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WMGQ's strong quarter

W

WTUX

Guest
WMGQ certainly had a strong Spring book. And it shows why GM pulled the plug on sister station WCTC's talk format. Nobody was listening. Same for WMTR. Why pay for a staff when the bird will probably garner as many listeners.
 
WTUX said:
WMGQ certainly had a strong Spring book. And it shows why GM pulled the plug on sister station WCTC's talk format. Nobody was listening. Same for WMTR. Why pay for a staff when the bird will probably garner as many listeners.
Click to expand...

Depends on whether you're looking at the home market or not (except for CTC).

WMTR, in the Morristown book, had their best book since Fall 2006 just before the change was made (numbers came out today). They also placed in the M-S-U book.

WMGQ did well in their home book, but they didn't even place in the Morristown book.

I have no idea how the demographics broke down, but I thought this was worth a mention.
 
WTUX said:
WMGQ certainly had a strong Spring book.
Click to expand...

Anyone know where the strength was? Was in the new morning show?

Was it middays (at work) listening? Or a specific cell?

Why the sudden jump in numbers?

Anyone have breakouts?
 
Could it be that with PPM coming to the market, Arbitron, who has been losing money doing both PPM and diary measurement, is not focused on the diary method? Diary placement, recruitment and follow through make all the difference in the world. Look at the rest of the market. Wide swings in lots of stations.
 
Frank Forte said:
WMGQ did well in their home book, but they didn't even place in the Morristown book.
Click to expand...

Did they ever? They don't come in too well in most of Morris County. Maybe just in the Stirling/Gillette area?
 
At best, their coverage of the Morristown "market" is spotty. Magic never did well there, and often does not show in the book. Obviously the spotty nature of the signal is a factor (especially when you can receive several other options with stronger signals). The potentially uneven nature of the diary distribution in smaller "sub markets" like Morristown also creates a lot of volatility in the reported 12+ numbers.
 
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