K-Earth 101 Totally 80's Labor Day Weekend

[Thomps2525]

When I listed the summer 1984 ratings, I included only the "Boss 20" stations. KALI was #21 with a 1.7 and was followed by KHTZ, KPRZ, KDAY, KNOB, KRLA, KKGO, KACE, KUTE, KWKW and KFAC-FM. There was one station that broadcast traffic reports every ten minutes and played "songs that sound good coming out of your car radio." The moribund "Car Radio" KHJ was 32nd with a 1.0 share.

 

[Thomps2525]

Here are the ratings for spring of 1986. Looky what number one was! And the former "Magic 106" didn't take long to reach #2 with its new hip-hop/CHR format.

1 - KABC, 7.0
2 - KPWR, 6.0
3 - KIIS-AM/FM, 5.3
4 - KJOI, 5.2
5 - KBIG, 4.3
6 - KOST, 4.2
7 - KROQ, 3.8
8 - KFWB, 3.7
9 - KRTH-FM, 3.5
10 - KLOS, 3.4
11 - KLVE, 3.4
12 - KNX, 3.1
13 - KMPC, 3.0
14 - KIQQ, 2.9
15 - KTNQ, 2.7
16 - KMET, 2.2
17 - KNX-FM, 1.8
18 - KWKW, 1.7
19 - KFI, 1.6
20 - KZLA, 1.5
21 - KJLH, 1.4
22 - KKGO, 1.3

Tied at #23 were KACE, KBZT, KLAC, KNAC, KNOB, KRLA and KUTE, each with a 1.2. KDAY and KFAC-FM each had a 1.1 and were tied at #30. KSKQ was #32 with a 1.0. KHJ had become KRTH-AM and the 1955-65 "Smokin' Oldies" format didn't garner so much as a 1 share.

 

[oldies76]

And the former "Magic 106" didn't take long to reach #2 with its new hip-hop/CHR format.

1 - KABC, 7.0
2 - KPWR, 6.0
3 - KIIS-AM/FM, 5.3
4 - KJOI, 5.2
5 - KBIG, 4.3
6 - KOST, 4.2
7 - KROQ, 3.8
8 - KFWB, 3.7
9 - KRTH-FM, 3.5

I don't believe KPWR was known as a "hip-hop" format back in '86, as rap / hip hop wasn't really beginning until the end of that decade, unless you want to count New Edition and "Cool It Now" from early '85. KRTH has improved to #9, from #12. Mike Phillips took over then I believe.

 

[michael hagerty]

I don't believe KPWR was known as a "hip-hop" format back in '86, as rap / hip hop wasn't really beginning until the end of that decade, unless you want to count New Edition and "Cool It Now" from early '85. KRTH has improved to #9, from #12. Mike Phillips took over then I believe.

KPWR was Rhythmic CHR. Much more urban than KIIS-FM. Phillips didn't go to KRTH until 1991. '86 is Phil Hall replacing Bob Hamilton.

 

[Thomps2525]

I said that KPWR's format in 1986 was "hip-hop/CHR." I stand by my comments. (If I get tired, I'll sit.) Michael prefers the term "rhythmic CHR." Potato, potahto. During the first week of the new Power 106, KPWR's playlist included 21 songs that were also airing on KIIS, but the station was also playing Kurtis Blow, Kid Frost, Schoolly D, Fatback Band, Run-DMC, Sugarhill Gang, Grandmaster Flash, Afrika Bambaataa, LL Cool J and many other hip-hop artists.

 

[K.M. Richards]

You obviously weren't listening back then.....typical. Maybe you should learn from one who did.

Shooting from the hip when you don't know who you're aiming at will always backfire.

I was indeed listening then. I am a native Southern Californian and have always lived in places where I could hear the FMs from Mt. Wilson.

And I don't think KRTH was better back then. Far from it, in fact.

 

[oldies76]

And I don't think KRTH was better back then. Far from it, in fact.

To industry folks like you...probably not.

To the listeners it was aiming for then, yes it was.

50's, 60's, 70's presentations, specials. Great legendary DJ's, jingles, it was there.

 

[TheBigA]

To the listeners it was aiming for then, yes it was.

50's, 60's early 70's presentation, specials. Great legendary DJ's, jingles, it was there.

Now those listeners are mostly over 65 and the station can't make money aiming at them.

 

[davideduardo]

To industry folks like you...probably not.

To the listeners it was aiming for then, yes it was.

