Per your request...

All I can write about intelligently is the adult male audience, Men 24-54. The 1.5 to 1.4 12+ audience you may have read about in Feder today means nothing. Sportsradio never does well in 12+, and doesn't care to, but Feder can't get that through his thick skull.

The Afternoon Saloon had a crummy March. Sportsradio overall bit the dust in March. After two decent trends, MJH finished 4th M25-54, behind two Spanish stations nobody I know listens to and the Drive.

MJH M25-54: 4th 4.6
B&B M25-54: 7th 4.0

It is another MJH victory over the Score, but we've finished 1st five or six times so that always is the goal. Whenever I hear we weren't first, I emotionally divorce myself from what's done and move on to the week in which we're programming. We've beaten the Score in PM drive now 13 out of the last 14 or 14 out of the last 15 -- I'm not sure... easy to lose count at this point -- but it's only a consolation prize when we're not first among all stations in the adult male demo.

No excuses. The Sox didn't help B&B, just as SID wrote. They had a few early April games, but the preseason games in March were an albatross. I took vacations in February and again in March. Maybe I'll re-evaluate that next winter. The three of us had to stagger vacations as our kids were on spring break at different times. That hurts. I'm not here today blaming a flaw in the ratings or the Bulls being bad or college basketball not being interesting enough locally. We weren't good enough this winter and I point the thumb, not the finger.

Other nuggets....

Won't know how Waddle and Silvy did vs. North's 9:00 hour/Mully and Hanley until later today. The Score's 10-3 slot was better than ours, but hourly breakdowns aren't released until noon today. I think M&M and North were close, but M&M won again.

Dahl made a big splash in mornings... Brandmeier took a colossal fall... into the teens in the adult male demo.

I don't care to comment on noon to 2 or the MJH post game or nights. I try to concern myself about that which I control, which is 2-6.

I was hoping my milestone 500th post would have been a tale of great triumph... or an amusing encounter... or something fun. But "prison life is no fairy tale." -- Ellis Boyd Redding, played by the great Morgan Freeman, in The Shawshank Redemption.

Back to work. Pull up a chair.

Pappy loses again. He's only beat M&M one time since he's been in mornings. That one time was by a very slim margin.

MJH defeated B and B again.
North's right, the ratings system is flawed.

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President of Blake Shetlon fan club

Mac, you fell from 1st to 4th. I know B&B were 2nd in the fall book. What place did they fall to?

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Oh. Sorry. Reading is a skill.

I'm sure a little soccer talk would capture some of those Spanish stations' listeners. When can we expect a weekly segment with an MLS expert?

With the Cubs and Sox playing so well I'll bet MJH and B&B will finish 1&2 again for the Spring quarter.

I'll bet Pappy still does poorly. This will be his last book. His contract is up shortly right?

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Makes sense to keep running those Dos Equis spots then.

this is unacceptable, you need to take these stations straight on, head to head, by introducing a 12 minute segment in spanish. I propose to call it "los tres amigos gordos"

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"Stay out of courtrooms-but if you must go in be Well Armed and Don't compromise. You are innocent, remember that. They are guilty" -- Dr. Gonzo

Just have Harry interview Jose Valintin and "Gee-So" once a week.

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I've got it. A way to boost your ratings with this new found demographic.

Lunch with an illegal immigrant

I know it's been said a millino times, but...

Stop the singing... parody songs are fine, but you guys continue to bust into song over people's names and I continue to punch the dial.

Nails on the chalkboard.

Given recent events, I will always have a soft spot for the parody songs.

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Did you get a song on FC? When? Haven't caught much of the show lately with the new gig. Did hear HOF Doug won the mammalversarry song.

"Hi Ronaldo...Harry..."

if the idiots at MVP would realize that the national 12-2 is a BLACK HOLE, and allowing a moron like murph steal that time, then...

...nevermind, they'll never get it right. mike & mike in the morning is okay, it personally gives me a headache but it's not nearly as unnerving as north...but the 12-2 spot SHOULD BE LOCAL CHICAGO guys...move carmen and jd and hood to that spot, and give the evenings to coppock or something.

They have to carry a certain # of national hours. It's stupid but I guess corporate doesn't care.

they can always save the tirico show for a replay from 10pm-12am. i'm sure they'd have the same number of listeners...maybe even more.

Yesterday Mac teased that he was going to dissect what Teddy G wrote about the winter ratings. What he wrote seemed skewed towards the score. I think Teddy was over compensating for his guest host appearance on the afternoon saloon.

http://www.chicagotribune.com/sports/cs ... 198.column

What did Mac have to say?

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I'm like a carpenter building stairs.......Always thinking one step ahead.

So there was some fall out from Teddy hosting on MVP?

Does anyone know the hourly breakdown?

Branding, that's the sole objective of corporate, I would say.

It gets even dumber in other industries. I was negotiating an arrangement at a certain restaurant the other day. They have a couple similarly named sister establishments in other cities. This was for a private party at a rather low traffic time. Everything went well until we got to the point of music piped into the private room. I wondered if it would be OK to bring CDs or an ipod and hook it up to their system. Their response was that the music they pipe in goes along with branding that is done by HQs and that the management of an individual restaurant has no authority to allow such thing. They promised to put me in touch with their marketing big shot at the HQs who would get my entire playlist, review it for suitability with their branding ideology, and try to come to some sort of a consensus. I told them to go and horry kow themselves.

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"It's not exactly a rocket surgery." D.J.

Maybe Ozzie Jr can come in and discuss Bears?

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Middle Aged Crazy, like Uncle Terry

I would wish that they'd put something on presentable, but I thought that about Dan Patrick, too. But I guess it could instead be the Chris Berman show, so there's that...

I suspect they have obligations, re., national ad sales, to have so much daily national programming. Must be that OnStar Guest Line thingie

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Middle Aged Crazy, like Uncle Terry

does that mean with the 1.5 12+ means there are more kids listening than me? i am not alone fellas

Ted Cox, as usual - with a bit more detail.

And the Mac, Jurko and Harry afternoon show on 'MVP was second behind only the heavily promoted classic-rock WDRV 97.1-FM with a 4.8 share from 2 to 6 p.m.

The Score's Dan Bernstein and Terry Boers weren't too shabby either with a fifth-place 4.4 share, with only Spanish-language WOJO 105.1-FM and adult-alternative WXRT 93.1-FM tying for third in between.

Mac, Why does sports radio care most about the listening habits of men under age 55? I thought advertisers wanted desirable demos? Don't most men have more disposable income at 55 than they do at 25, 35 and 45? I'm not saying there is anything wrong with having a show that appeals to younger listeners. I understand the logic of grabbing them young and holding their listenership for years. But I would think that if sports radio also cared about the ratings of men 55 and older, or focused more on the demo from 24-64 to get all men in their working years, that would be an even more desirable demo, in terms of disposable income, for your advertisers.

Coast, is there a large contingent of men over 55 that frequent Heavenly Bodies or need a no-needle, no-incision vasectomy?

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You know me like that.

Like you wouldn't know, Doc.

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“Mmmm. Move over, eggs. Bacon just got a new best friend - fudge.”