December Radio Ratings

[craig11152]

93.1 and 98.7 will still SUCK at this time next January, because neither Cumulus nor Audacy want to spend any money. The suits want to keep it all for themselves and the stockholders. Nobody cares what we, the listeners, want!

it's not (directly) about what the listeners want. It's about what will attract advertisers and what their desires are.

A subtle, yet important distinction

Don't advertisers want listeners to hear their ads? Isn't their desire to have their ad money turn in to customers?

[billmich88888]

the subtle difference is that you can be a very profitable station if you find the right niche even with a smaller audience.

Think "black church format on 102.7" - or any type of Spanish language station where you can go into the barrio and sell that to local merchants.

Advertisers want the right people listening to their ads. 12-17 year olds listening to a mortgage company radio ad won't generate leads for the mortgage company. They would prefer to be on a station with "less audience" but perhaps an audience that is more in tune to be seeking to purchase or refinance their house.

Subtle, yet important distinction

[armchair pd]

the subtle difference is that you can be a very profitable station if you find the right niche even with a smaller audience.

Think "black church format on 102.7" - or any type of Spanish language station where you can go into the barrio and sell that to local merchants.

Advertisers want the right people listening to their ads. 12-17 year olds listening to a mortgage company radio ad won't generate leads for the mortgage company. They would prefer to be on a station with "less audience" but perhaps an audience that is more in tune to be seeking to purchase or refinance their house.

Subtle, yet important distinction

Excellent points here.
You may know the radio business, but then there's 'the business of radio'
As mentioned above: Subtle, yet important distinction.