[BC] Classical Music Selling...

[Burt I. Weiner]

You're right, it is a CONCEPT sell.  However, KFAC needed to show 
that it had listeners, a lot of listeners.  It very successfully 
built its own demographics through what started out as simple 
contests that required mail-in answers.  A great deal of information 
was gleamed from just the postcards but they followed up with 
questionnaires to the respondents and built some very impressive and 
very documentable demographics.  Based on what KFAC was able to 
clearly demonstrate as it's listening audience, the ears that buyers 
wanted and could not get anywhere else, KFAC was pretty much sold 
out.  I believe that human nature has not changed.

Burt


At 04:54 PM 12/29/2005, you wrote:
>From: "Steve" <shnewman at alaweb.com>
>Subject: Re: [BC] Classical stations...
>To: "Broadcast Radio Mailing List" <broadcast at radiolists.net>
>Message-ID: <003b01c60ccf$21c41520$7402a8c0 at wildblue.com>
>Content-Type: text/plain;       charset="iso-8859-1"
>
>Hi Burt:
>
>I still hold to my reason for the decline but you're right as far as selling
>a Classical music format. It's a CONCEPT sell and NOT a numbers sell. But
>you know this already.
>Using "the audience is dying off" is something I won't buy but my claim that
>the decline of exposure to the music is a very real thing. IF they were
>exposed they would have replaced those who died off, right? Only big cities
>that have enough of those who are educated in the music and eclectic enough
>to enjoy it allow that station to exist. There is also a larger pool of
>sales types who know how to sell the Classical format.
>
>What I love about what I'm doing now is I'm bringing that music to people
>who either have never heard it or have not been exposed to Western Classical
>composers. That's exciting to me.
>
>Steve

Burt I. Weiner Associates
Broadcast Technical Services
Glendale, California  U.S.A.
biwa at earthlink.net
K6OQK