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OBJECTS IN YOUR REAR VIEW MIRROR.......... ....arecloser.........THAN YOU THINK!
Nothing could be further from
reality?
So thought St. Cloud AC
market leader, KCML. With nearby Minneapolis' radio reach, this is potentially
a 29 station horse race. Regent upstart and former unsuccessful Oldies station, Truth be known, this format
might have been "Last Call" for Regent, if Spring Book didn't show
an upward trajectory. KMXK decided to abandon traditional contesting in favor
of a points driven loyalty program that started in February 02. Their Prizes
were great, their execution flawless, and they're audience locked in, as 89.4%
of the database played everyday. Looks like the Smooth Jazz
format will have to wait as FORMER AC market leader KCML now goes into the rear
view mirror of KMXK, the NEW AC market leader. Here are some highlights of the
Arbitron Spring/02 Book; 1.KMXK weekly cume goes
up by 1/3rd as overall 12+ goes 2.1-3.6.KCML goes 5.6-3.1. :) 2.Morning drive(where keyword
times are given) goes UP while KCML goes DOWN by 1/3rd. 3. 25-54 People(where loyalty
database median age is 31) see's KMXK go 3.1-3.8. KCML is cut in almost half
going 8.5-4.6 4.18-49 people see's KMXK
go 2.6-4.8 while KCML goes 6.6-3.4. OUCH!! 5.Weekly TSL?....................KMXK
goes up 17.4% The station won and is in
position to advance because Cal Hall's dedicated, professional staff went after
it.....................and we were happy to help. jimmy risk |
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