Getting to the bottom of BBM ratings puts 92 CITI on top
BY DAVID LARKINS WINNIPEG SUN
It is before noon and Dave Wheeler is comfortably kicked back in a 92 CITI-FM office, sporting the ease of a man who’s already finished his workday while most everyone else is just starting theirs.
For someone who has honed a craft in radio, Wheeler is also a recognizable face, one of the select local personalities who most Winnipeggers could pick out of a lineup.
Yet Wheeler, who is clearly not sweating his lot in life, is nevertheless vexed by a recent batch of radio ratings that he says skews perception of the local landscape.
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Wheeler? Please? King of radio is Ace Burpee. And as a newspaper guy you should know better that circulation is what counts not how you rank 25-54. Only people concerned about demographics are ad agencies not the mom and pop operations. Give me those 40 and over anytime. They are the ones spending money!