This from All Access:

---------------------Format Trends Report Released----------------------
ARBITRON has released its Format Trends Report, based on SUMMER ‘07 ratings data. Alternative, Oldies and Urban all showed gains.

AC: 14.0-13.9
Adult Hits: 2.7-2.5
Adult Standards: 1.0-1.0
Alternative: 3.4-3.8
Top 40: 10.9-11.0
Classical: 1.0-0.9
Country: 9.7-9.2
News/Talk/Sports: 17.4-17.4
Oldies: 5.5-6.1
Religious: 2.7-2.5
Rock: 7.9-7.8
Smooth Jazz: 2.8-2.8
Spanish: 11.0-10.9
Urban: 9.8-10.2

This data represents diary-based continually measured markets and does not include PHILADELPHIA and HOUSTON, which are now PPM markets.

Read the full report here:

http://wargod.arbitron.com/scripts/ndb/fmttrends2.asp

Keep in mind that this growth of oldies comes from more markets getting back an oldies station, rather than an increase in oldies popularity within any given markets.

I wish that would break out the news-talk versus sports-talk.

>>Keep in mind that this growth of oldies comes from more markets getting back an oldies station, rather than an increase in oldies popularity within any given markets.<<

And also keep in mind that the continuing rollout of the PPM will mean a major shift in these numbers over the next 12 months.

Dodger:

Not sure what you're hoping to see, but Sports/Talk is not a particularly highly rated format. I doubt it's responsible for even 2.0 of that combined share. Its success has been based on its ability to deliver 25-54 males efficiently, since the format skews so extremely male.

Its revenue dramatically outpaces its ratings. No broadcaster is ever going to say... look at the kind of ratings Sports Talk gets, lets switch formats to Sports Talk. They look at the $$$!

And its the sales staff - not the show lineup - that determines Sports Talk's success. But that demands a sales staff that knows how to sell the niche Sports/Talk fills. If you try to have the same sales staff that services that soft AC or the Alternative station in the cluster, the sports/talk can never realize its potential.

Dodger and Tdanner,

There are a few exceptions in the sports format where that station leads the pact. Good example is WEEI in Boston which I have read, bills in excess of $30-Million a year. I'm sure there are other examples of Sports Radio doing well financially, like WFAN, WQAM, any of the six ESPN owned radio stations, KTCK, KJR, etc.

You may have misunderstood me. I stated that most sport-talk stations "revenue dramatically outpaces its ratings." Those stations are very successful financially. They do not fair nearly as well in the ratings. For many years WFAN was the #1 biller in NYC (may still be in this post-Howard world)despite barely breaking the top 20 ratings-wise.

I should clarify, I guess I don't mean sports talk but rather, sports stations. Ie: those that carry heavy live sports.
I know that the one in Salem has sports 300 days out of the year and you are correct, bills much higher than the music stations.
As a salesperson, it is much easier to go into the local ______store and strike up the following converstation: "say _______, I hear your boy is Quarterback for ________ high this year! That's great, boy I'd hate for you to not sponsor the boy's team on the radio this year!"
That's my kind of sales.
Easy.

Subject of Talk radio more specifically Sports Talk. Sports radio when you have more local than satellite will almost always have a higher power ratio so it will bill even more. Thats why I think Entercom blew it when they didn't hunt for talent regionally or get another talent locally for the station. Saving pennies to lose dollars. They could have made more money and if they didn't think so then they should make changes with the sales team or tell the LSM to shape up or ship out. A market this size should generate some good money.

Keep in mind that "a market this size" usually has more than one major league team. We have to borrow teams to cheer for.

According to my husband (who works in radio), KFXX bills around 4-5 Million Dollars a year.

Which means they have an approximate power ratio of 1.5. The above stations that do sports WFAN, KTCK, etc. do a 2.2. So there is still great opportunities if they do more localization. Local/live will almost always do a better power ratio. They could potentionally bill 6 to 7 mill

for a #23 market, Portland is simply small market when it comes to sports. From the fact that there is only one major sports team, to the fact that KFXX has to contain mostly national hosts to survive (unlike the mid-90's when they were live and local 12 hours a day or more). I love sports, and the station was so unlistenable i bought an XM. All that to say, KFXX obviously bills a lot or their paltry ratings would have bitten them in the rear long ago, as would half the sports talkers in the country...

