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

[SuperRadioFan]

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)

HEY Joe not used to 'seeing' you here so early I take it then that I possess 'collectors' items' along with my MARS-FM tank top! Got a link on that CBC? And do they follow the edict of Canadian artists being represented a certain % ?

 

[SuperRadioFan]

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.

Haha MarkW I saw your other post before you deleted it. Not passing judgment on you, but did you imply that the PD of ____ is a h--k? ;D

 

[Zeb Norris]

Q How many consultants does it take to change a light bulb?

A I don't know... what do you think?

 

[MarkW]

To answer Super's post, I merely find it highly amusing that a guy who was touted as some sort of expert on the Modern Rock & AAA formats isn't getting the job done, now that he's programming a station of his own. That's putting it kindly. The ratings haven't improved, and in fact, have gone down a bit since he took over.

The Sound has half the AQH share of Movin now, for crying out loud!

Oh, as far as that flyer goes, whoever wrote "It Rocks, It Rolls" needs to be taken out of his / her own misery! ;D

 

[radioresearcher]

To answer Super's post, I merely find it highly amusing that a guy who was touted as some sort of expert on the Modern Rock & AAA formats isn't getting the job done, now that he's programming a station of his own. That's putting it kindly. The ratings haven't improved, and in fact, have gone down a bit since he took over.

The Sound has half the AQH share of Movin now, for crying out loud!

Oh, as far as that flyer goes, whoever wrote "It Rocks, It Rolls" needs to be taken out of his / her own misery! ;D

Gotta stop looking at 6+ shares. KMVN has over triple KSWD's 25-54 numbers and actually has 43% higher 25-54 numbers than KKGO.

 

[SuperRadioFan]

Gotta stop looking at 6+ shares. KMVN has over triple KSWD's 25-54 numbers and actually has 43% higher 25-54 numbers than KKGO.

So what you're saying is The Sound is an even worse performer than we thought? I think they're aiming for the higher end of that demo, though. Avg age around 45. So is the correct demo 35-64 ?? If so why is Bonneville spending so much money on them? They have new billboards around SoCal reflecting the "new" (really old) slogan "All About The Music".

 

[4UH8SIMBKAGN]

Gotta stop looking at 6+ shares. KMVN has over triple KSWD's 25-54 numbers and actually has 43% higher 25-54 numbers than KKGO.

So what you're saying is The Sound is an even worse performer than we thought? I think they're aiming for the higher end of that demo, though. Avg age around 45. So is the correct demo 35-64 ?? If so why is Bonneville spending so much money on them? They have new billboards around SoCal reflecting the "new" (really old) slogan "All About The Music".

What I like even better is on the Clear Channel Outdoor digital billboards, when The Sound comes up in the rotation it's says "now playing" and no song has been listed the last few days.

 

[radioresearcher]

Gotta stop looking at 6+ shares. KMVN has over triple KSWD's 25-54 numbers and actually has 43% higher 25-54 numbers than KKGO.

So what you're saying is The Sound is an even worse performer than we thought? I think they're aiming for the higher end of that demo, though. Avg age around 45. So is the correct demo 35-64 ?? If so why is Bonneville spending so much money on them? They have new billboards around SoCal reflecting the "new" (really old) slogan "All About The Music".

It ranks 36th 25-54...

 

[davideduardo]

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 guess that means I am bi. Er, I mean bi-occupational. I am a programmer and researcher among other things for my "day job." I do limited consulting outside the US, too. So I am a fulltime programmer and a part time consultant.

If having done my last music log yesterday means I'm programming day to day, I qualify.

I think some people forget that in smaller markets than LA, many of us had to do multiple functions... at one point I was owner, chief engineer, sales manager, program director and general manager. I swept the floors, and fixed toilets too, if that was needed.

 

[MarkW]

I predict 100.3 will flip to Mainstream AC within the next 12 months.

 

[AM FM listener]

I predict 100.3 will flip to Mainstream AC within the next 12 months.

Hmmm, that makes sense given how well KOST does and how well AC does overall, especially in the money demo, 25-54. There is probably room for two mainstream AC's in many markets but we have only one here.

 

[davideduardo]

I predict 100.3 will flip to Mainstream AC within the next 12 months.

Hmmm, that makes sense given how well KOST does and how well AC does overall, especially in the money demo, 25-54. There is probably room for two mainstream AC's in many markets but we have only one here.

Nah, we have two. KLVE is the leading one, followed by KOST.

In addition, we have several others that in this 42% Hispanic market qualify as AC variants, such as KBIG and even KMVN.

 

[AM FM listener]

Whoops, forgot to qualify my mainstream AC's as English language ones. Nevertheless, I would think there's room for another English language AC. Even if it got only a 1.5 or 2.0 share 25-54, that would be a whole lot better than what Bonneville is getting now with AAA.

 

[ocer]

Whoops, forgot to qualify my mainstream AC's as English language ones. Nevertheless, I would think there's room for another English language AC. Even if it got only a 1.5 or 2.0 share 25-54, that would be a whole lot better than what Bonneville is getting now with AAA.

Hey...it's not AAA anymore

 

[OCradiodude]

Is there any market for a Soft AC?

 

[scooty430]

Whoops, forgot to qualify my mainstream AC's as English language ones. Nevertheless, I would think there's room for another English language AC. Even if it got only a 1.5 or 2.0 share 25-54, that would be a whole lot better than what Bonneville is getting now with AAA.

Hey...it's not AAA anymore

It never was AAA.

 

[SuperRadioFan]

ocer and Scooty get it for sure! Shame what 100.3 is doing with a full signal on Mt Wilson.

 

[scooty430]

By the way......this afternoon I drove past the VERY huge sign for The Sound in Lawndale off the 405.

It proclaimed, very largely, "WORLD CLASS ROCK."

And the "now playing" said.....Turn The Page by Bob Seger. Not deep, and not AAA. Classic rock, as it's always been. zzzzzzzzzz

 

[ChannelFlipper]

Well now be fair. They could have been playing "Old Time Rock & Roll" or "Night Moves".

This shows that they are digging deeper...into the greatest hits CD.

As has been well-documented on these pages, the Sound was something close to AAA for perhaps its first month and has been doing a not-so-slow descent into KLOS Jr. ever since. Playing "Wondering Where the Lions Are" to convince themselves that they are AAA is the only thing non-mainstream they are really doing.

But as I said, as long as you accept them as a later version of Classic Rock, KLSX, than they are pretty good because they do have a deep playlist by classic rock standards. And I really need them to exist until I can get internet radio in the car.

So far, their willingness to sink mucho $ into a format that isn't really returning anything cloose to an acceptable ROI is quite admirable. Stick with it guys!!

 

[tedbell007]

I just discovered the station about two weeks ago and I am totally sucked in. I am a notorious channel changer. When Jack and Klsx were tweaking this type of format they couldn't keep me past one song because I always hated the next song. I think KLSX killed my love of supertramp by playing them into the ground.

But there is something I like about the SOUND. Not sure I can put my finger on it. I like the song choices, but sometimes it seems a little neurotic. You might hear three soft sounding tracks and BAM they throw in JET or Nirvana. But it really does not jar me. Usually that fast song is before a commerical break.

I also like how the station is not obtrusive with constant bumpers. I guess the station, in many ways reminds me
KMET and KWEST from the 70s. Not sure this is what they are after, but it seems to be working for me, as I have not changed the dial and have recommended the station to three people I know.

Unlike a lot of people on this board who are salivating at the bit for this station's failure, I hope it sticks around. The alternatives are not pretty.