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Strong counter-programming: a novel idea

A

ajhenderson

Also titled: Same Salem rant, new day

The new numbers from Savage's first book at WHK show that Salem can step out of its low-rated rut by airing strong programs (read: not the typical SRN rubbish) that counterprogram 'TAM's sports PBP and talk. Station up 79% in 12+, P25-54 up 471%, P35-64 up 171% and M25-54 and M35-64 each up about 400%. I know Salem doesn't like creativity, but there are now a number of Salem stations taking Dave Ramsey, Mark Davis' new show, Hannity, and Savage. I don't see how, with the numbers showing that there are still enough people who want talk over sports, Mike Luczak can justify keeping Hannity (and even Beck) off WHK. Consider the fact the Savage's 9-midnight time slot does not preempt any Salem talk shows. Why not move him live from 6-9, with Hannity 9-midnight? If they're in a really bold mood, move Beck over for noon-3, which would allow Ingraham to stay and increase their 25-54 numbers against Rush. Plus, they could still move Prager and Hewitt to overnights so all three hours of both get cleared. And while you're at it, pull ABC News and Paul Harvey over. You can still run SRN at the bottom.

Perhaps if we put together a straightforward strategy like this that doesn't require much actual work (unlike imaging, which is more esoteric), Salem will actually position itself as a real talk station to actually compete against WTAM.
 
> Also titled: Same Salem rant, new day
>
> The new numbers from Savage's first book at WHK show that
> Salem can step out of its low-rated rut by airing strong
> programs (read: not the typical SRN rubbish) that
> counterprogram 'TAM's sports PBP and talk. Station up 79% in
> 12+, P25-54 up 471%, P35-64 up 171% and M25-54 and M35-64
> each up about 400%. I know Salem doesn't like creativity,
> but there are now a number of Salem stations taking Dave
> Ramsey, Mark Davis' new show, Hannity, and Savage. I don't
> see how, with the numbers showing that there are still
> enough people who want talk over sports, Mike Luczak can
> justify keeping Hannity (and even Beck) off WHK. Consider
> the fact the Savage's 9-midnight time slot does not preempt
> any Salem talk shows. Why not move him live from 6-9, with
> Hannity 9-midnight? If they're in a really bold mood, move
> Beck over for noon-3, which would allow Ingraham to stay and
> increase their 25-54 numbers against Rush. Plus, they could
> still move Prager and Hewitt to overnights so all three
> hours of both get cleared. And while you're at it, pull ABC
> News and Paul Harvey over. You can still run SRN at the
> bottom.
>
> Perhaps if we put together a straightforward strategy like
> this that doesn't require much actual work (unlike imaging,
> which is more esoteric), Salem will actually position itself
> as a real talk station to actually compete against WTAM.
>

Dave Ramsey IS on WHK (WHKW). He mentions it all the time and takes callers regularly.

Great counter show to "aggressive" talk programming.

I carry it on my station. Big jump P25-54, P35-44 and HUGE M35-44.

I wish Beck was available in my market. I'd grab it! It kills.

<P ID="edit"><FONT class="small">Edited by bigwoody on 02/02/06 02:00 PM.</FONT></P>
 
> Dave Ramsey IS on WHK (WHKW). He mentions it all the time
> and takes callers regularly.

Yeah, I heard him mention it the other day listening on XM. Says he's on 270-some stations, although you AR sends you the sell sheets and the other place he seems to truly dominate is WWTN/Nashville.

> Great counter show to "aggressive" talk programming.

It's not bad, it just feels to preachy and religious for me. Not too many shows have a "Daily Bible Verse". Probably not bad with Dr. Laura and similar shows.

> I wish Beck was available in my market. I'd grab it! It
> kills.

Meaning it's already cleared elsewhere?
 
