100.3 The Sound goes Deep; 86s "World Class Rock"

[SuperRadioFan]

In the last 4-5 weeks, The Sound has changed their positioning liners to "All About The Music". Yesterday they changed the logo on their website to that phrase and dropped any reference to "World Class Rock". And on air they are emphasizing "Deep Cuts". I have noticed that all the DJs are saying "it's All About the Music" after they ID the station. Yesterday I heard a liner stating "A deeper way to rock". However The Sound's typical "deep cuts" are songs like "Diggin' in the Dirt"-Peter Gabriel; "Elderberry Wine"-Elton John; "It Can Happen"-Yes; "Move it on Over"-George Thorogood.

In addition to the new positioners, recently The Sound has added: Album Sides Wednesday on some Wednesdays...All those vinyl LP sides come from mid-80s and before; a daily morning feature of 10@10 started last week (?) with no year more recent than 1985 or 1986 AFAIK; and their Sunday specialty shows (on for several months now) "Peace, Love, and Sunday Mornings" 8am-noon featuring a mellower (mostly older) rock format and "My Turn" 6-7 pm where guest "DJ"s usually recording artists select their own playlist for an hour. One week they had two members of The Lakers do it.

And now they are doing a massive mailout promoting their "contest" at 3 pm M-F where ppl can fill out an online opinion form listing artists they'd like to hear (very short form) and if their name is announced around 3 pm, they have to call in within 30 minutes to claim $3,000. So that's $15 grand per week. (Can they afford that?)

The Sound really has gotten mostly away from any AAA tracks averaging maybe 1 per hour and 1 new track or recurrent per hour. The rest of the playlist has your typical rock and pop/rock/alternative songs in there most of which are familar to any rock fan. IOW 95% (IMO) is familiar stuff. So why even bother playing an occasional "AAA" track?

Is this going to work?

And does this mean that my two T-shirts stating "WORLD CLASS ROCK" are now obsolete?

 

[ChannelFlipper]

In the last 4-5 weeks, The Sound has changed their positioning liners to "All About The Music". Yesterday they changed the logo on their website to that phrase and dropped any reference to "World Class Rock". And on air they are emphasizing "Deep Cuts". I have noticed that all the DJs are saying "it's All About the Music" after they ID the station. Yesterday I heard a liner stating "A deeper way to rock". However The Sound's typical "deep cuts" are songs like "Diggin' in the Dirt"-Peter Gabriel; "Elderberry Wine"-Elton John; "It Can Happen"-Yes; "Move it on Over"-George Thorogood.

In addition to the new positioners, recently The Sound has added: Album Sides Wednesday on some Wednesdays...All those vinyl LP sides come from mid-80s and before; a daily morning feature of 10@10 started last week (?) with no year more recent than 1985 or 1986 AFAIK; and their Sunday specialty shows (on for several months now) "Peace, Love, and Sunday Mornings" 8am-noon featuring a mellower (mostly older) rock format and "My Turn" 6-7 pm where guest "DJ"s usually recording artists select their own playlist for an hour. One week they had two members of The Lakers do it.

And now they are doing a massive mailout promoting their "contest" at 3 pm M-F where ppl can fill out an online opinion form listing artists they'd like to hear (very short form) and if their name is announced around 3 pm, they have to call in within 30 minutes to claim $3,000. So that's $15 grand per week. (Can they afford that?)

The Sound really has gotten mostly away from any AAA tracks averaging maybe 1 per hour and 1 new track or recurrent per hour. The rest of the playlist has your typical rock and pop/rock/alternative songs in there most of which are familar to any rock fan. IOW 95% (IMO) is familiar stuff. So why even bother playing an occasional "AAA" track?

Is this going to work?

And does this mean that my two T-shirts stating "WORLD CLASS ROCK" are now obsolete?

