Thursday, July 22, 2010




Ratings are the lifeblood of any radio station. In the 60s WARM Radio pulled about 48% of the total radio audience in the coverage area. There was WARM and everybody else. WARM has declined in the ratings through the years. My philosophy in ratings has always been that you need to stick with one type of programming to build an audience. WARM has been running The True Oldies Channel format now for about three or four years. It is a good mix of classic oldies music and the weekends are segmented with interesting variations like a “one hits wonder” or “girl’s name on a song” weekend. It’s not the Stegmaier “Ring A Ding Ding” Fling but it is creative. This week on the Radio Info Board it was revealed that WARM was up a point in the ratings. Naturally I got busted by old radio friend Dave McAndrews who wrote this,
"WARM Jumped Up A Full Point ... Did Yonki Have A Diary?"
Not this time Dave but I did have one a few years back. McAndrews was one of the heritage broadcasters in classic rock in this area being one of the founding jocks on Rock 107 as well as WEMR in Tunkhannock. He spoke of the influence of the Mighty 590 in his radio career.
"WARM Was The Foremost Reason That I Got Into Radio, Along With The Progressive Radio Stations Such As WPLJ-FM And WNEW-FM That I Listened To While Visiting Relatives In The New York City Area. I Always Enjoyed Meeting The WARM Jocks At Live Appearances ... You And I More Than Likely Were At Some Of Those Same Live Broadcasts When We Were Kids."
You bet we were and at least it kept us off the streets and out of trouble. WARM Radio did that for a lot of kids. And I hope some of those same kids that grew up with WARM get a few more of those Arbitron diaries. It’ll never be 48% but I’m not that picky about the issue.

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