JM: "...my husband (who works in radio)..."

(I doubt anyone here cares about your sexual orientation, and it's a little TMI for me, but I admire you for coming out!)

I'm confused on the "paltry ratings" comment. According to Radio and Records, KFXX 12+ numbers have been in the 2's, including the last book of 2.8. I'm clear that no one cares about 12+ and that's not how you sell radio, but what's the problem if this station is #2 in Men 25-54 over the past year couple of years in Portland? Seems as though some of you don't care to express something positive about their success, but I could be wrong and I'm sure you'll jump at the chance to tell me I"m wrong. So have at it!

Jennifer Marlow step out from behind the curtain and quit trying to BS us as "a wife". I've been in and out of the business in 1 form or another since 1978 and my wife never(well to the extent that you do)kept track of billing and/or ratings... Stand up like a man, make your points and continue on. Oops didn't mean to sound sexist at all. Meant to imply JM is not a woman.Apologies to Merkin .....

Rank order of most requested sales demos:

1. Adults 25-54
2. Women 25-54
3. Adults 18-49
4. Women 18-49
5. Adults 25-49
6. Men 25-54
7. Adults 18-34
8+ toss up

.

Jennifer Marlowe is Loni Anderson's character in WKRP!

Loni Anderson is now working in porn? Wow, that's sad!

Hey Joe, no apologies, I know it's a guy, that's why I laughed about his "husband"...

(Edit: we're all on the same page at the same time this AM!)

I notice the last 2 posts no longer make any sense at all! They were both responding to a previous post that has ceased to exist.

Make that 3 out of the last 5 posts!

Stunningly, no one has taken me on with my points. It's interesting that you're more interested in whether I'm male or female than my points of view. Once again, typical on this message board, that Mrs_merkin and the followers enjoy making little snide comments instead on taking someone's points of few on, instead they make this a little club where no one else is invited. Predictable as always people. Why don't you take your ball and go home too!

O.K I'll bite. I reviewed your posts and I'm not sure what you want. I saw 3 points.
1.Some sports formats lead the pack in billing-that was acknowledged by tdanner.
2.KFXX bills 4-5 mil a year- O.K. cool I like when everyone makes money corporate or individuals.
3.KFXX has been #2 in men 25-54 over the last couple years. If that is the case, once again great! I would like to see the breakdown but what the heck, I'll take you at your word.

Why are we singling KFXX out for "praise". When KUPL in the last year jumped a full point and a half. KNRK jumped a full point between Spring and Summer this year.But, I don't see thier wives asking us to acknowledge them.

Just asking here but how much of the ratings jump was the "Mariner Effect" over the Summer?

What is the over all point and what is it you want from any of us?

We as listeners can only really help by discussing the afternoon show.Which IMHO as the "Average Joe" is barely tolerable. Suke is funny at times and even educational from the he has been there stand point but over all he is annoying to me.For that matter so are most jocks,sports or otherwise. Ropp has a whiney, unathoritative voice and instead of being the host sounds to me like Suke's "Yes Man".

There, I have tried to address your points and give you feedback without attacking anyone.Do you want more and if so, What?

Dear Mr. Jennifer:

Let's review the "snide comments" issue:

Here is one of your first 7 posts here:

"You can try and take me on, but all I have are the facts.

If you're going to challenge me, state specific facts and not something out in the wind (several books) (sic) what the hell is that?

Trying prove (?) your argument through a random thought. I don't make many mistakes. Rarely happens."

Well Mr. Fuzzy Cuddle Bunny, I don't know about you, but at this "little club", your current "stunningly" bad attitude, sarcasm and arrogance don't exactly endear you to anyone here. Who wants to ask you to pull up a seat and have an adult beverage with us? Uhh, not me.