> Also titled: Same Salem rant, new day
>
> The new numbers from Savage's first book at WHK show that
> Salem can step out of its low-rated rut by airing strong
> programs (read: not the typical SRN rubbish) that
> counterprogram 'TAM's sports PBP and talk. Station up 79% in
> 12+, P25-54 up 471%, P35-64 up 171% and M25-54 and M35-64
> each up about 400%. I know Salem doesn't like creativity,
> but there are now a number of Salem stations taking Dave
> Ramsey, Mark Davis' new show, Hannity, and Savage. I don't
> see how, with the numbers showing that there are still
> enough people who want talk over sports, Mike Luczak can
> justify keeping Hannity (and even Beck) off WHK. Consider
> the fact the Savage's 9-midnight time slot does not preempt
> any Salem talk shows. Why not move him live from 6-9, with
> Hannity 9-midnight? If they're in a really bold mood, move
> Beck over for noon-3, which would allow Ingraham to stay and
> increase their 25-54 numbers against Rush. Plus, they could
> still move Prager and Hewitt to overnights so all three
> hours of both get cleared. And while you're at it, pull ABC
> News and Paul Harvey over. You can still run SRN at the
> bottom.
>
> Perhaps if we put together a straightforward strategy like
> this that doesn't require much actual work (unlike imaging,
> which is more esoteric), Salem will actually position itself
> as a real talk station to actually compete against WTAM.

Excellent ideas. But let's start back at square one: to effectively compete against a 50kw WTAM, I'd want Salem to put the news/talk on the other 50kw signal, 1220. (That won't happen, because the whole reason for the 1220 swap in 2001 was so Salem could get a high-powered preach/teach).

But, taking into consideration your other points, each of them is very valid. But, if you're Salem and not a part of *the* Evil Empire (just *an* evil empire), what keeps you from running Beck noon-3 and Hannity live 3p-6p against Rush and Trivisonno. I assume Hannity has built in time for service elements--and even if he didn't, how does that differ from WHK's PM drive service now with Medved? WEOL and WHLO's Hannity contracts shouldn't include Cleveland-metro exclusivity. Their signals aren't that big.

WHK is on the verge of some very important gains--if management (above ML) can get out of their funk and offer a competitive news/talk platform, not just company offerings (I'm saying that as a HUGE Hugh Hewitt fan). And, since Salem doesn't have to "protect" any other stations in its cluster (religion is a niche format; and the Fish is a female format), it can let loose the dogs of war on its news/talk. Only WKNR could conceivably suffer from a popular, high-tiered news/talk station.

I'm a firm believer in local talk, and believe that with the right host WHK could succeed with local programs. But, given their relictance thus far, I don't see it in the cards. So, then, why not make a run for WTAM with the best of what's available:

Local AM drive--like a Wills/Coleman thing, "directing" the service elements (Bennett makes no sense in this scenario)
Ingraham 9a-noon (live)
Beck noon-3p (delayed)
Hannity 3p-6p (live, with local news/traffic/weather as opportunities allow)
Savage 6p-9p (live--and Lord knows WKNR isn't doing sports then--ok, maybe sports creme commercials!)
Hewitt 9p-mid
Prager mid-3am
Gallagher 3am-AM drive

Now, Salem, ball's in your court. I expect you to drop it, but much like the Indians in "Major League," maybe you can make a run for the pennant.
 
> Meaning it's already cleared elsewhere?
>

Yes, on the competing talker.
 
> Now, Salem, ball's in your court. I expect you to drop it,
> but much like the Indians in "Major League," maybe you can
> make a run for the pennant.

Does this mean American Express becomes an WHK client? "Hello, we're from News/Talk 1420 WHK, Where Your Opinion Counts. You may not know this, but... we are a commercial radio station!"

:D

- Nathan Obral
 
> > Now, Salem, ball's in your court. I expect you to drop
> it,
> > but much like the Indians in "Major League," maybe you can
>
> > make a run for the pennant.
>
> Does this mean American Express becomes an WHK client?
> "Hello, we're from News/Talk 1420 WHK, Where Your Opinion
> Counts. You may not know this, but... we are a commercial
> radio station!"

I always liked that "where your opinion counts" thing--as if my Cleveland opinion stood a good or average chance of getting through to a national talk program.

And then when you realize that "where your opinion counts" applies to actively solicited phone calls to the program director, it makes it even more laughable. Salem wants the average listener to call their station's PD and rap about the shows? That's hilarious, and shows either enormous faith in the PD to see through the typical listener hash, or enormous concern about their program selection.

Or maybe Salem wants to start a phone buddy system? Who knows what happens when those California folk breathe the air out there.
 
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