The one station that bucked that trend was KRBZ (as 96.5 the Buzz) up until late 2020. It ran a lot of currents, and was able to keep its audience.
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Alt 92.3
- Thread starter BJSteigner
- Start date
You use two methods for music testing. You are obviously unfamiliar with either, as you call them "focus groups" which is like calling a helicopter an airplane.
First are library tests which used to be called Auditorium Music Tests but are now done online and not in a meeting room. People are recruited from the format core users. They usually hear about 500 to 600 songs, but extended tests can do as many as 1200. Candidates are professionally recruited and the station does not administer the test.
Second is "call out" which is the same thing, but with the newest songs. Generally, 25 to 30 songs are done at perhaps 3 week intervals with a participant being part of the panel for 6 to 10 tests. The recruit is done by phone, but the test done online usually. Brand new songs are tested after they have been played enough for the average listener to have heard them at least 5 times; before that scores are meaningless. That means that you don't test new songs for about 3 weeks after the add is made.
Music tests are not "focus groups" as a focus group is a bunch of people brought together to chat about something... maybe 10 people per session or group. Music tests are around 100 people with no chatting, just listening and scoring. Focus groups are "perceptual" and music tests are "quantitative". Big, big difference. Focus groups are not used to test individual songs.
In a library test, songs that are at least a month old are tested, and the good ones do as well as any song can do if listeners like them. If they song is a stiff, it tests like a stiff.
As to new music, a station will track a song through several call out sessions, and if, after many weeks, it does not respond it is killed. Or, if it looks really dreadful (well below neutral) it is dropped.
I've been fortunate enough to compete with stations that don't test. In one case, in an immensely huge market, a non-testing station got a 1.9 share and we got over a 20 share... both of us playing rock that covered the 70's through current material. We tested, they did not. And we did play currents... just not too many of them because most did not test, never sold and were negatives.
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KRBZ was a 5 to 6 share station up to 2016. Then something happened and they became a 2 to 3share station... mostly a low 2 station.
I wonder if when they increased the currents was in 2017 when they cratered?
The thing I don't know however is if this is a heritage audience, as in the same audience that was there 25 years ago and has now become middle age. Or has the station added new listeners because they play new music. I suspect it's mostly the former.
Actually, it seemed like it was the other way, from what I remember (I live in the market.) It seemed like that year, their playlist tightened quite a bit (while still having more currents than most alts albeit). At the time, they were in direct competition with kcjk, which had a much lower 6+ number, but was probably gaining on them in the key demos. Eventually kcjk overtook then even in 6+ how low they fell before flipping to an active/alt format.
The reason Q104.3 played RHCP's new tune is because RHCP is now a classic rock group. Been so for a very long time.
Please let me try again. Around 5 years ago my P1 Alt station, which had already been circling around the bowl for a few years, found Jesus and departed. I was totally bummed out and finally remembered 88.3 WQRI, a college station that came through for us when the local Alt floundered years ago. They have an esoteric playlist with a surprisingly good selection of music. They often generally run the same 100 or so tunes on shuffle play. Titles and artists are unannounced. The only song I know is "Liztomania". I've heard these songs many times on that station and have many favorites. Those songs I'm not particularly fond of I've had no difficulty tolerating.
A few months back I bought a 5G phone. I loaded an FM radio internet player and immediately added KBZT, 91X, KYSR, KROQ, WBRU, WLIR and WEQX. Within one day I chose WLIR and WEQX and unloaded the others. WLIR will always be on my top list of music stations and WEQX is the one most likely tuned in on my radio, with WQRI still as my local choice.
A few posts back I posted a number of artists I hear on WEQX. I don't believe I'd even known any of them existed until I heard them on EQX. Yet those and a number of similar artists are rapidly trying their hardest to fill a 128Gig card. Creep by Radio Head is the only song that's bothered me so far and I didn't even turn that tune off! I believe that any true Alternative person has their own story similar to mine according to their own experiences and feelings.
