Re: ALL SHOPPING

[Dib9@aol.com]

In a message dated 97-06-03 08:15:42 EDT, you write:

<< Actually how about All-Shopping a la "AM-900" in Brunswick Maine.  Does
 anyone know if that format is really working for them?
 
 ----jibguy >>

I worked part-time at WCLZ until a couple of months ago and their "Consumer
Value" Program brought in considerable revenue, but not from the AM.  

Here's how the program works: what they do is trade out commercials to local
businesses in exchange for certificates at the business.  The certificate is
sold on the air at no more than 80% of the face value, but the store gets
retail value in trade.  The store only gets trade out commercials when the
(or if) the certificates are sold.

WCLZ has been running this program on their FM for a few years and made the
AM "All Shopping" early in 1996.  On the FM, they currently run two :60 spots
per hour hyping the sales, with certificates for two businesses in each spot.
 The stuff is also HEAVILY pushed in live spots during AM drive.  From my
time there, most of the sales are generated from the FM spots.  I think the
AM show is mainly a way to fill the air-time and a way to convince
advertisers that they are getting more air-time for the sale of their
certificates.  They record a new one hour show most days (Monday-Friday) for
the AM and it runs over and over all day (it's a daytime station).  My
impression is that JIBGUY is the only person who listens to AM-900.

The problem with this kind of program is that it discourages advertisers from
buying your station.  Why pay for ads when you can get them in trade?  Also,
on the CLZ program if the certificates don't sell it shows the advertiser
that the station will not likely work for their business.  Also, the way CLZ
does things it clutters up the station and makes the announcers sound like
carnival pitchmen.  I think this turns people off from the station,
particularly the kind of people who would like CLZ's AAA format.

Dan Billings
Bowdoinham, ME

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