Expose The Hypocrisy


November 06, 2007
Focus Group Participants Pounce On Finneran


As you would expect, SaveWRKO did have its Intelligence Unit stationed at WRKO's focus group earlier tonight. And here's the first inside report from Our Man in Cambridge:


It was attended by all over-50 white guys. It was interesting, not one of the 12 in my group had anything remotely good to say about The Felon.


Discussion topics offered by our focus group host included:


-- What if the felon had a sidekick?

-- Why don’t you like the felon?

-- What do you think about Imus?

-- Would you listen to Howie anywhere?

-- Why do you like Howie?

-- What about Mike Barnicle?


Man for man the group just clearly wanted Howie back and we want to be entertained! Not force fed an agenda, Air America failed as a network and will not succeed even in small doses.


Our spy adds this:



The host also seemed to be looking for a solution to “how to keep the felon on by fixing what’s wrong with him” but he didn’t get any help from us.

It surely sounded to me that rko is looking for feedback, but isn’t that already obvious? The felon sucks, we want Howie and the Sox are on what station?

Savewrko.com is being monitored, maybe they are looking for affirmation. They could have saved money if they would just let you save WRKO (pun intended).


To me, the most astounding question in this mix is the one about Barnicle. They can't possibly be considering that creep, can they?

The other surprise is how they were primarily interested in the opinions of men over 50. Yes, the talk radio audience does tend to be about two-thirds male, so that aspect makes sense.

But the target demographic for the medium is 25-54, because that's what advertisers demand. Only interviewing listeners 50 and older essentially means WRKO has thrown in the towel on the more attainable yet still lucrative 35-54 age group.

It's the station's way of admitting it can't deliver a younger audience, so it will try to survive a bit longer by keeping older, loyal listeners happy. But that's the group it has most alienated over the past year. Not a surprise to hear they were unhappy.


The big question, of course, is whether Entercom management will heed these sobering results. I think they won't, for two reasons:


-- Like many radio group CEOs these days, David Field is micromanaging Entercom's talk programming. He personally pushed for Finneran's hiring for some time before a deal was finally reached.


-- Clearly, the focus group's task was trying to figure out a way to "fix" Finneran, but that's an impossible task. Through a co-host (haven't they already tried everybody in town?) or reworking of his show, Entercom believes it can salvage his hopeless program.

Posted by Brian Maloney at 09:15 PM | Comments (19)  | Track


Comments


Only one way to save this village...burn it down. Barnicle would be a great addition-he's just grand.Ugh...That lace curtain twit is vomitous.

Posted by: Rocky at November 6, 2007 10:29 PM


"The other surprise is how they were primarily interested in the opinions of men over 50. "

errr, next time you go to your dad and ask for some $$$. just remember think about who has the $$$.

Imus Returns D3C 3!!!!
http://www.youtube.com/watch?v=b-snG4KCwtg

Posted by: Channel Surfer at November 6, 2007 11:23 PM


Liberals are all the same. They believe they can rule the world.

Sorry Brian..You are wrong.

Moderates run the United States. Not the Right or the Left.

Posted by: Bruce at November 7, 2007 12:05 AM


The felon can't be fixed, and Barnicle is even worse.

Posted by: Karen at November 7, 2007 07:17 AM


See, once again stations turn to no-talent hacks like "the tough street kid from Lincoln" instead of proven radio hands like moi.

I may have had abysmally low ratings during my morning drive-time tenure in Boston, but I think I beat Barnicle at least.

C'mon, J & J -- I was a good soldier and did your bidding. Invite me back instead of hiring Barnicle. Save me from the radio hinterland that is upstate NY...

Posted by: I Am Slotto at November 7, 2007 07:30 AM


Does "fixing" him include REPLACING him? That would be a start.

Posted by: bjd at November 7, 2007 08:58 AM


Not sure if it was the case here, but focus groups are usually split by gender and often by age cell. Just because this group was 50+ men does not mean that they didn't speak to women or younger folk.

Did you say that these people were recruited through the website some time ago? That would skew the results too. From my experience, focus group research is best used to see how certain things you are doing or ideas you may have for the future are perceived by the average listener. Focus groups are not designed to provide anything quantitative. If they were smart, they would couple this with some sort of telephone survey that would hit 400-500 homes.

Posted by: Research Director at November 7, 2007 09:25 AM


"The other surprise is how they were primarily interested in the opinions of men over 50. "

I guess market research is not your strong suit eithier.


This demographic is not the only group they are testing. When you do focus groups you generally test the same gender, age group and race at the same time. They have other groups scheduled that will test both younger men and women.

The have other focus groups

Posted by: the Real not an RKO employee at November 7, 2007 09:45 AM


FOCUS THIS ENTERCOM!

Hey gang: Entercom thinks you are all a bunch of chow hounds without backbone. Entercom thinks your a bunch of ignorant fools.

in case you missed it on other thread:

I said:

bjd's posts on how to hurt Entercom combined with my posts have the passion and experience. we must combine the two concepts and come up with a sweeping strategy that will be like a tsunami of distrust heading in their direction, seeping in under every corner!
All of you must work on it I will as well!
NONE OF US CAN DO THIS ALONE!