I like the music. Maybe I don't know the artist or the name of the tune. It sure doesn't stop me from enjoying the euphony of the music! Hit music? That is what ruins Alternative Radio. People who love the "Hits" do not really belong in an Alternative audience. Attempting to add such people can only subtract from the enjoyment of those that appreciate the format. It brings the whole experience down to the lowest common denominator. The result? A bunch of Alternative radio stations with numbers in the ones.
WEQX type stations are the true Alternatives. The vast majority of others are just not serious enough about the genre to expect any real results beyond their current numbers.
I've said it before and I'll reiterate here: Dilettantes do not belong in serious radio programming. They may have some luck in CHR, classic rock, country or greatest hits. Real radio formats quickly reveal the real truth as to their efficacy when the wrong audience is continually being sought to fix problems caused by a wrong audience.
I suggest people listen to a WEQX type Alt. Then listen to any of the cookie cutter Alts. Can you discern any difference between the two? If you can, then there is your answer!
@xyz I'm a massive WEQX cheerleader.
When I first started in music radio, I worked at a small market Hot A/C station in the early 2000's I asked about new music, and what place it had in the format was told "we entertain, not educate"... They more often than not watched what Cap City CHR's were adding, so it was very safe. These days, I live in the second largest market, and work in News/Talk radio. So, 20 something years later, finding stations like WEQX is a real joy for me.
I have been streaming WEQX for about 10 years. As an Australian I can say format wise, WEQX is as close to Australia's Triple J, albeit a commercial station. In my experience WEQX is a format leader, jumping on songs with no real traction early on.
WEQX is an interesting listen, especially when you hear the jocks talk about the fact that their audience truly is worldwide. So while their terrestrial audience may be small, their national and (in my case) international audience is increasing, and yes I understand streaming means little to advertisers. The (advertising) client mix is about 70-30 local to national advertisers. Of the local non-entertainment clients, I would be curious to find out if their mail order business had increased as a result of WEQX exposure. Personally, I discovered and regularly order Death Wish Coffee through spots I heard on WEQX. I know I'm unusual, but in a small market, it would be interesting to see if local clients get any business from outside their local area.
WEQX is definitely a unicorn. The main reason I bring it up is to silence all these Einsteins of Alternative who opine about their beliefs there is an incredible dearth of new Alt music. Or no really good new Alternative product. Sounds to me like some people could probably research the Alt situation before declaring it dead. It sure sounds like a lively and viable scene to me. If done properly.
I certainly would not suggest WNYL try that extreme. This is New York. I can definitely think of a very viable way for WNYL to successfully succeed with an Alternative format according to New York standards. A possible symbiotic relationship with people that believe in the format enough to launch music web site without affiliation with a radio station is one example. There happens to be a group of folks right here in Town that really know how to do Alt. Even more, they know how to play the game by the rules of New York City radio!
A deal with WLIR as the contemporary Alt on internet and WNYL HD2. WNYL on internet and HD1 as a hip 'Classic Alternative" featuring 80s and up music guided by the expertise of the WLIR folks. There is an incredible amount of great Alt music for keeping WNYL fresh, imaginative and hopefully in popular and rewarding viability. WLIR will eventually win back the call letters they've had for 50+ years. Sure. There are business issues to be resolved and Murphy always rides shotgun on stunts like this. WNYL has some important sister Alts that also could benefit from this potential alliance. I'm pretty sure they have a successful Classic Hits station and a Classic rocker would cement their ownership of Rock and Roll in the City! The whole thing sounds like a stretch but the ingredients for the right people with the means and desire are all here! DISCLAIMER! I have NO connection with any individuals, companies or entity with this idea! I'm throwing it out there in hopes that the right persons see and come up with a real plan to save this format.
I certainly would not suggest WNYL try that extreme. This is New York. I can definitely think of a very viable way for WNYL to successfully succeed with an Alternative format according to New York standards. A possible symbiotic relationship with people that believe in the format enough to launch music web site without affiliation with a radio station is one example. There happens to be a group of folks right here in Town that really know how to do Alt. Even more, they know how to play the game by the rules of New York City radio!
