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. 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. 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
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
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.
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
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. 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. 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
16. To Increase Loyalty
S Call in contests to win tickets to concerts
such as Pixar in concert or Carmina Burna
17. Create
Interaction
S Hold weekly contests
S Partner up with
companies
S Will cause listeners to
listen more and tune
into the station
Editor's Notes
Beth and Jared
Jared
Beth
Beth
Jared
Jared
Jared
Jared
Beth
Beth
Beth
Beth
By increasing local U-Beat coverage to a daily occurrence while moving it to the afternoon drive AND by broadcasting USF Orchestra concerts, we hope to capitalize on the many college students and older listeners in the area that currently aren’t being served these programs adequately.
