Hartford Metro Drops Rank

This and That

According to the Arbitron Ratings Service, the Hartford Metro is no longer in the top 50 markets. Recent ratings releases show the Hartford Metro has fallen to number 52. In the 2010 Census Hartford County actually had a population increase of 4.3%. The increase was  not enough to increase the growth in other markets. The Hartford New Haven DMA is still ranked 30th. Market rank and population help determine the rates commercial radio and television stations use for advertising. Public broadcasters also use the market designations as a benchmark for hiring staff.

WNPR is the top ranked public radio station in the Hartford Metro. Nobody else is coming close.
According to Arbitron and RRC (Hartford Metro PPM Person's 6+ October 2011):

WNPR     4.1% Share

WJMJ      1.4% Share

WFCR     0.9% Share

WYBC     0.9% Share

WQTQ     0.7% Share

Everybody else is listed as having a 0.1% share. WNPR may be benefiting from the way PPM collects information. PPM picks up actual listening among those chosen to be in the sample. The diary method used recalled listening. Under the diary system, WNPR used to run neck and neck with WJMJ and WFCR in the Hartford Metro. WNPR's decision to focus its format on Public Radio News and Information from a split format also has helped improve its share. WFCR's numbers in the Hartford Metro are skewed by it's signal. WFCR's signal covers the northern half of the Hartford Metro. Signal strength also skews WNPR's coverage. WNPR effectively covers the southern two-thirds of the Hartford Metro. 

WNPR recently reached an agreement with WAIC and American International College to broadcast on their frequency out of the Springfield area. The added frequency fills in some of the holes in the northern part of the Hartford Metro for WNPR.

A Market Opportunity
The region's only full-time AAA station, WRNX, Amherst recently switched formats to Country Music. WRNX has a weak signal into the Hartford Metro, but could be heard in the northern portions of the Market. A full-time AAA station might be an opportunity for a non-commercial station in the Hartford and Springfield markets. WRNX used to pull in between a 1.5 and 2.0. WRNX is owned by Clear Channel.

PPM and Music Stations

There's an interesting article in Radio Intelligence by Sam Zniber and Emmanuel Legrand. In it they caution stations, "Get prepared for PPM, it’s going to change your business." Among the points they make is to be consistent with your programming, including your music selection.

• Learning #1: Check all your loose ends – everything matters!  If you have a weak morning show, it will affect your whole day; if your music programming lacks clarity and consistency, you will lose pockets of listeners; if your hosts fail to catch the public’s attention, you will pay the price instantly.
• Learning #2: Morning shows still lead - a great morning show will drive the entire day. To avoid losing listeners, programmers should allow specific times for specific features.  With PPM, setting appointment times for specific features is vital as it gives a compelling motive for listeners to tune-in on a daily basis.
• Learning #3: It’s (still) about the music - While PPM may give you some indications about the songs that work and those that don’t, what matters is consistency and clarity in your music output. You cannot tempt listeners with one format and deliver the wrong music.
• Learning #4: Success is in the package - This goes back to point 1. It’s all in the execution. And it has to be perfect. In a world of PPM and digital music streaming available for free, smart radio programmers understand that the assembly of the product is what makes music radio unique and exciting.

The difference between growing your audience and watching it slide away is in the details.