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THE WOLF IS IN THE TOILET

J

jam

Well, we all know how razor sharp radio people are, but the Wolf's PD takes the cake letting Gill Alexander go in mornings. Their 25-54 numbers in mornings hit the floor in the spring book with women 25-54 hemorrhaging, running away as fast as humanly possible. That number basically got cut in half all the way down to a 1.2.

The listeners have spoken. Can't wait to hear them spin this one.
 
Yes the Wolf is in trouble. I just heard a guy on the air named Elvis today. Believe me, that's one building Elvis SHOULD leave....awful sounding.
 
THATS GOOD! It's time for Z95.7 or Max FM to come back!

Who actually listens to The Wolf anyway?
 
jam said:
Well, we all know how razor sharp radio people are, but the Wolf's PD takes the cake letting Gill Alexander go in mornings. Their 25-54 numbers in mornings hit the floor in the spring book with women 25-54 hemorrhaging, running away as fast as humanly possible. That number basically got cut in half all the way down to a 1.2.

The listeners have spoken. Can't wait to hear them spin this one.
Click to expand...

As is normal with low share stations... and KBWF qualifies for that... the margin of error in the diary sample is very large... on the order of a half point either way for a 1.0 share station.

When I see a station with a 25-54 of 2.6 > 1.0 > 0.8 > 1.7 in four succesive months (Spring and March) I know that station is just wobbling, and not much is going on.

Very often, people who register (this was your first post) to get something off their chest may be too close to the situation. As far as KBWF is concerned, this is a thin cume, thin AQH format in a market that barley can get a grasp on country. And the SF market, with over 30 sampling units, is notorious for wobble... so a wobbly market and a low rated format that will have no listeners in many areas mean that what you are seeing is probably indicitive of nothing.

I've seen the #1 show in the market in 25-54 come up with individual monthas that are less than half of the peak month (3.9 and an 8.8 in Summer)... and we know it is wobble. Fer sure, the Piolín listeners have not all gone over to KQED, the #2 25-54 station.
 
If the wolf is still a country station (last time I gave it a listen it was) I'm not at all surprised. No country station has been able to survive long in the bay aria.
 
briancraig said:
"No country station has been able to survive long in the bay aria."

KNEW was country for 24 years.....
Click to expand...


...and KNEW's sister-station KSAN, then at 94.9 MC, lasted for nearly 17 successful years doing C&W (1980-1997).
--jay
 
SFStatic said:
KSAN & KNEW had almost a 5 share when they were both Country, and were sold as a combo. They did quite well.
Click to expand...

key word there is "did" quite well. that was probably during the Urban cowboy days when country music was the trend.
LIve 105 "did well" in the 90's when alt rock was the trend...
ksjo "did well" in the 80's when it was all about rock.
country hasnt "done well " in the bay area since that trend.
i didnt expect the wolf to even last as long as it has. come on entercom... bring on 95 rock...
just kidding. but do something....
 
However the wolf aint going anywhere until after people meter---underperforming stations like wolf, alice, movin, kisq, kfrc, kksf, kioietc are banking on the people meter further contracting what is already a very compacted market in key demos (like W1849)--if this happens the stations will be virtually indistinguishable as far a quantitative ratings go----everyone will basically have the same ratings. If this happens---then a station like the wolf may actually win on the sales front because they are already gaining an unfair share of revenue due to their format exclusivity

all else being equal---which is what these stations will be facing in the PPM world, an exclusive format can always get on buys---the less exclusive formats kioi, kllc, kmvq, kisq---will have to work hard to sell their point of difference to the buying community. Its going to be an interesting year

and if other market data holds true in the ppm world the rich may get richer----look for kfog, ksan, knbr, koit to absolutely crush it with this new methodology
 
What I find interesting is that the Country format totals 3.3 12+ shares from The Wolf, KRTY and KATM. I'm assuming KATM's #s are coming from east bay area (Contra Costa County), but it is interesting that the market is supporting 3+ shares, and sometimes near 4 shares.
 
On the topic of country don't forget "KEEN COUNTRY" KEEN 1370 it managed to hang around for while back in the day. I personally don't think radio programing "failure" is limited to "country" just take a look at the current radio landscape these days it's not just counrty having a hard time attracting listeners. I think what radio now needs is a toilet plunger.
 
"95.7 The Drive" was actually a cool station, while they didn't do much "street" promotions.... they did give away concert tixs and other prizes OTA......Thanks to them I got to see a 4 pack of concerts, Peter Gabriel, Huey Lewis & The News, Santana, Chicago.
 
i love how people are so quick to dismiss the wolf because of bad ratings.

"country doesn't work in the bay"...well...from looking at this last book, neither does alternative, hotac, classic rock, latin, christian talk, rhythmic ac and...dare i say it...classic hits?

how bout this, let's dump everything below a 2 share and call it a day. sf radio is too congested anyway. hard as hell to find a decent frequency to play my iPod on.

rM
 
roninMIKE said:
i love how people are so quick to dismiss the wolf because of bad ratings.

"country doesn't work in the bay"...well...from looking at this last book, neither does alternative, hotac, classic rock, latin, christian talk, rhythmic ac and...dare i say it...classic hits?

how bout this, let's dump everything below a 2 share and call it a day.
rM
Click to expand...

well, we'll see when the PPM is in full effect. rock and alt stations have never had a great track record with arbitron. mostly due to a young audience. younger people dont take the time to fill out and return diaries, as older people do. hence the reason why classical radio is consistently top 5....
 
Tom_KYA1260 said:
Don't forget "The Drive", KKHI or KMPX.
Click to expand...
Were the KMPX call letters ever on 95.7? I didn't live here when they were on, but I thought it was always 106.9 (as Tom Donahue's 1st station) and later 98.9 (as a big band station).

Dave B.
 
punkdj said:
rock and alt stations have never had a great track record with arbitron. mostly due to a young audience. younger people dont take the time to fill out and return diaries, as older people do. hence the reason why classical radio is consistently top 5....
Click to expand...

That's not true.

The survey is 100% proportional, representing each age and gender and ethnicity and geography in proportion to it's part in the market.

Since younger males are harder to recruit and don't return diaries as much as some other ages, Arbitron recruits more of them to compensate. Any imbalance after all diaries come back is leveled by weighting.

Classical does well in the Bay Area, but hardly any other place in the US, so that point is not well taken.
 
DavidEduardo said:
punkdj said:
rock and alt stations have never had a great track record with arbitron. mostly due to a young audience. younger people dont take the time to fill out and return diaries, as older people do. hence the reason why classical radio is consistently top 5....
Click to expand...

That's not true.

The survey is 100% proportional, representing each age and gender and ethnicity and geography in proportion to it's part in the market.

Since younger males are harder to recruit and don't return diaries as much as some other ages, Arbitron recruits more of them to compensate. Any imbalance after all diaries come back is leveled by weighting.

Classical does well in the Bay Area, but hardly any other place in the US, so that point is not well taken.
Click to expand...

all true... except it is a known fact that a male who is 22 years old is far less likeley to fill out and return a diary than a 50 year old.even if they send it to them. it doesnt mean they are going to get it returned.
on top of that... how many 24 year olds do you know that has a phone at home and not only a cell phone? diaries only go to homes with a land line.
 
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