WRKO

[dhoule]

I realize these numbers aren't broken down into target demos but WRKO has horrible numbers. With infomercials everywhere, weekends and weekdays, this station is a shadow of what it once was. How much longer can they hang on?

 

[raccoonradio]

I don't know their 25-54s and whether or not they're beating 96.9 in them but prob not good...they prob got a lot of money from political ads. Now...? Now Howie can be what Rick Pitino once called sports talk radio: the fellowship of the miserable. Whether that & the other RKO shows can get half
decent ratings/billing, who knows?

 

[dumber than a box of hair]

I realize these numbers aren't broken down into target demos but WRKO has horrible numbers. With infomercials everywhere, weekends and weekdays, this station is a shadow of what it once was. How much longer can they hang on?

Yet another example of how meaningless the 6+ numbers are. In their target demo (55+), WRKO is #9 for the entire week (right behind WTKK at #8), #5 in AM drive and #2 in PM drive.

And with that 55+ population growing ever faster, that's not an insignificant audience.

 

[raccoonradio]

Hey I get to be in their demo in another 6 yrs or so! So I guess the 55 plus demo (boomers)
not something to be sneezed at, eh?

#2 in PM drive--well, if it stays like that come 2012 you know they'd want to renew Howie.
Big Papi? Big Fried Clam Man! :0

 

[DToTheJ]

...WRKO has horrible numbers. With infomercials everywhere, weekends and weekdays, this station is a shadow of what it once was...

Which is worse: infomercials on WRKO, or PSA's during "The Rush Limbaugh Show" on WXKS-AM a.k.a. "Rush Radio 1200"? (Have they been able to move more advertising $$ since their debut?)

 

[raccoonradio]

Going into a lull now what with the end of the election season but fear not those PSAs may--they would hope--be replaced with Christmas shopping ads (WXKS)! And if not, maybe 1200 is a loss leader for Clear Channel. They make enough money with their FMs to subsidize the AMs.I don't
know where it is but sometimes, about once a yr, a statement of how much each station made
in revenue is published and we can find out.

 

[CTListener]

I realize these numbers aren't broken down into target demos but WRKO has horrible numbers. With infomercials everywhere, weekends and weekdays, this station is a shadow of what it once was. How much longer can they hang on?

Yet another example of how meaningless the 6+ numbers are. In their target demo (55+), WRKO is #9 for the entire week (right behind WTKK at #8), #5 in AM drive and #2 in PM drive.

And with that 55+ population growing ever faster, that's not an insignificant audience.

But advertisers don't seem to care how big that demographic is, right? Or are you saying that someday soon, ad buys in media targeting older consumers will become desirable to the same people who've been chanting the "think young" mantra for decades?

 

[raccoonradio]

I know when he did Let's Talk About Radio, Bob B. would say that the older demo isn't as desired
but who knows--maybe since there are so many "boomers"*, they are now? Older people, it was
thought, may not spend as much (on gadgets and stuff--but who knows?) and they do foolish things (being sarcastic) like buying cars by paying in full rather than doing payments ("buying on
time") which advertisers/businesses don't want! (At least credit card companies don't want you
to pay in full right away--they call you a deadbeat! Seriously)

*--I think depending on whom you ask the boomer generation ended with people born in either
1960 or 1964. I was born in '62...Toronto has a station with standards, etc., on 740
which they call "Zoomer Radio"--for active baby boomers?

http://zoomerradio.ca/
A friend of mine was trying to find World Series on radio and discovered what he called "an
oldies station on AM 740" and I told him what it was; knew about it for awhile, had gotten
airchecks (and once recorded it on my own on a mini boombox from a motel in Rutland VT)

 

[DanStrassberg]

Toronto has a station with standards, etc., on 740 which they call "Zoomer Radio"--for active baby boomers? http://zoomerradio.ca/

As I understand it, the name of the owner is Morris Znaimer. The calls of the Toronto AM 740 are CFZM. (The last two letters are his initials backwards.) He also owns an FM station (elsewhere in Canada, I believe) with the calls CFMZ. In those calls, his initials are not backwards. I didn't know about the zoomerradio URL. I wonder if he chose zoomerradio because hardly anybody could spell Znaimer.

 

[dumber than a box of hair]

But advertisers don't seem to care how big that demographic is, right? Or are you saying that someday soon, ad buys in media targeting older consumers will become desirable to the same people who've been chanting the "think young" mantra for decades?

Anyone ignoring the rapid increase in number of what the agencies call the "undesirable" demos had better wake up and smell the Geritol. NBC and several other media outfits are now making a concerted plug to the advertising community to start treating the 55+ demos the same way they treat 25-54. The common "wisdom" is that the older you are, the more hardened your buying habits are. Problem is, that older demo is increasing in number rapidly and tends to have much more disposable income once the children are out of the nest, and where there's money available in such quantities everyone should logically want a piece of it.

But then, such "logic" tends to escape advertisers and agencies that have been hewing to the same shibboleths for decades. Let's see if they can be persuaded this time.

 

[CTListener]

But advertisers don't seem to care how big that demographic is, right? Or are you saying that someday soon, ad buys in media targeting older consumers will become desirable to the same people who've been chanting the "think young" mantra for decades?

Anyone ignoring the rapid increase in number of what the agencies call the "undesirable" demos had better wake up and smell the Geritol. NBC and several other media outfits are now making a concerted plug to the advertising community to start treating the 55+ demos the same way they treat 25-54. The common "wisdom" is that the older you are, the more hardened your buying habits are. Problem is, that older demo is increasing in number rapidly and tends to have much more disposable income once the children are out of the nest, and where there's money available in such quantities everyone should logically want a piece of it.

But then, such "logic" tends to escape advertisers and agencies that have been hewing to the same shibboleths for decades. Let's see if they can be persuaded this time.

I hope it happens. I just joined the demo this year and I don't want to lose my '60s and '70s music just yet.