From Mike Klein's column the other day...I thought this was very relevant to the Stern thread:
Post-Stern plans
What will happen to Howard Stern's listeners when he moves to Sirius Satellite Radio?
If you listen to Dave Van Dyke, who runs Bridge Ratings, a radio research outfit in Glendale, Calif., most of those ears are on the move.
Bridge quizzed 2,650 adult listeners in Los Angeles; San Diego; Phoenix; Boston; Las Vegas; Seattle; and Portland, Ore. Five percent told Bridge they intended to continue listening to their current Stern station, while 41 percent said they listen only because of Stern and would go elsewhere. Bridge says 23 percent intend to go the pay route with Sirius, and 31 percent are undecided about subscribing.
Infinity Broadcasting, which syndicates the show, has not announced programming that will replace Stern, whose contract expires Dec. 31.
Van Dyke is a former vice president at CBS, which like Infinity, is a Viacom company. Van Dyke says that neither Sirius nor Infinity commissioned the survey, which he says had a margin of error of less than 2.5 percentage points.
Van Dyke says Bridge, hired by a Philly radio station he would not identify, also quizzed a sampling of Stern's WYSP listeners. He says those responses were not much different from the national composite: 7 percent said they'd keep the radio tuned to 94.1 FM. Stern's is Philly's top-rated morning show after all-news KYW-AM (1060).
My thoughts: WOW! 7 percent said they'd keep the radio tuned to 94.1 FM...TIMBER! LOOK OUT BELOW! That is your "rock" station tower falling down...ouch babe.
Ok, maybe that is an over exagerration, but this one isn't...while 41 percent said they listen only because of Stern and would go elsewhere. OHHHHHHHH. Ok, so cut WYSP in half...sounds about right, no? Youch.
Hold still here, 7+41 = 48% + 23 = 71%...so, what YSP really has to do is gain that remaining undecided 29% BACK in order to keep roughly half the audience...but, they are at the mercy of whenever the big company decides to pull the plug on Stern AND what his replacement will be...and listeners will give other places an equal shot once Stern is gone.
Change is change and new is new regardless of the dial position. So Preston and Steve (and anyone else) has an equal shot as whatever YSP has to replace Stern in gaining this audience...yet Preston and Steve (and anyone else) have the unfair advantage of having an established "brand" and being marketed while the competition has yet to be named...or branded or marketed...cause I can't think of one single "heavy" that could be brought in (like a Joyner to RNB) that will attract and instant audience.
Use history as you guide to assume what can happen - look at the WYSP numbers for O&A and then look at them after...talk about a ghost town.
Post-Stern plans
What will happen to Howard Stern's listeners when he moves to Sirius Satellite Radio?
If you listen to Dave Van Dyke, who runs Bridge Ratings, a radio research outfit in Glendale, Calif., most of those ears are on the move.
Bridge quizzed 2,650 adult listeners in Los Angeles; San Diego; Phoenix; Boston; Las Vegas; Seattle; and Portland, Ore. Five percent told Bridge they intended to continue listening to their current Stern station, while 41 percent said they listen only because of Stern and would go elsewhere. Bridge says 23 percent intend to go the pay route with Sirius, and 31 percent are undecided about subscribing.
Infinity Broadcasting, which syndicates the show, has not announced programming that will replace Stern, whose contract expires Dec. 31.
Van Dyke is a former vice president at CBS, which like Infinity, is a Viacom company. Van Dyke says that neither Sirius nor Infinity commissioned the survey, which he says had a margin of error of less than 2.5 percentage points.
Van Dyke says Bridge, hired by a Philly radio station he would not identify, also quizzed a sampling of Stern's WYSP listeners. He says those responses were not much different from the national composite: 7 percent said they'd keep the radio tuned to 94.1 FM. Stern's is Philly's top-rated morning show after all-news KYW-AM (1060).
My thoughts: WOW! 7 percent said they'd keep the radio tuned to 94.1 FM...TIMBER! LOOK OUT BELOW! That is your "rock" station tower falling down...ouch babe.
Ok, maybe that is an over exagerration, but this one isn't...while 41 percent said they listen only because of Stern and would go elsewhere. OHHHHHHHH. Ok, so cut WYSP in half...sounds about right, no? Youch.
Hold still here, 7+41 = 48% + 23 = 71%...so, what YSP really has to do is gain that remaining undecided 29% BACK in order to keep roughly half the audience...but, they are at the mercy of whenever the big company decides to pull the plug on Stern AND what his replacement will be...and listeners will give other places an equal shot once Stern is gone.
Change is change and new is new regardless of the dial position. So Preston and Steve (and anyone else) has an equal shot as whatever YSP has to replace Stern in gaining this audience...yet Preston and Steve (and anyone else) have the unfair advantage of having an established "brand" and being marketed while the competition has yet to be named...or branded or marketed...cause I can't think of one single "heavy" that could be brought in (like a Joyner to RNB) that will attract and instant audience.
Use history as you guide to assume what can happen - look at the WYSP numbers for O&A and then look at them after...talk about a ghost town.