Black = unresponsive listeners, non-listeners, or both?
After listening to Los Angeles radio for a couple of hours, it becomes apparent that most callers are not from the western portion of the coverage area. Seemingly endless numbers of callers reside in the O.C. and no one hails from a speech bubble-shaped region located from Malibu to Beverly Hills to the beach communities. Reasons?
- Wealthier individuals listen to their personal collection of music over radio. This would make sense based on the cost of purchasing equipment and copies of music.
- More affluent listeners don’t feel the need to call the station to request music or win a prize. Why waste time calling a station or waiting on hold when you can just buy the song you want or purchase concert tickets in less time and with less risk?
- Geographically speaking, these areas only represent a fraction of the grade A service area. This still does not explain the fact that many areas are never tied to radio callers.
