because it interests me as an observer. We saw the revenue number. Good for them. I don't think that their programming is strong and I believe their numbers bear me out on that. I would love to see the target demos that you trumpet as being strong. Because, again as an observer, I would be shocked to learn that they were strong in the target demos and abysmal in the published numbers. That has just not been my experience. No hate, brother. Just observation.

 

[donta1974]

My only point is that despite what the 12 plus and 6 plus demos say someone is listning to WPGC Advertisers do not have a dog in any PGC fight for them its business not personal and they are not spending cash on that station because its WPGC or because it was number one in 12 plus 5 years ago or because they like the station. The station reaches someone that is of great value to the money people and it appears that the station is not a complete loser across the board as far as ratings go. If it were a complete ratings loser across the board it would not have made 19.1 million dollars in 2011 advertisers are not trying to lose money. PPM has really changed radio and it has really changed young end Urban radio which was hurt the most by the switch from dairies Urban AC was not hurt as much and what was the norm in the dairies appears not to be the same with PPM. When i look at the ratings for different young end Urban stations across the country in the 12 plus and 6 plus demos most of these stations are out of the Top Ten in there market just like WPGC with a FEW exceptions not many though. They have to make money somehow with PPM or they will go away and it appears that they have become TARGET DEMO stations and if they reach a niche group of people say 18-34 they can make a lot of money where as in dairies the TARGET DEMO only reach did not apply. WPGC is not the only Urban Urban/CHR with ratings issues in the 12 plus and 6 plus beauty demos.

 

[puddingpop]

You guys are forgetting another possible factor: WPGC's sales team. A fantastic sales team can make a HUGE difference by taking better care of a client, finding better and more effective ways to advertise a client, and getting a client the best return on their dollar. I have no idea if this is how they're winning, but it's certainly a factor that can go a long way.

Also, remember that WPGC has quite a heritage and reputation behind its name--much more so than WIHT--so advertisers that have a positive image of WPGC, or a positive history of business with them, might be inclined to give them their dollars first.