[BC] Rising Ratings and Higher Costs for WJIB

[Rich Wood]

------ At 10:34 PM 2/5/2007, Kevin Tekel wrote: -------

>Beasley's 92.5 WXTU in Philly does blatant on-air fishing for diary
>entries, yet I've never seen anything come about because of it.  They
>constantly run liners saying things like "Remember the time you've spent
>listening to WXTU today!"; "Don't forget, you're listening to 92-5, XTU!";
>and even "If anyone asks, you're listening to 92-5, XTU!".

That comes very close to violating Arbitron's rules but not enough to 
trigger a sticker on the book or a listing below the line. There's no 
mention of a survey, a diary or writing anything down. Those are 
statements I'd use year round with no expectation of an Arbitron slap 
on the wrist.

>It's especially strange because WXTU is the only station in Philly playing
>country music.  It's not like they're playing Mariah Carey and Rob Thomas
>and then trying to get diary-takers to remember which one of a half-dozen
>stations they were tuned to when they heard those songs.

It doesn't really matter. You should program the station as though 
you had dozens of competitors even if you have the category to 
yourself. If you don't dominate your format you'll be vulnerable to 
the guys who sees your success and wants a piece of it.

Rich

Rich Wood
Rich Wood Multimedia
Phone: 413-454-3258