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WMT loses afternoon drive host

W

Wisswell

Afternoon Drive host Bob Bruce has left WMT for KTRS in St. Louis.

http://www.bmstalent.com/Sub Pages/Congratulations.html

I understand they are going to try to replace Bruce with somebody local. Kudos to them because local jobs in talk radio are rapidly diminishing. However, I wonder if it might economically wiser to go network in this slot, supplementing it with local news breaks. They already have local programing in the mornings. Its hard to imagine that a market this size has enough advertising dollars to support much more. What are the pros and cons of local vs network programing during drive time in small and medium markets?
 
Another thought: diversity

Something they also might wanna think about is having a female personality. Checking their site, I couldn't help but being struck by the overwhelming maleness (and whiteness, but that's less surprising given Eastern Iowa demographics) of their lineup. Where the ladies at?
 
> Afternoon Drive host Bob Bruce has left WMT for KTRS in St.
> Louis.
>
> http://www.bmstalent.com/Sub Pages/Congratulations.html
>
> I understand they are going to try to replace Bruce with
> somebody local. Kudos to them because local jobs in talk
> radio are rapidly diminishing. However, I wonder if it might
> economically wiser to go network in this slot, supplementing
> it with local news breaks. They already have local
> programing in the mornings. Its hard to imagine that a
> market this size has enough advertising dollars to support
> much more. What are the pros and cons of local vs network
> programing during drive time in small and medium markets?
>

No, if WMT wants to continue to be a player in the CR ratings it must program local for PM drive. They don't have a CR presence from 10am-4pm the way it is. It would be bad to go into the evening hours with no CR presence. If done properly, there's plenty of ad revenue to support local programming. Years ago WMT was local from 5AM thru 10pm and also had a local show from 1am-3am. Not anymore. They can't cut anymore, IMO.
 
1. Their audience IS white Males, so I see no problem in having white males take the mic. KUBE Rap Stations don't hire a bunch of Old White Men in Cowboy hats. Also...it should be noted they have had multiple part-time female on-air talent in the past and minorities.

2. They should be able to afford someone local. As far as the small market thing goes, I love how arbitron lumps AM stations WMT-am the same as local CR FM stations. When you think about it, it's pretty supid. For example, I doubt any FM stations in say market 120 put up as big a numbers as WMT. The "Market Size" doesn't really apply to a (what) 1,000 watt AM station.

WMT-am has some serious reach into numerous small markets. It goes all the way down to Springfield Illinois and back up to the Minnesota/border. It is an awesome sell for farm supplies and pretty much any other Male Demo product. Not to mention, last I checked, they do have the hawks. If a local CR FM stations with less Reach/Audience Range and even local CR market share can have 5 full-time on-air employees (2 in the morning+midday+afternoon+nights) Why can't WMT-AM Have two?



> Afternoon Drive host Bob Bruce has left WMT for KTRS in St.
> Louis.
>
> http://www.bmstalent.com/Sub Pages/Congratulations.html
>
> I understand they are going to try to replace Bruce with
> somebody local. Kudos to them because local jobs in talk
> radio are rapidly diminishing. However, I wonder if it might
> economically wiser to go network in this slot, supplementing
> it with local news breaks. They already have local
> programing in the mornings. Its hard to imagine that a
> market this size has enough advertising dollars to support
> much more. What are the pros and cons of local vs network
> programing during drive time in small and medium markets?
>
 
In our free market economy the best can excel and be rewarded. Kudos for Bob-- He is a quality radio host from all angles. The STL market is getting a solid talent and a new friend.

WMT's other equally talented radio host, Greg Alan, is another super talented guy who like Bob have done much to bring lively debate (listener input) back to the WMT blowtorch.

These two individuals are rare in the Cedar Rapids market where we had been use to a diet of creamed corn and soft, non-confrontational radio for several years. I hope the station sees the value in quality personnel.
 
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