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Mary Market Manager - Wednesday, June 21, 2017
June 21, 2017
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"Leaders in Radio"
"Leaders in Radio" are, by definition, ahead of their radio market news. Anticipate changes in your market and communicate your insightful speculation to your managers to develop contingency plans in the event you are correct, so you can act on them quickly. Having a plan for a well-informed "hunch" can prove to be very valuable to drive ratings and revenue.
It took 18 months for the team at The Wave in L.A. to realize that with the exit of Hot 92.3 from the Urban AC arena, it not only allowed them to attract the Urban AC P1 audience effortlessly but even more importantly, not be restricted to such a strict Urban AC lane with a competitor now exited. Without Hot 92.3 keeping The Wave honest with the P1s, The Wave was able to expand its offering to a broad-based mainstream AC that is on the verge of going to #1 given the exit of V100 and Hot 92.3 in L.A. and the subsequent move to a more mass-appeal sound because no one to keep them honest.
Next up is the opportunity around the exit of Classic Rock at the 100.3 the Sound. First win is the highest duplicator stations to attract more P1s. Next opportunity is for the previous competitors of The Sound to be able to reach out beyond their core without a core competitor.
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