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FLY/92...................REACTING..........on theFly!
Fly/92/Albany, is a 25 year
Heritage CHR. It sounds as big an any CHR you'll find, but heritage CHR's have
to reinvent themselves at intervals...........in order to stay a 25 year CHR.
Clear Channel's WRVE/Rock AC had found a way to dominate FLY 92 since Fall 2000.
Better yet, "The River" was bowing the FIRST on air loyalty program(Fairwest)
in the market, once again beating FLY to the punch.
Countering a loyalty program
is much harder than being the first to enter the market. FLY came to us with
the dilemna. We knew our mousetrap had wings and although it was a catch up,
rocky start, the Spring 02 Arbitrons reflect the transformation of a heritage
CHR. FLY/92 dominated(as in SHATTERED), WRVE in EVERY important category and
their highest TSL in 2 years! 12+ People, 12-17, 18-34,
18-49, 25-49, 25-54, 35-64, all go UP for FLY and DOWN for RVE. TSL? FLY goes up a full
hour and RVE goes down an hour. But where the heart of the database resides,
FLY goes up 90 minutes while RVE goes down 75 mins. Is it a coincidence? Maybe.......the
science isn't perfect. Is our loyalty program better?
For damn sure........... Congrats to Mike Morgan,
Kristin Ganim, and Donnie Michaels! |
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