In Richard wagoners latest article Friday June 16th 2023. Richard has suggested that KABC go all local with talk. Or go play oldies. I'm in favor with him about going all local that should help KABC rise in the Shares. What does everyone think is wagoner right or wrong? Let me know.
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Richard Wagoner latest take on KABC AM
- Thread starter 34james
- Start date
His opinion is worth the price we pay for it. It's easy for a blogger to tell someone else how to spend their money.
If he's offering to buy the station, I'm pretty sure it's for sale. For a lot less than what Disney got a few weeks ago. Then he can do whatever he wants with it.
Travis Smiley spent $7 million to buy KBLA. He's doing all local talk. How's he doing in the ratings?
There's something I call a "field of dreams mythology" that lives in a lot of boomers. They believed the myth about if you build it, they will come. They forget it was all just a movie.
If he's offering to buy the station, I'm pretty sure it's for sale. For a lot less than what Disney got a few weeks ago. Then he can do whatever he wants with it.
Travis Smiley spent $7 million to buy KBLA. He's doing all local talk. How's he doing in the ratings?
There's something I call a "field of dreams mythology" that lives in a lot of boomers. They believed the myth about if you build it, they will come. They forget it was all just a movie.
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Ok I respect your opinion thebiga
I've had the opportunity to communicate with Richard recently. He's a good guy, and he's sincere about his opinions. He's just 30 years too late for KABC and 40 years too late for music on AM to have any shot at success in Los Angeles.
And he is obviously not technically inclined.
Two points in that area:
First, KABC's coverage area, except for the still affluent beaches, is mostly African American, Hispanic and Asian. The signal covers very few areas and neighborhoods where over-45 non-Hispanic whites live in significant numbers.
And second, the ever-increasing level of man-made noise in urban areas limits AM stations to half or even less of the coverage areas that were "useful" 30 or 40 years ago. The KABC signal is useless for anything except ethnic or religious broadcasting.
Next Richard Wagoner will suggest KABC re-obtain the rights to the Dodgers so they will once again be the home of Vin Scully, Jerry Dogget, and Ross Porter.
I mean, as long as he is in never-never land, why not go all the way?
What common program tastes would a group like that have?
Not if it's still owned by Cumulus. They are doing exactly what they want to be doing with an AM station.
Yeah low Shares
No: it gives them an LA clear for their syndicated talk. That would never happen if they changed formats or sold the station.
Cumulus doesn't care about share. They no longer subscribe to Nielsen.
They tried going all local a few years ago and had a couple shows I liked listening to as podcasts, Judge Cristina Perez as well as Dr. Drew & Mike Catherwood, but once their shows ended I haven’t listened since.
At the time, they ranked #40 in a 50 station market. Another strike against Wagoner's theory about local talk,
KABC/Los Angeles Drops Most Local Hosts, Adds Syndication In Lineup Shuffle
CUMULUS MEDIA News-Talk KABC-A/LOS ANGELES will be dropping most of its local hosts in a shakeup that starts JANUARY 1st. In the shuffle, the syndicated ARMSTRONG AND GETTY will air 6-10a; LARRY O'CONNOR's WASHINGTON-based show for KABC will continue in middays, with current morning co-host...
So, they have an "L.A. Clear" (w/low shares) that has little presence or relevance anymore (even any brand equity is now forgotten) and can't hit a common denominator in this fragmented market of ours with any wide-appeal service, partly due to signal, but only partly. Tell me, what does an advertiser gain from such a station as KA*C with that station's (Cumulus') national, ka-raizy, r-wing, and get-off-my-lawn/-type shows? A few more e-speaking listeners? A companion for layover truck drivers? Is that just as good as a sub-group of foreign-language dwellers or holy rollers? The old crowd won't make them any money with nostalgia. Real radio service (to the community) costs money. Cumulus' KA*C exists to serve Cumulus only. Again, what are the advertisers getting from this??? Is the 'company' or someone connected with it getting political dark money for the spread of these shows? Just a thought.
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O.K. So, it's a 'few more' listeners (net gain) for the advertiser. Now, a station like WBAP has more potential listeners in their demo than L.A. has, not withstanding market size, esp. due to politics and audience fragmentation, I would think. But, is that national gain enough to keep our local (L.A.) station on air? Are there just enough 'new advertisers' to quickly replace the old ones? Potential listeners it seems to me is just pie in the sky sans results. I will admit that I don't listen to KA*C any longer and have no clue just who their advertisers are or how long they stay with them.
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I guess I’m lost. If advertisers spend time looking at numbers like we say they do, no one running national spots looks at kabc’s numbers and question whether their message is reaching anyone? I personally think Kabc needs to mix sports and news. middays they could carry Jim Rome, who’s in the market, but hasn’t been heard in L.A. in 10 + years
Did I say that? No. Let me repeat: They're not counting listeners. That's why they stopped subscribing to Nielsen.
The advertisers for national shows want to know what percent of the country is covered.
They aren't buying KABC. They're buying a national talk module. It's a different sales package.
I think I realize that, but package smackage, the advertisers are sort of buying blind. They are buying potential listeners where a very large chunk of that national buy may not produce much result. Advertisers must certainly know where their customers come from, so why pay extra for L.A., unless they do get a return here? They are paying for it notwithstanding fancy bundling. Making money just on national sales. uhm, maybe?
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No, they know exactly what they're buying. Advertisers are not stupid. Especially national ones.
Agencies work with clients to meet certain targets and goals. Companies create sales packages designed to achieve them.
They don't "pay extra for LA." They pay a bulk rate for a percentage of the country.
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