The Bidding War Over Beck In New York

When Rick Buckley at WOR dropped Glenn Beck in New York, he may have empowered what will soon be the highest-billing radio station in the world.

Though the people at activist group Media Matters have been trying to make a story out of Buckley's dropping Beck with claims that Beck now has less than 400 radio affiliates, there really is no story there. Beck remains a radio powerhouse, with no deterioration of audience or affiliates.

WOR's decision to drop Beck is a trend of one. No other radio stations are dropping Beck, and his remains a strong and viable program with more than 430 affiliates. Rick Buckley heads one of the few privately held broadcasters, and he can make a stand on personal principle and take a financial hit if he decides he does not want something on his airwaves. For others, Glenn Beck is good for business, and there is absolutely no trend of station losses.
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The trend everyone is paying attention to is that an FM News station in market number 9 is the number one biller in America. This week the conversations taking place in New York are about how to get Beck and top that figure with a News/Talk station that could surpass WTOP/DC's $57 million -- and perhaps look at $80 million-$90 million.

CBS Radio already knows that moving WFAN to FM would make it the number one-billing station in America, but moving it would leave an AM signal with nothing to do. But the nightmare they probably hope never happens would be ESPN's scooping them with the first all-Sports FM in New York. That would likely become the highest-billing station in the U.S. -- that is, unless Emmis, Clear Channel, or another broadcaster flips an FM to News/Talk with Beck.

I suspect that Clear Channel is also giving serious thought to the Beck/FM scenario in New York. Though a station like WWPR (Power 105) is probably pulling down 70 percent margins and cash-flowing $18 million-$19 million, that would look pretty small in comparison to having the number one biller in NYC.
 
Though all would deny the discussions, only a fool would ignore what could be. The only question in my mind is, who will land Beck and use his show as the catalyst for a launch? It seems Clear Channel would be the likely winner since their own network syndicates Beck on radio, but Premiere is going to take the best overall deal it can make, so I don't think Emmis or CBS would be locked out.

It's simply not conceivable that a strong talent like Beck won't get back on the air in New York, and an FM News/Talker that adds his show is going to be a powerhouse with a license to print money. Only time will reveal if there is a bidding war for Beck, but even on the slim chance that he doesn't replace the lost New York affiliate, his network of stations remains strong and he continues to be a talent who brings great success for the stations that carry his programming.

 
Eric Rhoads
Radio Ink

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P.S. Here are some facts we've uncovered about Beck's show:  

Affiliates:
The Glenn Beck Program is available on over 430 stations
The program added 88 stations from March 2010-March 2011
Minor affiliate losses are often picked up by critics who know nothing about radio while gains don't get reported.

Ratings:
WOR/New York: Glenn outperformed or tied the station's Monday-Friday 6 a.m.-7 p.m. ratings in 11 out of the last 13 months he was on (actually winning eight of those months) with Adults 25-54 and outperformed 13 out of the last 13 months with men 25-54.
Glenn was third-highest-rated radio host years before joining WOR, which he was only on for about two years.

Sample of growth:

PPM Metros, FA'10 to Feb. '11, Adults 25-54

KRLA-AM/Los Angeles: 5.2 percent
KNEW-AM/San Francisco: 20 percent
KTRH-AM/Houston: 10.1 percent
KFMB-AM/San Diego: 55.6 percent
KFTK-FM/St. Louis: 11.3 percent
WFLF-AM/Orlando: 10.3 percent
WISN-AM/Milwaukee: 70.6 percent
WHJJ-AM/Providence: 25 percent
WLAC-AM/Nashville: 12.5 percent
WREC-AM/Memphis: 80 percent

Sample of Outperformed Affiliate Share, Adults 25-54

KRLA-AM/Los Angeles
WIND-AM/Chicago
KFMB-AM/San Diego
WFLA-AM/Tampa
KFTK-FM/St. Louis
WWRC-AM/Cincinnati
KNRS-FM/Salt Lake City
WFLF-AM/Orlando
WXNT-AM/Indianapolis
WHJJ-AM/Providence
WRDU-FM/Raleigh

Comments

[Heywood Jablome]

GB is channeling Lonesome Rhodes or a buffoon, whichever comes first. He is a caricature instead of a character.

He finally ran out of gas and a vast lack of talent is finally exposed.

Roger Ailes had to make a move to retain some semblance of credibiilty.

If wacko overnight ever has an opening, Glenn is perfect. I'm asleep.

[producertroy]

Hah. After being a subscriber for years, I am no longer interested in receiving your emails. I just unsubscribed.

I'm interested in your thought on radio, not politics. And this is thinly-veiled propaganda, only minimally disguised as "radio industry talk."

Hope you and Glenn Beck have a nice life together.

[Gary Williams]

Eric:

What are you Glenn Beck's new agent? What a load of tripe. Where does Beck actually win a day part? How many Top 10 markets is he cleared live?

[Jacquelyn]

Addendum to what I just posted:
* I didn't realize you guys had seen "the list". And where once I would have said, "That is good enough for me" I now have to wonder what skin you have in the game. You are a bit to derisive of MM and a bit too supportive of Beck to feel you are unbiased. Is it common for Premiere Radio to not share a list of stations that its shows are syndicated on?

* Regarding Beck's NY ratings. I think that is critical, thank you for supplying. Again, not knowing NY or or the station's numbers I don't know how big of an achievement it is for Beck to beat the station...I think what matters is does Beck beat the market enough to justify his syndication fee? Is he #1 in his time period? Can the station recoup his fees in radio revenue? The information you provide implies "yes" but by not discussing his actual broadcast times leaves rooms for question.

Regardless, thanks for the information...