> 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