Let’s get right to it.
What’s the first evidence on whether it’s worth blowing up an FM station and firing everybody to simulcast a strong AM brand? Some numbers are coming in.
Take a look at CBS-owned WIP in Philadelphia for an early indication.
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1. Did the audience shift from AM to FM actually take place as hoped for?
2. Did the audience increase when the simulcast became established?
3. An eye-popping early indicator in the WIP Philadelphia case that may have owners reconsidering their strategies.
4. What happens to FM shares when the AM brand is simulcast but what is also happening to the AM station – is it still worth keeping on the air or is its role critical to the simulcast?
5. Did the AM/FM simulcast bring in younger numbers?
6. The three options (not just two anymore) going forward to save an important AM brand.
7. What now appears to be the best move on protecting important AM brands from what we know at this point in time.
The answers start here.
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“Without faith a man can do nothing, with it all things are possible” – Sir William Osler quoted in my new book “Out of Bad Comes Good – The Advantages of Disadvantages” which is particularly timely in an era when radio groups are firing thousands of talented people who are naturally down on their luck. Not any more. See how successful people turn adversity into success. This book is now available at bookstores, online at Amazon.com and on your favorite e-reader for under $9.99 -- Read Jerry’s New Book
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