It really does not need to be said, but 94.1 probably will not flip. The move in Detroit can be viewed as filling a void or cost cutting (probably a combination of both). The same wouldn't apply here considering Entercom already has both a country and alt station where the restructuring has taken place (and taken a toll)...
-
Get involved.
We want your input!
Apply for Membership and join the conversations about everything related to broadcasting.
After we receive your registration, a moderator will review it. After your registration is approved, you will be permitted to post.
If you use a disposable or false email address, your registration will be rejected.
After your membership is approved, please take a minute to tell us a little bit about yourself.
https://www.radiodiscussions.com/forums/introduce-yourself.1088/
Thanks in advance and have fun!
RadioDiscussions Administrators
That Sound is Jingle Bells
- Thread starter TheBigA
- Start date
That's the real question I was wondering about as well.
Regardless of what we may be encouraged to believe, life is happening each and every day outside of the pandemic. Not to mention, discussion of topics other than COVID are probably a healthy outlet in difficult times like these.
However, and speaking as co-moderator, there are hundreds if not thousands of venues where "other topics" can be passionately discussed.
This board, though, is about radio. Other subjects are not "off limits" as long as they have a tie or connection to radio and electronic media. We welcome the discussion of how radio and TV handle current events and controversial social issues... but the core has to be the connection with electronic media.
I don't mean to single you out, but you presented a platform that does need to be clarified occasionally. Keep the good posts we expect from you coming! You always have good perspectives from the listener perspective as well.
The Seattle section has a long history of seeing 6+ numbers and starting the speculation mill of who will flip formats and why. Some of us in the industry have attempted to educate these folks in why flipping formats because of two down-trending books is not only uncommon, but considered reckless from a business perspective. Either way, chock it up to their having fun, sort of like football fans joining fantasy leagues.
Kelly, many times I agree with you that there's more to making a format flip than 6+ numbers, but at the same time I don't think I've ever seen a station that does well 6+ flip format. I've seen several make adjustments or rebrand when showing decent numbers, but I don't think I've seen an all-out flip of a station that's above about a three and a half share. That being said, I've also seen some decisions I'd consider pretty dumb as well, the latest being at 93.3 in Austin. That went to a new music intensive CHR in mid-September, only to revert to Hot AC a few weeks ago. One monthly isn't nearly enough data.
The Dove in Tampa was consistently, for well over a decade, #1 in 12+. They were around 15th in billings. The music was too old, even for that market.
They changed format.
Based on the experience at their sister station in Miami, they dumped really ancient-appeal format and modernized, going from Easy Listening to AC. They are now both #1 in ratings and tied for #1 in billings.
But Bob, there are many more factors than even just ratings, let alone 6+: How does the station perform with their target demos? You guys on this board will never likely see that data. How is revenue with the station, or an associated group? Some groups sell and count their BCF (Broadcast Cash Flow) based on a group of stations and demo spread in the market, not individual stations. Some stations hold onto a format longer to keep the competition on their heels. If a station flips, they're essentially handing-over that format, demo and audience to a competitor.
Especially with a pandemic going on, ratings are unpredictable, revenue is only slightly more predictable. A station could have respectable ratings and still be challenged from a revenue standpoint. If agencies and advertisers aren't interested in your demo, they won't buy time on your individual station. Doesn't matter if the station is #2 in 25-54 Women. Miller Brewing wants 18-34M, but your group's classic rock station fits that bill.
And what you said in the last sentence is correct: Even a couple months of 6+ down ratings certainly doesn't justify the significant cost involved in flipping formats.
I've seen it twice in Portland, alone! KUPL had just risen to the #1 spot as Beautiful Music and switched to Country because the audience was getting too old. On the other end of the spectrum, Rock KRCK had premiered as the #1 station and in the second book, dropped from 9.9 to 4.9, still in the top ten! This is when AOR was still an 18-24 format. Not long after that, the format refocused on 25-34. I feel the need to mention that when KRCK premiered with 9.9, KGON dropped from 13.3 to 4.8 but was able to readjust and continues today as the market's traditional Classic Rock outlet.
Now if it could only be about radio in the market for which the board is targeting - in this case, Seattle, not Tampa, Austin, stations in Mexico, Portland, etc., etc. Maybe Santa can bring that for Christmas. But that would mean believing in fairy tales.
Kelly, you make some good points. Your points about revenue are why I'm surprised there are as many format changes nationwide as there have been lately. If I were running a station right now, I'd probably change if I had been planning to do so before the shutdown, but wouldn't make any other adjustments until thgs returned to some sense of normalcy.
David, I'd consider WDUV an evolution, not a flip.
Interesting about Portland. What's KRCK now?
David, I'd consider WDUV an evolution, not a flip.
Interesting about Portland. What's KRCK now?
News/Talk KXL
There are a lot of variables. Some may see the downturn as an opportunity to rebuild a lagging station and start new. That didn't happen in the 2008, because station values plummeted and nobody wanted to spend potentially millions of dollars, potentially from their recently nonexistent lines of credit, on a risky format change. Most stations and groups looked to hang onto whatever cash they had, so the last thing they'll do is gamble it. The smart owners fixed the formats they had and cut overhead.
As the economy continues to struggle from the pandemic, I think smart owners will choose to conserve cash again by either digging-in, or try to cut more expenses.
- Status