Re: KPTK AM 1090 SEATTLE
ponderosaAZ said:
"You should know that the reason Arbitron gives away the 12+ numbers is that they are without value for sales or programming. Trying to make any analytical point on the business of radio, which depends almost entirely on 18 to 54 listening, using 12+ is meaningless and futile."
When Phil Boyce at the recent conference explained that Boomers are aging so looking at up to 64 yrs old is worthwhile. Take this issue up with Boyce, not me.
Whether talk's demos are ageing or not, 12+ numbers are useless for sales. Perhaps WABC looks better in 45-64 than in 25-54, but that is not the issue. 65+ and 12-17 are not salable demos and they are a big part of 12+.
As to going to 64, as Boyce suggests, may be a programming alternative that masks the shrinking 15-54 of AM talkers, but it does not change the fact that agencies essentially do not buy 55+ in any form. And the ageing of the format is mostly due to the fact that there are now two generations of Americans who have grown up with little or no use of AM; for many AM is simply the geezer band... and it sounds ugly.
This is why there is a trend, on the increase, to move AM traditional news talkers to AM or to do AM / Fm simulcasts. The results have been so good in improving dramatically the 25-54 on such stations that we can expect the trend to continue.
You see, it is all about 18-54 or 18-34 or 25-54, not 12+.
I create no vague national standards. most of KGO programming is liberal - Edell, Karel, Talliaferro, Rothmann, etc. that which is not liberal is centerist - Gross, Owens, Brinker
Again, for the Bay Area, none of these talents is considered extremest... they are centrist hosts in a liberal market area. Were the same lineup to be presented in St Louis, they would be considered flaming liberals. But, you see, KGO is in the San Francisco MSA, not the St. Louis one, and it has to be judged against the market, not some national standard.
on message boards I don't talk in industry terms, reason being: many here are outside the industry or are in sales and don't understand engineering. The goal is to stimulate discussion among all who participate. Wouldn't you agree?
I'd agree about making terms clear, but not about using the wrong terms. Things like talking about "allocations" when most people understand the word "budget" or callin KVI and KIRO, among others, stations with daytime directional patterns when they are ot directional is what I was referring to.
"Speaking of terms: "middays" is 10 to 3. Period. And 9 to 3 is a custom daypart, part of AMD and part of MD. I asked what demo and what book and you did not answer..."
so I didn't answer because that was from a call with a PD awhile back and I don't have the notes - it was middays, 9-3. hartmann and ross start at 9am in seattle, of course middays are 10-3 but I'm comparing hartmann to ross and ed against monson[/quote]
Middays is 10-3, 9 to 3 is a custom daypart in ratings software. Again, you did not specifiy when or who (book or demos).
no it can't on technical grounds alone, but a road atlas has value in showing the actual population figures, and that's easier for advertisers to understand.
Arbitron uses 12+, and is as current as each Fall's population updates from Claritas. An atlas is likely to be many, many years out of date, and not 12+.
You have to remember we are selling radio to people who haven't a clue about engineering or demos. I just stated the reasons why I use common terminology on radio message boards and I am *NOT* going to change based on your repeated criticisms.
In larger markets we sell mostly with demos and even map a client's location, if retail, against our audience distribution to develop tie-ins with remotes, promotions, etc.