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Buddy Shula
Guest
My biggest account is a LASIK account. I have been working with them every month every year for fifteen years.
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Just about every radio station in Buffalo runs those lasik commercials. Every station has some DJ touting the benefits of the surgery. I couldn't tell one lasik group or doctor from the other, regardless of who reads the commercial. Each claims to be the best, kind of like sales people and DJs. They all blur. No, I don't need lasik.
And every market I've been in over the last 20 years.....lol.
"Lasik" does not advertise. Doctors who lease Lasic® equipment advertise. And they keep advertising as long as there are people who, in larger numbers, reach the age where vision correction is needed.
In many practices where Lasik® (or Lasek, too) was offered, the leases have been allowed to expire. That's because the pent up demand coming from pre-laser eye surgery has been saturated and there are far fewer potential consumers.
Much of today's Lasic® customer base is in their 30's and 40's, and leans female. I did not know that WBEN had much of any of that consumer base.
Sounds like your competitors don't know how to research and sell to those consumers.
You did not answer the question of whether you ever turned down business because your station did not fit the advertiser's needs.
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dand5780
Guest
I think he has like 6 other stations he could put them on instead of turning down business.
But I think that WBEN would be the perfect station anyway, a lot of women 30-40 listen.
A multi-book average of Women 35-44 for WBEN shows it has an average of 100 listening. In 25-34, there are another 100. Those are about the worst demos for the station.
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Buddy Shula
Guest
Again, David, the things you are saying is what a radio consultant would say. The same things that are killing the industry and stations. I see you are from Southern California, according to your posting info. What is going on is Southern California, is not going on in Buffalo. You are researching things to death. Your LASIK comments are all research based. Plus they are wrong. My LASIK doctors to not subscribe to the technology you are citing. Also, my LASIK doctors are not on WBEN. WE promote Cataract surgery on WBEN, because the Lasik surgery skews younger, to your point. I would never have a client talking to the wrong demo. We have a demo for all ages. These multi book averages, and other Neilson shit you are referring to is all agency speak, not real radio speak. If you are in media, which you say you are, you must deal with a lot of agencies who buy nothing but ratings. I sell based on ideas and common sense principles of marketing. It is clear you have access to a lot of stats, and so do I. The difference is, I do not use those stats. It's all bullshit. I have been in radio for 35 years in Buffalo on air and sales. I provide that knowledge to my clients, and it works. You are talking to the wrong person with all the Neilson shit you are pulling out. I have that same stuff to look at, but I don't, which is why my clients get results in radio.
...getting the popcorn
David quoted ratings that show very FEW 25-44 Women
listen to WBEN. That seems accurate.
Of course, WBEN folk prefer Alternative Facts.
If Buddy is such a sales genius, why doesn't he get his
management to stop paying Nielsen for ratings?
His incoherent ramblings show that he thinks he can
sell a glass of water to a drowning man...
listen to WBEN. That seems accurate.
Of course, WBEN folk prefer Alternative Facts.
If Buddy is such a sales genius, why doesn't he get his
management to stop paying Nielsen for ratings?
His incoherent ramblings show that he thinks he can
sell a glass of water to a drowning man...
No, it is what a radio realist who looks at all sides of the current situation of radio should say. You can't build a house without a measure, a level and tools. I take advantage of all the tools I have so I am well informed and can answer questions a client may have and, thus, reassure the client that I am a source for facts and not hype.
I used to call on a car dealer in Lake City, FL. That is a town that makes Jamestown look like a major metro. On the first call, he took me to the back, and said, "look, none of these cars has your station on the radio!" I said, "that is because you don't have a campaign on my station." I then said that if he did the same check in the WalMart parking lot, he'd see he was missing nearly half of the potential market (my basis was the Arbitron annual county data, which guaranteed that if he did actually check, he'd confirm what I said. I never mentioned ratings but I had self-confidence about my statement).
