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WSMR (1)

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WSMR (1)

  1. 1. S WSMR-FM Action Plan By Beth Benge and Jared Ruddell
  2. 2. Tampa – St. Petersburg – Clearwater July 2012 Male 48% Femal e 52% Gender 336,300 432,400 309,100 90,100 1 Person 2 Person 3-4 Person 5+ Person Household Size Black 12% Hispanic 17%Other 71% Ethnic Composition Time Spent Listening Radio 24-Hour Cume
  3. 3. WSMR-FM - 89.1 Classical Music of WUSF Public Media • Licensed to Sarasota, FL • Owned and operated by University of South Florida since 2010 • Average listener’s median age is 63 • Competitor stations include WDUV-FM, WUSF-FM, and WWRM- FM • Tied for 26th ranking (effectively last place) with 24 other stations
  4. 4. July 2012 Stats for WSMR-FM Hispanic 0% Other 92% Black 8% Ethnic Composition Males 73% Female s 27% Gender 0 40 11 15 10 60 0 0 0 9 27 16 0 10 20 30 40 50 60 70 18-24 25-34 35-44 45-54 55-64 65+ Men Women Listener Cume Composition Monday-Sunday 6 AM-MID Cume (00) Target Listener Trends Cume (00) for Persons 12+ Monday-Friday 6 AM–10 AM 67 Monday-Friday 10 AM–3 PM 135 Monday-Friday 3 PM-7 PM 86 Monday-Friday 7 PM-MID 40 Target Listener Trends Cume (00) for Persons 12+ Sat 6-10 AM 1 Sun 6-10 AM 5 Sat 10 AM-3 PM 5 Sun 10 AM-3PM 5 Sat 3-7 PM 4 Sun 3-7 PM 7 Sat 7 PM-MID 0 Sun 7 PM-MID 2
  5. 5. WSMR-FM Schedule
  6. 6. WSMR-FM Recommendations S Reach Sarasota’s Hispanic Audience S Increase Female Listenership S Increase Monday-Friday 3-7 PM Listenership S Sharpen online presence and interactivity S Develop exclusive/loyal listeners
  7. 7. Current Hispanic Audience Market Black 12% Hispani c 17%Other 71% Ethnic Composition WSMR-FM Black 8% Hispani c 0% Other 92% Ethnic Composition
  8. 8. Future Hispanic Audience Live Latin Artists Performances Eddy Lugo Classically trained musician performing in Central Florida for 20+ years The Castillo Kids Mariachi band based out of Orlando, FL Lily Cortes Featured performer for Tampa Hispanic Heritage Festivals Incorporate Classical Latin Music WDAV Classical Public Radio hosts a weekly bilingual radio program entitled Concierto. The music consists of Spanish and Latin American classical songs performed by Hispanic musicians to commemorate Latin influence in classical music.
  9. 9. Current Female Audience Market WSMR-FM Male 48% Femal e 52% Gender Male 73% Femal e 27% Gender Females 18-34 30,200 Females 35-54 80,100 Females 55-74 136,300 Females 75+ 56,000 Female Weekly Cume Persons M-F 6a-7p WDUV-FM Females 18-34 0 Females 35-54 300 Females 55-74 2,100 Females 75+ 800 Female Weekly Cume Persons M-F 6a-7p WSMR-FM
  10. 10. Female Audience Before: Morning Show with Male Voice Only Future: Morning Show with Male AND Female voice M-F 6-10 AM 1,600 M-F 10 AM-3 PM 3,300 Female 18+ Weekly Cume Persons Female 18+ Weekly Cume Persons WUSF-FM Morning Edition 5-9AM With Renée Montagne & Steve Inskeep M-F 6-10 AM 27,500 Female 18+ Weekly Cume Persons WWRM-FM Magic Morning Show 5-9AM With Chadd & Kristi M-F 6-10 AM 78,100
  11. 11. Current Afternoon Drive Audience Target Listener Trends WSMR-FM Cume (00) for Persons 12+ Monday-Friday 6 AM–10 AM 67 Monday-Friday 10 AM–3 PM 135 Monday-Friday 3 PM-7 PM 86 Monday-Friday 7 PM-MID 40 Target Listener Trends WUSF-FM Cume (00) for Persons 12+ Monday-Friday 6 AM–10 AM 552 Monday-Friday 10 AM–3 PM 517 Monday-Friday 3 PM-7 PM 599 Monday-Friday 7 PM-MID 236
  12. 12. Future Afternoon Drive Audience Expand U-Beat & Broadcast USF Orchestra Concerts The current WSMR-FM schedule programs U-Beat 10-11 PM on Mondays only. USF October Concert Schedule
  13. 13. Current Online Presence & Interactivity WSMR-FM does not have its own website or social media account. It has only a tab on the WUSF Public Media website.
  14. 14. Future Online Presence & Interactivity Establish Separate WSMR Website S Current WUSF/WSMR tab has too much small text S Future website needs to incorporate text that pops with bigger and bolder titles and links to stories S Current Current WUSF/WSMR tab has too much clutter all on one page S Future website needs to have tabs for last song played, event guide, contest, etc. Establish WSMR Facebook & Twitter Accounts Major competitors WDUV & WWRM are both owned by Cox, yet have their own social media accounts
  15. 15. Exclusive Loyal Listenership Average Persons WDUV-FM WWRM-FM WUSF-FM WSMR-FM 500 300 0: WSMR-FM 3,600
  16. 16. To Increase Loyalty S Call in contests to win tickets to concerts such as Pixar in concert or Carmina Burna
  17. 17. Create Interaction S Hold weekly contests S Partner up with companies S Will cause listeners to listen more and tune into the station

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