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102-7 NOW IS ON!
- Thread starter lovejamminoldies
- Start date
A few early observations:
NOW is a rhythmic Top 40. Musically somewhere between KLUC and HOT. They don't play the pop-rock songs KLUC plays these days including Katy Perry "Hot N Cold" and All-American Rejects "Gives You Hell" (which is the #1 most played song on KLUC). However, NOW does play some pop that has no rock feel to it such as Fergie/Black Eyed Peas and Britney Spears.
Compared to KVEG, NOW is much safer and familiar, only playing the big hits and playing them often. Of course that's exactly what a new station should be doing to generate cume.
Some of the sweepers on NOW attack KLUC (not by name but it's obvious) for being old, one pokes fun at the morning zoo. One sweeper said "We'll leave the old school to the old station". But then a few songs latter they played an old (and burned out IMO) P Diddy song from the 90s.
Another NOW sweeper says "Turn off your I-Pod, get your hits for free". Ironically, the more they DON"T sound like an I-POD (after the launch phase of course) the better chance they will have of success. They will need to be fully staffed (no voicetracks) and have heart and soul or else after the initial excitement of being new wears off they will be the 3rd place CHR.
Both KLUC and KVEG are live and local 24/7 and interactive with listeners, not just through a computer either. Look at all the things the KLUC morning zoo have done for the community, many listeners remember things like that. Or how about this, I heard a call on KVEG tonight, a girl wished her father Happy Birthday, At the end of the call the girl said "Thank you Cecilia". Little things like that are priceless! Building relationships with listeners will win over being slick anyday.
NOW is a rhythmic Top 40. Musically somewhere between KLUC and HOT. They don't play the pop-rock songs KLUC plays these days including Katy Perry "Hot N Cold" and All-American Rejects "Gives You Hell" (which is the #1 most played song on KLUC). However, NOW does play some pop that has no rock feel to it such as Fergie/Black Eyed Peas and Britney Spears.
Compared to KVEG, NOW is much safer and familiar, only playing the big hits and playing them often. Of course that's exactly what a new station should be doing to generate cume.
Some of the sweepers on NOW attack KLUC (not by name but it's obvious) for being old, one pokes fun at the morning zoo. One sweeper said "We'll leave the old school to the old station". But then a few songs latter they played an old (and burned out IMO) P Diddy song from the 90s.
Another NOW sweeper says "Turn off your I-Pod, get your hits for free". Ironically, the more they DON"T sound like an I-POD (after the launch phase of course) the better chance they will have of success. They will need to be fully staffed (no voicetracks) and have heart and soul or else after the initial excitement of being new wears off they will be the 3rd place CHR.
Both KLUC and KVEG are live and local 24/7 and interactive with listeners, not just through a computer either. Look at all the things the KLUC morning zoo have done for the community, many listeners remember things like that. Or how about this, I heard a call on KVEG tonight, a girl wished her father Happy Birthday, At the end of the call the girl said "Thank you Cecilia". Little things like that are priceless! Building relationships with listeners will win over being slick anyday.
1
1059LUVR
Guest
when you guys get a chance listen online to Power96.com miami you will hear the same and its modeled after philly and miami!
C
constantine
Guest
102-7 NOW is lame
I really thought "102.7 Now" sounded lame. The launch was not creative. The imaging voice sounds way too old for the demo and there is no "fun vibe" on the station at all.
I can't understand why they would launch a CHR and go after KLUC without any jocks or promotions going on right when they launched. They REALLY dropped the ball. You only make one first impression, and mine was that the station is just the same old crap. I already decided not to put it on my preset in my car. I was excited to hear another CHR in town... but I didn't hear anything compelling on 102.7. They don't offer anything different than 98.5 KLUC or Hot 97.5. There was no personality on this new radio station.
I really thought "102.7 Now" sounded lame. The launch was not creative. The imaging voice sounds way too old for the demo and there is no "fun vibe" on the station at all.
I can't understand why they would launch a CHR and go after KLUC without any jocks or promotions going on right when they launched. They REALLY dropped the ball. You only make one first impression, and mine was that the station is just the same old crap. I already decided not to put it on my preset in my car. I was excited to hear another CHR in town... but I didn't hear anything compelling on 102.7. They don't offer anything different than 98.5 KLUC or Hot 97.5. There was no personality on this new radio station.
S
stonesmarconi
Guest
Typical BEASLEY - they copy all the trends and can't pull them off because they are light
It's ALRIGHT.... but horrible launch and it's just an alternative to the others. Nothing special.
3
3DXJDawg
Guest
CHRles said:
I agree, back in the day, I lived in South Fla and LOVED Power 96...
NOW is attacking KLUC as the "old station". This is similar to New York where NOW does the same to Z100. Z100 was launched in 1983 which makes them a spring chicken compared to KLUC! KLUC is not just old, they are one of the oldest Top 40 stations in the country (that's still in the format today). Their history goes way back several decades.
Yet as old as KLUC is I think that NOW will have a difficult time re-positoning them as the old station. Most KLUC listeners don't know or care how long the station has been around. Then there are others who think of the heritage as a positive I have seen on their web page comments similar to "you guys have been here my whole life, I grew up with you and now I'm 25 and still listen". But most of all they don't sound old. Their music mix they currently have is the youngest sounding I ever remember.
