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Tuesday, April 23, 11:34:55am [ Login ] [ Main index ] [ Post a new message ] [ Search | Check update time | Archives: 1, 2, 3, [4], 5, 6 ]

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Date Posted: Monday, March 20, 03:09:17pm
Author: Terry
Subject: Re: The Double Standard
In reply to: Steve McGeeney 's message, "Re: The Double Standard" on Monday, March 20, 09:54:51am

You're misinterpreting the ratings. "Top 10" refers to the ratings among all listeners aged 12 and above. It means very little. Advertising is sold on the basis of demographics and a station's ability to reach an audience that appeals to advertisers.

WFAN is No. 16 in the overall ratings, but does very well in billing because it hits the demographic that advertisers want.

There are many different demographic categories under the age of 50. They don't have to be 20, they can be 35. That's the audience WCBS-FM used to have, and they did very well with it. WCBS-FM got in trouble because most of its listeners were over 45 (with a high proportion over 50) and that is not the audience advertisers want.

Ad people are not the radio industry. If radio dies (which is a gross exaggeration), it doesn't matter to them. They're not in the radio business. They'll find another way to spread their message. New York used to have a dozen daily newspapers. Today there are three. Bad for the newspaper business, but the advertising industry didn't miss a beat.

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