Re: WMEX to end all-local talk

["Don MacMillan" <DMacMillan@mailandnews.com>]

----- Original Message -----
From: <dan.strassberg@att.net>
>
> When Langer was about to put WMEX back on the air last
> winter, I gave it 18 months tops. Then I heard the
> product and the signal and I was greatly impressed. I've
> never been highly optimistic about the station's
> prospects, but I've felt--and still feel--that it may
> have a chance.

While I too have been impressed by the caliber of programming on this
start-up....remember, the best programming means  nothing unless the sales
effort is successful.  The business plan HAS to work..or else the station
goes away...either a little at a time...or all at once.

Many new radio ventures underestimate the difficulty of selling the new
product.  Advertisers either want ratings proof that there ARE listeners
(and there are none to speak of at WMEX.)...or they want a track
record....again there is none at WMEX.

Many who come from other departments other than sales often underestimate
the tough job of selling radio.  To convince a small businnessman to take
money out of his register and give it to you for radio spots is tough!
Convincing someone who has never spent $$$ on radio to do so is a tough nut
to rack!

And the larger advertisers want ratings...and may only buy 5 deep in a
demo....maybe 10 deep if the product/reach/ratings/cost-per-spot is on
target.

(Hence the emphasis on stations trying so hard to stay in the top 10.)

But rarely would they bother to buy spots on a station that is #15 or
higher....no matter how good the talent/signal/programming quality appear to
be.

DM