[BC] W I B C

[Phil Alexander]

On 10 Oct 2007 at 20:39, Broadcast List wrote:

> I have to give them credit -- it takes stones to blow up a perfectly  
> good radio station, and that is what they are doing.
> 
> It has very decent numbers, but they think they can do better, so  
> they are going to give it a try.  How much of the "same old stuff" do  
> you hear, and complain about?
> 
> The actual issue is that while it is doing well in the ratings, it is  
> hard to sell.  So, why not try to increase the revenue by trying  
> something different?

Not to put too fine a point on it, but the problem with WIBC is
the aging demo of their audience. The fact that Emmis also
has 3 full Class B FM's in the market that have not been able 
to pull the numbers they need against stiff competition despite
major format changes in the past also enters the picture.

Indy is a sports town and WIBC carries a heavy sports schedule
that sometimes conflicts with contracted and/or heavy revenue 
producing talk programs. A few times during the past year they 
had to buy time on other stations in the market to meet all their 
commitments. I'll leave it to others to speculate on the amount
of smoke that must have generated in a couple of offices both
at the station and a couple of floors above in the same building.

It makes good sense from their standpoint to shake up the mix
and try something new.

Phil Alexander, CSRE , AMD
Broadcast Engineering Services and Technology 
(a Div. of Advanced Parts Corporation) 
Ph. (317) 335-2065   FAX (317) 335-9037