> >
> > Hmmmmm. I'm not showing my expertise? Let's see.
> >
> > First, KROQ's numbers ARE part of the equation for a
> > national buy every time a buyer wanting the younger demos
> > figures they can cover the Riverside market with an LA
> > signal, which happens all the time.
>
> National revenue is less than 15% of billing in Riverside -
> San Bernardino. You can not lose what you do not have.
>
> Buyers who believe they can cover any demo out of LA are not
> looking at the fact tha tthe LA stations rack up numbers
> based on the Western part of th emarket being a bedroom
> community for LA, and much listening is done in LA County or
> the OC. Most of the IE is poorly covered by most LA
> signals... especially low power ones like KIIS.
> >
> > Second, KGGI doesn't get their butts kicked by Kiss or
> > Power.
>
> KIIS is very low power, and Power is directinal away formt
> hat area. Neiter comepete well in the IE except at the very
> fringe and among commuters. KGGI is a B.
>
> > KFrog doesn't get it's butt kicked by KZLA.
>
> It's a full B.
>
> > KOLA
> > beats KEarth.
>
> KOLA is a B
>
> > KCAL beats KLOS (and yes I know they target
> > different demos). KROQ is keeping KCXX down when compared
>
> > to other market signals.
>
> KCXX is a horrible A, protecting a co/channel in LA.
> >
> > Third, some guy with a scope can read all the dbu's he
> wants
> > to. KROQ can be heard in all of Riverside county and most
>
> > of San Berdoo county as well. The signal only sucks in
> the
> > city of San Bernaghetto.
>
> You do not read FM signals with a scope. You measure them
> with an FM FSM or run a terrain sensitive map. The fact is
> that the signal is not usable in most of the market in
> homes, offices and most vehicles. Most of the KROQ listening
> comes from commuters going to LA and at work listening in LA
> and Orange, and listening along the very close Western areas
> of the IE contiguous with LA.
>
> Countless studies show that over 80% of quarter hours come
> fromt he 70 dbu, with nearly all the rest coming from the 64
> and above. There is no 64 anywhere in the IE.
>
> I can hear KOLA in much of the LA area. How come it does not
> get numbers? Fact: the signal is too weak to penetrate, even
> if car radios get it.
>
> KROQ averages around the mid-1 shares in the IE, and is
> beaten by such LA stations as KRTH (which has a signal) and
> KLVE (which has a signal) etc., etc.
> >
> > Fourth, oh how cruel of me to predict failure for these
> poor
> > hearty souls who come to the market, last less than a
> year,
> > get no guidance and then get fired or quit because they
> > can't beat Kevin & Bean, Mark & Brian, the Morning Stiffy,
>
> > Jeff Pope, the Frogmen, or even the latest victim on Wild
> > 96.
>
> Bad class A signal. Location, location, location. They still
> beat KCXX. And, just perhaps, the alternative audience is
> smaller in the IE than LA... for the same reason the country
> audience is about 4 times bigger.
>
I agree with David on just about everything. But my question is how Entravision can sell KLYY - with essentially the same 54 dbu contour as KOLA as an L.A. station? IMHO, the reason KOLA doesn't generally show up - and KLYY does - is that "Oye" has an exclusive format and that it is sold (and more importantly) marketed as an L.A. station - where KOLA is pretty similar to KRTH ... From a car standpoint, KLYY and KOLA seem to be about the same (actually I hear KOLA in more places because in the SF valley, it does a better job of holding out KTYD than KLYY does of keeping KRUZ away).
