I sell more AM radio stations than
FM's. Why? Because I believe in the band. Yes,
FM has a better sound, without extra effort and expense. But
AM talks to the listener and the listener talks back.
Let me explain.
In my opinion, an FM station (with
the exception of a talk format) is basically a jukebox.
Listeners want to hear their favorite music. Unfortunately,
many FM listeners aren't really listening to the ads, but for the
music. Worse, if an FM listener hears a song or songs they
aren't interested in, punch goes the finger and the listener is
off to another station.
AM listeners listen closely to everything
on their favorite stations, including the ads. Unless it's
the ONLY station to be heard, an FM listener will seldom walk into
the local shoe store and say, "I heard your ad on the
radio." Not only will an AM listener say, "I heard
your ad on the radio," but also say, "Hey, how come I
NEVER hear your ad on the radio?" Talk about word of
mouth!
Now, don't think this is so because
the average AM format tends to be talk/new/sports. This
happens with an Oldies format, a Nostalgia format or an Ethnic
format. It's not the format, so much as the mind set
of the listener.
Is it possible for an AM station to
have the same or similar fidelity of sound as an FM? Sure,
with an Optimod processor and now with the unanimous approval of
high definition radio, IBOC. It still remains to be seen the
exact cost for the average AM station owner will be, but the technology
is now here.
So, all you would be radio station owners....don't
turn your nose up at an AM station because you think FM is the only
way to go. AM can be just as much as a money making
proposition as an FM. In many markets....even more so!