The dealer then took me into his office, and proceeded to rattle off one objection after another. I answered them all using arguments that could be proven by logic, not tables of data. But I knew the data and was sure about what I said.
The dealer then put on a really big Cheshire cat smile and pulled a trade magazine out of his drawer and pushed it at me. It was open to an article about "10 Ways to Get Rid of a Media Salesperson". He said, "You passed. That was fun. Let's write up a contract".
What is killing radio is that even the adult demos are listening less because there are so many options that consumers have for entertainment. We are an ad-supported medium, and listeners don't want ads, and they want stuff for free. Average listening per week in markets like yours and some of the ones I work in is off by around half in the last 15 years or so.
And Southern California has several markets smaller than Buffalo, like Victorville, Oxnard/Ventura and Palm Springs (in the half million range), one of near comparable size in Bakersfield, and three bigger ones in LA, SD and the Inland Empire. Each has its own issues based on population, ethnicity, the economy and such, but the radio issues are really quite universal; most apply in Perth and Calgary and Puebla as well.
Research in radio is talking to listeners. How often do you actually talk to listeners, not clients?
No, they are based on a friend who manages a practice and a relative who is an optometrist, in different cities... one of which has the same climate, demos and winter snow that your market does.
The Lasik surgery equipment is almost always leased as
You did not explain that, and I, mistakenly formed the opinion that you were only speaking of WBEN as that's the only station you seem to talk about.
You still did not answer the question about whether you have ever turned away a piece of business because it did not fit the station.
Nielsen data is useful to know even for direct sales. it helps to tailor a schedule and to give the client security in the potential for a successful campaign. You make it seem as if knowledge were evil; that was the approach used by the legendary "snake oil salesman" from two centuries ago.
There is a link at the bottom of every post that says I am, and was, in... not "the media"... but RADIO!
I have been in markets where it did not make sense to even have a local sales staff to markets where most if not all sales was local.
I'll bet that understanding the Neilsen data would make you a better seller and, more importantly, a better defender of the use of radio.
He could start by looking at the TAPSCAN data that will help him profile his best prospects and give an idea of how his listeners behave.
If he sees that WBEN listeners over-index in dog ownership (just an example) he might come up with some clever ways of selling to independent pet shops that have a hard time competing with the Big Box stores. And TAPSCAN is a Nielsen product. But since Buddy can't even spell it, I do believe him when he says he does not use it.
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dand5780
Guest
WBEN is on the air 24 hours a day. More men may listen. But it's no secret the that number of Bauerle Babes that listen between 3 and 7 is astronomical.
"Alternative facts" would be the truth, especially since the news broke on Bauerle/Bellavia, that NBC can now be added to the list of Fake News sources, as if we didn't already know. What I can't understand though is why a gay democrat that listens to WBEN wouldn't go along with the fake interview which NBC wanted him to claim that he was blocked by the president on Twitter, and then expose them after. Oh right, because WBEN listeners have class.
"Alternative facts" would be the truth, especially since the news broke on Bauerle/Bellavia, that NBC can now be added to the list of Fake News sources, as if we didn't already know. What I can't understand though is why a gay democrat that listens to WBEN wouldn't go along with the fake interview which NBC wanted him to claim that he was blocked by the president on Twitter, and then expose them after. Oh right, because WBEN listeners have class.
I'm calling BS on your statement that "the number of Bauerle Babes that listen between 3 and 7 is astronomical." Prove it. With the hard numbers. If you can't, then retract the claim. (Sidebar: I make the same charge to WBLK, which is running promos saying that Steve Harvey's morning show is #1 in the ratings.)
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dand5780
Guest
I wouldn't hold your breath waiting.
60% of the PM drive audience is over 65.
AM Drive in Fall book: WBLK is #1 in 18-34, 18-49 and 25-54 as well as #1 in 12+. They are at the top in even in 35-64
Thank you for the clarification. Much more than Dandy could muster.
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