We’ve been working with WPGB Pittsburgh for quite some time now. Recently we asked Senior Account Executive Marcy Rigby some questions about her experience working in the radio industry.
Q: What station(s) do you represent?
A: 6 stations…. WPGB FM, WDVE FM, WWSW FM, WKST FM, WXDX FM, WBGG AM
Q: What market are you in and what is its rank?
A: Pittsburgh #22
Q: How long have you been at your stations?
A: 11 years
Q: What brought you to radio?
A: The magnetic forces of earths’ gravitational pole. Many years ago I worked at an area ski resort in marketing and events, which opened up many close working relationships with area media outlets. After years of building exciting programs for these media partners, the Radio Station recruited me. Radio has turned into an exciting and rewarding career.
Q: Are you the only person at the station that sells the ½ hour blocks?
A: No – however I do handle a good majority of it …. THANKS to Angela at 2 Lights Media, “my rock star agency”!!
Q: Do the other stations in your group offer block programming? If not, why not?
A: WPGB, WDVE, WWSW, and WBGG do block shows. WXDX & WKST do not currently as these are younger 18-34 formats.
Q: Has your station ever sold out of block time?
A: WE SELL OUT ALL THE TIME! In fact we have an extensive Waiting Listing for those wanting to get on. In addition to pre recorded programs, we host numerous local live block shows from area doctors to financial experts that renew annually!
Q: Have you found that more direct response companies are looking to buy more time right now?
A: Yes, I have seen increased demand for direct response in the past year.
Q: We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue?
A: Auto and mortgage are the main two. Thankfully for me, the Pittsburgh market has been stable with growth and renewal despite the national trend.
Q: Have you seen the long form and other direct response advertisers pulling back due to the recession?
A: No – In fact I’ve experience just the opposite. I’ve personally received a 14% increase over the last 5 months with DR and LF accounts.
Q: In your experience what has long form media brought to your station. Has it been positive or negative?
A: Very positive. Not only do these programs entertain while providing a service to the listener, it is a great revenue provider for the station. It’s a Win/Win all around.
Q: How do your listeners respond to this type of programming?
A: Book after book the ratings stay consistent. So people are loyal listeners to these programs.
Q: What makes your station stand out in your market?
A: It’s the only FM (not AM) News Talk Format!
Q: Do you find it easy to work with long form DR companies or are they more difficult?
A: Very very easy to work with. It’s very turnkey: Orders arrive in ample time, payments are made on time, and the shows are quality programs.
Q: Do you think your listeners would prefer to have a different show each week?
A: I believe mixing the shows up are better for listeners, so yes.
Q: How does your station calculate rates for half hour blocks?
A: Factors include the Day of week or weekend being sold, and time of show. The ratings are factored but basically it boils down to Supply and demand.
Q: Do you subscribe to Arbitron or something similar to track your listenership numbers?
A: Yes Arbitron.
Q: If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations?
A: Yes, I most certainly would.
Thanks, Marcy! If you’d like to be featured on our blog and in our newsletter, drop us a line at info@2lightsmedia.com
