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105.7 needs a rebrand
- Thread starter CbusRadio
- Start date
For a while they were trying to push the term modern rock instead of alternative and for some reason that never took off and people started saying alternative for bands that have nothing to do with alternative. I heard them playing Nickelback maybe a month or so ago, and bands like 3 Days Grace. Definitely not my thing, and definitely not alternative that's just what people call anything Rock these days.
Maybe branding involving "X" from the call letters would be a good idea. I don't think anyone would suggest something involving "C" and "D."
It was around this time a year ago that they dropped the "currents-driven" alternative format that they had been using for a year or two. My gut says that iHeart:
A) Saw adult alternative artists (Noah Kahan, Benson Boone, Hozier, Teddy Swims, etc) taking off at CHR and didn't want to threaten WNCI
B) View 105.7 as having more value as a male demo option in their portfolio and as a reactive flank to 99.7 or 96.3
They did go up in the ratings this past month and the Blitz dropped. So perhaps if the trend continues and iHeart wishes to go head-on with The Blitz, maybe a rebrand could happen?
Thing is, the more rock they go, the more they leave open a space for someone else to enter the void left by 92.9's exit and Adult Alternative's current success.
A) Saw adult alternative artists (Noah Kahan, Benson Boone, Hozier, Teddy Swims, etc) taking off at CHR and didn't want to threaten WNCI
B) View 105.7 as having more value as a male demo option in their portfolio and as a reactive flank to 99.7 or 96.3
They did go up in the ratings this past month and the Blitz dropped. So perhaps if the trend continues and iHeart wishes to go head-on with The Blitz, maybe a rebrand could happen?
Thing is, the more rock they go, the more they leave open a space for someone else to enter the void left by 92.9's exit and Adult Alternative's current success.
Pity the arrangement with Randy Malloy didn't work out, 105.7 could have had a solid brand with some really talented people on air.
100%. I'd still be curious the original arrangement for that. I sincerely doubt Randy would have agreed to iHeart using the CD branding but then the station playing the current "Blitz lite" rotation of Evanescence, Staind, and Linkin Park. WWCD seldom played nu metal or any post-grunge from after 98/99.
I just posted in the old AAA post that I think iHeart's KBCO (Denver) format would have made a lot of sense for Columbus, be it under the CD branding or even the current 105.7 branding. But I doubt they'd do that if they thought it would threaten WNCI.
Part of me wonders what if North American pivoted 94.1 to a female-friendly "adult alternative" as a means to counter 105.7 encroaching on 99.7? Demo-wise, it could be somewhat close to what they're doing with Star.
One station I really love is AAA wxrt in Chicago. They get solid ratings, but part of me wonders if that's just because they've been around for decades. I think it would be perfect for a station like 94.1. It's got to get better ratings than 0.7 lol and it would not take away the blitz's audience
Totally. XRT is great too.
Star 94.1 sounds like a satellite / turnkey format to me. So I could understand if they (North American) didn’t want to have to program another station. That said, I don’t feel like Star fills any void that isn’t already covered by Sunny, Rewind, Mix, and The Bus.
Meanwhile, we lost CD92.9 and 105.7 moved away from lighter alternative in the past year. Evolving Star into a gold-based modern AC (I’d say a good 20-25% of their current playlist is already modern AC) maintaining their 35-54 female lean, and then slowly introducing AAA currents to market it to former CD92.9 listeners as “Columbus’ Adult Alternative” seems like a smart middle position between WNCI and 105.7 to push back on iHeart’s encroachment.
The reason they dropped their “currents driven” playlist is so they could move it to their “Alt Radio” syndicated playlist that iHeart uses on a lot of their smaller market stations. Just look how similar 105.7’s playlist is to, say, Project 1006/106.3 in Cincy, Star 99.1 in Honolulu, or a few of their other nationally-programmed stations.
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