David Eduardo wrote:

"Telamon" wrote in message
...
In article ,
"David Eduardo" wrote:

"Telamon" wrote in message
...
In article ,
"David Eduardo" wrote:

"Telamon" wrote in message
.
..

Major runors that Clear is going to take the loser in the Spring or
Summer
book out of KYSR, KHHT or KBIG and make it a simulcast of KFI.
Eventually,
640 could be changed to another formrat, or kept for the senior
citizens...

So if this does not happen will you admit you are wrong on the whole
IBOC issue and formats?

I said that if one o fthe three underperforming FMs in LA does not
recover
int he next two books, it will be considered to reinforce KFI. Clear
has
already made some major FM news talk moves, ranging from Tallahassee
to
New
Orleans to Pittsburgh.

OK fine but I consider your comment "Eventually, 640 could be changed
to
another formrat (sic, format), or kept for the senior citizens..."
derogatory.

KFI has over 50% of its listeners in 55+, a demo no significant LA
advertiser buys. And the station is ageing every year, and will start to
decline in billings.

Why is that? The 55+ age group has more disposable income.

In the larger markets...

(Sidebar... 30% of all radio ad revenue is generated in just the first 10
markets)

... most advertising is what is called "transactional" and placed by
agencies on behalf of agency clients. Transactional means that the buy is
based on the cost of delivery of some measure of listenership, like the
amount you pay to reach every 1000 listeners.

Ad agencies are given orders by the clients as to who they consider the best
potential consumers. The agency creates advertising directed at that group,
and then places ad buys based on cost /delivery to reach them.

In the simplest terms, advertisers don't go after anyone over 55. This has
nothing to do with the wealth or lack of same of that market segment. It has
to do with how many ads it takes to change a buying behaviour. Older
consumers take more convincing... thus, more ads... to make a sale. In many
cases, an ROI (Return on Investment) analysis shows advertising to older
consumers causes a loss with every sale.

Lots of people drink beer... but most beer ads are directed at 21 to 39 year
old males, because that is where the money is. The ROI on advertising to
other groups is low or not profitable.

As an example, in LA last year... and LA is the biggest revenue radio ad
market... there were no buys by agencies against 55+.

So, that is the problem with AM. 80% of its listening is by listeners over
45, and much of that is by people over 55... an audience nobody really wants
in the larger, rated markets. In smaller markets, or suburban situations,
local direct advertisers will be more flexible... but for the bulk of US
radio advertising, 55+ is not desirable.

And you be 60... into da bin wid you, boy.

Adios, puto.

dxAce
Michigan
USA