Thu Aug 22 14:14:50 EDT 2013
>>> A long term staffer at WODS told me that the station died because the
>>> CBS/Boston sales staff (which is 100% commission ) had no clue how to
>>> to an older demo.
To that let me ask....
What do you do when you approach an agency/advertiser about your station and
the first thing out of their mouth is: "Please sumbmit your 25-54 ratings
for the past 4 months/books."
They have already decided where their target demo is....and you are put into
the position of telling that is NOT what they want? Talk about starting
off on the wrong foot.
>From what I can see agencies and advertisers don't mind the upper
demos......they just don't want to pay a premium price for them when they
know that 80% of the people walking into their store are below 55.
>>I personally am disgusted at Madison Avenue's disdain for older demos.
A station could probably target 55+ sucessfully, but they would have to
accept a lower rate and smaller billing. When FM's are going for $70-80
Million dollars as an asset, it's hard to justify it.
If you buy a station for $75 million, you need to post more than a million
dollars in profit, or else you might as well put your money into a
safe-secure FDIC insured CD. ;-)
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