[BC] Rising Ratings and Higher Costs for WJIB

[Rich Wood]

------ At 09:57 AM 2/6/2007, Bailey, Scott wrote: -------

>As John R. said on WLAC years ago, your ratings mean nothing.  It's the
>sales you cause to be made that shows that you have an audience.

That may be where you heard it. I've heard it hundreds of times. I 
guess you didn't read my 12 washing machine comment which appeared as follows:

"A local advertiser who sells 12 washing machines as a result of his 
small station advertising is a happy camper who doesn't care about ratings."

No. It means you have enough listeners that trust you and the 
retailer to buy those products based on an ad campaign. Trust and 
community involvement in small markets is worth far more than ratings 
to local retailers. Small markets usually don't get national buys 
unless they're combined with other stations repped by the same 
company. Pounding the pavement with a good product locally is where 
the money is. Ask your small market friends what their most important 
asset is. They'll tell you it's their local sales team.

Rich

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