If you don't promote it, they won't listen. If you don't subscribe to the arbitrons, and thus don't show up in the monthly PPM's, you have no proof of listenership, and advertisers (the smart ones at least) want to know how many listeners you have before they buy time. If you're one of four different sports stations in a market that has one pro & one local college program and don't even carry any of those games, you're going to lose. I'm surprised the format lasted this long. So what's next for 810? I'm going out on a ledge and say they'll go back to pay for play and continue to pollute the airwaves.