A deal with WLIR as the contemporary Alt on internet and WNYL HD2. WNYL on internet and HD1 as a hip 'Classic Alternative" featuring 80s and up music guided by the expertise of the WLIR folks. There is an incredible amount of great Alt music for keeping WNYL fresh, imaginative and hopefully in popular and rewarding viability. WLIR will eventually win back the call letters they've had for 50+ years. Sure. There are business issues to be resolved and Murphy always rides shotgun on stunts like this. WNYL has some important sister Alts that also could benefit from this potential alliance. I'm pretty sure they have a successful Classic Hits station and a Classic rocker would cement their ownership of Rock and Roll in the City! The whole thing sounds like a stretch but the ingredients for the right people with the means and desire are all here! DISCLAIMER! I have NO connection with any individuals, companies or entity with this idea! I'm throwing it out there in hopes that the right persons see and come up with a real plan to save this format.
It really is "WLIR". WABC currently owns WLIR FM 107.1 in the Hamptons. They don't want the WLIR logo used. They've changed their ID and web site to wdarefm.com to honor the wishes of WABC until or if they regain permission to legally use them again. They still often refer to themselves as 92.7 FM, which is the frequency WLIR used in Garden City. Listen to them and they'll tell you who they "really" are.
It's a legal thing.
Meanwhile over in San Diego: https://radioinsight.com/headlines/220423/91x-moves-to-classic-alternative/
KRBZ's ratings dropped when 105.1 KCJK flipped to alternative, then dropped some more when Afentra was fired, and then dropped even more when 105.1 hired her. Then after a moderate rebound, COVID and Audacy's programming miscues came, and ratings sank for a second time.
Indeed, KRBZ is performing much better in the AQH share department of late. I suspect that station has undergone playlist changes similar to those of WNYL, KROQ, KVIL, et al. in the past few months. Getting rid of the horribly implemented "Two Minute Promise" has perhaps helped, too.
Indeed, KRBZ is performing much better in the AQH share department of late. I suspect that station has undergone playlist changes similar to those of WNYL, KROQ, KVIL, et al. in the past few months. Getting rid of the horribly implemented "Two Minute Promise" has perhaps helped, too.
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91X is targeting the people who grew up listening to alternative radio. A lot of them are probably in the 50-year old ballpark but that's who's listening to the radio now. Garett Michaels is a smart programmer, obviously able to read he room. Old music = good ratings on FM radio today.
Only because new alternative music doesn't attract consensus audiences. That's a failure of the music. Other genres are able to find consensus. Not so with alternative. You don't see a lot of classic country stations popping up. People are trying throwback hip hop, and it appears to be failing. So old music isn't a universal solution for lagging radio ratings.
Alternative radio in the 90s got those consensus audiences because it was the best/only option for hearing new music. Today's young audiences have fled to Spotify and similar streaming services that are able to tailor music discovery to their individual tastes. They aren't growing up with radio as their main music source, partly because radio is obsessed with 25-54 and failed to invest in serving those younger listeners when it mattered. Now it's too late.
Country is a superstar format. The same relatively small bunch of artists stay on the charts for years churning out record after record. Nashville is a well-oiled, tightly controlled machine that creates a product that still works well on radio and satisfies an audience that craves formula and familiarity, not new music discovery.
Maybe it just doesn't have as much staying power as other types of music.
But many of the top rated FM stations in the country play nothing but old music. Classic Hits. Classic Rock. Jack-like Variety Hits. Even AC is a gold and recurrent driven format with minimal new music.
Old music is a crutch that works for now because it reaches that age group of people who grew up with radio and still use it. It won't work forever. But 91X in San Diego is a heritage alternative station that plenty of people in their 50s grew up loving so I think it will work there. NYC doesn't have the same kind of heritage alternative station apart from WLIR which has grown in legendary status over the years but is gone now.
It's not radio... it is advertisers. Radio dances to the tune they are played.
Country is vastly more artist focused, and that goes back 90 years to the "members" of the Opry. But there is plenty of new music and a constant inflow of new artists. And country stations play predominantly current and recurrent songs today... nearly like CHR.
Half the people in SD today were not there when 91X began. They don't care what it was or what they played.
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