I still think that Beasley made a good format flip decision. FRESH wasn't doing anything. If you look at the combined share of KLUC-KVEG, it's so large not just in young demos but also 18-49 and 25-54, that there is room for a third station.
Yet as old as KLUC is I think that NOW will have a difficult time re-positoning them as the old station. Most KLUC listeners don't know or care how long the station has been around. Then there are others who think of the heritage as a positive I have seen on their web page comments similar to "you guys have been here my whole life, I grew up with you and now I'm 25 and still listen". But most of all they don't sound old. Their music mix they currently have is the youngest sounding I ever remember.
I still think that Beasley made a good format flip decision. FRESH wasn't doing anything. If you look at the combined share of KLUC-KVEG, it's so large not just in young demos but also 18-49 and 25-54, that there is room for a third station.
I agree that the format switch is the right move.....as long as the format is run correctly. However, this is a format that has to be run aggressively with top notch promotions, a high dollar marketing budget, and "real" personalities (who command "real" salaries). These are all attributes that have not been a strength of the Beasley organization. Unless they change the way they operate, NOW will be NOT NOW in about a year.
They blew off all their audience instead of trying to keep something, which is better than nothing. Why didn't they switch to a mainstream top 40 and go after MIX? KIIS did and they hurt then badly some years back..... Mix was at their lowest numbers...instead, they(NOW) sound stale and boring...like a lighter version of HOT.......It may have a bit of an initial splash, but lets see where they are when a couple of books go by... It's like PARTY who is also stale and boring(they should have stuck to the slow jams show at night) they pulled double digit numbers 25+...the station you listen to at night, is the station you wake up with...Both stations musically, need to you know what or get off the pot! You CANT have it all...focus on one demo and go! People have grown up on KLUC for more than 30 years, and HOT has carved their own niche..(although I am surprised neither HOT or NOW has hired Chris Tracy or BOB)
I'm not sure if they'll go with the same staff or not.....all the Fresh personalities were listed on the NOW website when it was launched, but quickly removed within a day. This would lead me to believe they are bringing in a new staff....however, I bet it comes at a very low budget which may make it sound worse than if they keep the former lineup.
Some may choose to stay, some may choose to go. Wouldn't surprise me if they ran jockless with maybe a syndicated or more music morning show.
lovejamminoldies said:
In my opinion, if it runs jockless for too long it will fail. First, personality has always been a huge ingredient in Top 40 formats. Secondly, the music is all new and highly unfamiliar and they need to identify the artists/song titles. Finally, both KVEG and KLUC have decent air staffs with some "star" appeal. Las Vegas doesn't need an iPod current hits station.
We'll see how long it takes them to pull a staff together.
NOW is playing a few more pop songs. Over the weekend I heard them start playing Pink "Rehab" and "So What". Today I heard them play Kate Perry "Hot N Cold".
They have sweepers where their voice guy introduces some songs. Tonight I also heard them start putting callers on the air introduce songs. The demographic of the two calls I heard sounded like white male teenagers.
Scanning the dial I heard KCEP play "Kiss Me Thru The Phone". It really hit me how saturated we are with rhythmic type stations. I almost forgot about 88.1. They are going to be listed with PPM.
I remember when WILD 102 was around and the on air verbal war they were in with KLUC. KLUC reacted and fought back. KVEG stayed out of the whole thing and that's when their ratings first started going up (despite having a new competitor). Judging from history, KVEG will once again not react at all, they will pretend NOW doesn't exist. I could see KLUC reacting. Although so far the NOW attacks are mild mannered compared to the WILD attacks (calling KLUC the chicken station etc).
I think it will all come down to how much NOW ends up sounding like an iPod (and let's face it many many stations in 2009 do sound like iPods with commercials). If they sound like an iPod, KLUC and HOT have nothing to worry about, If NOW doesnt go the iPod route, we might have an interesting battle with lot's of fragmentation.
They have sweepers where their voice guy introduces some songs. Tonight I also heard them start putting callers on the air introduce songs. The demographic of the two calls I heard sounded like white male teenagers.
Scanning the dial I heard KCEP play "Kiss Me Thru The Phone". It really hit me how saturated we are with rhythmic type stations. I almost forgot about 88.1. They are going to be listed with PPM.
I remember when WILD 102 was around and the on air verbal war they were in with KLUC. KLUC reacted and fought back. KVEG stayed out of the whole thing and that's when their ratings first started going up (despite having a new competitor). Judging from history, KVEG will once again not react at all, they will pretend NOW doesn't exist. I could see KLUC reacting. Although so far the NOW attacks are mild mannered compared to the WILD attacks (calling KLUC the chicken station etc).
I think it will all come down to how much NOW ends up sounding like an iPod (and let's face it many many stations in 2009 do sound like iPods with commercials). If they sound like an iPod, KLUC and HOT have nothing to worry about, If NOW doesnt go the iPod route, we might have an interesting battle with lot's of fragmentation.
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