"Eric F. Richards" wrote in message
...

And, of course, I've posted what I think you should do better: Throw
away the model. Start over. Step one is, what is the density
relationship between listeners and radius/*accurate* coverage maps?

Arbitron, many other broadcasters, and I have spent thousands of hours and
much computer time to show a very simple thing.

FM. 85% of listening in the 70 dbu contour. Over 99% in the 64 dbu contour.

AM, in major metos where there is lots of noise, anywhere from the 10 to
even the 15 mv/m contuour determines where 90% of listening will come from.
The decline is a straignt line down after that, ending around the 5 mv/m for
nearly 100% of daytime listening.

Nights on AM are determined first by the staiton's interference free
contour, per FCC, and then the field strenght for comfortable listening.
Skywave, which is no onger consistent, is not a factor and all these night
issues for AM are limited by the fact that night AM listening is very, very
low (less than 3% of population) and not salable in most situations
(exceptions are llocal brokered programs and sports).

Then, what is the relationship between close-in listeners, further out
listeners, and fringe listeners? What are the percentages of each?

It does not matter if the advertisers are not interested in anything but the
metro. they play the fiddle, we dance for them. We are a service provider to
advertisers. That is 100% of our business model.

Not per unit area -- that's a different question, stated above -- but
overall.

Who cares? We can not sell what nobody buys. The model for radio today was
set sometime in the 50's after network radio died and TV took over night
usage overwhelmingly. It owrks for advertisers, and as long as it does, they
will continue to use it.

Final question would be how do I sell to each geographic area? Your
so-called "fringe" listener may commute 30 miles one way across
multiple current marketing ranges, but never changes the dail. How do
you sell to him?

There is no cost effectiveness in selling advertising outside a metro. There
is no demand for listeners outside each staiton's metro. There is,
therefore, no money to be made and the point is moot. Advertisers, if I did
not say it, set the rules. We provide services.

YOU, Eduardo, are the one who insists the model is right.
Advertisers may "call the shots," but they depend on your model for
their metrics, and you are too myopic to see that it doesn't fit.

the model is totally set by advertisers.
1. Buy local radio stations for the local metro.
2. Buy nearly all spots in the 6 AM to 7 PM slots.
3. Set a metric for each market based on taret population and ad rates to
get CPP.
4. Hammer stations on the CPP.
5. Ignore any effort by staiton to try to distract from CPP hammering.
6. Demand local services, such as local talent on spots, remotes, van hits,
concert sponsorships, contests, etc, in thelocal market.
7. Hammer the CPP some more.
8. Demand more loclaized "value added."
9. Go back and hammer the CPP some more.

You shoudl see that distracting with an argument about liteners way outside
th emetro they are buying would produce laughter.

And, anyway, very few of America's commercial staitons even get a signal
outside thier metro. As I mentioned, less than 300 total staitons out of
13,500 even get ratings outside thier own market.