I'm thinking of several remedies to keep WLTW from sliding into disarray. It might not help but it's worth considering. Between 9-5 they should institute what other stations already have, a no-repeat workday. Never the same song between 9 and 5. Also between 9 and 5 they should consider eliminating the yesterday end of the play-list, and play songs only from 80's to today. I would also implement some give-aways. Sister station WALK on Long Island is constantly giving away stuff. For instance right now they're offering a big backyard make-over and to be in the running you have to enter and be listening 9, 1, and 4 when they call a name and you have a half-hour to call back to be in the running. Something similar should be done on Lite. Finally I would also do office of the day with a twist. Have offices submit themselves on the website telling them that each day someone from Lite will pay a surprise visit to the establishment at a random time, and if they're caught listening to Lite they'll be rewarded the following day with lunch delivered to the office. I remember Z100 several years back did a we-pay-your-bills for a year contest just for listening to Z100.
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Spring 07 Book
- Thread starter htowler
- Start date
C
chuckydoll
Guest
Clear Channel is not worried. Z100 has its best ranking for several years, KTU grabs the younger and Latino women, Q104.3 gets the suburban men, Power 105.1 has an ongoing battle royale with Hot 97.
New York's 106.7 isn't in disarray. At least it can play 70's and 80's music without being surrounded by all that oldies baggage on 101.1.
Tying your promotions to what's current also helps. When CBS-FM returned to oldies 2 weeks ago New York's 106.7 was doing an online promotion tied in to "Hairspray".
Clear Channel is selling WALK-FM so the company can get under ownership caps before going private.
New York's 106.7 isn't in disarray. At least it can play 70's and 80's music without being surrounded by all that oldies baggage on 101.1.
Tying your promotions to what's current also helps. When CBS-FM returned to oldies 2 weeks ago New York's 106.7 was doing an online promotion tied in to "Hairspray".
LIradiofan226 said:
Clear Channel is selling WALK-FM so the company can get under ownership caps before going private.
wgliradio said:
Care to try again? There was no uptrending in the 3-month book for WLTW. And the actuals, which showed a month to month uptick from May to June were not released until Tuesday.
wgliradio said:
He must be so close Arbitron issues reports to him a day before the rest of us.
Fact: There was no uptrend in the Arbitrends for WLTW. An increas in June was only evident when the actuals were released at 10 AM EST on Tuesday. That was also when it became apparent that Fresh had downtrended fromm April to May and May to June, which is the opposite of what the 3-month trend was showing and what mathematical extraps were showning.
No Arbitron subscriber gets any data faster or in more ocmplete fashion than any other. Your source either lied or understood even less than you do.
Or else he works for CC and has to give the "corporate spin".
wgliradio said:
Obviously, most know that hurling invective is the surest sign that an argument has been lost.
The fact is that nobody knew that WLTW had an uptick in June until the actuals came out at 10 AM on Tuesday. The trends seemed to indicate the contrary, in fact, and so did monthly extraps based on the Monday trend data.
O
OldiesCat
Guest
LIradiofan226 said:
Remedy? Why the heck would they go and do an ac gimmick that's been over-done, over-cooked and over-hyped for 25 years? "No-Repeat Workday"? How about some new ideas vs. the old re-treads like No-Repeat, 10-In-A-Row and Song-Of-The-Day.
What are gonna hear next? Send out a direct mail piece with the morning guy's arms around piles of cash?
DavidEduardo said:
Not quite unlike when you walk away from lost arguments, or change your mind or attitude towards situations mid argument like you did with WLNG. 4 pages of argument and then a simple "I don't care" when it's shoved right back in your face.
I can tell you I spoke with someone who works at the station Monday, they spoke of an uptick in the last trend and the data showed upward trends on Tuesday for YOU. I don't drool over paper like you do. OK?
[EDIT]
[EDIT-inflammatory content]
wgliradio said:
No, I chose not to comment on one indivisuals verbose paean to WLNG. It had nothing to do with the discussion I considered important, which involved your clam that a station billing just over $1 million could be a "cash cow," your indication that WLNG was exceptional when there are hundreds if not thousands of small market stations doing wonderful local service, and your idea that anyone in market 260 could do music tests.
The three WLTW trends leading up to the full book were:
Feb-Mar-Apr 6.1
Mar-Apr-May 5.7
May-Jun-Jul 5.4
There was no uptick on the "last" trend, whether they correctly consider this Monday's Arbitrends download the "last" or incorrectly consider the Mar-Apr-May Phase III trend the "last" one.
FYI, the Phase III Trend is followed one business day later by the Book (both e-book and Maximiser data).
