Sorry bout that, I forgot the 1. in front of it. It should read 1.2-3 Million per year.
The thought on Active Rock is, the format is a hard sell. Nothing against the goonies at Fox, but they are always going to tell you no one buys WLRS, thats their job. They are supposed to trash the station.
Active Rock has a tendency to be a third tier biller. It's more or less, the station that makes enough to keep the lights on. While thats a great thought, I still dont understand why sales folks dont try and sell the story. Most of your staff would love to sell the stations at $120 a commercial. But if you go to a client, and understand the station, the story and the drive...and pitch them WLRS at $50 a spot, you are going to offer the client a better value.
When I talked at a recent sales seminar, I had people tell me that they their top biller is Jay's Auto's. He spends 10 grand a month. So they always put him on the Soft AC station that pulls a 12 share with women. I sit down with them and say, who is he trying to sell to? What is his target audience, etc. This one person I talked to told me he wanted to do a college graduation car sale..and push to graduating college MALE seniors. I asked, where did you put his money? She replied, well we ran a flight on our Soft AC station and a smaller flight on the Oldies station that pulls a 7.6 share.
So I looked at her and said, why didnt you have him advertise on the Active or Classic Rockers in your building? She said...oh, no one listens to that heavy hard hitting music. Really? Its #2 with Men 18-34, #2 with Men 18-49...I could go on and on. But I said, he is advertising to GRADUATING COLLEGE MALES? Ding, ding, ding!
Sales just doesnt understand the music, the format and the audience. Thats what hurts Active Rock, Nostalgia and Top 40 stations in most markets.
