I'll speak for Ed (because its me on another computer) . . .
The Score has consistently out-billed MVP for a myriad of reasons -
- Score sales staffs have generally been of a higher caliber (they have more experience, they have better relationships, they have contacts, etc.)
- The Score has more inventory to sell, on average - ESPN is bogged down with a lot of national spots that run inside of its national programming and they provide less spot inventory for the sales staff to sell
- The Score's audience historically has been more sought after than ESPN's - I'm not saying it happens with every advertiser, but there is definitely a better track record of listener response. They also have had the luxury of being able to build talent (North, Bernstein, etc.) and audiences were built, along with loyalty to these shows and the products and services that are advertised in them. (Stewart's coffee, various strip clubs, mortgage brokers, energy drinks, beer). There are at least 10 advertisers that can look at the Score in the past ten years and say that The Score was the reason for their marketing success - who the fuck can say that about ESPN?
- The Score's stable of personalities offers advertisers something they can sink their teeth into - Mike North, B&B, Buffone - these guys have played a role in helping to build advertiser support through appearances, voice overs, testimonials, etc. - ESPN just doesn't do this- who the hell would want to go see MJH over Mike North? Carmen and Silvy over B&B? Who is going to bring more attention to your product or place of business- a boisterous, un-educated and silly sounding Mike North who can really pimp himself, or a whiny fat ass like Teinowicz telling you how he is just like you and a loud-mouthed smooth talking know it all jerk off like McNeil?
- The failure of ESPN's efforts to sell the White Sox is the biggest reason the Score out-bills them - and no, not because it takes so much of their inventory, it is because they could never sell it! They gave the product away, and drove the P&L of the station into the crapper for 10 years. With a product driven by personality and entertainment the Score's sales staff kicked the living shit out of ESPN.
And please, let's all stop the "poorly run" crap - because it is crap written by people who have obviously never worked in radio. The Score is a profitable radio station property in a top 3 market that is owned by one of the country's largest media companies. No matter how much turnover you hear about on the sales side, the station still makes its numbers, and will continue to do so. The only real question is not how many more share points or ratings MVP will get (which is in serious jeopardy with B&B firmly entrenched in PM drive), it is the giant, sucking black -hole they will be left with when they can't even give away a Bulls or White Sox spot.
Mitch is North's Bitch wrote:
bigfan wrote:
While I understand that sports radio might only get so many listeners, North should be destroying the Mike and Mike show.
The Score has the ability to Push local sports and still they don't outdraw ESPN?
But I have no clue how to run a business so I will just go back to flipping burgers and working the fry machine.
That's what Mitch and his minions should be doing, because they have NO idea how to run a station either. C'Mon Ed tell us all how they "outbill the others". The station is putting out a shitty product and it shouldn't.