Opinion: Cumulus-Toledo Gambles On Andrew Z Show

From Jeremy Baumhower, for the Toledo Free Press

Following his legal troubles and many reportedly failed negotiations with various media outlets, Andrew Zepeda aka Andrew Z inked a deal with Cumulus Broadcasting. After a six month sit out due to a noncompete clause with his previous employer, Clear Channel, Andrew Z returned to morning radio July 18 on the 100 Watt HD station 100.7 FM The Vibe.

With technology changing media and how consumers get our favorite shows, Andrew Z had some pretty creative options and this signing was completely unnecessary.

When the Andrew Z “mess” happened, he was King of the Toledo Morning Airwaves, hosted a No. 1 Show, was Lucas County’s Weight Czar and was a media darling. Through all the negative press, Andrew Z has maintained the maximum limit of 5,000 friends on Facebook and a “fan” page with more than 2,000 “likes.” These numbers prove the power of his show.

In a town where radio ratings are not made public,  Andrew Z can demonstrate to clients a 7,000-member loyal, dedicated fan base he is reaching on a daily basis. Showing advertisers the amount of people your show and their commercials reach is key— it’s how the game is played.

To some, 7,000 people is not a lot, especially when Andrew’s previous audience was around 25,000 to 40,000 people.  I would disagree; 7,000 people who own a computer — and more importantly, disposable income — is a great marketable number. The more powerful aspect is that his fan base will grow as his show improves and word gets out.

The problem with Top 40 radio today is the listeners who must be targeted to get ratings. Top 40 stations play around 40 songs, which means they play same song every 60-90 minutes. That’s why it seems your one favorite song is always on. What does this mean? It simply means Top 40 stations target people who are less likely to  have extra money to buy music, an iPod, a smartphone or a newer car with satellite radio. Why would anyone wait through songs they do not like — and commercials — when they can play their favorite music off their iPod? Smartphones have apps like Pandora, where you can play the music you want commercial free.

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Jeremy Baumhower is a media expert who writes and produces for morning radio shows across the country. Follow him on Twitter @jeremytheproduc.