New Orleans “Voodoo” casts a Rhythmic AC spell on NOLA (again)!

[only1moore]

Voodoo 103.7 Moves To Rhythmic AC

iHeartMedia Hot AC "Voodoo 103.7" WFFX Marrero/New Orleans LA came out of Christmas music on Friday, December 26 with a

radioinsight.com

 

[Gregg.]

Let's see. iHeart owns the big Urban AC/R&B station in New Orleans, WYLD-FM, usually #1. It owns the big Urban Contemporary/Hip Hop station in New Orleans, WQUE, usually #2.

So why would it put Rhythmic Adult Contemporary on a third station? Isn't that going to cannibalize the ratings, mostly of WYLD-FM and to a lesser extent, WQUE? Is Voodoo 103.7's playlist far enough from WYLD-FM?

 

[only1moore]

Let's see. iHeart owns the big Urban AC/R&B station in New Orleans, WYLD-FM, usually #1. It owns the big Urban Contemporary/Hip Hop station in New Orleans, WQUE, usually #2.

So why would it put Rhythmic Adult Contemporary on a third station? Isn't that going to cannibalize the ratings, mostly of WYLD-FM and to a lesser extent, WQUE? Is Voodoo 103.7's playlist far enough from WYLD-FM?

Given that they’re also playing Benson Boone don’t think so. More like they’re going for a KTU-like approach.

 

[secondchoice]

Let's see. iHeart owns the big Urban AC/R&B station in New Orleans, WYLD-FM, usually #1. It owns the big Urban Contemporary/Hip Hop station in New Orleans, WQUE, usually #2.

So why would it put Rhythmic Adult Contemporary on a third station? Isn't that going to cannibalize the ratings, mostly of WYLD-FM and to a lesser extent, WQUE? Is Voodoo 103.7's playlist far enough from WYLD-FM?

It's better "to cut your own throat" than let someone else do it.

 

[lanceventa]

So why would it put Rhythmic Adult Contemporary on a third station? Isn't that going to cannibalize the ratings, mostly of WYLD-FM and to a lesser extent, WQUE? Is Voodoo 103.7's playlist far enough from WYLD-FM?

Different target demographics for all three.

WQUE focuses on blacks leaning male 18-34 and 25-54. WYLD-FM is 25-54 and 35-64 female focused. Voodoo is white women 25-54.

 

[txchipk]

Five attempts with the "Voodoo" brand. It seems odd to keep trying to force the name to work when it doesn't have any meaningful history (a one-time 90s oldies outlet, two hot AC attempts, and now the second rhythmic AC attempt).

 

[RoseCatkw_21]

Different target demographics for all three.

WQUE focuses on blacks leaning male 18-34 and 25-54. WYLD-FM is 25-54 and 35-64 female focused. Voodoo is white women 25-54.

well, the Q93.3 is the rap station for rap viewers, while 98.5 wyld is the r&b/old school stations depending what music they playing it probably for the older person who listened back then, so I guess voodoo 103.7 is still for every listeners/viewers

 

[RFLA]

Couldn't win against WLMG, so try a different angle. But figured CHR or Hot AC/ urban was basically B97 (WEZB) territory? Actually found it funny they didn't try to wedge in as a classic hits station or Adult hits

 

[secondchoice]

IMHO any "brand" or radio station is only as good as the last or current song played. Heritage stations (20 + years) have been torpedoed and sank by a better ran competitor* in less than 3 years.

Voodoo, Jack, Tom, Dick, or Harry will work at any properly programmed station. Having been stationed at Keesler (Biloxi) twice, even Foggy would work anywhere along the Gulf Coast.

* 96 Rock (Atlanta) 30 + years was out programed by 97.1 The River. I still wonder why Clear Channel (now iHeart) never took steps to change and save WKLS.

 

[RFLA]

IMHO any "brand" or radio station is only as good as the last or current song played. Heritage stations (20 + years) have been torpedoed and sank by a better ran competitor* in less than 3 years.

Voodoo, Jack, Tom, Dick, or Harry will work at any properly programmed station. Having been stationed at Keesler (Biloxi) twice, even Foggy would work anywhere along the Gulf Coast.

* 96 Rock (Atlanta) 30 + years was out programed by 97.1 The River. I still wonder why Clear Channel (now iHeart) never took steps to change and save WKLS.

