WNEW 102.7 PD/SVP Says They Beat WLTW in Key Demo

[Barry]

An article in RadioInsight states that Jim Ryan will be leaving the station to focus on his consulting business. He mentioned that in January, WNEW had higher ratings than overall rated #1 WLTW, among women 25-54 "in prime". He said that is WLTW's "core target."
We don't get to hear much about ratings in demos outside of 6+, so I think this is rather interesting. But I suspect that WLTW aims somewhat younger than 54 years.

Jim Ryan Leaving WNEW

 

[lanceventa]

But I suspect that WLTW aims somewhat younger than 54 years.

WNEW is the station aiming younger than WLTW. iHeart has a wall of women with Z100 and KTU going for the younger demos. WNEW is positioned basically right between Lite and Z100/KTU to hurt all three.

 

[TheBigA]

He mentioned that in January, WNEW had higher ratings than overall rated #1 WLTW, among women 25-54 "in prime".

Research Director says this:

WLTW was #1 25-54 for the fourth straight survey but with its smallest share since AUGUST. WSKQ stepped up to #2 with a slight decrease, while WHTZ dipped to #3 with its least productive outing in over a year. AUDACY Hot AC WNEW (NEW 102.7) repeated at #4

That's combined men and women.

My take is he's smart to be leaving the station now.

 

[Barry]

From the RadioInsight article: "Ryan said he originally planned to leave in December 2024 but was enticed to stay an additional quarter for the implementation of Nielsen’s new three-minute qualifier rule..." Does that indicate WNEW had tweaks in programming to take full advantage of the changes in audience measurement?

 

[Gregg.]

My take is he's smart to be leaving the station now.

I think it would be hard for any FM station to make inroads against Lite-FM in women 25-54. There are so many places where Lite-FM has been on the office radio for years and years. I go to stores and offices where it is always on.

But younger women within the 25-54 demo may feel WNEW is more in tune with their tastes.

 

[EarsTunedNYC]

Z100's "sweet" spot target is 25-34 year old females, for 'NEW it's 35-44 year old females, for 'KTU it's 35-54 females with a slight lean into English dominant Latinas, and for Lite it's 45-54(and they likely also do super well with the 55-64 female cell simply based on their triple decades of branding success as the markets lite station, as WBLS similarly does with adult African-American females and 'CBS-FM, the FAN, and Q-104 do with adult men).

In today's business model of the super niche and create weighting from Nielsen, you own the target you hyperfocus on, and do at least reasonably well in an age decade around that, and you'll be Top 5 competitive, 25-54 overall.

 

[Barry]

RadioInk has an interview with Ryan. He appears to still have plenty of passion and enthusiasm for broadcast radio.

Jim Ryan's Reflections

 

[Theater of My Mind]

RadioInk has an interview with Ryan. He appears to still have plenty of passion and enthusiasm for broadcast radio.

Lots of people in their 60s and up still have plenty of passion and enthusiasm for broadcast radio. Apparently broadcasters don't want them, either on their teams or in their audiences.

That said, Jim Ryan had a great, successful career curating the most predictable, mainstream kinds of FM formats, and radio has been very good to him. He's fortunate to exit on a high note at the right time in radio history.

 

[TheBigA]

Lots of people in their 60s and up still have plenty of passion and enthusiasm for broadcast radio. Apparently broadcasters don't want them, either on their teams or in their audiences.

As you've been told many times, radio stations would LOVE to program to people over 60. The problem is advertisers don't. And if you look at radio websites, there are lots of boomers still working in radio. All of the top radio companies are being run by boomers. Bob Pittman is in his 70s. Some stations are willing to take a cut in revenues and program to 65+. WMTR in Morristown is one such station. Non commercial radio programs to 55+. WFUV and WQXR are two examples.

 

[Loverofradio]

As you've been told many times, radio stations would LOVE to program to people over 60. The problem is advertisers don't. And if you look at radio websites, there are lots of boomers still working in radio. All of the top radio companies are being run by boomers. Bob Pittman is in his 70s. Some stations are willing to take a cut in revenues and program to 65+. WMTR in Morristown is one such station. Non commercial radio programs to 55+. WFUV and WQXR are two examples.

I just don’t “buy” that today’s 65-70 year olds are cash strapped, and don’t spend any money

 

[TheBigA]

I just don’t “buy” that today’s 65-70 year olds are cash strapped, and don’t spend any money

Nobody's saying that. It's that the products they buy need longer sales pitches, and people that age don't want to be "sold." Page after page of comments on these boards come from people complaining about commercials. How else do you expect radio to operate? For free?

People age 65 to 70 listen to news/talk radio.

 

[TheBigA]

Somebody asked if they would replace Jim Ryan at WNEW, and the answer is yes:

New Brand Manager At ‘NEW 102.7 FM’ New York.

Rob Miller is named the new Brand Manager of Audacy hot AC “New 102.7 FM” WNEW New York effective April 7. Miller succeeds Jim Ryan, who is stepping down next

www.insideradio.com

 

[OldiesMaven]

As you've been told many times, radio stations would LOVE to program to people over 60. The problem is advertisers don't. And if you look at radio websites, there are lots of boomers still working in radio. All of the top radio companies are being run by boomers. Bob Pittman is in his 70s. Some stations are willing to take a cut in revenues and program to 65+. WMTR in Morristown is one such station. Non commercial radio programs to 55+. WFUV and WQXR are two examples.

It's too bad that the big radio chains don't program to listeners over 54 -- because a far higher percentage of people 55 and up still use radio. I'd love to see a study -- and stats -- showing the percentage of different demos (45-54; 35-44; 25-34) who regularly listen to radio compared to the 55+ crowd. I'd bet the younger the person, the less likely they are to use AM or FM, compared to SXM, streams and services such as Alexa.

 

[TheBigA]

It's too bad that the big radio chains don't program to listeners over 54 -- because a far higher percentage of people 55 and up still use radio.

Did you not read what I wrote???? This isn't about "the big radio chains." It's about the advertisers. The big radio chains have lots of stations that primarily program to 55+. One example in NYC is WINS. The median age is 55. WOR programs to over 55. This is not about "big radio chains." You'd also be surprised how many over-55s listen to Sirius and Alexa. Older people are not limited by technology.

 

[Ronnie Milsoup]

Did you not read what I wrote???? This isn't about "the big radio chains." It's about the advertisers. The big radio chains have lots of stations that primarily program to 55+. One example in NYC is WINS. The median age is 55. WOR programs to over 55. This is not about "big radio chains." You'd also be surprised how many over-55s listen to Sirius and Alexa. Older people are not limited by technology.

I am 72 and have Spotify,Sirius and Alexa.I have trouble finding AM or FM stations on my car presets because there is very little choices available that match my tastes. I loved 1310 Jersey Shore CAT and listened to it in the car here in Midwood, Brooklyn.I liked 98.7 until it dropped the popup.94.7 HD2 has a tendency to drop out even around here.