J
jockitch
Guest
Per Arbitron,Providence is down from 36 to 38. I believe we were market 35 about 5 years ago. Still in the top 40 but how long before Providence will be "bubbling under"?
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R
rapking
Guest
Every Market in the Northeast is going down . Humans hate snow . South and the West markets are going up .Skynet74 said:
According to the US Census Bureau, Rhode Island's population increased by 2.7% between 200 and 2005. The overall US population increased 5.3% in the same time period. Providence isn't losing population, it's just that other areas are growing at a faster rate. I'm guessing a lot of it has to do with the vast number of immigrants from Mexico and Central America who are settling in Southern California, Arizona, New Mexico, and Texas. Those states are facing population explosions.
Providence was market #29 in 1977.
#36 or 38 now?
Not a big deal.
Boston just fell out of the top ten.
Not really a big deal there either.
It's just a number.
And it's irrelevant to the people who matter most, listeners.
Homer and Marge Diarykeeper aren't thinking about how big the ratings company thinks their area is. To THEM, it's #1; and they're listening on the same GE clock radios and Delco car radios that folks in New York and Fargo use.
Give 'em what they need, and -- most-important of all, given the way Arbitron works -- do programming they'll REMEMBER -- and you'll be #1 with them.
HC
www.HollandCooke.com
#36 or 38 now?
Not a big deal.
Boston just fell out of the top ten.
Not really a big deal there either.
It's just a number.
And it's irrelevant to the people who matter most, listeners.
Homer and Marge Diarykeeper aren't thinking about how big the ratings company thinks their area is. To THEM, it's #1; and they're listening on the same GE clock radios and Delco car radios that folks in New York and Fargo use.
Give 'em what they need, and -- most-important of all, given the way Arbitron works -- do programming they'll REMEMBER -- and you'll be #1 with them.
HC
www.HollandCooke.com
R
rapking
Guest
Yup....who cares if your're in a first class city, or in a 3rd World Country . LoL .Pliff said:
Arbitron radio market rankings
Here it is, from Arbitron: http://arbitron.com/radio_stations/mm001050.asp
HC
www.HollandCooke.com
Here it is, from Arbitron: http://arbitron.com/radio_stations/mm001050.asp
HC
www.HollandCooke.com
Top 10 markets are...
1 New York
2 Los Angeles
3 Chicago
4 San Francisco
5 Dallas-Ft. Worth
6 Philadelphia
7 Houston-Galveston
8 Washington
9 Detroit
10 Atlanta
from www.radioandrecords.com
1 New York
2 Los Angeles
3 Chicago
4 San Francisco
5 Dallas-Ft. Worth
6 Philadelphia
7 Houston-Galveston
8 Washington
9 Detroit
10 Atlanta
from www.radioandrecords.com
Someone brought up the fact that NATION REVENUE matters in regards to what market size you are. Well, it doesn't matter as much as you think. The FACT is that national revenue is on a MAJOR decline and someday, even with MAJOR markets, the BULK of your revenue will come from LOCAL advertisers.
That's an IMPORTANT point.
When I ask most station owners and managers, "How's business?" they'll often say, "We're OK this month."
When I ask, "How's national?" they say "Don't ask."
ONE YEAR FROM TODAY, ask gently.
Why: 2006 is "a political year;" 2007 won't be.
The only reason many radio and TV stations are making budget right now is Campaign2006.
By law, CANDIDATES' ads qualify for the station's "lowest unit rate."
But, on the positive side, there's a PILE of business there, BEFORE Christmas shopping business kicks in.
AND it's cash-in-advance business, which stations love.
What Rhode Island stations are REALLY lovin' is political "issue advertising," ads for ballot questions. Reliable industry sources tell me that Harrah's is spending between $87K and low-six-figures PER DAY in the Providence market. Good News/Bad News. Good News: stations make budget...in 2006. Bad News: here comes 2007.
Local business -- especially "local direct" (meaning advertising-bought-BY-the-advertiser, not via an ad agency) -- is the most valuable business a station can write. Crafting an approach that, creatively, addresses the advertiser's specific needs is a win-win. These can be long-term deals, because they get the job done.
But Quality Control is the ballgame. If there's "a fit" between the station, the-advertiser's-target-customer, and the-product/service-being-advertised, radio's hard to beat. Admittedly, there's lots of poor advertising. Blah blah blah copy doesn't work...on radio, on TV, in print, on billboards, anywhere. But when everything clicks, it's a beautiful thing.
Sweetest-of-all, "NEW local direct," meaning that the station sales rep FOUND new business, new advertisers. Stations often pay highest Sales commission for these deals.
Even with all the media choices advertisers have -- heck, BECAUSE-of the explosion of marketing options -- carefully-planned, well-executed local radio advertising can still be the-most-cost-efficient marketing there is.
Local radio CAN be the best friend the local retailer has...especially if the local retailer is defending against national "big box" chain stores.
Good evening from Madison, Wisconsin,
HC
www.HollandCooke.com
When I ask most station owners and managers, "How's business?" they'll often say, "We're OK this month."
When I ask, "How's national?" they say "Don't ask."
ONE YEAR FROM TODAY, ask gently.
Why: 2006 is "a political year;" 2007 won't be.
The only reason many radio and TV stations are making budget right now is Campaign2006.
By law, CANDIDATES' ads qualify for the station's "lowest unit rate."
But, on the positive side, there's a PILE of business there, BEFORE Christmas shopping business kicks in.
AND it's cash-in-advance business, which stations love.
What Rhode Island stations are REALLY lovin' is political "issue advertising," ads for ballot questions. Reliable industry sources tell me that Harrah's is spending between $87K and low-six-figures PER DAY in the Providence market. Good News/Bad News. Good News: stations make budget...in 2006. Bad News: here comes 2007.
Local business -- especially "local direct" (meaning advertising-bought-BY-the-advertiser, not via an ad agency) -- is the most valuable business a station can write. Crafting an approach that, creatively, addresses the advertiser's specific needs is a win-win. These can be long-term deals, because they get the job done.
But Quality Control is the ballgame. If there's "a fit" between the station, the-advertiser's-target-customer, and the-product/service-being-advertised, radio's hard to beat. Admittedly, there's lots of poor advertising. Blah blah blah copy doesn't work...on radio, on TV, in print, on billboards, anywhere. But when everything clicks, it's a beautiful thing.
Sweetest-of-all, "NEW local direct," meaning that the station sales rep FOUND new business, new advertisers. Stations often pay highest Sales commission for these deals.
Even with all the media choices advertisers have -- heck, BECAUSE-of the explosion of marketing options -- carefully-planned, well-executed local radio advertising can still be the-most-cost-efficient marketing there is.
Local radio CAN be the best friend the local retailer has...especially if the local retailer is defending against national "big box" chain stores.
Good evening from Madison, Wisconsin,
HC
www.HollandCooke.com
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