But Duquesne rationally wants to maximize the selling price for the station. Buyers. The debate seems to range between $5 and $15 million dollars. What I've found a bit fascinating are some of the numbers. The news accounts say WDUQ has an average 166K listeners per week, while the venerable WQED on radio had a comparable 97K listeners. While I listen to WDUQ a lot more than QED, I just had in my head that WQED had a bigger listenership. Perception based on it's TV presence maybe.... or possibly just that I figured there was a large classical music audience in town.
What I wonder about is what would make the value of the station change if it were to remain a nonprofit station. I am presuming that if the station is worth on the high end of the range it is because of it's established market share and existing listenership. Yet the listenership I presume is driven a lot by the NPR news programming WDUQ airs. So what I don't get is what value exists if the station format changes. I think I read WQED is interested in the NPR programming, but is there any reason WYEP could not do the same? Thus what value can be traded in the market is curious to me. Is a spot on the dial worth a premium these days in a Pittsburgh media market that has population-wise been declining for decades? I guess that is the argument.
fyi... the most interesting thing I see out there with information on how this market for radio stations all really works is here: http://www.radiobroker.com/
and of course the real inside scoop on all things in Pittsburgh broadcast media is at: http://www.pbrtv.com/
Speaking of public broadcasting in Pittsburgh... just pure curiosity, but what is up with WQEX? if anything? or are we forever doomed to have a local station airing the QVC junior varsity? Does anyone make money on that deal?
and finally.. purely a coincident, but as I typed this it seems that Mediaweek updated it's Pittsburgh profile fwiw.