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September Ratings?
- Thread starter redman58
- Start date
I wonder how WJZA can claim to be "Atlanta # 1 Smooth Jazz Station" when Clark Atlanta's University's WCLK is beating them 1.9 to 0.1 (6+)?
Why would EMF "buy" the ratings at all? If there income comes from pledge drives why even turn on the ratings encoder?
There is demographic data that's helpful in targeting their appeal. Same with WABE.
That can be some expensive data or do they get a noncom "deal"?
Well, WABE subscribes because they sell advertising, um, I mean underwriting mentions. And their rates are not inexpensive.
One could also ask why EMF has billboards all over town. I'm sure there's a correlation between audience size and contributions. They probably want to know their ratings so they can estimate contributions and perhaps even decide what their budget for hiring, purchasing equipment, etc. should be.
I imagine if you sponsored an hour of commercial radio time, it would be expensive too. The mentions are usually for an hour of sponsorship.
But when I did non-com, I was more interested in "who" was listening rather than how many.
WABE sells :15's. They run just like spots on a commercial station during breaks in NPR and APM programming as well as on local shows. When I say expensive, they cost about as much as a :30 would on most of the higher-rated FM stations. WABE's :15's are not as expensive as :30's on WSB.
That is the length of the announcement, but it's meant to sponsor a portion of the day. That should be how the announcement is worded. "All Things Considered is presented locally by Roddy's House of Beef." And there are fewer of them than :30s on a commercial station. If not, then it's different from what I dealt with.
L
LegalTender
Guest
They're here to save souls. Billboards, buses and benches further EMFs objective. Eyeballs and ears are jointly swayed.
But critics say it sounds "like radio from 35,000 feet." They have no boots on the ground in ATL.
Yeah 106.7 WAKL is doing great...Throw classic hits on, and ratings would soar,,,
K
kf4rca
Guest
I Agree
I predict EMF will lose their posterior here. That format belongs to the Fish in this market. And I doubt the Fish fans will abandon their seafood.
Looks like 106.7 will be up for sale (again!) in a couple of years.
I predict EMF will lose their posterior here. That format belongs to the Fish in this market. And I doubt the Fish fans will abandon their seafood.
Looks like 106.7 will be up for sale (again!) in a couple of years.
Nah. EMF has a mission to get into as many markets as possible, and are willing to bear the brunt.
Besides, who has the $ to buy it?
I doubt EMF will sell 106.7 in our lifetimes for two reasons:
#1 Except for the power bill, tower expense, and a rack of equipment it costs them nothing. I doubt they borrowed money to pay the Cumulus stations they bought. Who would lend them the funds? I would hate to be the bank or fund that takes a “Church” or nonprofit into court. Take about a P.R. disaster.
#2 They have access to a top 10 market. The programming issues or targeting can always be fixed but they have a high quality signal that reaches a lot of folks with high incomes. I understand that radio ownership values have fallen greatly but cash flow has not collapsed. Radio is still a viable business. Cumulus’s inability to compete in major markets gave K-Love an opportunity that may not ever come around again.
There has been an almost parallel thread on another board about WPLJ, the NYC station EMF bought. It spent its first few months with low cume (they are cume driven, not AQH driven), then dropped out as a subscriber to Nielsen. Then they cam back mid-book in September, registering a 0.9 share in the two weeks they were subscribed and ending the book with a cume of nearly 650,000!
EMF has no debt. They are still sitting on what looks like nearly $100 million in dry powder for acquisitions even after the recent purchases. And the more stations they have, the more comes in as donations. Plus they are expanding their event division, and adding more counselors and advisers as part of their outreach program... something stations like The Fish don't have.
The other thing you look for in a non-profit is a long term plan that can live beyond the founder. They have that. They're not a one man show, so they can survive the retirement of a founder or someone like that. They've built an institution, and that's what a non-profit has to become.
L
LegalTender
Guest
The 105.7 signal is very limited, and it's not capable of being competitive in most formats. It does well in areas such as Roswell, Alpharetta and Gwinnett.
It would be a great signal for Z (now 105.3), iHeart's Latino station. They've been abdicating Gwinnett to La Raza/102.3 for many years (although Z is no longer the same music format as La Raza). For a long time, I've wondered why iHeart didn't understand this.
I had a conversation recently with someone high up at iHeart/Atlanta. Turns out he *does* understand it. He explained the question would then become what to do with 105.3. He said he knows 105.3 couldn't compete in the Urban arena, and it's a southside/intown signal. He told me what it currently bills as Z105.3. What it bills is not in the area of the major stations, but it's quite good for that signal.
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