Does anyone know what soft/easy listening music format service they are using? They are a really small market radio station, but when I happened to listen to them online it seemed to be a very smooth presentation. Very listenable station.
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KHLC-FM 104.5 (Soft and Easy) in North Highlands, NC
- Thread starter sdwulfdawg
- Start date
Is it possible to change the thread name? It's WHLC because the station is in the East.
I believe my post got deleted but I tried to bring up the 4 or 5 FM translators that they own in their 60 db. Are they running BM on all those translators? One would think some kind of HD and run either " Adult oldies" or classic country would make sales a lot easier. I know from a study I did before COVID, that area was targeted to become a retirement area by several real state developers.
I know the area is popular with retirees.I believe my post got deleted but I tried to bring up the 4 or 5 FM translators that they own in their 60 db. Are they running BM on all those translators? One would think some kind of HD and run either " Adult oldies" or classic country would make sales a lot easier. I know from a study I did before COVID, that area was targeted to become a retirement area by several real state developers.
If not for WQNQ at 104.3, WHLC might be heard in Asheville, also popular with retirees. There was a 50s and 60s oldies station on HD and a translator there but it went Spanish. I think nearby Hendersonville, also popular with the retired, has standards but I haven't tried the stream lately. I should have tried that station last time I was in Asheville. Bigfoot Country wasn't that good and I hear it's gone.
From the look of things KHLC is doing quite well. A post hinted the station might do even better by adding HD services. As a guy on the street selling in small market radio, here's my take:
1. It's hard to find good salespeople that know it's all about relationships and if they like you. If they trust you and know some personal info on you, you have a client that will spend with you. Try selling differently and you'll fail in a small market.
2. Small markets don't have limitless ad dollars as it seems in the big city. Here a client can spend, pick a number, $1,000 a month. If they're spending the bulk of that with you, adding another service isn't going to get you extra ad dollars. If you're in small town radio you already have have all your clients doing all they can.
3. Always have an Ace in your hand you can reveal when needed. Small market radio means you always have a low cost, easy to implement something extra you can add to what you're doing when you need to freshen it up.
4. Spending cash to build out additional services that will be advertising supported does not make sense. It will not produce more income than you have. It creates debt and gives you more to worry about. It goes against the trend that fewer dollars will be there in the future. I have a client that spent $1,200 a month in 1980. Today I get $600 and that figure will not go up in the future thanks to national chains. If the community starts to blow up as a retirement community and that business growth is not all national chains, then I might consider a capital improvement or better yet, buying nearby stations.
1. It's hard to find good salespeople that know it's all about relationships and if they like you. If they trust you and know some personal info on you, you have a client that will spend with you. Try selling differently and you'll fail in a small market.
2. Small markets don't have limitless ad dollars as it seems in the big city. Here a client can spend, pick a number, $1,000 a month. If they're spending the bulk of that with you, adding another service isn't going to get you extra ad dollars. If you're in small town radio you already have have all your clients doing all they can.
3. Always have an Ace in your hand you can reveal when needed. Small market radio means you always have a low cost, easy to implement something extra you can add to what you're doing when you need to freshen it up.
4. Spending cash to build out additional services that will be advertising supported does not make sense. It will not produce more income than you have. It creates debt and gives you more to worry about. It goes against the trend that fewer dollars will be there in the future. I have a client that spent $1,200 a month in 1980. Today I get $600 and that figure will not go up in the future thanks to national chains. If the community starts to blow up as a retirement community and that business growth is not all national chains, then I might consider a capital improvement or better yet, buying nearby stations.
WHLC used to be a beautiful music station but several years ago they transitioned to every other song a soft AC vocal alternating with instrumentals. It still sounds great with a beautiful music radio style with short recorded IDs between sets. Lots of local commercials but professionally voiced and produced, many for tourist type businesses in the area. The people living there probably don’t know this style of radio disappeared from almost everywhere 30 years ago!