And from Cape Cod.....

[Aaron Read]

Dan, based on the ratings (25-54) I've seen, you're absolutely right 
that LISTENERS consider WBUR to be a "real" station.  But from what I've 
heard talking to the corporate underwriting folks there, and at several 
other pubradio outlets, there are lots of advertisers that're still 
unconvinced.  And, of course, it's really all about the advertisers; 
despite what WBUR says during their fundraisers...in terms of actual 
dollars they make lots more money off corporate underwriting than they 
do off of listener donations.  The reason fundraising overall adds up to 
nearly 50% is from the hordes of "challenge grants" that WBUR has been 
very successful at lining up in recent years.

Anyways, the content restrictions are the real problem; many people who 
seek advertising are doing it specifically because they want to announce 
some sort of price information, or because of a sale...two things you 
can't say on non-commercial licensees.  Other advertisers don't like the 
idea of not being able to say whatever they want (the "it's *MY* time 
because *I* paid for it" syndrome).

That said, it's worth noting that WBUR has had a banner year in 
underwriting during FY2005-06 (their fiscal year ends ~06/30) and I'm 
told they're way ahead of sales quota already for the coming FY, too. 
People are indeed getting the message!

- Aaron


Dan Strassberg wrote:
>>From what I hear of the ratings, although "some" people may not think of
> WBUR as "real," the number of such people must be minuscule. As I understand
> it, WBUR, though a news/talk as opposed to an all news station (as is WBZ
> during the day), is neck and neck with WBZ in listenership--at least in the
> dayparts when both stations broadcast news. That may be less true when WBUR
> is broadcasting BBC news than when WBUR broadcasts Morning Edition or all
> Things Considered with local cut-ins. Also, when WBUR sells underwriting
> credits, the fact that its listeners are willing to pay to have the station
> on the air must be a powerful tool when the advertiser must decide how to
> allocate its budget between commercial and public stations.
> 
> --
> Dan Strassberg, dan.strassberg@att.net
> eFax 707-215-6367
>