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Tuesday, July 22, 10:47:06pm [ Login ] [ Main index ] [ Post a new message ] [ Search | Check update time | Archives: 1, 2, 3, 4, 5, [6], 7 ]

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Date Posted: Thursday, March 09, 03:28:50am
Author: Terry
Subject: Re: Crain's New York Article
In reply to: Jean Stark 's message, "Crain's New York Article" on Wednesday, March 08, 02:41:29pm

"More recently, CBS decided that its namesake classic oldies station WCBS-FM needed a radical makeover. It's true, listeners were aging, but the station routinely placed in the top 10. Rather than making adjustments to bring back more of the coveted 25- to 54-year-old demographic, CBS pulled the plug on oldies."


Disappointing to see Crain's doing slipshod work like this. "Placing in the Top 10" means nothing because the 12+ ratings mean nothing. WFAN is No. 16 in the market and it's one of the highest-billing stations in the country because it delivers an audience that advertisers want.

CBS-FM made rather radical adjustments in an effort to solve its demographic problems. The audience was heavily skewed over 45, which is not appealing to advertisers. An "oldies" station will not draw significant numbers of under-40 listeners because there are other music formats that appeal more to those people.

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