Will this work? NO

Putting My DE hat on here, substituting deeper tracks that the vast majority of the radio audience doesn't know is no different that new tracks they don't know. They won't listen either way. In a year, anything with the Sound logo will be obsolete (collector's item though!).

They are putting a ton of money into this new promotion. I received a full color mailer on expensive stock paper asking me to be part of the survey group (sorry, I have a life, and my opinions would be in the minority of the group anyway) and promoting the contest. Interesting that I moved just a few months ago and yet they have my current address. How did they get that I wonder?

Is the 10@10 the one that Dave Morey does for KFOG as well? Those are very well done and have been a staple on KFOG for years. Probably the most popular program on the station. It is on at 10:00 in the morning, repeated at 10:00 at night, and then all five shows from the week are repeated on Saturday. If its the same one I will tune in. If not, it can only be a poor imitation.

All of this of course is chasing after wind and wasting a lot of money in the process. Great for me, I am the target audience and enjoy the station. But bad for Bonneville.

 

[4UH8SIMBKAGN]

I got their mailer yesterday. Specifically addressed to me.

First, it's VERY busy. Way too much crap to be advertisng a radio station.

Second, it does not have their current positioning statement ANYWHERE on it.

Third, here's what is on it. Judge for yourself.

Addressed side of the multi-page mailer:

Tired of hearing the same songs over and over? 100.3 The Sound. A personal invitation to sample 100.3 The Sound for: (My name) Printed on recycled paper using vegetable based inks. Station address and the U.S. Postage paid permit from Richmond, Va.

Opposite side of the outside mailer:

Help Make FM Radio Better. Be Rewarded. 100.3 The Sound.

Inside the mailer (4 pages):

FIRST page:

It's now.

It's then.

It rocks.

It rolls.

100.3 The Sound

Tells us what you think.

Take The Sound Survey at
www.thesoundla.com

Turn us on anytime,
but especially at 3:00 PM.

We could turn you on
to $3,000 just for listening!

SECOND page:

A new FM station for people who love the music

At 100.3 The Sound , we think there is so much good music that should be played - great rock songs from the best artists, old and new. If your taste in music is diverse and you love deeper album tracks, try 100.3 The Sound.

If you listen to 95.5 KLOS or 93.1 Jack FM - or you're just tired of hearing the same songs over and over again - we think you would really enjoy 100.3 The Sound.

We believe we're making FM radio better, and you can help. Take The Sound Music Survey and share your opinions. And, since we know your time is valuable, here's an added incentive: every weekday at 3 PM, I'll thank a listener by name. If it's you, call back within 30 minutes, and we'll give you $3000 cash.

Together, we can help redefine FM radio.

Andy

Andy Chanley
Afternoons on
100.3 The Sound

THIRD Page:

3 Reasons to take
The Sound Music Survey

1) Great Music Belongs on FM Radio
100.3 The Sound plays deeper tracks from Rock's Greatest.

2) 3 Minutes
That's how long The Sound Music Survey takes. Head over to thesoundla.com. It's that easy.

3) $3000 at 3pm
Finally, listen each weekday at 3pm when we'll personally thank a Sound Music Survey participant. When you hear us thank you on the air, call us back within 30 minutes at 888-696-1003 and we'll reward you with $3000.

These days, we could all use some good music...
and some extra cash.

100.3 The Sound

FORTH Page:

List of the 100.3 The Sound Survey Official Rules (this would take me a full day to type out - Can't they just list a link it to the website?).

-------------------------------------------------------------

I love to meet the marketing director and management at The Sound who approved and/or wrote this. First, I'd ask them, "Do you know the definitions of "Brevity", "Repetitiveness" and "Busy"? Second, I'd call them idiots. This is not something that should come out of a major market station, ever. It's quite obvious this station has absolutely no future (unless KLOS as a classic rock would go away).

 

[SuperRadioFan]

Putting My DE hat on here, substituting deeper tracks that the vast majority of the radio audience doesn't know is no different that new tracks they don't know. They won't listen either way. In a year, anything with the Sound logo will be obsolete (collector's item though!).

