Still, that doesn't stop the stations from getting healthy ratings in both markets. Mobile and Pensacola are ranked Nos. 84 and 125, respectively, by Arbitron. Mobile is a city. In Pensacola, you're hard pressed to find downtown.
People come to Florida for the lifestyle.
Things move at a much slower pace, and what's important to people is very different. But in the recently released summer Arbitrons, it was the No. 2 country station in Mobile, with a 2.7 - 3.9 gain, and No. 9 overall. Clark says that when two markets are so close together, conventional wisdom dictates that the stations go after both markets. In WXBM's case, however, he says there is no need to target Mobile. We bill more than Mobile.