[BC] [Fwd: Clear Channel Radio Launches GLBT Radio Station]

[Mike McCarthy]

The station didn't care about ratings. It was the revenue which 
mattered...and it was there. Ratings are useless when you are dealing with 
sub-demo's not covered by Arbitron.  Howard Stern was mild compared to 
these guys towards the end.

Rich, you are simply wearing blinders.  You don't need to have phenomenal 
ratings to have a successful (highly profitable) operation.  I'll admit it 
doesn't hurt.  But there are many stations doing many millions of dollars 
or revenue with squat for numbers because they offer a product/format which 
the smarter advertisers know will reach their desired audience.

There is a move afoot in the buyer side of the agency business to direct 
buys towards stations with better demo appeal than simply CPP on a tier of 
agency suggested "best stations".  Advertisers have found that their 
message is sometime misplaced because of agencies buying on simple demo 
identity and CPP than really looking for the best fit. It's made CC and 
other major operator wake up and take notice.

MM

At 12:25 AM 3/5/2007 -0500, Rich Wood wrote
>------ At 10:32 PM 3/4/2007, Mike McCarthy wrote: -------
>
>>One of our stations had a very popular daily radio program aimed at the 
>>LBG sub-demo.  It was hugely successful until the hosts got so full of 
>>themselves and started going places they should not have, the station 
>>owner (who is also alternate lifestyle) said enough is enough, they 
>>crossed the line of good taste, and pulled the plug. That unfortunately 
>>spread like wildfire through the metro and now no one will even consider 
>>such a show.  "If it's too racy for the person who is already in the 
>>demo, we don't want it either..."
>
>Again, the commonality is sexual. Strip that out and you have another 
>vanilla show. I also get very suspicious when someone claims something was 
>"hugely successful." What were the numbers? "Too racy" is an excuse. Why 
>can Howard Stern cross the line of good taste and gay people can't? As I 
>said, it frightens the horses. Broadcasters aren't the most daring bunch 
>trying to make money.
>
>When someone runs a gay format on their analog channel, I'll be impressed 
>with their bravery. HD-2 just makes more fodder for puffy press releases.
>
>>However...in the SF bay area, I think the market is big enough for a full 
>>market station catering to that sub-market demo.  If done well, I don't 
>>see how it can't make money.
>
>One word: controversy. Advertisers don't like it. That's why they avoid 
>Talk Radio of both persuasions.
>
>Rich
>
>
>Rich Wood
>Rich Wood Multimedia
>Phone: 413-454-3258
>
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