I think most of the few listeners they have know most of the deeper (if we can call them 'deep') tracks. A few have commented after hearing one that they are happily surprised - they haven't heard that in years - etc yadda yadda

They are putting a ton of money into this new promotion. I received a full color mailer on expensive stock paper asking me to be part of the survey group (sorry, I have a life, and my opinions would be in the minority of the group anyway) and promoting the contest. Interesting that I moved just a few months ago and yet they have my current address. How did they get that I wonder?

How indeed (see my response to Glenn below)

Is the 10@10 the one that Dave Morey does for KFOG as well? Those are very well done and have been a staple on KFOG for years. Probably the most popular program on the station. It is on at 10:00 in the morning, repeated at 10:00 at night, and then all five shows from the week are repeated on Saturday. If its the same one I will tune in. If not, it can only be a poor imitation.

All of this of course is chasing after wind and wasting a lot of money in the process. Great for me, I am the target audience and enjoy the station. But bad for Bonneville.

No relation to the KFOG 10@10. I think any station doing 10@10 does it own their own. They don't repeat it at 10 pm either or on the weekends AFAIK. I want you to know that I have not actually listened to the 10@10 except for a sample here and there. But I know how to read their posted playlist and forum.

HAHA I just love your response and Glenn's response!!

 

[SuperRadioFan]

I got their mailer yesterday. Specifically addressed to me.

First, it's VERY busy. Way too much crap to be advertisng a radio station.

Second, it does not have their current positioning statement ANYWHERE on it.

I'd love to meet the marketing director and management at The Sound who approved and/or wrote this. First, I'd ask them, "Do you know the definitions of "Brevity", "Repetitiveness" and "Busy"? Second, I'd call them idiots. This is not something that should come out of a major market station, ever. It's quite obvious this station has absolutely no future (unless KLOS as a classic rock would go away).

LOL You REALLY crack me up, Glenn. Yes, I also got it in the mail yesterday! Addressed not to me but my wife (who has a different last name).

Thanks for pointing out no mention of the new positioning statement. I missed that.

As far as the marketing director, I have met him on three occasions... He's a really nice guy whose background is more to the CHR side of things (he worked at WPLJ a while back). I think they got the 'repetitiveness down pat judging by the playlist And I'd sure like to know how they got my address. Yeh they're spending a lot of money for the mailers and the contest [don't know how many 'winners' have claimed the $3K] and charging too much for ads (at least they were back in August)

 

[calguy]

Dave Morey does the 10@10 for KFOG from his home studio, so there's no reason why he couldn't do it for The Sound, but he's not well known in LA so it might not make sense...

 

[ChannelFlipper]

Dave Morey does the 10@10 for KFOG from his home studio, so there's no reason why he couldn't do it for The Sound, but he's not well known in LA so it might not make sense...

That is what I was thinking. No reason Dave couln't farm it out to other stations - Aren't both the Sound and KFOG owned by Bonneville?

I listened today at 10:00am and unfortunately no Dave Morey (and Don Pardo!), Just the Sound guy (Andy?) doing the poor imitation as I had expected. So disappointing.

On the last point, no disrespect to Andy or any of the Sound staff, but none of them could hardly be considered to be household names here in SoCal either, so why not bring a legend, which Morey is in SF, to do it, especially when it is so easy - he programs the whole show from his new home in Michigan.

 

[4UH8SIMBKAGN]

Dave Morey does the 10@10 for KFOG from his home studio, so there's no reason why he couldn't do it for The Sound, but he's not well known in LA so it might not make sense...

Aren't both the Sound and KFOG owned by Bonneville?

KFOG is owned by Cumulus.

 

[SuperRadioFan]

I listened today at 10:00am and unfortunately no Dave Morey (and Don Pardo!), Just the Sound guy (Andy?) doing the poor imitation as I had expected. So disappointing.

