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WIRK Ratings?

M

MrWelles

I was surprised to see where WIRK ranks in the latest Arbitron 6+ ratings...14th with a 2.1 share. When Palm Beach Broadcasting acquired them, they seemed to be around the top of the market. Was moving sticks a bad strategy? Was there other programming changes that I am not up to date with?
 
They need to move back to 107.9. The buzz had bigger ratings on 103.1. I am surprised the same owner wants an AC on 107.9 to compete with 97.9 since that is his monster AC ratings wise. !07.9 also is getting blown apart by clear channels 105.5 which is virtually identical to 107.9
 
Goodman should have done some real investment in promoting the frequency swap. Yes, there were strategic billboards bought - there is a Sunny billboard advertising its flip to Christmas music still up on I-95 in the Boynton Beach area - but the billboards were not enough. Goodman should have bought up a ton of local advertising, perhaps during local TV newscasts. Finally, Goodman could have cross-promoted the frequency swap more. He should have done more of what Clear Channel does. For example, CC advertises its 100.3 translator of WIOD on all of its Miami stations. I have even heard CC advertise 'MIA on Big and Big's Dolphins broadcasts on Y.
 
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