[BC] Terrestrial Radio fights back

[Rich Wood]

------ At 02:00 PM 7/21/2006, Bailey, Scott wrote: -------

>It's working in Nashville! Everywhere I got, people are listening to it!
>This means if some of the O & O's that own and manage AM stations like
>mine, we can do something similar to it and just maybe hold an audience.

Don't do it just yet. I'm assuming you're talking about WCJK-FM. It's 
had three significantly down books: Summer 05 it had an 8.0 share. 
Fall 05 it dropped dramatically to 6.1 and in the Winter 06 book it 
dropped to 5.5. The trends don't look much better. First Spring 06 
trend was 5.7, the second is a 4.7. Either the third trend is awesome 
or it'll be another down book once everything is weighted.

>What is so funny about this area, people are so dumb thinking all we do
>is listen to country music....WRONG!  The number one station in the
>Nashville Market is a Hip Hop Urban Station, owned by CC.

Who thinks that? Nashville is known for producing Country music. 
Recording studios there have that "Nashville" sound every Country 
artist wants, even in crossover cuts. That doesn't mean everyone 
listens to it. The top Country station there is 2.9 shares below the 
#1 station which is Urban, though the total Country share among 5 
stations is a 15.5. The Urban stations share a total 13.6. The 
figures are 12+ but they're still ears listening to radio. The only 
relevance the demos have is to the sales department. More individuals 
listen to Country than Urban. When I was in New York the "ethnic" 
stations (Urban and Spanish) complained loudly that their numbers 
were much higher, yet their rates much lower. They've since 
discovered that Urban is very popular with White suburban kids.

Those stations with Maximiser have probably discovered the Urban 
audience is younger when they break out the demos.

Rich


Rich Wood
Rich Wood Multimedia
Phone: 413-454-3258