How Sucessful Is WLNG?
It's obvious that WLNG has lots of advertisers and if one were to take the trouble to count all the spots that tally would be considerably more than any other station on the dial.Some in our industry think we may be one of the most consistently successful small market stations in the nation.
Whether it's periodic Kagan Media evaluations, NAB comparisons, or other station owners, with whom we have shared our numbers, all admit that there are few small market stations out there who have ever earned so nicely year in and year out, for now whats close to half a century.
As nice as it is to have had enviable profits for 46 years in a row, as nice as it is to be completely mortgage free....what's particularly gratifying are years like last year. In 2009 radio revenues nationally took a giant hit, plummeting 23%.... WLNG on the other hand saw billings climb 4% with receipts up 9%.
When a station really services it's client merchants, when it really keeps a local focus, fully serving it's community and it's listeners with lots of truly local news and info, even disaster years for the economy can me skirted.
No one likes to send checks to a supplier month after month, year after year and won't unless they are actually getting something supplied for their money.... But for decades now they have to WLNG and in ever increasing amounts. If we didn't actually build traffic and move goods, our billings wouldn't be where they are today, many fold of where we started.
Like the Florida Orange Growers, we own the land, we own the buildings, we own the towers, and all are debt free. For the ongoing success of our sponsors, we don't rush the process with any quick buck schemes. Although we do have saturation packages, our whole endeavor is the development of long-term relationships.. and to that end the keeping of seasoned local staff members decade after decade has more than proved itself.
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