Re: WCKG plays some great tunes
Posted by Broker #9 on January 2, 2018, 12:22 am, in reply to "Re: WCKG plays some great tunes"
In defense of the radio station, the brokered radio market for stations with limited signals can't be much anymore. When you take that into account along with the understanding anyone can do a show online or podcast now, there's only so much value left in brokered radio unless you can land religious/ethnic groups, ex-politicians, dietitians, lawyers or more real estate gurus selling their wares. |
With that being said, WCKG doesn't have anything going for itself other than the weekend programming. There's a buzz about what they're doing on the weekends. Instead of taking advantage of that, it's buried on the weekends in between other programming. Their Facebook page is active, their listeners are engaged, they have a great foundation, now they have to build on that.
It's a well known fact you're just not going to make the money you need to make running talk radio if you don't have your own network, you're simply making others money.
WCKG's AM has great coverage in the metro but it's a day timer only. With the supposed move of their translator downtown, they have a chance to do something really special.
Unfortunately, it appears they want to base their broadcast day around a guy who can't possibly be good for the station. The legitimate question is why broadcast him when he's accessible online? What's the point? If he's paying (which I doubt) then more power to them.
I don't have all the answers but with regards to Capt. Obvious, the station may be waiting quite a while to sell its air time unless it wants to do so for about 20 dollars an hour.
The market for brokered time is disintegrating and rates are dropping everywhere. Perhaps the radio station is overpricing itself? Maybe not. I don't know but there has to be a realization that the competition can give its airtime away at a discounted rate because of other streams of revenue or whatever reason it has. Can WCKG?. What are the other streams of revenue the radio station has that it can discount its rates? I'm going to assume none.
The station has something going on the weekends, that should be the direction it goes. All or nothing. My advice would be put some sales people on the street, give them the tools, pay them, let them produce, go with one or two on-air personalities and watch it win. At this point, what would they have to lose?
For whatever reason, people enjoy what they're hearing on the weekend on a station that few can hear. I find that intriguing. Having that running vs. Alex Jones? I would think that is going to stir up more interest and more sales possibilities than Mr. Jones.
As Capt. Obvious said, "we're all waiting". He also mentioned 'Fred'. I can tell you that 'Fred' uses his radio stations as he sees fit because he has the pockets to do so, I'd assume that's not the case for WCKG. He is also a bit disillusioned about where things are going in the 'brokered world', I can assure you that however, he has a plurality of options that I'm quite sure WCKG doesn't.
The Capt. also mentioned those 'radio shopping stations'. That's a different animal altogether because they're in a portfolio of radio stations, WCKG isn't so it's hampered by things the others aren't I'm sure.
A few more months of blown opportunities and bad moves and the station may wind up on the block for even less than it's worth and that would be a shame for its investors