Re: Re: Full Service Radio

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Posted by Mike Seaver on July 05, 2018 at 19:05:02:

In Reply to: Re: Full Service Radio posted by Kevin Tekel on July 05, 2018 at 08:38:04:

Kevin, no major market will support any semblance of a "full service" radio station. In fact, almost, if not all medium markets won't support one either. Any market that lives and dies by the book will fail if they try to meet all the listening requirements of the market. It is only in the unmeasured, small markets that any form of "full service" radio can be economically done. Even if there are only two or three other OTA choices it won't work; niche radio must be done in those smaller markets. Even the station I own in one of the smallest markets there is, while doing "full service" type radio can only do it on a limited basis. If your market is 35+ (probably close to 45+) with no competition and the economy based on an almost agrarian environment it will work, but then only limited because you cannot afford to staff 24 hours/day with "jocks", "newsies" etc., just provide the wanted agricultural news, local (actually regional) stories that won't make the WaPo, and heavy on the corn and soybean prices, LOCAL weather and lots and lots of community activities (fireman's fish fry, church dinners, etc.). Those things you can sell around quite well but there isn't an agency anywhere that would even think about those "stories". If you are going to play music it must be a mix of genre that will be acceptable to the majority of the demos.

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