Shocker! KLSX less popular after Stern leaves!

In the “what else would you expect” category comes this finding from Bridge Ratings:

KLSX in LA is a lot less popular (as a favorite, anyway) after the departure of Stern.

On the one hand this result tells us exactly what we would expect. On the other this kind of knee-jerk evaluation is exactly the reason so many broadcasters are paralyzed by fear. They perceive there are only two kinds of outcomes from change: Instant success or abject and permanent failure.

Let me state the obvious: You do not replace Howard Stern without expecting to take a step – maybe several steps – backward. That is not the important thing. The important thing is that you build a base for your future and allow the market to warm to your replacement as quickly as possible.

And anyone who has ever created a morning show knows that period is typically between one and two years.

How long does it take to create a Seinfeld? Now, how long does it take to lose the Seinfeld audience when the show disappears?

That is not to say that Carolla or Roth will achieve Howard-type ratings in 12 to 24 months time. Rather, it’s to say that they will definitely not achieve that goal any sooner.

Where’s the news here? This is publicity for its own sake. God bless the slow news day.

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