The only places where brokered radio on AM or FM does well are major
metro areas with diverse ethnic populations that aren't being served by
standard commercial radio stations.
Throw shortwave into the mix and you have a bunch of other factors that
come into play.
It's true that shortwave signals can cover an extremely large area and a
great mass of the worlds population. This large group of people doesn't
share the same background, culture and in lots of cases language.
That is why shortwave commercial stations are the home of pay to play
religious programming and niche brokered broadcasts.
Despite the fact that a shortwave broadcaster has a huge radio footprint
the population served is difficult to market to on mass and difficult to
measure quantitatively as far as the standard radio ratings methodology
is concerned.
This has always been a major problem when it comes to commercial
shortwave broadcasting going back to the 1930's when the major domestic
US networks had a short wave presence.
Dave Marthouse
[email protected]
On 3/8/2015 1:10 AM, Greg and Joan wrote:
“There are a number of "rents-by-the-hour" radio stations nationwide
like WNWR 1540am( in Philly) and others that seem to survive just
fine, I wonder why it doesn't seem to work as well on shortwave where
the potential audience is so much bigger? CRAIG”
Probably because there aren’t many people in North America who listen
to shortwave. The Internet has a potential audience of billions,
but putting up a website isn’t going to steer them to you.
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