"Eric F. Richards" wrote in message
...
"David Eduardo" wrote:

So, suddenly, when it is convenient, you believe in ratings.

I suspect that 25 years ago, they more closely reflected reality.

Actually, they did not. They were far less sophisticated, and undermeasured
ethnic group members and many lifestyle groups. Since then, Arbitron has
developed DST, where they use special techniques to insure proportional
participation of Blacks and Hispanics and get adequate young adult male
participation. the current product is vastly better than it was even 10
years ago.

Who cares? It was a losing station. It had to change format, it lost so
bad.
Radio is flexible that way... a format that does not work can be change,
literally, in hours.

I know a thing about format changes. But it wasn't a losing station.
It was successful, which is why it was *bought* and *changed* so it
wouldn't compete with WMMS.

WMMS was owned by Malrite. Malrite did not buy WWWM and change it. It was
changed to stop the money losses and to try to make money, which they did
acheve; WMJI has long been the highest billing Cleveland staiton.

WMMS was quite successful too, but only in promoting Peter's "3 foot
King Kong" myth. They overcompressed; everything above 8kHz was
noise. But they were THE HOME OF THE BUZZARD and had cool giveaways.

And it was the #1 station in the 1985-1982 period where WWWM existed. It
never came close to giving WMMS a run for the money, whcih is why it lost
money and changed.

Or, they listened to *me* on the college station.

Now I see. Another free-form radio proponant. Yawn.
WMJI is Cleveland's great radio station, and has been for some time. You
are
simply unable to accept that it is doing what a lot of people want.

A lot of people want background noise. WMJI supplies that. I do want
content, and WMJI is devoid of that.

They have a magnificnent morning show. And the rest of the day, their
listeners want music and they get it.


To you, success (WMMS, WMJI) are bad. Failure is to be put on a pedestal,
such as WWWM. You are like don Quixote... except that you joust with
great
radio stations instead of windmills.

You finally got one thing right: I am a sucker for a lost cause. But
the lost cause in this case is the radio industry. Perhaps in the
future you'll get your due -- your name will be remembered in the
phrase "Eduardo Engineering" -- the process of running a station into
the ground.

I have not done it yet. And I am currently having the biggest run of "Worst
to First" experiences I have ever had... 12 major markets, in fact. That is
because I listen to listeners, and help build stations that appeal to them
and, thus, appeal to advertisers who want to reach those listeners. It is
that simple.