WHO SAYS STANDARDS CAN'T SURVIVE IN A MAJOR MARKET?

[fang39]

Just looking over the latest Market #18 Arbitrends and noticed that Barnstable's WHLI-AM (Adult Standards) is currently ranked in 9th place. It has also consistently outpaced its FM sister stations WKJY and WBZO and is beating Lite-FM, which has lost nearly half of its audience in the past year. Does anybody know what their billing numbers are like?

 

[davideduardo]

Just looking over the latest Market #18 Arbitrends and noticed that Barnstable's WHLI-AM (Adult Standards) is currently ranked in 9th place. It has also consistently outpaced its FM sister stations WKJY and WBZO and is beating Lite-FM, which has lost nearly half of its audience in the past year. Does anybody know what their billing numbers are like?

Standards can get buy and survive in some cases, but it makes little or no money.

WHLI is 8th in Nassau - Suffolk billings, just a bit over $1.2 million and tied with Gospel WTHE. The top biller has over 15 times the revenue. It has a 0.2 power ratio, which is bad even for a standards station.

 

[wgliradio]

Does anyone have numbers on what WNYG bills compared to WTHE?

 

[davideduardo]

Does anyone have numbers on what WNYG bills compared to WTHE?

WNYG is reported to have billed $100 k in 2006.

 

[fang39]

Just looking over the latest Market #18 Arbitrends and noticed that Barnstable's WHLI-AM (Adult Standards) is currently ranked in 9th place. It has also consistently outpaced its FM sister stations WKJY and WBZO and is beating Lite-FM, which has lost nearly half of its audience in the past year. Does anybody know what their billing numbers are like?

Standards can get buy and survive in some cases, but it makes little or no money.

WHLI is 8th in Nassau - Suffolk billings, just a bit over $1.2 million and tied with Gospel WTHE. The top biller has over 15 times the revenue. It has a 0.2 power ratio, which is bad even for a standards station.

Which stations are running 1-7?

 

[cadillacjack]

WHLI is 8th in Nassau - Suffolk billings, just a bit over $1.2 million and tied with Gospel WTHE. The top biller has over 15 times the revenue. It has a 0.2 power ratio, which is bad even for a standards station.

In defense of WHLI, remember that it is a daytimer. That needs to be factored in to a discussion of billing.

 

[neo11]

WHLI's ratings success is old news, they almost always have a good showing in the 12+ numbers. However, isn't most of their audience 55+ (and thus undesirable, rightly or wrongly, to advertisers)?

 

[davideduardo]

WHLI is 8th in Nassau - Suffolk billings, just a bit over $1.2 million and tied with Gospel WTHE. The top biller has over 15 times the revenue. It has a 0.2 power ratio, which is bad even for a standards station.

In defense of WHLI, remember that it is a daytimer. That needs to be factored in to a discussion of billing.

Almost alll radio billings are 6 AM to 7 PM... while WHLI is off the air at night, most of the prime hours are covered. And ratings are schedule-adjusted for daytimers; the station is around a 3 share, yet has a power ratio of 0.2.

 

[davideduardo]

WHLI's ratings success is old news, they almost always have a good showing in the 12+ numbers. However, isn't most of their audience 55+ (and thus undesirable, rightly or wrongly, to advertisers)?

Nearly all is 65+, even worse.

 

[davideduardo]

Which stations are running 1-7?

WALK, WBAB, WBLI, WKJY, WBZO, WQBU, WMJC, WTHE and WHLI

Total market billing is $56 million. Top biller does $19 million

 

[cspence]

Standards can get buy and survive in some cases, but it makes little or no money.

Read a published article a few years ago that Standards has the lowest dollar return to advertisers of any format. Look at WHLI's typical hour sponsors,a drug store that delivers ostomy supplies,senior care facilities,lawyers who deal with elder law issues , denture places,coin galleries that buy estate items. Oh, the denture joint that restores "your youthful smile" is also on WBZO. Guess those sock hoppers are losing their pearly whites ;D

 

[mcmannors]

Standards can get buy and survive in some cases, but it makes little or no money.

Read a published article a few years ago that Standards has the lowest dollar return to advertisers of any format. Look at WHLI's typical hour sponsors,a drug store that delivers ostomy supplies,senior care facilities,lawyers who deal with elder law issues , denture places,coin galleries that buy estate items. Oh, the denture joint that restores "your youthful smile" is also on WBZO. Guess those sock hoppers are losing their pearly whites ;D

Let's not forget one of WHLI's biggest sponsors: GiGi Movers of Island Park. My 77 year old father used their services when he moved down south a couple of years ago.

 

[cspence]

Standards can get buy and survive in some cases, but it makes little or no money.

Read a published article a few years ago that Standards has the lowest dollar return to advertisers of any format. Look at WHLI's typical hour sponsors,a drug store that delivers ostomy supplies,senior care facilities,lawyers who deal with elder law issues , denture places,coin galleries that buy estate items. Oh, the denture joint that restores "your youthful smile" is also on WBZO. Guess those sock hoppers are losing their pearly whites ;D

Let's not forget one of WHLI's biggest sponsors: GiGi Movers of Island Park. My 77 year old father used their services when he moved down south a couple of years ago.

And when you call for your free estimate he'll tell you how he got that name, "and its not from a French movie".

 

[radiosgreatest1]

WALK, WBAB, WBLI, WKJY, WBZO, WQBU, WMJC, WTHE and WHLI

Total market billing is $56 million. Top biller does $19 million

Where do you get your info from?

 

[cadillacjack]

Who says that advertising doesn't work? ;D

Not sure why you bring up Gigi Movers, but I doubt that they checked your father's age before doing the job for him.

Clients like Gigi Movers, Paul Conte Cadillac, Green Acres Mall and yes, even Coin Galleries ("...in historic Oyster Bay") have been on WHLI for years because they get results! Isn't that what local radio is all about?


CJ

 

[davideduardo]

Who says that advertising doesn't work? ;D

Not sure why you bring up Gigi Movers, but I doubt that they checked your father's age before doing the job for him.

Clients like Gigi Movers, Paul Conte Cadillac, Green Acres Mall and yes, even Coin Galleries ("...in historic Oyster Bay") have been on WHLI for years because they get results! Isn't that what local radio is all about?

And the results are in proportion to the rates.

 

[RadioFixerCLE]

WNYG is reported to have billed $100 k in 2006.

Now, I would imagine that would be the amount taken in by the station's operators? Or is that the rent paid by the operator to the owner of the station? ;D

 

[mcmannors]

Who says that advertising doesn't work? ;D

Not sure why you bring up Gigi Movers, but I doubt that they checked your father's age before doing the job for him.

Ironically, my dad didn't even live or work in the Nassau/Suffolk area. he lived in Brooklyn, but obviously in a section where WHLI came in well enough for him to listen on a regular basis. I say "ironically" because I would think that as far as advertising is concerned, I assume that WHLI only cares about Nassau and western Suffolk counties.

 

[RadioFixerCLE]

Wayne, that's definitely a good example of "out of area listeners" responding to ads. If a company makes itself to be excellent, and they are....then people will go the extra kilometer* to seek them out.



* For our Canadian & Mexican friends... ;D

 

[cspence]

Does anyone have numbers on what WNYG bills compared to WTHE?

WNYG is reported to have billed $100 k in 2006.

Does that mean all those smiling faces on the stations Web site work for less than minimum wage?? The taxes on the building and the tower in the back yarb have to be 10,000-12,000 a year.