LAS VEGAS HAS A DANCE STATION JUST LIKE PULSE 87.7 ITS CALLED 94.5 THE VIBEhttp:

[DavidEduardo]

While there is no market for a 1-share station in general market, there is for the Hispanic market, where a 1 share in general market is a 10 to 12 share among Spanish dominant Hispanics.

What about the club scene?  What about that community for those dedicated for the nightlife and to get their business promoted.  Unfortunately, Internet Radio streams cannot ir revenue or else a big royalty charge will be penilized by the Copyright Royalty Board.  IN THE JERSEY SHORE, so many bars and nightclubs love to get their ads on the air.  However, big greedy advertisers in NYC specifically, look at "local" businesses as a joke.  I am not pulling this out of thin air, I am telling you this because I was out there promoting my station, and getting to know my area.  Dance music has their own community, i.e., Latinos, Guidos, LBGT, (yes, there is a gay community in Asbury Park) and all others that respect and love dance music and would love nothing for even an LPFM to play some dance in the shore.  LI has Party, and had them for years, so why not the shore, which is reconized and most popular with MTV coming down here, have a dance station. 

The "dance community" is not an accepted marketing group by companies ranging from P&G to Coca Cola. Blacks, Hispanics (and among Hispanics different nationalities) and, of course age and gender distinctions are considered to be market segments. Until the "dance community" gets a message through to advertisers that they are both numerous and unreachable efficiently via other media channels, you point has zero value.

This is why there are no successes among the small signal dance stations... they can't be sold as a market segment, and they can't compete in the general market.

[d21ofnj]

The "dance community" is not an accepted marketing group by companies ranging from P&G to Coca Cola. Blacks, Hispanics (and among Hispanics different nationalities) and, of course age and gender distinctions are considered to be market segments. Until the "dance community" gets a message through to advertisers that they are both numerous and unreachable efficiently via other media channels, you point has zero value.

This is why there are no successes among the small signal dance stations... they can't be sold as a market segment, and they can't compete in the general market.

Let me ask you one thing....have you seen that Dr. Pepper commercial with Dr. Dre and that dj spinning hard house/rave?  You have to know about dance being stereotyped or you just don't care because you are with that stereotypical crowd.  Let me say this again:

The lack of intelligence by the mainstream still labeling dance as "techno" and advertisers looks at dance and thinks "we are a bunch of druggies, who drink nothing but booze, and have too much sex."  They are stuck in that stereotype where if they give ad dollars to a dance station, the dance station will do some ecstasy trade or invest in an illegal rave.  This is where the problem lies here.  Whenever someone looks at a dance station, they automatically assume it's "techno" and all we do is just pop pills and swing glowsticks around, or just assumes that only gays listen to dance music.  Blacks do listen to dance music too, we have DJ's like Carl Cox, Felix Da housecat, and vocalists like Steve Edwards.  Hispanic DJ's like Robbie Rivera, Junior Vasquez just to name a few.  The real problem is that none of these big corps gave dance a chance, and they knew it was going to have problems with the smaller media groups because they know the advertisers and the mainstream have that stereotype stuck to them and they will assume that it's only going to cater to either gays or druggies with baggy pants and glowsticks.  Maybe if those guys had enough guts and stop believing the lies and the brainwashing messages, you will see how well the genre of dance will do.  And Pulse, Energy SF/Arizona/Chicago, Party LI/Orlando/Miami, C89.5, Vibe, and KTU before they were clearchannel, made that point. 

[DavidEduardo]

... and advertisers looks at dance and thinks "we are a bunch of druggies, who drink nothing but booze, and have too much sex."  They are stuck in that stereotype where if they give ad dollars to a dance station, the dance station will do some ecstasy trade or invest in an illegal rave. 

While that level of ignorance or prejudice exists among some smaller local direct advertisers, it applies in one way or another to many formats.

There are advertisers at that level who think country listeners are moneyless hicks. There are those who think hip hop is all about violence. There are those who think CHR is only listened to by teens. And so on.

But the major advertisers generally are not concerned about formats, but rather, about the cost per listener and how each station in a market contributes to reach. And many, many of the accounts are placed from out of market, and often don't even know what the formats are. Where format comes into play is when a particular product is inappropriate for a particular segment of the population and where that distinction matches certain formats; most of these distinctions are based on ethnic preferences, and may include food products, etc.

But, given how few dance stations there are, and the fact that none are likely to be ranked high enough to get bought by agencies, that aspect of buying is really not significant. So we are dealing with small local accounts, where the owner makes the ad decisions and often bases them on personal likes and dislikes and stereotypes. But big stations with big ratings don't generally have to deal with this kind of advertiser anyway.

[Tony Santiago]

But big stations with big ratings don't generally have to deal with this kind of advertiser anyway.

Because the big guys "price them out" of range so that the "little guy" couldn't bill there, thus making it solely for the "corporate" sell.  Yet one would think because a smaller station is cheaper, and when you're considering a bad economy with stripped down budgets, that "corporate" would want to look into the smaller venues, even if in their mindset, the audience is rather "niche", but could have potential to be a devoted "buyer base".

