Re: Thoughts on "quality rock"

[FMradio1@aol.com]

In a message dated 9/20/98 4:51:50 PM Eastern Daylight Time,
wollman@khavrinen.lcs.mit.edu writes:

<< Rating success is generally not why they're doing it.  That's why most
 of the remaining AAA stations in the country are non-comms or
 independently-owned.  Most of them are happy to *not lose* money, and
 aren't really out to strike it rich.  (Often, the owners are already
 rich white male boomers and just want a radio station that plays music
 that they like!) >>

Its amazing that after several years as a "format", no one really knows what
AAA is.  It can be very diverse, like WXPN-Philadelphia, almost a classic
rock, like WBOS, folky, like WRSI or modern rock-y like WXLE.  These four
stations are very different from eachother, even more so than a CHR is from a
Hot AC, but yet they are considered the same format.  The reality is that the
format, whatever is is, simply doesn't do well unless it's in a heavily
populated area, where cume is not so crucial.  The most successful  AAA
stations are KFOG-San Francisco, WXRT-Chicago and WXPN (they do very well
considering they are a non-comm.) 

AAA is a low cume, high TSL format which is difficult to sell nowadays.
Regional and national ad buyers want maximum market penetration, and these
stations simply don't deliver that kind of audience.  The audience
demographics are desirable, but a buyer can reach more of these type of
consumers by placing ads on AC and Classic Rock.  Except in a few  isolated
situations, I can't see AAA ever becoming a viable long term format, long the
lines of Country, AC, Rock etc...

Mike Thomas
WXLO & Premiere Radio Networks  

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