My sense is it didn't start out that low, but after 7 years, the listeners got older.
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Audacy Introduces Emma To Seattle (KSWD Flips to Hot AC)
- Thread starter speer360
- Start date
My sense is it didn't start out that low, but after 7 years, the listeners got older.
That's a great point. Listeners get older as the format doesn't change. Eventually, the listener falls over the aged-out cliff while the stations keep doing the same thing.
Particularly when the music stays in the same range. This is why classic hits keeps changing the music. But soft AC pretty much stayed in the same pocket for ten years, while the listeners all got older. The goal of any format is to evolve and change over time. That didn't happen with this format.
I was just about to question this but we’ll see what happens.
What’s the difference between “soft” A.C. and “hot” A.C.?
There are potential listeners everywhere, including online, where Emma has a stream. And it's not as if the music played on ANY FM station isn't available elsewhere. More music, from every format, is available online, than available on any FM station. So in that case, Emma is no different.
Seriously? Talk to someone under 50 who streams regularly, and ask them if they would consider switching from Spotify, or whatever streaming platform and spending more time with radio, including a new light AC station. My bet is they would look at you as if you had two heads.
You obviously think people are sheep, and radio can lead them anywhere. People sign up for Pandora and Spotify. It doesn't just appear like FM radio. They made decisions and took action in order to receive those channels. In some cases they might even pay for commercial-free versions. How does Emma win those people back? By playing Taylor Swift? There are entire channels devoted to her on Pandora and Spotify. This isn't just an Emma problem, it's a radio problem. As I said, the potential audience for Emma is mainly with current OTA users, who are a smaller group in Seattle than in other places.
Soft = older Adult Contemporary hits, and some newer, medium to slow tempos. Usually 1970s to 2000s but some do air more recent medium-tempo songs. Targets 45-65.
Hot = usually 2K to now, more upbeat. Some play '90s throwbacks. Targets 25-45 usually
I hope I explained the formats correctly. There are some outlier stations out there, but these are the descriptions for the most part.
Hot = usually 2K to now, more upbeat. Some play '90s throwbacks. Targets 25-45 usually
I hope I explained the formats correctly. There are some outlier stations out there, but these are the descriptions for the most part.
I feel like most hot ACs play at least some 90s still, especially later 90s teen pop/pop rock fare. Also you forgot to mention Mainstream AC (which is what 106.9 is), which sits right in the middle of the two and plays stuff from the 80s to now.
No, I don't think that at all, and I never said so. I said that if Radio wants to reach potential listeners, they're not going to find new ones by just promoting on the station itself.
That said, understood.... you may be correct. The die is already cast. The only thing left is to put the fork in it.
Fair enough, but those under 50's still drive cars, and may use Radio in the car. You're not going to find them if you just flip and hope they tune around trying to find it. I doubt many, if any, under 50's tune around on the FM 'dial' looking for something new to listen to, looking for a new format. That's analog dial radio territory, and we all know how many of those are out there and being used by younger demos: next to none.
Are you talking about "radio" or Emma. Because Emma is promoting itself in a lot of places. Did you see the OP of this thread?
As I said, KPNW spent a lot of money promoting itself in a lot of places. It didn't work.
It's not a one or the other thing.
I said Radio, meaning radio in general, not Emma in particular. As for Emma, yes, it appears that it's promoting on radio industry press, the very online periodicals that average listeners don't know about, much less read.
As for it being a one or the other thing, understood.
How do you suggest that happen?
How do I suggest what happen? For Emma to attempt to draw listeners back from Spotify or Pandora?
Maybe they can't. But maybe they could draw some of the older target demos -- the one who still like FM -- if they advertise, targeted, on the internet. I get all sorts of targeted ads on every website -- including this one, and many of them are demographic related. The targeting isn't always spot on, but obviously all that data being mined from my devices is used to target ads.
I mean, if there are any listeners that went online that might tune in the FM station, targetted internet ads would be the only viable option.
But from what you're saying, it's not worth it. Not worth the ROI. And you may be completely right. I'll take your word on that.
Mainly the speed of the rotations. Softer formats don't repeat as much, tend to be more mellow in music selection. Hot tends to rotate almost at par with some CHR's, but generally avoids some of the controversial choices CHR makes (e.g. harder-core rap).
The reality is traffic mainly goes one way. Existing radio listening is in-vehicle based on habit more than anything else. When I press this icon/button, I hear that.
Given the consistent advertising losses and budget cuts, buying ads as an experiment is a fools errand. As I mentioned with buying TV, there might be a temporary sample bump for existing terrestrial radio listeners. If even a portion of that bump doesn't stick for the long haul, you've essentially thrown that precious money away.
Makes sense then. Thanks for the explanation.
Advertising is an experiment? Is it 1920? I hope everyone here understands that creating successful advertising is the only thing that makes any of this possible. You sell radio advertising all day long but don't believe that advertising works?
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