http://www.youtube.com/watch?v=p1W9ykaMdGc
I look at WEMP the same way I look at KGO-AM 810 in San Francisco.
I look at WEMP the same way I look at KGO-AM 810 in San Francisco.
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WEMP aircheck August 2011
- Thread starter recto101
- Start date
I know you like to compare the two stations - but they're not really the same.
First - they're serving different markets from a radio and cultural standpoint.
Second - KGO San Francisco has a wealth of history/heritage and "goodwill" built up over decades...WEMP started from scratch in July-August 2011.
Third - different ownership, different ideals, different financial positions, different approach -
WEMP is 24/7 news while KGO is relatively "new" with their extended news blocks mixed with talk programming.
Merlin has lots of money (for now), Cumulus, not as much.
You can't look at overall shares and cume in a vacuum and compare; for example, one station's/format's 2.5 share could be considered a rousing success while another's 2.5 share is a massive failure, depending on where the station's been and where it's going and what is appropriate for a particular format and most importantly, how a station performs in advertiser-friendly demographics.
(Granted at this moment it's safe to assume that WEMP is likely not performing well in any demographics.)
First - they're serving different markets from a radio and cultural standpoint.
Second - KGO San Francisco has a wealth of history/heritage and "goodwill" built up over decades...WEMP started from scratch in July-August 2011.
Third - different ownership, different ideals, different financial positions, different approach -
WEMP is 24/7 news while KGO is relatively "new" with their extended news blocks mixed with talk programming.
Merlin has lots of money (for now), Cumulus, not as much.
You can't look at overall shares and cume in a vacuum and compare; for example, one station's/format's 2.5 share could be considered a rousing success while another's 2.5 share is a massive failure, depending on where the station's been and where it's going and what is appropriate for a particular format and most importantly, how a station performs in advertiser-friendly demographics.
(Granted at this moment it's safe to assume that WEMP is likely not performing well in any demographics.)
WEMP isn't making a dent against WINS or WCBS. They never will. WINS and WCBS have decades of goodwill. Merlin really missed the boat by going all-news. A personality based mostly local news/talk hybrid would've filled a huge format hole in New York.
Merlin may have cash, but how much do they want to burn before trying to carve their own niche. They're not going to get news listeners on FM by trying to poach them from music stations. If Merlin is committed to spoken word, they should offer something that's not currently available and that's the format I mentioned. In DC, even CBS, the dean of all-news formats, is having a rough time against the long-established WTOP.
That's just my opinion! It's Merlin's $$$$!
Merlin may have cash, but how much do they want to burn before trying to carve their own niche. They're not going to get news listeners on FM by trying to poach them from music stations. If Merlin is committed to spoken word, they should offer something that's not currently available and that's the format I mentioned. In DC, even CBS, the dean of all-news formats, is having a rough time against the long-established WTOP.
That's just my opinion! It's Merlin's $$$$!
Music listeners still need traffic info if they're driving, and may occasionally need to hear weather information, and still be interested in the latest headlines or sports scores. The ten-minute updates that WEMP is offering can fill all those needs, the problem is to get those music listeners to visit their favorite music station's news neighbor every now and then. And part of the problem may be to convince those younger people that they can make use of those services.
What most of us don't know, because we don't see all the Arbitron demo and daypart breakdowns, is how many of the all news listeners to WCBS-AM and WINS are in the biggest advertiser desired demos. We do know that about 80% of the people in some of those demos NEVER listen to AM radio, and that would include the all news stations. Younger women in particular have no format for them on AM. They really aren't into old guy political talk, and sports talk so why would they even switch bands?
We do know how many listeners a week tune into each type of station, and can make really good guesses about the age appeal of various formats.
WINS has 3.2-million different listeners a week, WCBS-AM has 1.7-million, when the Yankees aren't playing. And again, baseball strongly leans toward a male audience when the Yanks are on the air. WEMP has a weekly cume almost as large as WOR, and half the size of WABC with, almost certainly, much more desirable demos.
On the other hand, WLTW has 5.4-million listeners a week, WHTZ has 4.5-million mostly in younger demos, and WKTU has 4.8-million also on the young end of the scale advertisers like, and lean female. That's the audience that advertisers want now and that's the audience to build a long future with. Merlin has the right targets to suit its goal, but it still needs to work on its aim so it can score a bullseye and hit them. It does sound better than it did last year, these people don't seem to be quitters.
recto101 said:
WEMP raided WINS for on-air talent. How's that worked out? WEMP doesn't even have a 1 share. WINS soldiers on.
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