I am locked in another epoch battle at this time which must remain unnamed, but it occupies my strategical impulse momentarily. We must combine bjd's ideas with mine and we will have a success! This will be the re birth of the Massachusetts backbone! Lets Hit it! Everyone matters!!! HAA ZAA!!!!

Posted by: joy at November 7, 2007 12:10 PM


IMO, the only way to "fix" the felon is to show him the door, he just doesn't have what it takes to be in radio, plain and simple. I've had the misfortune of turning on the radio before 10 and have heard that screaming banchee Wendy Murphy, my God, the woman's voice can shatter glass. IMO, it doesn't matter who the felon is teamed up with, it just doesn't work. How much slack is Entercom going to cut him?

Someone on another issue had suggested that NO ONE call RKO, including the chumpline, etc. Now that's a great idea, can you imagine how uncomfortable it would be not to have those phones ringing, how fast would the advertisers bail if no one was calling?

Posted by: Barbara at November 7, 2007 01:18 PM


Compared to Barnicle, The Felon is a genius.

I never understood why TKK kept that inert lump of putty on the air for so long...

I suppose RKO could hire Barnicle, they probably need someone to keep the toilets cleaned and the floors swept...

Posted by: Ed the Radio Man at November 7, 2007 02:28 PM


Joy, you minx -- are you "attached"?

Hummana-hummana-hummana.

Posted by: Hugh Jass at November 7, 2007 02:47 PM


I think they should have the "Felon & Ozone Show".

Posted by: Dave at November 7, 2007 03:32 PM


I'd like the Entercom Suckup to tell me when a 30 year-old white male is going to be tested? I signed up-when the phone don't ring I'll know it's Horseface Kahn and Coffeeboy Wolfe.

Posted by: Joe from Brighton at November 7, 2007 05:14 PM


Joe, not everyone gets called. Perhaps you didn't pass the screening requirements. Perhaps your hostility came through in your application. Maybe there were more 30 year old men than were needed for the group. Maybe you need a triple digit IQ. Too bad though, I'm sure you would have added the same value that you add to this board.

You like hurling long distance insults about people and a business you know little about across the web. You should stick to that.

As for the flood of Lexus SUV's and Beemers leaving Guest Street at 5P - I can't speak for WGBH, but Entercom management works far beyond normal business hours. If you had the first clue, you would know that. Why don't you get the little squirrels in your brain on their little treadmills and come up with some insult about how the long hours aren't helping. I can't wait to read the scathing retort.

Here is the sum total of your radio knowledge: the knob on the left is the volume, the one on the right changes the station. Stick with the basics, Joe. If you had something constructive to offer, I'd have no problem with any criticism you have, but you lose all credibility and all right to be heard when you start with the name calling. If I were Pete Sheppard I would tell you to go back to flipping burgers, but since I'm not I'll just wish you the same kindness that you express to others.

Posted by: Entercom Suckup at November 8, 2007 09:58 AM


Entercom Suckup;
Thanks for the condescending display. We are so blessed that you work "far beyond business hours" and for pointing out that a "listener" doesn't know enough about "the business". May I politely suggest that you may need to learn why the listeners use the knob on the left to turn down rko and the one on the right looking for radio talent worth listening to. After all when I'm not flipping burgers and not working late or hard thats all i know how to do:)

BTW: Joe leave the name calling to the libs.

Posted by: BostonVernon at November 8, 2007 02:41 PM


This is great.
Someone is accusing Joe of hurling insults and name calling while simultaneously attacking their opponants IQ saying they have squirrels for brains.
That is precious.

Who needs a judge with evidence like that.
Sweet.

Posted by: Joy at November 8, 2007 03:36 PM


Actually I did work in the radio field for a few years and I learned a lot more than some suckup at Entercom could ever teach me. Did your Prius have trouble keeping up on the Pike this morning with normal cars? Remember, Algore's son proved that a Prius can go 100+ MPH (though I'd leave the pot, pills, and alcohol at home).

I worked with people who knew how to get a number, people who knew how to treat their audience, people who knew...radio.

WRKO couldn't hold a candle now that Howie Carr is gone, at least for now. Perhaps not hiring felons would be step #1 of your 500-step program to return this station to greatness.

As for criticism, I'll keep lobbing it. Apparently it touches some Starbucks nerves on Guest Street. Get a number and then tell me what I know and don't know about radio. I know for sure that WRKO sucks with a felon in the morning, as just one example of many that you people should be addressing.

Give Horseface and Coffeeboy my best!

Posted by: Joe from Brighton at November 8, 2007 06:50 PM


WRKO notes from a commuter

The felon daily reminds me that life is cruel. He is like that crazy boss that never gets fired,the guy with $120,000 car that insanely cuts you off when you have a new born with you, and a personification of how corrupt the city really is. It looks like WRKO has been taken over by bullies and bag men.

With the two Howies removed, life forced me to buy an ipod. I hate the fact that I have to type this next statement but I look forward to Imus coming back.

Move Todd to the morning, make Felon the politico reporter(send him on the road, pay for their drinks) and set a trap with shrimp, fried clams and tartar sauce in front of howie's house.

Posted by: whereishowienh at November 10, 2007 08:18 AM