Here at 2 Lights Media we are forming relationships with several stations across the US. Recently we asked Chip White, Senior Account Executive at WABC in New York a few questions about his experience with radio and block programming.
2 Lights Media Wants to Know…
Q: What station do you represent?
A: 77WABC NewsTalk Radio.
Q: What Market are you in and what is the rank of this market?
A: New York. Number 1.
Q: What brought you to radio?
A: I spent my first 10 years in Ad Agency Management. It took that long to realize I was sitting at the wrong side of the desk. I enjoyed listening to sales pitches and felt selling was my real calling. Bill Burton, a radio legend, hired me at Eastman Radio. Within two years I was a top seller.
Q: How long have you been with your station?
A: 3 years and 3 months. Before that I was 12 years with CBS Radio at both the station group and the Rep firm.
Q: Are you the only person at the station that sells the ½ hour blocks?
A: Anyone at the station can sell block, however, one other seller and I currently control most of the available inventory.
Q: Are there other stations in your group that offer ½ hour blocks? If so which ones and if not why?
A: Block programming is up to each stations programmer and management team. This includes when the block will air and whether or not there is synergy with existing programming. The Citadel Communications Radio Group operates 165 FM and 58 AM properties. Long form is usually associated with AMs, however, not all of our stations accommodate block.
Q: Has your station ever sold out of block time?
A: Every week. I don’t believe there has ever been an unsold block. The demand for time is huge. WABC is also a 50,000 watt clear channel so we are heard nationwide at night. That’s a lot of listeners who buy product.
Q: Have you found that more direct response companies are looking to buy more time right now?
A: Absolutely. Long form programming offers unlimited sales possibilities. We have clients who have been with block for years and would not think of leaving. Plus they won’t be able to get back on any time soon. Their slot would be sold right away. PI advertisers are also looking for 60 second spots. WABC carries a limited number of units per hour and demand is high. We simply don’t have the inventory to accommodate PI outside of block.
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: WABC is actually up in just about every category. We aren’t waiting for Madison Avenue to return. We are working with companies in every field to develop web and on air programs to help in their sales effort. This includes clients that have never used radio and who are now seeing great results. Our local and retail sales are up significantly.
Q: Have you seen the long form and other direct response advertisers pulling back due to the recession?
A: Not all products do well in block all the time. During a recession, it’s up to the advertiser to select which of their products is going to be impactful. The listener is still there. They just have to be motivated to buy.
Q: In your experience what has long form media brought to your station. Has it been positive or negative?
A: Block brings a good amount of revenue to the station so I have to say positive. We confine the block primarily to weekend evenings and overnights. During the week we have local and syndicated personality based programs that are in high demand with advertisers. The News Talk format is just that; news, information and stimulating talk.
Q: How do your listeners respond to this type of programming?
A: I can only base listener response on client sales from long form programming. If sales are up, the listener must be happy.
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: That depends on the station and format. It works well for WABC.
Q: What makes your station stand out in your market?
A: WABC is the exclusive News Talk format in New York. We have the best and most listened to personalities in the country; IMUS, Joe Scarborough, Rush, Sean Hannity, Mark Levin and Curtis Sliwa. There is something for everyone. News Talk equates to long time spent listening. Commercials are part of the programming and are not lost in the clutter. We are News and Stimulating Talk. That make us unique.
Q: Do you find it easy to work with long form DR companies or are they more difficult?
A: As long as the copy arrives on time and the bills are paid promptly, everything flows smoothly. Rarely is there questionable copy and our current client list is a pleasure to work with. There is a synergy that blends nicely with our format.
Q: Do you think your listeners would prefer to have a different show each week?
A: Variety is always good but if there is a particular show that brings good results, clients tend to stick with what works best for them.
Q: How does your station calculate rates for half hour blocks?
A: Demand plays a big part in our rate structure, however, we do work with our long term clients when appropriate.
Q: Do you subscribe to Arbitron or something similar to track your listenership numbers?
A: Yes. Our ratings are generated by Arbitron’s Portable People Meter, or PPM, which tracks what consumers listen to on the radio. We can see who is listening and when.
Thanks, Chip! If you’d like to tell us more about your station, send us an email!
