WWBA flips to Classic Country

[davideduardo]

Nia is trying to get a small amount of listeners on each station they own or operate in the market, so they can combine the cluster total listeners up together and sell it as a combined audience.

Basically like the big boys do it but on a smaller scale.

30,000 here
60,000 there
40,000 here

If done correctly it could become 2-3 shares in the market and generate a little bit of money.

The numbers are much smaller.

AQH 12+ listening is more like this:

WTMP: 600
WWBA: 200
WTMP-FM: 600
WHBO: 200
WMGG: *

(this is an average of several books from earlier this year but it does not change over time).

We are talking about an AQH of all the Ardman owned or managed stations of 1,600 persons in low share stations that do not individually warrant ratings based ad buys. The total share of all of them is below a 1.0 level and I hesitate to put much credence in data at that level as the margin of error in small numbers is very large.

What is even more strange is that they are subscribed to the ratings. They should be focused in niche propositions giving clients traffic and results building propositions, not tables with low ratings.

 

[jimmydean]

The numbers are much smaller.

AQH 12+ listening is more like this:

WTMP: 600
WWBA: 200
WTMP-FM: 600
WHBO: 200
WMGG: *

(this is an average of several books from earlier this year but it does not change over time).

We are talking about an AQH of all the Ardman owned or managed stations of 1,600 persons in low share stations that do not individually warrant ratings based ad buys. The total share of all of them is below a 1.0 level and I hesitate to put much credence in data at that level as the margin of error in small numbers is very large.

What is even more strange is that they are subscribed to the ratings. They should be focused in niche propositions giving clients traffic and results building propositions, not tables with low ratings.

I'm not talking about AQH numbers. I am talking about total cume. Such a low AQH won't do much to get National Buys, but will generate a little bit of local and regional money if the sales staff knows how to sell it.

In a world of small, independent AM's with Translators, one will never get anything depending on AQH.

 

[Dondd]

Well, the country change, the "flavor of the month" format, didn't last long.
How compelling was shuffling music off an Ipod.

No liners.
No local news.
No local weather.
Not even time and temperature.

By extension, no commercials.
No revenue.

The sorry excuse for a radio station is back to talk, but mostly long periods of Bubba and syndication with a local host here and there.

One thing is clear: the station's managers/owners know little about radio and attempting to serve the station's market.

 

[TheBigA]

One thing is clear: the station's managers/owners know little about radio and attempting to serve the station's market.

One thing is clear: The only solution is to sell to a religious group.

 

[Dondd]

If they felt they had to do an easy music format on AM, 50s-70s oldies might have worked, or kept the station running.
Perhaps even adult standards.

Yes, I know, older demographics and no national ad sales.
But, would be better than nothing for a signal which hardly ever garners a 1 share.

Any kind of format, music or talk, would still require paying attention to the station and using liners, announcers (at least some of the time), news, weather, etc.
The Tampa-St. Pete bay area isn't known for being a classic country bastion...

 

[Wimmmex]

One thing is clear: The only solution is to sell to a religious group.

Or a foreign language operator?

 

[Obtuse]

...or a Super Soft AC for those who find the new WDUV too "up-tempo" (and find plain gelatin "too spicy").

 

[wlsl]

Classic like this?

Hank Williams
Patsy Cline