The Jibguy's ratings...lost mail
Tue May 8 18:55:53 EDT 2007
Boy this got lost in the internet wasteland for a while...it was sent last
----- Original Message -----
From: "Roger Kolakowski" <email@example.com>
To: "A. Joseph Ross" <firstname.lastname@example.org>; "Dan Strassberg"
Sent: Friday, May 04, 2007 7:37 AM
Subject: Re: The Jibguy's ratings
> Good Morning Joe etal...
> This is not a defensive rant, just early morning musings...
> As Dan mentioned, the agencies that cover their behinds by buying only
> ratings are the biggest problem for "good salespeople" and with Arbitron's
> 18-54 slant, "Adult Standards" (although that description must have slid
> some as I listen to WJIB)are not reflected well within these demos.
> Additionally, if your station is operating with a .5 rating, and
> "profitable" (barely) are you as Owner going to "buy" the ratings so your
> "good salesmen" can utilize them in their sales package? Without a book
> do you set/justify your rates? If you resort to "dollar a holler" rates,
> many accounts will that salesperson have to balance to earn a decent
> I guess finally, how much can you compensate a "mature salesperson" or
> several and still remain profitable? Can you keep up with the Big Boys (or
> Girls)to keep these outstanding salespeople?
> Musing mode off, all these questions are of course rhetorical and have
> tossed around forever. It takes a special market to solve these issues and
> personally don't think Boston is it.
> BTW...I happened to find this page of actual ratings for a number of demos
> in my web travels:
> I wonder if this market was embargoed after these were posted?
> ----- Original Message -----
> From: "A. Joseph Ross" <email@example.com>
> To: "Dan Strassberg" <firstname.lastname@example.org>
> Cc: <email@example.com>
> Sent: Friday, May 04, 2007 1:37 AM
> Subject: Re: The Jibguy's ratings
> > On 3 May 2007 at 13:55, Dan Strassberg wrote:
> > > Would the demos improve enough to make the audience something a
> > > Greater Media sales force could sell to advertisers? No way!
> > > Remember, anyone GM would hire to sell WJIB believes the too old
> > > crap as much as the agencies do.
> > Well, if I were running a station and wanted to appeal to that
> > demographic, I'd tell my sales force that it was up to them to get
> > ads for that demographic, their jobs depended on being successful at
> > it, and that bonuses would be paid to those who did it well. Good
> > advertising people, given the mission, should be able to figure out
> > how to do it. Those who start by deciding it's impossible should be
> > encouraged to work somewhere else.
> > --
> > A. Joseph Ross, J.D. 617.367.0468
> > 15 Court Square, Suite 210 Fax 617.742.7581
> > Boston, MA 02108-2503 http://www.attorneyross.com
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