WIOJ & The Beatles

[wcrzx]

> Well, Tom Kent is a near-perfect fit- at least it plays 60s
> & 70s hits and not some old & worn blues music.  Goddard's
> Gold is as boring as watching paint dry but TK cooks.
> They'd actually be smart to put Kent on their evening show
> weeknights- it would be the best sounding show on the
> station.
>
> As far as the bottom line, one specialty show will not make
> or break the station, either in ratings or revenue.  And, to
> me, the potential loss of target audience for a couple of
> bucks isn't worth the cost at all.  Gotta think "big
> picture" here and this Blues show isn't and never will put
> the station in any better position in the ratings OR the
> revenue.
>

Make up your mind!

The bottomline for any radio station is MONEY. If those 3 hours bring in more revenue so be it. I do agree that Tom Kent would be good on evenings.

[Oldies Cat]

There's no wavering on my part.  I'll say it again- to me, it's actually costing them more, big-picture, to have a specialty show on that's a bad fit, EVEN IF they're making a couple of bucks off it.  Think about it- even if they're getting a couple hundered dollars in sponsorship to run it, it may be costing them more than that to have a show on-the-air that tells their listeners, "go away for the next 3-4 hours.  we're not playing oldies music for awhile, sorry".  If that's causing listeners to use Kool less, then it isn't worth it.

It's not that darned complicated.  There is cost to everything- some of that cost is a good investment, some isn't.  Driving core listeners away for several hours is not good business.  
>
> Make up your mind!
>
> The bottomline for any radio station is MONEY. If those 3
> hours bring in more revenue so be it. I do agree that Tom
> Kent would be good on evenings.
>

[Ed Furbee]

Let me then ask this question as WIOJ transition to an Oldies/Talk format, what do you think of our acquiring Beatle Brunch?

______________
Ed
http://edfurbee.com
http://www.wioj.net

[wcrzx]

> Let me then ask this question as WIOJ transition to an
> Oldies/Talk format, what do you think of our acquiring
> Beatle Brunch?
>

I don't think it matters considering the station doesn't even show up in the book.

[Ed Furbee]

> > Let me then ask this question as WIOJ transition to an
> > Oldies/Talk format, what do you think of our acquiring
> > Beatle Brunch?
> >
>
> I don't think it matters considering the station doesn't
> even show up in the book.
>
Understood however the question was (and still is) what do you think of us acquring the show as we strive to over come that issue. Over the last year WIOJ has been moving away from the preacher programming (not as quickly as I like). Believe me the not being in the book is a pain where the sun don't shine. I really would enjoy an answer to the question. I have very selfish reasons for wanted to get the station out of the basement.

______________
Ed
http://edfurbee.com
http://www.wioj.net

[Oldies Cat]

Great move, if all it does is keep it away from KOOL (although it seems to have fallen off their radar, anyway).  Not sure how it or any other syndication would make that big a difference for an AM Oldies station, but it certainly can't hurt.



> > > Let me then ask this question as WIOJ transition to an
> > > Oldies/Talk format, what do you think of our acquiring
> > > Beatle Brunch?
> > >
> >
> > I don't think it matters considering the station doesn't
> > even show up in the book.
> >
> Understood however the question was (and still is) what do
> you think of us acquring the show as we strive to over come
> that issue. Over the last year WIOJ has been moving away
> from the preacher programming (not as quickly as I like).
> Believe me the not being in the book is a pain where the sun
> don't shine. I really would enjoy an answer to the question.
> I have very selfish reasons for wanted to get the station
> out of the basement.
>

[Braswell]

> it's actually costing them more, big-picture, to have a
> specialty show on that's a bad fit, EVEN IF they're making a
> couple of bucks off it.  Think about it- even if they're
> getting a couple hundered dollars in sponsorship to run it,
> it may be costing them more than that to have a show
> on-the-air that tells their listeners, "go away for the next
> 3-4 hours.  we're not playing oldies music for awhile,
> sorry".  If that's causing listeners to use Kool less, then
> it isn't worth it.
 
> > The bottomline for any radio station is MONEY. If those 3
> > hours bring in more revenue so be it.

Like Johnny Cochran said, "If it doesn't fit, you must acquit". If a station has a major investment in the promotion of a singular image (i.e., KOOL = oldies), programming a substantial block of material that disagrees with that image, may have a long-term cost that is far greater than the short-term gain.

On the other hand, if your overall ratings are preventing you from selling the image for the needed (or desired) revenue, and there is no financially viable "fix" (or zero owner willingness to make the needed investment), the only choice may be to sell whatever the advertisers will buy.

We are always struggling with this in these small/micro-markets (and I know that Jacksonville is not the same as Podunk, South Carolina). Most of the time, the only way to maximize the revenue, is to "flavor" (okay...interrupt) your regular programming, with things that are an "emotional" sell...like high school and college sports, Sunday religious programming, and so on.

I have lived on both sides of the fence...sometimes being stubbornly determined to have programming purity, but scratching for every penny, while at other times being able to breathe easier financially, but also being nauseated by some of the crap on the air. I've finally accepted that walking the middle ground is about the best you can do (in small markets and/or with second-tier stations).    

______________
Jay Braswell - Moderator
Atlanta/North Florida/South Carolina/Georgia Boards

[Oldies Cat]

I can't imagine they're making more than a couple hundred dollars a month on a show like this.  That cannot be the difference between them hitting their revenue numbers and not- but it CAN prevent them from fulfilling listener expectation at every opportunity.  If they're so desperate that they'll just take the money and run, they're worse off than we're lead to believe.


>
> I have lived on both sides of the fence...sometimes being
> stubbornly determined to have programming purity, but
> scratching for every penny, while at other times being able
> to breathe easier financially, but also being nauseated by
> some of the crap on the air. I've finally accepted that
> walking the middle ground is about the best you can do (in
> small markets and/or with second-tier stations).
>