That is because only on Tuesday at 10 AM EST did Arbitron release the Maximi$er data which is the only place where montly actuals can be obtained. There are no monthlies in Arbitrends, only three-month rolling averages.
When a 25-54 share point in NY is worth around $10 to $12 million, I salivate at revenue opportunities. In transactional markets, these numbers indicate how we bill and thus how, as individuals we are bonused and paid. Or employed!
This is not a matter of being pissed off or not. THis is a business, and there are certain things that determine how well we do. Ratings are a big part of that, and when incorrect data is posted, I correct it. The fact is, I have no horse in this race... as far as I am concerned, let CBS and Clear have at it... nothing is more fun than watching a good radio war.
David, I sure hope you were turning a phrase and did not really mean this literally:
Heh heh I can think of a few things more fun, but those are definitely off topic and unsuitable to be posted anywhere on Radio-Info.com!!! ;D ;D ;D
Too bad consolidation has taken some of the punch off for radio wars to happen en large. I remember the good ol' days of WABC vs WMCA vs WINS and you can even throw in WMGM in there for a little while.
you were turning a phrase and did not really mean this literally:DavidEduardo said:
Heh heh I can think of a few things more fun, but those are definitely off topic and unsuitable to be posted anywhere on Radio-Info.com!!! ;D ;D ;D
Too bad consolidation has taken some of the punch off for radio wars to happen en large. I remember the good ol' days of WABC vs WMCA vs WINS and you can even throw in WMGM in there for a little while.
SuperRadioFan said:David, I sure hope
Let me rephrase.. nothing that would not warrant an FCC indecency fine is more fun!
And Kent Burkhart's 970, too. And WADO was CHR under Bartel for a while, after it changed from WOV and all-Italian.
I agree that consolidation has reduced the direct format to format battles, but so have other factors. I tend to think that when FM became viable, and there were now three times as many listenable stations creating fragmentation that being #1 was not as important as good performance in one specific salable demo. That's why we got Urban AC, Smooth Jazz, Spanish AC, etc. Since nobody got 15 and 20 shares, everyone wanted a 5 share... and they got that by owning a smaller hill.
wgliradio said:
You clearly said "researched" in the context of naming several "leading" stations. Research for music FMs is nearly alway music testing... which is, by the way, the least expensive at around $30 k per test (although higher than anywhere in the US on Long Island). A full perceptual would usually be $10 k to $25 k more expensive.
So you are right, I assumed you were referring to music testing as I really doubt anyone is doing perceptuals out there when a perceptual might eat up 20% of the year's cash flow.
[EDIT] We are not allowed to post other demos, but yes, as a subscriber to Arbitron including trends, Maximiser, Tapscan and PD Advantage for NY, I do have the other demos. I also have the PPM monthly and weekly software ready for the NY data starting with the first week of September.
You probably are now going to claim there was some kind of movement in some narrow demo, but be aware that the only demos of interest to WLTW in a trend are 25-54 and 35-64; there is no 25-44 or 35-54 in a trend. And, using extraps and not actuals, WLTW was "apparently" not up in either of these demos, although the Max data did show, using actuals, a slight uptick from ay to June just as in 12+. But prior to 10 AM on Tuesday, there was no way of knowing this.
Face it: until the actuals came out, there was no way of knowing Fresh was downtrending all three phases and WLTW popped up a bit in Phase III. On the other hand, the Fresh thing looks like a trend, and the WLTW thing looks like a wobble.
[EDIT-offtopic response to inflammatory statement]
DavidEduardo said:
How do you know they were not poaching some other survery? Seems to me that all of these other stations were standard yawn fests. Someone was looking for a lifeboat somewhere. But again, I never said "music test".
[EDIT]
DavidEduardo said:
At least in the heat of battle you chose to take the high road and not publish the numbers.
[EDIT-inflammatory content]
wgliradio said:
In that case, they are not "doing" research. Stealing a car is not buying a car, either. Many stations use MediaBase "total play" lists to set rotations and categories and songs when they can not do their own test. In many markets, where a test is too expensive, that is all that is needed.
The top 5 stations in The Hamptons have very similar ratings and change places regularly... a couple of diaries out there make the difference between a 5 share and a 7 share. And only a third of listening in the "market" is to local, home to market, stations.
As to being boring, that is a personal preference statement. The fact is, the top 5 rate and bill very comparably.
You said they researched. Very little programming research for music stations in medium and small markets is for anything other than music testing.
Doing so violates this board's policy and our contract with Arbitron. I can refer to rank and such, but not anything else for other than 12+ per Arbitron. And just keep in mind that Arbitron is fundamentally a sales tool, not a programming tool... even PD Advantage looks at "old data" and is only a start point for listener based planning.
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