On the last point, no disrespect to Andy or any of the Sound staff, but none of them could hardly be considered to be household names here in SoCal either, so why not bring a legend, which Morey is in SF, to do it, especially when it is so easy - he programs the whole show from his new home in Michigan.

Andy Chanley holds down the PM shift 3-8p. You heard Larry Morgan the morning guy. I guess he's now on 6 - 11 am. Larry was a part timer at FM 101.9 KSCA 1996 (?) IIRC.

As far as bringing in a 'Legend" the Sound's listeners wouldn't know a legend if he or she sat in their lap.

 

[SuperRadioFan]

And the PPM #s released this afternoon were, not surprisingly, not favorable for The Sound. Same as the last period way down there while the two stations most like The Sound, KLOS and JACK both gained audience and share.

If one looks at The Sound totally as a Classic Rock station which also plays some of the more popular bands of today like U2, Coldplay, The Killers, and Snow Patrol to name a few, it's not too bad if you have expectations of a decent rock station. Unfortunately they came out of the box last April as an Adult Alternative station that never lived up to the promise and hope. Since mid-summer they have morphed into a hybrid of sorts disappointing many of us fans of the AAA genre. Now The Sound's management can get pissy with those who dare critique them, but they cannot critique the quantifiable results of their 'product'.

 

[Zeb Norris]

Wait a minute. JACK had real bump, but KLOS didn't even recover all of the shares they lost with the A to Z (BTW, KFOG's A to Z didn't hurt them... 3.2 to 3.4 12+).

Meanwhile, The Sound held steady. OK, steady at a 0.7 12+, but if they're re-tuning the station as you say, steady is not too bad.

Hard to comment on the marketing mailers, but the repeated use of "FM" seemed notable.

 

[4UH8SIMBKAGN]

Wait a minute. JACK had real bump, but KLOS didn't even recover all of the shares they lost with the A to Z (BTW, KFOG's A to Z didn't hurt them... 3.2 to 3.4 12+).

Meanwhile, The Sound held steady. OK, steady at a 0.7 12+, but if they're re-tuning the station as you say, steady is not too bad.

Hard to comment on the marketing mailers, but the repeated use of "FM" seemed notable.

Holding steady where The Sound's ratings are, in the toilet, is not good. A 0.7 for that signal is not even good, it's horrific.

KLOS gained almost 100K in cume.

More interesting is that KYSR is beating KROQ in cume.

 

[SuperRadioFan]

On their forum, according to the PD, The Sound is now in "Phase 2". As an example he compared the new slogan to Nike's "Just Do It". They asked a group of listeners (in one of their in person groups) what they thought makes The Sound different and "It's All About The Music" was the response.

Hmmmmm I have a 1998 two hour aircheck of our friend Mucho Morales on Lite 92.7 (now JILL-FM) using that exact same phrase. Hmmmmmmmmm

 

[1069_KIFR]

I checked out their web site. They haven't completely cleaned out all references to 'World Class Rock" in the personalities bios, that phrase is still used. Even the phrase "Where Music Matters"

I didn't see Mimi Chen's bio. When did she leave the station? Any word as to where she went?

Of course I noticed that they have Mike Powers. Formerly of San Francisco's World Class 104.5/97.7 KFOG

 

[MarkW]

Those who CAN, program. Those who CAN'T, consult.

That adage may very well apply to Dave Beasing.

The Sound is nothing more than the west coast version of 94-7 The Globe, prior to that station deciding to flip back to Classic Rock. That station as a AAA was a steaming pile. Wouldn't surprise me if Beasing had a hand in consulting it.

 

[SuperRadioFan]

I checked out their web site. They haven't completely cleaned out all references to 'World Class Rock" in the personalities bios, that phrase is still used. Even the phrase "Where Music Matters"

I didn't see Mimi Chen's bio. When did she leave the station? Any word as to where she went?

