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Thread: Should WABC Go to Oldies on the Weekends ?

  1. #111
    Quote Originally Posted by CTListener View Post
    Talk about apples and oranges! Local radio and network television are completely different. People watch late night network TV in numbers far greater than listen to late night local radio. That was true back in the sepia-toned days of your nostalgic imagination, too. And the people watching Carson were much more attractive to advertisers than the audience for Nebel. Advertisers and agencies are much more savvy today, thanks to research tools unavailable in the "good old days." They're not going to waste money trying to sell ANYTHING to a bunch of graveyard-shift radio listeners.
    A previous post stated that advertisers and agencies don’t want to advertise at night. Clearly, that statement is incorrect. Now, you chime in with another absurd statement, obviously also demonstrating a lack of knowledge of the media industry.

  2. #112
    Quote Originally Posted by Lee Linwood View Post
    A previous post stated that advertisers and agencies don’t want to advertise at night. Clearly, that statement is incorrect. Now, you chime in with another absurd statement, obviously also demonstrating a lack of knowledge of the media industry.
    David was clearly writing about radio. Cool it with the ad hominem attacks, please.

  3. #113
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    Quote Originally Posted by Lee Linwood View Post
    A previous post stated that advertisers and agencies don’t want to advertise at night. Clearly, that statement is incorrect. Now, you chime in with another absurd statement, obviously also demonstrating a lack of knowledge of the media industry.
    The context for this discussion is WABC (and, perhaps, WOR) so the broad theme is radio. Advertisers and agencies do not like generally buy nights and weekends on radio. Particularly, they seldom buy outside of 6 AM to 7 PM Mon-Fri on AM talk stations.

    Yes, there are ads on at night and on weekends. Some are paid, at much lower rates. Some are "bonus" spots given by the station to meet the daytime CPP goals. On talk stations, many are PI spots used to fill stopsets in syndicated shows. And some are BTA spots that only run in fringe times when the station is sold out elsewhere.
    Last edited by DavidEduardo; 05-30-2019 at 05:02 PM.
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  4. #114
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    Quote Originally Posted by Lee Linwood View Post
    So, companies and their ad agencies don’t want to advertise on Jimmy Fallon, Jimmy Kimmel and before them, Letterman and Johnny Carson because of late night time slots?
    As mentioned above, the context of this discussion is "Should WABC Go to Oldies on Weekends". We are not talking about TV, Cable, OTT viewing, pay per view, streaming, etc. We are talking about Radio and specifically an AM station in NYC.

    In the same post you criticize unjustly and out of context, I said "That is a consumer group that essentially no radio advertiser spends money to reach". What part of "radio" being the subject of the thread don't you get?
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  5. #115
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    Quote Originally Posted by Lee Linwood View Post
    So, companies and their ad agencies don’t want to advertise on Jimmy Fallon, Jimmy Kimmel and before them, Letterman and Johnny Carson because of late night time slots?
    When Kimmel and Falon and Letterman and Carson appear on WABC AM 770, drop me a line.

    For the moment, re-read the header for this thread.
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  6. #116

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    For anyone that has done RADIO sales and dealt with agencies, if you're lucky they'll buy a couple of 10 to 3 pm Saturday units, otherwise it's 6 am to 7 pm weekdays. You use nights and weekends to bonus spots to lower cost per thousand where you can in order to meet their price point. In major markets virtually every business of any size has an advertising agency representing them. Direct buys are in the $200 to $300 a month range and usually don't stick around month after month.

    By the way, an agency might buy a percentage of avails over a weekend at a small percentage of the spot rate. Lots of night spots but plenty of daytime spots too at about 10-12% of the per spot rate. If you're listening to a station that has the same advertiser in almost every commercial break, this would explain why.

    Now pretend you are a Appliance Dealer selling the major brands. Who do you want to get as a customer: the 27 year old with a couple of young kids just establishing their lifelong buying habits who will buy several appliances you sell over the consumer's lifetime if you make it a good experience for them, OR do you want a 65 or 70 year old who has a brand they already like and will not be buying several more appliances over their lifetime? You own the business and are spending the dollars: who do you advertise to?

  7. #117
    Quote Originally Posted by Lee Linwood View Post
    A previous post stated that advertisers and agencies don’t want to advertise at night. Clearly, that statement is incorrect. Now, you chime in with another absurd statement, obviously also demonstrating a lack of knowledge of the media industry.
    CTListener responded with far more facts and a far deeper understanding of the media industry than many other comments made in ongoing and repetitive rants about a couple of talk stations.

  8. #118

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    Quote Originally Posted by DavidEduardo View Post


    So, given the lack of AM listening, the lack of night listening to radio and the lower listening during much of the weekend, WABC likely has its best opportunity in selling infomercial time as there is no other revenue source.
    There was a time when stations were not so overloaded with debt that the entire overnight Midnight-6am had only one or two sponsors, if that. I worked overnight in a large market large station that had no commercials overnight.

    Infomercials = another nail in the coffin of commercial radio. Who is going to listen to that junk and how does it serve your city of license?
    Out of the money demo...all the way out!

  9. #119
    Quote Originally Posted by MusicRadioUSA View Post
    WABC ratings have not been good so was wondering if they should fill in a format not being offered in New York right now as Oldies on the weekends?
    I would love that. In the 70's WABC was the best. The music and announcers were great.

  10. #120
    Quote Originally Posted by Mike Sheridan View Post

    Infomercials = another nail in the coffin of commercial radio. Who is going to listen to that junk and how does it serve your city of license?
    Who else will pay for radio? This has nothing to do with debt. There are debt-free stations that run infomercials.

    How does it serve your community? It keeps the transmitter on.

    Lack of money = final nail in radio. An entitlement generation who wants to get something for nothing.

    They're killing the music industry, newspaper industry, and the radio industry.

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