Radio and Revenue

A reaction to the letters about KROQ: All right, enough is enough. The supposedly hip radio audience of Los Angeles has only itself to blame for the homogenization of KROQ’s programming.

Reeb’s changes are a result of what the masses want to listen to. Profitability of a radio station is a function of how the station performs in the quarterly Arbitron ratings book. Fewer listeners yield lower ratings, which equal lower ad revenues.

For letter writer Cheryl Wadeson to lable Mr. Reeb a “ratings-hungry, sell-out station manager” is ludicrous. The problem is that the majority of L.A. radio listeners happen to like the mainstream, accessible, safe pop song.

RICHARD A. LOHR

Corona Del Mar