Bluefield and Beckley Fall '08 books

[Ace Purple]

The Fall 2008 books are out for Bluefield and Beckley -- though Bluefield is embargoed and Beckley is "subscriber only" as per radio-info.com.

287. Bluefield, WV (Embargoed)
296. Beckley, WV (Subscriber Only)

http://www.radio-info.com/site/markets/grid/beckley

[AmpedNow]

Gee, all Charleston stations, with the exception of WJLS.

Beckley is barely a rated market anyway. Last one out, turn off the lights.

Bluefield seems to always be embargoed.

[Rock]

Gee, all Charleston stations, with the exception of WJLS.

Beckley is barely a rated market anyway. Last one out, turn off the lights.

Bluefield seems to always be embargoed.

SoComm Empire no longer buys the book. So, no numbers.

[Ace Purple]

SoComm Empire no longer buys the book. So, no numbers.

What is the approach taken by sales agents for companies that don't buy the book? Internal data and research?

[AmpedNow]

SoComm Empire no longer buys the book. So, no numbers.

What is the approach taken by sales agents for companies that don't buy the book? Internal data and research?

Good question...

I can't see, "Hey, we're just about the only ones in the market... How can the masses not hear your message?" convincing local businesses to part with their cash.

The masses have a million and one things available to them now. They're not necessarily listening by default...

[Hoosier Daddy]

The masses have a million and one things available to them now. They're not necessarily listening by default...

But ... "the books" only show total radio listenership as an automatic 100%, with the individual stations in the market broken down by percentage, right? Arbitron doesn't figure the percentage of radio listenership vs. television vs. satellite radio vs. the internet vs. your iPod, -- or am I mistaken?

[Rock]

SoComm Empire no longer buys the book. So, no numbers.

What is the approach taken by sales agents for companies that don't buy the book? Internal data and research?

When I first broke into the biz on the sales side, I was told in no uncertain terms that selling 'by the book' (ie: arbitron) is a double-edged sword. In the case of the Beckley DMA, for a long time you had 103CIR & WJLS swapping 1st and 2cd ranking every couple of books. If I recall correctly, you could figure on WCIR having a great Spring book at number one, then an average Fall book, resulting in a 2 slot. (I'm talking 12+) In our case, listener feedback via phone, email, call-in, on site feedback....these are very valuable tools. It also doesn't hurt to have 60 years of heritage and community goodwill to rely on.

[Arp2]

But ... "the books" only show total radio listenership as an automatic 100%, with the individual stations in the market broken down by percentage, right? Arbitron doesn't figure the percentage of radio listenership vs. television vs. satellite radio vs. the internet vs. your iPod, -- or am I mistaken?

What you've described is pretty much what "shares" are, while "ratings" reflect what the population is doing overall (though not necessarily detailing it).

"Shares" are essentially "of radio listening" while "ratings" are essentially "of life."