[BC] Classical Music Selling...

[Steve]

----- Original Message ----- 
From: "Burt I. Weiner" <biwa at earthlink.net>
To: <broadcast at radiolists.net>
Sent: Friday, December 30, 2005 11:38 AM
Subject: [BC] Classical Music Selling...


> 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.

Oh, as were the stations I worked for. We did surveys as well and gleened a
great deal from them. BTW Burt, you're preaching to the choir. I hope you
know that. I am a big supporter of Classical music. The point I'm trying to
get across is we don't have the shear volume of those listners based on what
happend in America about 30 or so years ago. Also, Rich's point about the
Wall Street bean counters. A company or indivdual (take someone you're
familiar with...Saul Levine with K-Mozart in L.A.) is that kind of person.
He could be a much wealthier man if he programmed head banging rock or
hip-hop but he's happy and has accepted the lower profit margin. I think
it's safe to assume he's not making what KFI or KOST or KISS and on and on
are making, right?

> I believe that human nature has not changed.

You are correct. I belive the only major change we've made in the last 2000
years was to move the bathroom from outside the house to inside. :) What has
changed is the pool available for the Classical music listener. Heck, we
were exposed to Classical music in cartoons that you don't see too many of
anymore. We had music appreciation classes and big music programs in our
schools, and our parents were brought up on it. When those things were
stripped out of our society the replacement pool got smaller. That's the
only point I've been trying to make. Especially for those markets that fall
below the top 10.

Are we getting closer? :)

Steve