I wanted to ask how long will Entercom keep the Alt brand in New York....The ratings aren't that good....Format change in the future?? If so, what format would be a better fit?
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Alt 92.3 Radio
- Thread starter BJSteigner
- Start date
There are no real format holes in NYC. It's a market with a population that's hardwired for rhythmic, uptempo music, and every other musical format other than AC (which is quite rhythmic itself in its New York version) fights for scraps. News and sports, obviously, are not an option. Might as well stick with alt. Entercom's big boss has a well-known liking for the genre, so I wouldn't expect a flip anytime soon.
One reason iHeart may not be as successful with alt is that they are much more involved in programatic selling platforms, and programatic pretty much matches CPP goals with its stations, and does not take cume into account. Cume was more important when most agencies did reach and frequency analysis, but in the PPM world r&f is seldom discussed.
J
Joylovepulse967
Guest
Hmm
Maybe bring back amp Radio hmmm
Maybe bring back amp Radio hmmm
The idea is to find something OTHER than CHR or AC that will pay the bills, not to pick a fight with dominant players in the market.
God no.
What about the 60s & 70s oldies format? WCBS-FM no longer plays the oldies.
No it will overlap with CBS FM. I think 95.5 could go with a 60s and 70s format. I still think KTU should just go with a dance format. It makes the most sense they canniblize Z100 at times with playing the same music.
Not commercially viable.
WKTU is the 5th highest billing FM-only station of its own accord, and WHTZ and sister WLTW are the FM music station leading billers. WKTU is, in fact, tied in billing with WAXQ and WBLS. Nobody is suggesting either of those two change format.
There is no reason for WKTU to abandon an immensely viable format. While WHTZ and WKTU play similar playlists, they are not the same. The feel and texture of the two are different, and the target audiences are also different. WHTZ is the second highest billing music station in the US, so what iHeart actually needs is billing strength across the cluster... which they have with a 33% share of total market revenue.
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KTU has seen a bit of a dip in their ratings as of late. It would be foolish to do anything drastic, but they have been playing a few gold selections recently that they haven't touched in a while so they are trying to prevent any further bleeding. The answer for KTU is to take a few more steps to what they were before being used as a flanker against 923, obviously an updated version of that as time marches on. Z 100 has no chr comp now and not only can KTU clear out more chr real estate for Z to own, they can also most likely increase their own ratings by being more well defined as "The beat of New York". Recently they have moved a bit in that direction they just need to go further with it. It's better for the whole cluster no doubt which as you said is what matters most.
L
lawman
Guest
Alt is doing quite well with the demos and area they are targeting, suits are happy, advertisers are happy, listeners are happy. The urban formats are the ones in jeopardy, way too many, where alt has the whole pie all to themselves, why mess with it, no other format holes I can see to fill..
Why would Entercom flip 92.3? Bringing the format to New York was a no brainer in my opinion. My only complaint is that it's a little too safe.
The urban stations are doing just fine. Hot 97 is top 5 25-54, and hot and power both are consistently top 5 18-34 and 18-49. Power doesn't get the billings that their ratings justify but the same is true in most cases for alternative stations as well. Hot and BLS are a great team for Emmis, and Power plays its role for iheart as well. Power is also the homebase station for The Breakfast Club which is on in many different cities and does quite well for an urban morning show. Hot and BLS are heritage brands that no sane person would ever change. The reality is that the low ranking stations open to a change would be Nash, PLJ, WEPN and WXNY. Cumulus still likes having Country is market 1, PLJ always seems to truck on with low ratings as it has for over 20 years now, ESPN likes a radio station in NYC, and WXNY is owned by a company that wont do any other format that is not Spanish language oriented no matter what the billing and ratings say.
Umm, yes, the Alt format does have the whole pie to themselves. The problem is that the pie is one of those moon pies you pay a dollar for. The urban format may be more crowded, but they’re splitting a large pizza pie.
Except it's not an area Entercom does a lot of business in. Whereas they seem to love Alt.
I think there may be four urban stations in the entire company.
I know it's about the money, but I'm just sayin' what I see.
Maybe things have changed, but as far as the demo, younger African Americans (urban - depending on the format of urban) vs younger white males (for alt rock,) advertisers tend to put more money into the younger white males. They tend to have more expendable income.
Hmmm, not my experience. Not always a function of having more expendable income, but the willingness to spend it.
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