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2016 Revenue estimates - GR Radio

Discussion pertaining to Grand Rapids, Kalamazoo, Muskegon, Battle Creek, Big Rapids, and Michiana
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MWmetalhead
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2016 Revenue estimates - GR Radio

Post by MWmetalhead » Wed Aug 30, 2017 2:56 pm

A reputable financial data source indicates the G.R. radio market as a whole billed only $34 million (estimated) in calendar year 2016 - an election year!!!

Top billing stations:
WBCT - $4.1 million
WOOD - $3.6 million
WGRD - $3.0 million
WLAV - $3.0 million
WSRW-FM - $2.7 million (well ahead of WLHT, I might add, whose estimate was surprisingly low)

WBBL (get ready to laugh) - a paltry $925,000!!!! And, yes, ESPN 96.1 was even lower than that! Although, I will say on a dollar per ratings point basis, the BBL result isn't bad. They have one-fifth the ratings of WLAV, for example, but almost one-third the revenue.

Of note, the above figures are said to be "estimates." It is possible local ma & pa ad buys are not fully considered.

The lowest billing station I could find on the FM dial in the market? 105.3 Hot FM. Their estimate was so absurdly low that I doubt it is accurate. Would not surprise me if the data ascribed to WHTS was actually for 98.3 WCXT in Hartford (the current day WHTS previously sported the WCXT calls, as we all know).


R.I.P. Vinnie Paul Abbott (March 11, 1964 – June 22, 2018)

jesusjenny
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Re: 2016 Revenue estimates - GR Radio

Post by jesusjenny » Wed Aug 30, 2017 5:01 pm

There was a time, and others will be able to verify that WBCT billed nearly 10 Million consecutive years in a row. Anyone that says radio isn't slipping is in total denial.



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MWmetalhead
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Re: 2016 Revenue estimates - GR Radio

Post by MWmetalhead » Wed Aug 30, 2017 5:18 pm

I know they've been in the $7 mill to $8 mill range. Would not at all surprise me if they were near $10 mill at some point, probably in the early 00's.

I do have to amend an earlier comment; BBL had better ratings in 1H 2016 than now. So, my revenue per ratings point comparison earlier is not accurate.

My guess is total market revenue is down 35 to 40 percent from peak levels. Was surprised by the number of FM stations allegedly billing under a million.


R.I.P. Vinnie Paul Abbott (March 11, 1964 – June 22, 2018)

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48125er
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Re: 2016 Revenue estimates - GR Radio

Post by 48125er » Wed Aug 30, 2017 6:49 pm

Speaking of staff changes at Iheartless, Schmitty (Lauren Smith) formely of SNX and someone else are now at mornings at Star.



Rod Kackley
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Re: 2016 Revenue estimates - GR Radio

Post by Rod Kackley » Wed Aug 30, 2017 8:03 pm

If those figures are accurate, and I have no reason to believe they are not; I have to wonder how long these stations can continue to operate. It also shows that we can't blame them for cutting staff. These stations are owned by corporations. Their first fiduciary responsibility (and I know this is really going to light a fire under a lot of you) is to their shareholders. They have to make a profit and create a return on their shareholders' investments.

i also wonder how a 35 to 40 percent drop in revenue compares to other similar sized markets.



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Re: 2016 Revenue estimates - GR Radio

Post by jesusjenny » Thu Aug 31, 2017 3:30 am

Short answer is, they can't with the debt load of the parent companies. Could you imagine if WBCT was still locally owned? They could have a full time air staff on all dayparts, all the promotions, marketing, sales staff and still be hauling in some serious coin. Instead it all gets blown on debt. interest on the debt (which is staggering) and looking good to wall street, it's been reduced to a shadow of itself on all levels. Guess 4 Mil just aint enough these days |I



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Shud Abeen AChef
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Re: 2016 Revenue estimates - GR Radio

Post by Shud Abeen AChef » Fri Sep 01, 2017 7:52 am

<<Short answer is, they can't with the debt load of the parent companies. Could you imagine if WBCT was still locally owned?>>

True. They can't carry the debt and they won't, but because this is America, someone else will and will find a way to re-invent it.