Of course I noticed that they have Mike Powers. Formerly of San Francisco's World Class 104.5/97.7 KFOG

I would guess that's not a high priority for the DJs to update their bios and blogs. The point is that "World Class Rock" used to be mentioned multiple times per hour, live by the AT, and recorded in sweepers and liners. Now there is ZERO mention of those three words together AFAIK. And I listened a while to them this afternoon (about 4 hours).

Mimi is still there..Does Sat and Sunday AMs plus fill-ins for vacationers. As far as her bio goes, I guess she never got A Round Tuit.


I have an old air check of Mike Powers doing VTng on the old "World Class Rock.com" from around early 2001 after they left the air as Channel 103.1. Its definitely Mike although he doesn't identify himself during the VT announcements.

 

[SuperRadioFan]

Those who CAN, program. Those who CAN'T, consult.

That adage may very well apply to Dave Beasing.

The Sound is nothing more than the west coast version of 94-7 The Globe, prior to that station deciding to flip back to Classic Rock. That station as a AAA was a steaming pile. Wouldn't surprise me if Beasing had a hand in consulting it.

I thought of that comparison too, though I think The Globe is on the heavier side of Classic Rock and plays groups The Sound doesn't (yet!). I remember tuning in online at the beginning of The Globe as a AAA and thought it was very "Green" : Very weak version of a AAA, too much familiar stuff.

 

[radioresearcher]

Those who CAN, program. Those who CAN'T, consult.

That adage may very well apply to Dave Beasing.

The Sound is nothing more than the west coast version of 94-7 The Globe, prior to that station deciding to flip back to Classic Rock. That station as a AAA was a steaming pile. Wouldn't surprise me if Beasing had a hand in consulting it.

David Eduardo doesn't program day-to-day anymore and he's forgotten more abour radio than most of you will ever know.

I think that's an unfair statement. Programming and consulting are different lifestyle choices.

 

[goriajk]

JOHN THE SRF wrote "And does this mean that my two T-shirts stating "WORLD CLASS ROCK" are now obsolete?" Hiya, John. Don't say they're obsolete...I'll be more than happy to take one of the shirts from your care and wear it : I got the card in the mail the other day, with Andy's fake signature ** I was on the 405 thru the LBC the other day noticing the new billboard with the BIG 100.3 and the teeny, weenie small "The Sound" logo on the lower right corner. Take Care - JG p.s. listening to CBC Radio 2 right now (PM Drivetime show is AAA intensive - check it out)

 

[MarkW]

David Eduardo doesn't program day-to-day anymore and he's forgotten more abour radio than most of you will ever know.

I think that's an unfair statement. Programming and consulting are different lifestyle choices.

I enjoy reading Mr. Eduardo's posts and find them very insightful. Your comparison is apples-to-oranges, by the way, because he works for a specific radio company, not a third-party consultancy.

Jacobs Media does a fine job when it comes to classic / heritage rock, but their modern rock track record in recent years isn't all that great.

They love to make excuses for their clients' poor ratings -- i.e. "the diary system hurts modern rock outlets because it doesn't track cell-only households."

The last time I checked, Modern Rock wasn't the only format with plenty of 18-34's listening. I also have yet to see any study showing statistically significant differences between the listening habits of cell-only households and landline households, all else equal (race, income, age, gender, etc.).

A bunch of stations tanked as soon as they adopted the stupid "it's like an iPod on shuffle" or "Everything Alternative" concepts, scaled way back on currents -- especially harder-edged stuff, and began adopting very light imaging reminiscent of progressive radio. 99X? Destroyed. The End in Seattle? Still suffering. Q101 in Chicago? That station has been damaged goods for years and has yet to recover. Same is true of KWOD. KNRK in Portland? I'm not that impressed; so the station does pretty well in a couple target areas. Whoopdee-doo. Stations are *supposed* to do well in the demos they hypertarget!