To listeners today between 35 and 55, it was old fashioned radio and would be irrelevant today.

50's, 60's, 70's presentations, specials. Great legendary DJ's, jingles, it was there.

Not for todays 40-something.

I suggest you read Sean Ross' excellent column today....

http://www.musicmaster.com/?p=4804

Sean maintains that "it looks like the future for your market's Greatest Hits may be occupying the former position of Mainstream AC. "

So, it's not your father's KRTH any more.

 

[TheBigA]

So, it's not your father's KRTH any more.

And the market has really changed a lot since then. The fact that @oldies76 no longer lives there says a lot. I was just speaking with a well-known 70s-era artist who once lived in LA. He's in his 60s, and now lives in Colorado, just like @oldies76. He told me the lifestyle and the taxes made it the wrong place for him to live. I believe a lot of boomers have done the same thing. They've either moved to Arizona, Nevada, or Colorado. Once they've left LA, they're no longer counted as in-market listeners, and the station aims at a different group.

 

[michael hagerty]

To industry folks like you...probably not.

To the listeners it was aiming for then, yes it was.

50's, 60's, 70's presentations, specials. Great legendary DJ's, jingles, it was there.

It was...as noted before, lucky to break into the top 10. 9th place was cause for celebration. Which means it wasn't doing that well with non-"industry folks".

 

[K.M. Richards]

What Michael said.

 

[briancraig]

I'm surprised and disappointed in Michael and K.M.'s response.

Both of you should know that even in 1986, the 9th place 12+ numbers were meaningless in terms of success on a business level.

In the Spring 1986 book, KRTH was number 3 in 25-54 and number 2 in Men 25-54. To say they weren't doing well in those years is nonsense.

 

[TheBigA]

Except that 25-54 then is now 53-78. Regardless of how well they did back then, they can't sell that audience now. 25-54 now grew up with different music and different presentation.

 

[briancraig]

I understand that BigA and I wasn't arguing that the KRTH of 1986 would be a ratings winner in a desired demographic in 2014. My point was simply that KRTH in 1986 was very much a success and to say it was not doing well in that era is simply inaccurate.

 

[davideduardo]

I'm surprised and disappointed in Michael and K.M.'s response.

Both of you should know that even in 1986, the 9th place 12+ numbers were meaningless in terms of success on a business level.

In the Spring 1986 book, KRTH was number 3 in 25-54 and number 2 in Men 25-54. To say they weren't doing well in those years is nonsense.

More interesting is that KRTH was 6th in 18 34 and 5th in 18 49 in that same book. It was not even in the top 10 in 35-64.

 

[TheBigA]

I understand that BigA and I wasn't arguing that the KRTH of 1986 would be a ratings winner in a desired demographic in 2014. My point was simply that KRTH in 1986 was very much a success and to say it was not doing well in that era is simply inaccurate.

I was putting your post in the context of this on-going thread, with listeners from that era complaining that the current KRTH isn't as good for them now as it was then. My view is: Of course not. Lots of things have changed. So the station has to change too. In the process, those 1986 listeners feel left out from what the station is doing now. Absolutely.

 

[michael hagerty]

I'm surprised and disappointed in Michael and K.M.'s response.

Both of you should know that even in 1986, the 9th place 12+ numbers were meaningless in terms of success on a business level.

In the Spring 1986 book, KRTH was number 3 in 25-54 and number 2 in Men 25-54. To say they weren't doing well in those years is nonsense.

I didn't have access to the demos and frankly, forgot my own advice about 12+, Brian. You're right and I stand corrected.

 

[oldies76]

Except that 25-54 then is now 53-78. Regardless of how well they did back then, they can't sell that audience now. 25-54 now grew up with different music and different presentation.

Except that those 25-54's were hearing a successful KRTH. And selling that audience now, who cares. They are very disappointed in KRTH anyways today. It's not their music. They enjoyed mid 80's KRTH with the presentation THEN.

And if KRTH were still playing that music, they'd be listening. But like I've said before, it's throwing gold in the trash.

 

[oldies76]

In the process, those 1986 listeners feel left out from what the station is doing now. Absolutely.

Agreed, the best thing you've said in months. (I had to throw that in there).

Really, I just believe that (if there was a way) a station needs to capture that aging audience from 1986 or even earlier when KRTH was golden to get the "bonus points". But advertising is not letting that happen. It's truly unfortunate Big A and I feel for them. They love their music too and it's not being played and represented.

I see it as a lost opportunity and failure to these people.