This is a warm and friendly group (on this side of the board, anyway) and unless you are a total jerk, you are invited to join this kooky "club". And while I obviously know nothing about about sports radio or billing, towers or DX'ing, I enjoy reading posts from Tdanner, Semoochie, Dodger and everyone else on this (and all) threads. There have only been a handful of people who have been 86'd literally and/or figuratively.

So you make the choice: wipe the giant chip that you brought to the party off your manly shoulder, start over, tell the truth, and stop being so angry. Continuing on with your current style of posting will only make "Why don't you take your ball and go home too!" a wish from me to you. I'd suggest a "do-over". Do you want to sit alone on your stool in the corner and pout or join in and add value here with your knowledge in a way that people appreciate and enjoy? YOU decide. If you enjoy the way you've started out here, well, you'll probably just "get what you give out".

And I still recommend the Midol.

...and What Would The Real Jennifer Marlow Do?

Back to the sales ranking: I believe when the last of the baby boomers hit age 55, 25-54 will disappear and be replaced by either 18 or 25-49. It's already starting to happen. I'd like to see the rest of the list including percentages if possible. Thanks!

That list (posted by Gale) includes about 85% of all time-buys. There are a few teen buys (zit cream, etc.) and a few Female 18-34 (birth control, baby items, etc.). But half the population is now under 30. If radio doesn't start finding ways to super-serve them, the medium will age to extinction.

With advertisers able to more discretely ID their target audience, they want media that matches that discrete ID. So they are looking more frequently to niche advertising vehicles, whether cable, internet, or tightly targeted radio, to meet their needs. Expect to see more highly focused (rather than broad) radio stations.

I don't want to make a big thing about this but whatever happened to the 35-64 demo? It used to be viable when there were far fewer people in it!

I don't recall the 35-64 demo ever been really viable. There were so very few time buys requesting that demo. The only formats that excelled in the demo were "old school"/non-tabloid Talk (with an additional high deadly dose of 65+)and Nostalgia (MOYL).

Soft ACs did well 35-64 because they had more 55-64s than 25-34s, but they made their money on 25-54 and 35-54 buys.

Thank you for that explanation!

Just so everyone knows. The Fall '07 Phase 1 Trends come out on Monday for Seattle but Portland is Embargoed by Arbitron.

Thanks, Craig.
(We all know Arbitron is arbitrary and they're just the 12+ trends anyhow, and would lead to nothing but baseless speculation.)

910 and 620 now should resume the oldies.no more excuses!

>>910 and 620 now should resume the oldies.no more excuses!<<

Sure they should. If they both want to become extinct instantly, that is.

i didn't see any mention of progressive talkon yur listis this a cover up? Oldies with live dj's is a sure winner!!!

SO if KFXX bills that much there is sure more than enough dollars to fully staff it LIVE AND LOCAL and cover everything in the region...

BTW EX JOCK doesn't necessarily translate to solid broadcaster. (can you say Shannon Sharpe on sunday futbol?) A few exceptions. Bob Golic on WNIR is credible, but he does local talk rather than local sports talk.. Still, all sports all the time without several in market major league teams gets old and boring fast. Even with there is only a small pool of regulars. Loyal to be sure, but you can say that about any format. I think sports talk has a smaller pool of regular callers than local talk radio. Local talk at least covers a wider variety of topics, which has more potential for more stops on the dial, and more "first time" callers.

So I guess take the 4-5 mil per year to the bank doing what you do, be grateful for staying in the black, and I hope you find what you came here seeking..........

Re: Portland market size. Similar to Pittsburgh and could support Pro Football and baseball as well as basset-ball, except that there is no history, and other recreational activities vie for time and money. You REALLY don't want to foot the bill for new stadiums that will never be paid off, nor provide large enough crowds to support poor underfunded mediocre teams. Mariners didn't draw for most of their existence until they became winners, and taxpayers are still paying off the artificial reef that was once the kingdome! Seahawks have done well, but the NFL contracts Salary cap, and revenue sharing helps keep all teams viable. A few 2-14 seasons complete with blacked out home games reduces the local interest substancially.... most markets only tolerate winners.