Portland Ratings- WGAN on tops

[PeterB]

WGAN was the beauty pagent winner of the 12+ ratings in Portland with Frank second and WPOR third

According to a friend:

Frank was tops in the main demos: A25-54, A18-49, M25-54, apparently by a lot

WPOR was tops W25-54

WCLZ had it's best book in a couple of years

WPOR 12+ dropped significantly and the WOLF rose so it looks like we have a Country battle in the market.

WYNZ was solid and probably one of the best rated Oldies Stations anywhere.

WMGX is in trouble. Mornings were good, but the rest of the day and the overall numbers are not making anyone shout for joy. Overall, not good

WJBQ was nothing spectacular. Trending downward.

WHOM was less than nothing spectacular

The Bone was flat, Howard was up

WCYY was down pretty solid

WLVP was down big

WZAN was the continual disappointment for the signal it has. Actually it was a disappointment if it had a taxi cab signal

 

[ErieLackawanna]

> WGAN was the beauty pagent winner of the 12+ ratings in
> Portland with Frank second and WPOR third
>

and fwiw: Bob Bittner's little bitty WJTO had a respectable, whole number showing, up from a decimal-point showing (but in most states, usually more than enough to get you arrested for OUI). Kudo's to Bob as he does what he does because he loves what he does. perhaps that is something to which the "bigger groups" need to pay attention. if a one-man operation can nip on the heels (12+) of some fairly deep pockets...

 

[Oldbones]

> and fwiw: Bob Bittner's little bitty WJTO had a respectable,
> whole number showing, up from a decimal-point showing (but
> in most states, usually more than enough to get you
> arrested for OUI). Kudo's to Bob as he does what he does
> because he loves what he does. perhaps that is something to
> which the "bigger groups" need to pay attention. if a
> one-man operation can nip on the heels (12+) of some fairly
> deep pockets...
>

No question there is an audience for a format like Bob does. The problem is that the lion's share of that audience is over 65, and of little interest to advertisers. Haven't heard WJTO, but from what I understand that as far as WJIB goes he figures he comes out ahead by being commercial-free and covering operating expenses with some brokered programming and that hiring a sales staff would be more bother than it's worth. My hat is off to him for being able to do it this way, but it's not a viable option for most stations.

 

[JIBGUY]

> No question there is an audience for a format like Bob does.
> The problem is that the lion's share of that audience is
> over 65, and of little interest to advertisers. Haven't
> heard WJTO, but from what I understand that as far as WJIB
> goes he figures he comes out ahead by being commercial-free
> and covering operating expenses with some brokered
> programming and that hiring a sales staff would be more
> bother than it's worth. My hat is off to him for being able
> to do it this way, but it's not a viable option for most
> stations.
>

True, hiring a sales staff would be more trouble than its worth. Oh, I'm sure more money could be made, but putting out fires constantly between staffers would ruin the total bliss I have running the stations.

The audience is NOT mostly over 65. Half over-60 and half under-60. There are a lot of younger people who enjoy WJIB/WJTO are disillusioned with contemporary hit radio, and the same worn out oldies on oldies stations. Many under 60 people enjoy the history of American pop music, and with contemporary hit radio leaving them in the dark (hip-hop, etc), it causes an increased listenership to standards stations, AND to COUNTRY stations.

But true, most advertising agencies are not interested in standards stations at all, as most are run by buyers who think the world started in 1980. Even with my numbers on both stations, the only people a'callin to advertise are hair-growth baldness remedies, other quackery remedies and get-rich-quick schemes. Could air those, but integrity would be lost.

America's economic engine runs on CREDIT. Therefore most 60-year-olds are not a part of this, as they usually pay all up front. They also make more informed decisions, and not knee-jerk purchases. This is not good for the USA economy. Most advertisers want to sell things to younger people who don't really need it, can't pay for it, and who are easily swayed.

So, that's the scoop on adult standards stations... most of which exist as a bigger corporation's sister station to another AM, FM or FM's, where freebie spots are tossed onto the adult-standards AM side as an incentive to buy the FM(s).