Ya Reckon?

[snazzyjazzy]

It's about revenue and not about ratings.

 

[anotherguyTN]

And 730's owners care about nothing but the almighty (in their eyes) dollar. They could care less if nobody listens as long as the airtime is paid for. :

 

[Grapevine]

Thanks, gentlemen, but I guess you missed my point. I understand it's only about revenue at the STATION level. But I'm talking about delivering value for the ADVERTISER. Doesn't the client want to get their message into as many ears as possible? If I'm an advertiser, and I'm wanting to reach the Memphis sports radio listener, I can go to 92.9/680 and get a 1.3 share. I can go to WHBQ and get a 1.1 share. Or I can go to Verno Radio and get a zero. What am I missing here?

 

[radioznmyblood]

Selling advertising is 75% relationships and trust. I'm pretty certain there are no agencies involved with any of Verno's sponsors. If the sponsors like and trust the salesperson (in this case Verno), ratings are secondary. Apparently, Verno has a pretty good power of pursuasion. Maybe he should give up the on air gig and get into sales wirth one of the corporate entities.....I'm sure that either Entercom, Cumulus, or the Evil Empire would give him a desk in the sales pit.

 

[snazzyjazzy]

I don't know what Vernon's advertising rates are. I get that KQPN isn't as highly rated as the other sports stations. I've got to think that Verno's charges lower rates than his competitors. Perhaps, the advertisers feel like they get more bang for their buck at KQPN despite the lower ratings.

 

[Grapevine]

Lower ratings? NO ratings! And as far as this "advertisers like him" stuff, aren't these folks running businesses? In this soft economy, advertisers write him checks and get nothing in return? I guess they must like him a lot.

 

[firepoint525]

Considering that 730's owners are now the same ones who own WMQM and WLRM, I'd rather see Verno stay on as long as he can afford it rather than it going to more dollar a holler preachers. I guess it's still dollar a holler, but at least it's sports and not the usual line up of crackpots and conspiricy freaks.

To this very day, I'm still not seeing any link on the WWCR homepage to KQPN, only to all their other stations. No big loss there, since all you'll find at any of those links are single page websites with contact information, and "listen live" links. They don't even have program guides on any of their AM stations' websites; only on WWCR's homepage do you find any program guide links, and of course, those are only for the shortwave stations. That should tell you where their programming emphasis is. The AM stations are all jokes. :

Why does F.W. Robbert treat KQPN like the red-headed stepchild? It's worth noting that WLRM also received that type of treatment there for a while, until F.W. Robbert figured out what to do with it! :

 

[Wool]

KQPN does not subscribe to a ratings service. It's not about ratings. It's about a relationship with a local host and results. According to Verno, the sponsors are very pleased with the response they have been getting from their advertising on the station. That's why they have continued to advertise for several years.

Verno gets to be his own boss and makes more money than he would for one of the other sports stations. The advertisers are happy with the results. The 730 am dial position hosts a local sports talk show host instead of conspiracy kooks. I'm not seeing the down side here.

 

[Molly2011]

How do you contact the owner.

 

[anotherguyTN]

To this very day, I'm still not seeing any link on the WWCR homepage to KQPN, only to all their other stations.  No big loss there, since all you'll find at any of those links are single page websites with contact information, and "listen live" links.  They don't even have program guides on any of their AM stations' websites; only on WWCR's homepage do you find any program guide links, and of course, those are only for the shortwave stations.  That should tell you where their programming emphasis is.  The AM stations are all jokes. :

Why does F.W. Robbert treat KQPN like the red-headed stepchild?  It's worth noting that WLRM also received that type of treatment there for a while, until F.W. Robbert figured out what to do with it!  :

WLRM is apparently Spanish language programming now, but I don't know if it's Christian, secular, or a mix. I only know enough Spanish to order Mexican food. 

Maybe FW Robbert is going to doing LMAs rather than selling time to individual programs, which to me is better than more of the same as WMQM.  :

 

[firepoint525]

Despite the fact that KQPN is being programmed differently from other F.W. Robbert holdings, "revenue over ratings" is definitely the way they do business. F.W. Robbert stations have virtually NO visibility in any of the communities where they have stations. Unlike companies like Bott or Salem, who are visible in the communities that they serve. Salem even puts up billboards for their stations.

As for the advertisers, at least here in Nashville, the businesses that advertise on Robbert stations tend to be very small, and probably unable to afford advertising on any larger stations. So it would probably be beneficial for both the station and the advertiser. Any publicity is better than none at all. Some such advertisers actually sponsor the broadcasts, thus paying the "dollar" for the "holler." It's also my guess that these ministries promote their own radio broadcasts at church, thus providing their own built-in audience for their broadcast, and its advertiser(s)/sponsor(s). The F.W. Robbert business model.