Here is weird as people like familiarity and its trying to wean them off with a new station. But once you do, basically your heritage is gone in a few years. Only thing that does 103.7 in, is signal is not as good as many others imo

 

[stevenNOLA]

Is it rational to think there is so little turnover of radio formats in New Orleans that most listeners have the ones that they are used to listening to already in their presets and probably don’t seek around on the dial very much? I.E. Most don't even know this station exists?

 

[secondchoice]

Is it rational to think there is so little turnover of radio formats in New Orleans that most listeners have the ones that they are used to listening to already in their presets and probably don’t seek around on the dial very much? I.E. Most don't even know this station exists?

Back in the day in larger market, stations used TV and billboards to "juice" a flip, Now days, I would use social media an billboards (if I had the budget)

 

[Loverofradio]

Is it rational to think there is so little turnover of radio formats in New Orleans that most listeners have the ones that they are used to listening to already in their presets and probably don’t seek around on the dial very much? I.E. Most don't even know this station exists?

NOLA/Louisiana radio has been like that for decades. People in this state are loyal to their brands. I can’t think of the last huge format flip in this state that stunned me

 

[gjroussejr]

I can think of a few:
106.7 KKND - From alternative rock to a country/rock Hybrid failure
92.3 WCKW from classic rock to WDVW "Music for the Diva in you"
99.5 WRNO from Rock to AC to News/Talk
And finally from back in the day;
101.1WNOE from album orientated rock to Country ( witch was a big plus for the station)

 

[briancraig]

A few others

WQUE from beautiful music to TM Rock in 1975
WEZB from beautiful music to Disco in 1979 to top 40 in 1980
WWL FM from top 40 (Rampart 102) to beautiful music in 1976 to WAJY in late 1980 MOR to WLMG and AC in 1987
WVSL from rock to R&B WXEL in 1974, later changed calls to WAIL as they had planned to go country but WNOE beat them to it in 1980. Became WLTS with AC in 1984. A few other formats until becoming WWL simulcast in 2005.

 

[Fieldtech1]

I can think of a few:
106.7 KKND - From alternative rock to a country/rock Hybrid failure
92.3 WCKW from classic rock to WDVW "Music for the Diva in you"
99.5 WRNO from Rock to AC to News/Talk
And finally from back in the day;
101.1WNOE from album orientated rock to Country ( witch was a big plus for the station)

WCKW went to classic hits (The Point ) then AC (Lite 92.3) first before the flip to Diva.
WRNO also did a stint as classic hits (The River) before flipping to talk

 

[RFLA]

Supposedly a station was in negotiations to sell and I think they had a country format planned for it, then Katrina killed it the deal. As it was not a country /Rock hybrid but more of a harder driving presentation with more guitar featured songs (and sped up music real bad)

Katrina also moved a newly minted Bayou 105.3 (classic rock) for Walton and Johnson to 95.7 where it lives 21 years later and once repaired 105.3 just became WWL-FM.

92.3 and 106.7 have been some of my most memorable, but nothing really has changed in 20 years other than the format wheel at 104.1 (now 103.7), flip flopping on 106.1/106.7 with format of the week.. (as im thinking gospel will probably be out by end of 2026)

I mean even Audacy cant be bothered to go to the transmitter or go into the air chain and change the RDS on their translator on 92.9 ...(still shows hot 92.9)

 

[stevenNOLA]

Supposedly a station was in negotiations to sell and I think they had a country format planned for it, then Katrina killed it the deal. As it was not a country /Rock hybrid but more of a harder driving presentation with more guitar featured songs (and sped up music real bad)

Katrina also moved a newly minted Bayou 105.3 (classic rock) for Walton and Johnson to 95.7 where it lives 21 years later and once repaired 105.3 just became WWL-FM.

92.3 and 106.7 have been some of my most memorable, but nothing really has changed in 20 years other than the format wheel at 104.1 (now 103.7), flip flopping on 106.1/106.7 with format of the week.. (as im thinking gospel will probably be out by end of 2026)

I mean even Audacy cant be bothered to go to the transmitter or go into the air chain and change the RDS on their translator on 92.9 ...(still shows hot 92.9)

it’s also worth noting that Audacy never increased the HD radio power on their New Orleans cluster. The HD signal quality on their stations is pathetic.

 

[mightynine]

And I do believe WRNO was back to rock before it went news/talk.

 

[stevenNOLA]

And I do believe WRNO was back to rock before it went news/talk.

That's correct. It was a very short stint.