[BC] Rising Ratings and Higher Costs for WJIB

[Bailey, Scott]

I don't have a "sale team".  I sell the ads myself.  I grew up in
Gallatin, so I know everybody!  Gallatin only has 18,000 in the city
limits.  

I admire Bob at WJIB. He's doing what I'm doing, only I have some ads on
during the week, but not that many. The businesses that advertise with
me are locally owned and operated and the owner most likely went to
school with me, or are friends with my parents, who are now retired.

I do brokered type programming on Sundays, and I make a killing off of
it. It pays all my operating expensive and the weekdays, I just let it
float along on Satellite, unless we need to do local programming, like
news, features, local announcements, etc.

Scott

-----Original Message-----
From: broadcast-bounces at radiolists.net
[mailto:broadcast-bounces at radiolists.net] On Behalf Of Rich Wood
Sent: Tuesday, February 06, 2007 9:14 AM
To: Broadcasters' Mailing List
Subject: RE: [BC] Rising Ratings and Higher Costs for WJIB

------ 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

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