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Technology Stocks : Altaba Inc. (formerly Yahoo) -- Ignore unavailable to you. Want to Upgrade?

To: phbolton who wrote (10747)	5/6/1998 11:31:00 AM
From: Bill Harmond	Read Replies (1) \| Respond to of 27307

We could go on and on about the Super Bowl, but your argument validates my point. Simultaneous impact is worth only so much. Anheuser Busch is a year-round advertiser. As a matter of fact, Budweiser sales are lower on the Saturday after the Super Bowl than the Saturday before...for obvious reasons. Since you brought up the Weather Channel, let me use different examples, this time in local radio, avoiding special programming altogether. Many who read these boards are familiar with all-news radio stations like WINS in New York or KFWB in Los Angeles. Very similar to Yahoo because people duck in for short periods, get their fix, and leave. On the other hand, there is a very popular FM station in LA, KBIG. "Wall-to-wall" music. Unlike KFWB, listeners tune to KBIG and leave it on for a long time. Average audiences at any given moment for the two stations is pretty much the same. But KFWB costs more to buy. KFWB's CPM is higher. The reason is that KFWB's constant audience turnover results in greater reach for advertisers. A schedule on KFWB is worth more because it will be heard by many more different people than KBIG, even though each spot on both stations has about the same number of listeners.