Re: Urban Radio in Boston

[FMradio1@aol.com]

In a message dated 98-06-12 15:58:27 EDT, LJNF40D@prodigy.com writes:

<< WVBF, as a top 40 station had a 7 share back in 80(?)....  but they
 changed format...cuz it was bottom heavy demographically.  
  WHTT is another example of a 7 share station that couldn't pay it's
 bills. >>

I don't think Jam'n has that problem.  First off, the are solidly in the top
ten in terms of revenue, about ten to twelve million a year, and they don't
have a high profile morning show like a Stern or Imus.  They also don't have
sports play by play like WBZ, WBCN & WEEI, which coincidently are the top
three revenue producers in town.  

Secondly, Jammin works in tandem with Kiss 108 to own the hit music position
in Boston, much like BCN and ZLX do on the rock side.  Kiss is number four or
five in billing, so JMN protects that profitable station, while making some
decent coin of it's own. 

A well-programmed station targeting 18-34 should also do well with teens by
default, and that's what Jammin does.  If it wasn't for the ageist and racist
biases of some of the local and regional ad agencies, WJMN would bill even
higher than it does already.  Maybe there's more to life than 25 to 54.  Both
WBCN and Kiss target younger demos and they both are in the top five in terms
of billing.  Younger demos are extremely profitable to market to, and it's
about time the industry starts to recognize that.

Mike Thomas, WXLO & Premiere Radio Networks

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