But I can assure you, there are exceptions to the rule. Being in social media, I analyze what many are doing online to reach an audience for one reason or another. WBMX as an entity online is outperforming many of the radio statoins in this market.
Now, you can poo poo social media or dismiss it here in this case but, that would be to your peril, especially in this environment, in today's broadcast climate. Those are cold hard numbers a broadcaster has that are (in many cases) a direct line to their listeners, some may be P1's or super users of that brand and there's many of them.
With that in mind, if those numbers are good enough for a radio station's research today then you can't deny them and their activity in social media. You can't have your cake and eat it too to justify what you want people to think. Calling a format a 'niche' is a term I find offensive. Every format is a 'niche' but it's used in a negative connotation to de-legitimize what's happening and, again, you do that at your own periol in this business.
There's a video on WBMX's Facebook page that should raise eyebrows as to their reach online.
They're very active on social media and as one in the field can attest, they're very effective.
Where they differ is their reach on air. If that ever changes, I wouldn't count them out or view them as some fringe station. They're using social media far better than anyone in this market and that goes a long way to getting people to stay or sample your offering.
Now, you can laugh at the reality I see in the social network world but those are people who are listeners, fans, people discovering and it's those heritage call letters that help - there's no doubt.
WGN, WLS and WLUP can attest to that I'm sure.
Whether they can do anything with it or turn it into money remains to be seen but I'd bet a dollar or two they're saddled with a lot less debt than the rest and that goes a long way in this world.
The move made by JDC here was a logical move, it makes sense, it was needed, it doesn't mean what others are doing is wrong or bad, but to count someone out who is already outperforming others with call letters that obvious strike a cord in this market is something I'm not prepared to do at this point. The WBMX call letters carry weight and it's evident in their social media initiative.
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