[B-R-I] Re: Herald: WTKK lineup changes

[Sid Schweiger]

>>Whether a famous person voicing a
spot sells cars or mediocre meals, it doesn't therefore make sense for
a full-power major market station to let that person be a speed bump in
their
day's progression from morning drive, mid-morning, noonish, and
afternoon drive.
A couple of sources, a daily newspaper and some internet sites, have
mentioned
that Barnicles' ratings are sub-par.  Maybe they erred, but it does
appear that 
he puts out a less than stellar effort.  If he rambles on about sports
and plays
music CD's in that one-hour, I don't see that as compelling radio...<<

So, because YOU don't see that as "compelling radio," or YOU think he
doesn't give it his all, it makes no sense.  Sure.

One thing you learn being around radio sales people is that there are
myriad ways to sell radio, and most have NOTHING to do with ratings. 
Barnicle is in the perfect place for his name and his talents: 
talk-radio, a format whose target demo is 35-64.  Given that fact, plus
the fact that the average age of newspaper readers these days is 65,
those people know who he is and remember that he wrote for both Boston
dailies.

The bottom line here is literally the bottom line.  If he wasn't making
WTKK money, he'd be gone.  Period.  His salary would not be justifiable.
 The fact that he's there means that having him on the air brings in the
bucks.



Sid Schweiger
IT Manager, Entercom New England
WAAF - WEEI AM/FM - WKAF - WMKK - WRKO - WVEI AM/FM
20 Guest St / 3d Floor
Boston MA  02135-2040
Phone: 617-779-5369
Fax: 617-779-5379
E-Mail: sid@wrko.com