> Here's an interesting question for y'all...after looking
> over the ratings and not noticing WGKA, what would you do to
> get them to show up in the next book. Remember, no
> programming changes.
If you dig into the full book, there might be at least a tiny shred of info worth looking at in the cumes.
Where do the few listeners WGKA has go when they aren't on 920?
Yep, you guessed it WSB and/or WGST.
That suggests at least a couple of things:
1) The primary audience they've managed to attract are those who already listen to talk radio.
2) The lineup they have isn't strong enough to pull people away from other shows.
And since you said "no programming changes", then I see nothing that can be done realistically to change that reality.
But let's flip it a little, we know where the audience goes when it leaves, let's see if we can learn anything about where it came from in the first place.
Hmm ... what an interesting collection of stations, with a notable amount of them coming from the listeners of other fringe/unrated/out of market AM's.
One might conclude that most people who are trying WGKA are those who are in the habit of using scan/seek instead of hitting one of their 5 or 6 push-buttons.
The trick, then, appears to be grabbing a preset from someone else.
Noticing that a good bit of the existing cume is coming from people who also listen to strictly religious formats quite a bit, I'd probably try to make WGKA sound as much like those stations as possible. Play the religious cards at every opportunity -- liner content, positioning statements, copywriting on spots, anything & everything to make it "feel" like a religious station, hoping to steal more audience from them, enough to satisfy the initial goal of making the book.
But given the programming limitation you set for the challenge, the only thing I can see accomplishing the goal of getting into the book would be to throw a ton of money into promoting the station ... which makes no fiscal sense based on the likely reward of doing it, but that wasn't the challenge you set in the initial post.
The honest answer, IMO, appears to be that this is a trick question -- the current lineup cannot make any significant inroad in this market, because the competition of other talk options is simply too strong.
