Clear Channel will continue to cut costs at WILM (and WDOV) because cume keeps shrinking, demographics keep deteriorating and revenue keeps falling. Ultimately one of the following scenarios will play out. Take your pick:Pab Sungenis said:Talk Radio is suffering the same fate that Standards faced a decade ago and oldies is starting to deal with: its audience is literally dying off.
Talk is posting poor numbers in the money demo compared to what it used to. Its audience is aging out of the 25-54 window and the format isn't adapting well to younger audiences.
Talk is also an expensive format to do, if you do it properly. The better shows are all cash plus barter, you need more hardware (gone is the day when one box with DATS and SEDAT cards could work for every network you carried), local shows need producers and hosts, then there's the question of news and other programming. With music you just throw a jukebox program in the corner of a closet and be done with it. Maybe pay for voice tracked talent.
If Rush Radio 104.5 were to pull the same numbers as the current format, it would be billing less because the audience is considerably older and less attractive to advertisers. I'd be willing to bet that it would need almost double the current ratings to make as much money as what they've got now, and I doubt they could do that.
MikefromDelaware said:@Matt, do you know if CC or Premiere offers any sort of news package that might piggyback with their talk formats. If so, another option would be:
WILM becomes a computer in the closet offering the Premiere news shows and talk show other than for the one lone person news "team" who plugs in local Wilmington/Dover news stories for a 4 minute block each hour after the 60second Fox update on at 30 minutes after the hour at both WDOV and WILM. This way if when VP Biden sticks his foot in his mouth or some rare major story from Delaware happens CC has someone in state to cover it rather than driving someone in from Philly or Washington.
However, your options are even more cost effective, so this one probably if tried wouldn't last long.
Actually, I could see as the better cash cow, your suggestion of making WILM an ESPN affiliate, WWTX as Fox Sports affiliate and using both WILM and WWTX to carry local sports action, including Balt Ravens, Orioles, Blue Rocks, U of D sports, Penn State, high school action, etc, as all of these do generate actual local spots. Maybe have one really good live and local sports talk show on one of the two during AM drive.