KLOS/The Sound Ratings

[robnokshus06]

I'm always interested in this rivalry, even more so with the impending sale of CBS to Entercom and the potential spinoff of The Sound to, most likely Cumulus.

But which one would Cumulus keep classic rock? With only a glimpse at the 6+ numbers and not knowing what each station bills, it is hard for a layman like myself to determine who's really beating whom. And also, how is that FHF show doing?

Inquiring minds want to know.

 

[ChannelFlipper]

I'm always interested in this rivalry, even more so with the impending sale of CBS to Entercom and the potential spinoff of The Sound to, most likely Cumulus.

But which one would Cumulus keep classic rock? With only a glimpse at the 6+ numbers and not knowing what each station bills, it is hard for a layman like myself to determine who's really beating whom. And also, how is that FHF show doing?

Inquiring minds want to know.

I have no inside knowledge, but if I worked at the Sound right now, my resume would already be drawn up and I would be reconnecting with a lot of former colleagues and business partners.

 

[chrocket87]

The last time David posted billing numbers, KLOS outbilled the Sound by a sizable margin.

 

[AM FM listener]

Interesting thought. What if one day, Cumulus owns both, KLOS and KSWD? It seems to me that The Sound has the better Rock radio product on the air but maybe KLOS has better sales people, hence the higher billings. What if KLOS' sales people could sell The Sound with little change to its product? Maybe KSWD's billings would increase that way. Then Cumulus could take KLOS' huge signal and do something different with its currently under-achieving product. How about AC or Hot AC? KOST and KBIG have not had a serious challenger in a while. Or, maybe become the first commercial FM News-Talk station in town. Seems like a national trend but neither iHeart (KFI) nor CBS/Entercom (KNX) appear ready to do it. This could be a good opportunity for Cumulus to do something bold and become relevant in this town again.

 

[TheBigA]

What if KLOS' sales people could sell The Sound with little change to its product?

Think about that from a business perspective. They own three radio stations in the #2 market, and all three aim at older demographics. Isn't that putting all of your eggs in one basket? Wouldn't it be much smarter to have at least ONE station that aims at 35 year old women? Maybe make a little money to start paying off that $2 billion debt?

Or do you think radio people are only in it for musical purity?

Or, maybe become the first commercial FM News-Talk station in town.

Take a look at how their FM news talker is doing in Atlanta. That'll answer your question.

Plus, what demo does news-talk appeal to again? Have you seen KABC's ratings lately?

 

[AM FM listener]

Think about that from a business perspective. They own three radio stations in the #2 market, and all three aim at older demographics. Isn't that putting all of your eggs in one basket? Wouldn't it be much smarter to have at least ONE station that aims at 35 year old women? Maybe make a little money to start paying off that $2 billion debt?

Or do you think radio people are only in it for musical purity?



Take a look at how their FM news talker is doing in Atlanta. That'll answer your question.

Well then, perhaps you would agree with leaving 100.3 as The Sound, but sold by KLOS sales people, and flipping 95.5 to AC or Hot AC, which was my other suggestion, to get that coveted female audience.

 

[TheBigA]

Well then, perhaps you would agree with leaving 100.3 as The Sound, but sold by KLOS sales people, and flipping 95.5 to AC or Hot AC, which was my other suggestion, to get that coveted female audience.

Read post #3 about KLOS billings. I'd also suggest KLOS heritage is greater, and heritage is worth something in this format.

I agree with the view that 100.3 is the weakest link, and most likely to flip to some variation of AC. Although that will be tough given the strength of the existing ACs.

 

[AM FM listener]

Read post #3 about KLOS billings. I'd also suggest KLOS heritage is greater, and heritage is worth something in this format.

I agree with the view that 100.3 is the weakest link, and most likely to flip to some variation of AC. Although that will be tough given the strength of the existing ACs.

OK then, how about this revised idea. Move the KLOS brand to 100.3. Then, flip 95.5 to AC or Hot AC, or something in between, with new call letters and a new brand ("Mix 95.5" or whatever). Perhaps, make it slightly more rhythmic, to distinguish it a bit from the iHeart stations.

 

[TheBigA]

OK then, how about this revised idea. Move the KLOS brand to 100.3.

Maybe. We'll see. It all pre-supposes that Cumulus will trade for 100.3. So far, they haven't done much of this kind of activity under the new CEO. She will discuss the company's 2nd quarter earnings on Monday. We'll see if anyone brings this subject up with her then.

 

[AM FM listener]

Maybe. We'll see. It all pre-supposes that Cumulus will trade for 100.3. So far, they haven't done much of this kind of activity under the new CEO. She will discuss the company's 2nd quarter earnings on Monday. We'll see if anyone brings this subject up with her then.

