More listeners harmony in to WGCI-...

More listeners harmony in to WGCI-FM than any other radio station in Chicago. if it were not that the station, which has ranked number undivided for the past four years, has not at all reached the top of the chart in another important category: advertising revenue

From 1997 between the sides of 2000, WGCI's revenues averaged $303 million by year. WGN-AM, long number united in revenue, brought in an average of $364 million, according to an analysis according to The Chicago Reporter of data compiled by the agency of Duncan's American Radio. The Cincinnati-based industry analyst publishes annual receiptss of the top-billing stations in major U cities.

WGCI may be closing the gap, however. The station's 2000 returns hit $41 million--its highest ever--right behind WGN's $423 million. recent to the top revenue performers in 2000 is WUSN-FM, which haped ahead of WGN for the first time last year, with $461 million. WUSN's abiding habitation music format ranked ninth in audience share in fall 2000 the mostly recent ratings period.

on the contrary while the city's two greatest in number popular stations share the same playing field in the competition for audience share and billings, their listeners are real different. About 97 percent of WGN's recents and talk audience is white. Ninety-one percent of WGCI's listeners, whose music format is known as "urban," are African American.

About 13 percent of WGCI's listeners were above 44 years old in 1999 the greatest in quantity recent year for which demographics are available. Eighty-seven percent of WGN'S listeners were that age. upon the other end of the image 1 percent of WGN's listeners were subject to 25, compared to 44 percent of WGCI's listeners. When you compare the pair stations, "it's so clearly 'young black' versus 'old white,"' said Mindy Sherman, director of broadcast buying at Hampel Stefanides, a modern York-based advertising agency that handles local and national ad placements.

"Old white" wins when it follows to the important measure of power ratio," which is calculated within a formula that compares audience share to income share. Radio stations with a power ratio greater than the same earn more money per listener than those with a ratio of single or lower. Industry experts say stations with power ratios of les than common are underselling their audiences. WGN had an average power ratio of 132 from 1995 to 1999 and WGCI's average power ratio was 81 clean data for 2000 is not even now available.

The difference means that advertisers are willing to pay more for WGN's audience than for WGCI's. And a certain quantity of in the broadcasting business believe minority stations come by less revenue because their audiences are discriminated against.

According to WGCI-FM General Manager and President Marv Dyson an African American who clutchs the same post at WGCI-AM and WVAZ-FM, "African Americans in a part of major markets across the rural parts are undervalued. They are perceived as not being able to afford certain things or to live a particular lifestyle."

He added, "We work to win advertisers to see it as profitable business to reach the African American market in succession urban radio."

The Reporter analyzed the reward and audience shares of the 19 most-listened to local radio stations. The sum of two units stations with majority black listenerships, WVAZ and WGCI, ranked 13th and 15th respectively, in power ratio. sum of two units other stations, WOJO-FM and WLEY-FM had majority Latino listeners. WOJO ranked 11th in power ratio, and WLEY ranked 24th

These findings mirror those of the 1999 Federal Communications Commission close attention which reported disparities in income performance between stations that target minorities and those that cater to white listeners. The FCC set that nationally, non-minority format stations had an average power ratio of 116 and minority formats positioned a .91 ratio.

The meditation "When Being No. 1 is Not Enough," which used 1996 data, did not address whether the underperformance of stations that target Latinos and blacks main stocks from discrimination. Industry insiders and ables interviewed by the Reporter pointed gone out that factors such as the station's format, and the income and age of listeners also play an important role

Nevertheless, "the cultural lines that separate us as a race are the same that separate the stations," said Deana Balfour Williamson, public relations manager at RJ Dale and Associates, a black-owned advertising agency in Chicago. She noted that advertising purchases are based on the client's pack and its target audience. There is no question that race is a factor in determining audience, Williamson said. "Our music is different; our approach to life is different."

Sherman, of Hampel Stefanides, agreed that advertising incomes depend on "how many demographics a station can deliver." She said that inflection for sex and age are the chiefly important factors when companies decide where to advertise.

"They're different in more ways than just the color of their [listeners'] skin," Sherman said, referring to WGN and WGCI. "WGCI will not be considered for a 45-year-old-and-up corrupt I don't care if they [listeners] are black, white or blue"