Re: Re: Re: Re: Re: Re: Re: Re: Re: Radio stations doesn't play songs or artists here in NYC


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Posted by David Eduardo on July 11, 2018 at 11:27:07:

In Reply to: Re: Re: Re: Re: Re: Re: Re: Re: Radio stations doesn't play songs or artists here in NYC posted by Bob Thomas on July 10, 2018 at 16:51:53:

Bob,

The market is Gran Buenos Aires, about 19,000,000 persons.

In Argentina, at the time, the Federal Government, the Provincincial Government and municipalities licensed stations.

Buenos Aires has about 25 really good signal AMs, including many non-directional 50 kw stations and even a couple of 100 kw ones. There are a comparable number of full signal (Equivalent to FCC Class C stations that can run 100 kw or more at over 300 meters). The rest are lower power, ranging from a couple of hundred watts on neighborhood FMs to around 5 kw on the larger secondary signals.

There were also as many as 100 pirates at any time.

The major stations all cover the whole market. And AM still has about 40% of listening due to the interest in politics and news.

The ratings are done by IBOPE, the multinational company based in Europe. They are supervised and audited by the parent company. We looked at all the raw data and were satisfied with the process. Nearly all the full signal stations subscribed, even the government ones.

The new station, owned by Emmis at the time, used Edison, New Jersy "Edison Research" and extensive pre-launch testing was cone. Programming was a colaboration between myself and Andy Bloom, and was a real team effort even involving Emmis' VP of Programming, Rick Cummmings.

The format was Classic ROck, but only by Argentine artists. "Mega 98.3, Puro Rock Nacional". The format had never been done. One newspaper said "It took a foreigner to come and show us that we Argentinians like our national rock!"

The station held that high share, between 18 and 22, for about 5 years, after which Emmis pulled out and the new owners did not like my deal in dollars after the peso crashed. It is still, generally, in the top 5 or 6 stations.

After about 9 books at #1 (monthly) we got a direct competitor. They had 1,800 songs in rotation. We had less than 500. They positioned on air as "more variety... four times as many songs!" They debuted with a 1.8, and never got above that. They went to a new format after a year.

The format anecdote is this: When I first went in to Buenos Aires, I asked to stop at a record store even before going to the hotel. I looked at the number of linear feet of facings for different kinds of music. The largest was Argentine Rock. I talked to a couple of employees and verified that the large display of the product was because it sold. But no station programmed it exclusively... it was very obvious to me, but I think that local broadcasters had trouble seeing the forest for the trees. Same thing happened to me in San Juan, where I did the first all salsa FM station in PR, and at one point had a 42.5 share in a 30 station market... nobody thought there was that much interest in that kind of music. That's where a bit of gut feel, like your country experience in CT, makes the difference.


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