Aw man, although I am flattered when someone like you, with 22,000+ posts, would reply to someone like me, with only 500+ post; I wish you would reply to my whole idea, not just one portion of it. The key to my idea is 2-fold: acquiring 100.3 and moving KLOS there...AND...doing something new, but practical, with 95.5, such as AC or Hot AC, perhaps with a rhythmic lean to it. What do you think of those two ideas together?

 

[davideduardo]

Aw man, although I am flattered when someone like you, with 22,000+ posts, would reply to someone like me, with only 500+ post; I wish you would reply to my whole idea, not just one portion of it. The key to my idea is 2-fold: acquiring 100.3 and moving KLOS there...AND...doing something new, but practical, with 95.5, such as AC or Hot AC, perhaps with a rhythmic lean to it. What do you think of those two ideas together?

100.3 is almost the worst of the Wilson signals, while the KLOS signal is much better at covering the whole metro.

We already have a rhythmic AC in the refreshed KTWV, and the value of trying to fragment the KIIS/KBIG/KOST "wall of women" is not obvious as that three station group owns a big piece of the 18-54 female listening.

 

[TheBigA]

What do you think of those two ideas together?

It's always risky when you move a format. Cumulus just did it in New Orleans, and we don't know if it worked yet.

I think the option for any new format in the market needs to be well thought out. So your idea needs a lot more detail in order to differentiate it from existing stations.

 

[hotpatrick2004]

Talk we already had 97.1 the talk station. That lasted awhile. But y would they try fm talk again here in la? And tje hot ac market ya got my fm. Ya could do a ac station via 1986 aka billy joel phil collins etc.... Doubt that would work very well. I do miss k-b-i-g "its 3 o clock in the west"

 

[sdwulfdawg]

I'm so confused. KSWD was a property of The Church of Jesus Christ of Latter-day Saints. So how is the Church's deal to allow Entercom to run the station relate to Cumulus taking over the station.

Now I'm really confused.

 

[davideduardo]

I'm so confused. KSWD was a property of The Church of Jesus Christ of Latter-day Saints. So how is the Church's deal to allow Entercom to run the station relate to Cumulus taking over the station.

Now I'm really confused.

In late 2015 Bonneville International sold the station to Entercom in exchange for KOSI, KYGO, KEPN and KKFN in the Denver market.

 

[michael hagerty]

In late 2015 Bonneville International sold the station to Entercom in exchange for KOSI, KYGO, KEPN and KKFN in the Denver market.

sdwulfdawg: And Entercom and CBS are merging and the combined group will have one too many FM stations. Leading to speculation on this board and elsewhere about which station---the one Entercom owns in Los Angeles, or one of the five CBS owns---will be disposed of, how and to whom.

The Cumulus theory is attractive because it involves trading of assets in different markets, which has tax advantages over a cash sale. Cumulus has room for another FM in Los Angeles and has stations in markets where Entercom could still grow. IF the station to be disposed of turned out to be KSWD (and previous posts make the business case for that) and they did the deal, that would put KSWD and KLOS, which are now direct competitors, under the same roof.

 

[TheBigA]

IF the station to be disposed of turned out to be KSWD (and previous posts make the business case for that) and they did the deal, that would put KSWD and KLOS, which are now direct competitors, under the same roof.

And while I've already said that those two stations are in a format that isn't particularly attractive to advertisers, Cumulus is a company that currently owns stations competing in the same format in Dallas and several other markets. They happen to be top billing stations in those markets, but anything could happen. Or nothing could happen, as the case may be.

 

[MarkW]

I could see 100.3 flipping to All Sports if it were to wind up in Cumulus' hands. Would complement KLOS from a sales standpoint.

If someone else gets 100.3, perhaps Urban AC would be a good way to go? 92.3's flip to Urban Contemporary has left a hole that has not been completely filled.

A rhythmic throwback station similar to San Francisco's Q102 is another possibility, I would think.

Finally, a softer AC akin to 98.1 the Breeze certainly should not be ruled out.

Of course, if someone other than Cumulus were to scoop up 100.3, they might simply choose to keep the current format in place.

 

[davideduardo]

Of course, if someone other than Cumulus were to scoop up 100.3, they might simply choose to keep the current format in place.

Or it could be a left-field player, such as Meruelo, as an improvement for the 93.5 signal for classic hip hop. Or even a company like EMF with a Christian format.

If Entercom is to sell, rather than trade, it makes sense to sell to an operator who will not likely be a direct competitor. I doubt Entercom, who loves the billing of FM sports, would open the door for someone to do this against them. It's more likely that they make one of the other FMs all sports.

Urban AC tends to cume over 90% African American, and The Wave is filling that void with a more consensus format that reaches all ethnicities. Soft AC is not a likely choice, since Entercom just this month flipped its softer AC in San Diego... the demos are a harder sell.

 

[MarkW]

Or it could be a left-field player, such as Meruelo, as an improvement for the 93.5 signal for classic hip hop.

If such a thing were to unfold - that would be pretty awesome, actually!

EMF definitely needs to be mentioned as a potential buyer -- excellent point.