[StephanieNYC]

 Hispanic DJ's like Robbie Rivera, Junior Vasquez just to name a few. 

The fact that you called Junior Vasquez "hispanic" just invalidated your entire argument.

There is nothing hispanic about Vasquez.  His real name is Donald Mattern.

[DavidEduardo]

Because the big guys "price them out" of range so that the "little guy" couldn't bill there, thus making it solely for the "corporate" sell. 

Pricing is based on the cost per point. That levels the playing field, as the rate offered by agencies is based on how many listeners in the target demo are delivered.

Yet one would think because a smaller station is cheaper, and when you're considering a bad economy with stripped down budgets, that "corporate" would want to look into the smaller venues, even if in their mindset, the audience is rather "niche", but could have potential to be a devoted "buyer base".

It is a lot more difficult to buy 20 little stations when 2 or 3 big ones would be more effective, as the reach and frequency math is easier and more certain. This is why stations are generally only skipped on a buy if, in the target advertiser demo, they don't match or beat the CPP.

[d21ofnj]

 Hispanic DJ's like Robbie Rivera, Junior Vasquez just to name a few. 

The fact that you called Junior Vasquez "hispanic" just invalidated your entire argument.

There is nothing hispanic about Vasquez.  His real name is Donald Mattern.

You positive he isn't mixed regards if he was born in PA.  David Morales was born in Brooklyn and he is of Puerto Rican descent.  Regards of the matter, there are hispanics, blacks, middle eastern descents in the industry and that can't be denied.  That was my point.

[Tony Santiago]

 Hispanic DJ's like Robbie Rivera, Junior Vasquez just to name a few. 

The fact that you called Junior Vasquez "hispanic" just invalidated your entire argument.

There is nothing hispanic about Vasquez.  His real name is Donald Mattern.

You positive he isn't mixed regards if he was born in PA.  David Morales was born in Brooklyn and he is of Puerto Rican descent.  Regards of the matter, there are hispanics, blacks, middle eastern descents in the industry and that can't be denied.  That was my point.

I gotta give it to StephanieNYC on this one.  "Junior Vasquez" is the DJ name of David Mattern.

[Dancerev889]

The "dance community" is not an accepted marketing group by companies ranging from P&G to Coca Cola. Blacks, Hispanics (and among Hispanics different nationalities) and, of course age and gender distinctions are considered to be market segments. Until the "dance community" gets a message through to advertisers that they are both numerous and unreachable efficiently via other media channels, you point has zero value.

This is why there are no successes among the small signal dance stations... they can't be sold as a market segment, and they can't compete in the general market.

Let me ask you one thing....have you seen that Dr. Pepper commercial with Dr. Dre and that dj spinning hard house/rave?  You have to know about dance being stereotyped or you just don't care because you are with that stereotypical crowd.  Let me say this again:

The lack of intelligence by the mainstream still labeling dance as "techno" and advertisers looks at dance and thinks "we are a bunch of druggies, who drink nothing but booze, and have too much sex."  They are stuck in that stereotype where if they give ad dollars to a dance station, the dance station will do some ecstasy trade or invest in an illegal rave.  This is where the problem lies here.  Whenever someone looks at a dance station, they automatically assume it's "techno" and all we do is just pop pills and swing glowsticks around, or just assumes that only gays listen to dance music.  Blacks do listen to dance music too, we have DJ's like Carl Cox, Felix Da housecat, and vocalists like Steve Edwards.  Hispanic DJ's like Robbie Rivera, Junior Vasquez just to name a few.  The real problem is that none of these big corps gave dance a chance, and they knew it was going to have problems with the smaller media groups because they know the advertisers and the mainstream have that stereotype stuck to them and they will assume that it's only going to cater to either gays or druggies with baggy pants and glowsticks.  Maybe if those guys had enough guts and stop believing the lies and the brainwashing messages, you will see how well the genre of dance will do.  And Pulse, Energy SF/Arizona/Chicago, Party LI/Orlando/Miami, C89.5, Vibe, and KTU before they were clearchannel, made that point. 

Do you know that advertisers are stuck with this thought process?  Have you ever talked to an advertiser?  I have to agree with David on a lot of his points.  The ad agencies are looking for one thing a good price on a station that is getting listeners.  They are in business to make money.  The word techno is starting to fade. 


In the past year the amount of businesses that are working with us has tripled.  Everyone should be happy right now.  Dance music is on the rise.  The new Three 6 Mafia record with Tiesto is off the hook.  This is the start of something good.

[Morpheux]

 Hispanic DJ's like Robbie Rivera, Junior Vasquez just to name a few. 

The fact that you called Junior Vasquez "hispanic" just invalidated your entire argument.

There is nothing hispanic about Vasquez.  His real name is Donald Mattern.

It's true that Vazquez isn't Hispanic but I don't see how that would invalidate his entire argument.