Still leasing plenty is not the same as "full load and now we charge double the amount". Plenty is usually deeply discounted. You see brokered ad rate cards recently? You can negotiate cheaper than that. That is why WSBC goes off the air earlier and earlier these days.
The Polish AM's before they got FM translators, the average age was 60+, yes, I got that straight from their advertising dept. The FM translators were a gift from a radio God. That is why you are hearing Polish/English/Euro music, targeting the younger generation. The younger generation REFUSES to listen to AM. Why should they especially now when you can get full stereo programming via high speed data.
Lets be honest, WNTN-AM has a great history, partly because Boston is a more affluent college town and very diverse among minorities. But the owner Teddy Demetriades got hosed, BAD. He bought the station, didn't get the website, lost the transmitter so when they diplexed they dropped to 750 watts from 10,000. They are now up to 6,700 watts daytime. They are pushing the online listenership because they found out the younger generation with the money are not listening to an AM station. Times have changed since his dad ran the program. Example is, Greeks are no longer primary immigrants to the US. They have Americanized and their birthrate is lower than their death rate. This is very common for many Euro cultures. For brokered or ethic programmed languages that have to rely on local businesses and services, they do not want to advertise to 60 and 70 year olds unless they are a dentist or a nursing home.
Also, just because you are "ethnic" or "immigrant" doesn't mean you are poor. Or can't afford data or high speed internet. Not all of the people entering this country are what you see on TV portrayed that way.
You are right when you are a single operator for an online stream it is impossible to promote and be found. But when you are backed up by a rich person or business, that Greek, French, Iraqi, (fill in your blank) targeted station will get on the map. Money creates money. Most entities online aren't doing it for fun, they are in it for the money.
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