Alan Mason, formally of Audience Development Group, used to say "Content is king." That hasn't changed. Think about it. The most popular news/content source today isn't CNN, Jimmy Fallon or Rush Limbaugh - its Facebook, because "we the people" a.k.a. "we the consumer" select and control the content. There's nothing compelling ("king") about iheart or Tsquare until it goes back to the people.

Of course, the notable change when it does will be smaller, more segmented audiences, because we Americans like our choices. Look at what cable did to network TV, and what companies like Netflix are doing to TV in general. Profitable? Yes, but not as big of a net profit as media once was when adjusted for inflation. Loyal audiences? Yes, but not nearly what they once were because we so dearly value our individuality.

It is what it is because it ain't what it was.



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Re: 2016 Revenue estimates - GR Radio

Post by Trophyhead » Fri Sep 01, 2017 1:05 pm

48125er said...
Speaking of staff changes at Iheartless, Schmitty (Lauren Smith) formely of SNX and someone else are now at mornings at Star.


I am quite sure that Tony Brooks is playing the part of "Someone Else."



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MWmetalhead
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Re: 2016 Revenue estimates - GR Radio

Post by MWmetalhead » Fri Sep 01, 2017 7:04 pm

I thought I would add that there are a number of FM stations in DETROIT that allegedly billed less than $5 million in 2016! Unbelievable stuff. About five or six stations owned by big name corporations were on the under $5 million list - and that is without 89X and CIDR being included!!


R.I.P. Vinnie Paul Abbott (March 11, 1964 – June 22, 2018)

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handbanana
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Re: 2016 Revenue estimates - GR Radio

Post by handbanana » Fri Sep 01, 2017 8:34 pm

Trophyhead wrote:
Fri Sep 01, 2017 1:05 pm
I am quite sure that Tony Brooks is playing the part of "Someone Else."
Probably the most experience in the market in that role.



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48125er
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Re: 2016 Revenue estimates - GR Radio

Post by 48125er » Sat Sep 02, 2017 10:28 pm

WCSG and WLHT have NOTHING to worry about with Tony brooks and schmitty on mornings, I can't see them being as compatible as Tommy and Brook we're, they probably are doing it for way less pay.
Last edited by 48125er on Mon Sep 04, 2017 7:33 pm, edited 1 time in total.



ACE
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Re: 2016 Revenue estimates - GR Radio

Post by ACE » Mon Sep 04, 2017 12:37 pm

Hard to believe... but in the early 90s, 106.9 (then WMUS) was doing over $2 Million by itself. Topped off at about 2,250,000.



bosco
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Re: 2016 Revenue estimates - GR Radio

Post by bosco » Mon Sep 04, 2017 2:32 pm

I remember back in around 1974 when I was working at WOOD-AM-FM, they had a H*** celebration when they broke a 1 million dollar year. Never shared that with the employees though! These number really make one wonder what the future is of many of these stations. Look at I heart. None of the crew that gave those stations ratings and draw and sales power are left.
I will admit, this makes things easier for those who might possibly work at a non-comm station! :)



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zackeast
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Re: 2016 Revenue estimates - GR Radio

Post by zackeast » Wed Sep 06, 2017 11:00 pm

MWmetalhead wrote:
Wed Aug 30, 2017 2:56 pm
The lowest billing station I could find on the FM dial in the market? 105.3 Hot FM. Their estimate was so absurdly low that I doubt it is accurate. Would not surprise me if the data ascribed to WHTS was actually for 98.3 WCXT in Hartford (the current day WHTS previously sported the WCXT calls, as we all know).
I can tell you with a lot of accuracy that most of my billing on WCXT 98.3 is local dollars, so it's probably not us showing up in that figure. We barely ever get noticed in a book since we sit between two rated markets that can't hear us clearly, thus, no agency buys.



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