102 Jamz - Now a CHR/Pop Station

[ScottBurns]

I know this has been discussed but I thought it was worthy of its own thread.

Coming from South Florida, I come to Orlando every few months. Here are the changes I have noticed that seem to indicate that 102 Jamz has gone CHR:
1. They are directly competing with XL. They are running listener promos, featuring people who have switched from 106.7 to 101.9.
2. They are playing Pink and Fun. Enough said.
3. Their new VoiceOver guy is much more CHR/Pop sounding.

Your thoughts?

 

[Parttimer]

You can't sell a third Urban format when Cox has Power and Star doing so well.

 

[upstate29651]

You can't sell a third Urban format when Cox has Power and Star doing so well.

Why not? The line between CHR & Urban has been blurred so much.

G

 

[Parttimer]

There's very little money in Urban. Traditionally it is the lowest billing format in the industry.

 

[upstate29651]

There's very little money in Urban. Traditionally it is the lowest billing format in the industry.

So why is this format stable, if not growing, whereas other more established formats, like rock, are fading fast?

G

 

[BRH]

I don't think the argument is based on whether it's growing or not (although, urban has lost listeners with the new PPM ratings technology). But either way, it's not about the numbers or cume of listeners, but about how much money they spend, which in turn makes it attractive to advertisers. (older skewing country formats, oldies formats, etc. face this same problem). A station can often make more money with a 3 share in a desirable demographic for advertisers, than with a 6 share in a demo that doesn't spend as much money.

And I would say there's definitely more ad money in being the 2nd CHR station in town than being the 2nd or 3rd place urban station. You'll certainly get more national buys.

 

[Parttimer]

There's very little money in Urban. Traditionally it is the lowest billing format in the industry.

So why is this format stable, if not growing, whereas other more established formats, like rock, are fading fast?

G

Because the percentage of African-American listeners in the market is growing.

But it's 100% correct that there's more money in CHR with its 18-34 female base.

 

[Reeves Army]

And I would say there's definitely more ad money in being the 2nd CHR station in town than being the 2nd or 3rd place urban station. You'll certainly get more national buys.

That's the problem: they're actually, arguably, the sixth CHR station. These days, Mix sounds like an Adult CHR station. Also, you can hear A1A from the Space Coast, and FLZ and Hot 101-5 from Tampa Bay.

And with Jamz's insipid marketing, I simply cannot justify listening to them. My six hot buttons are FLZ, Power, Hot 101-5, Mix, XL and A1A.

 

[ScottBurns]

A1A's reception is lacking in most parts of the market. 'FLZ and Hot, however, have very good reception in many areas.

 

[ThatGuyOnTheRadio]

A1A's reception is lacking in most parts of the market. 'FLZ and Hot, however, have very good reception in many areas.

People, it's about revenue and sellability.

 

[BRH]

A1A's reception is lacking in most parts of the market. 'FLZ and Hot, however, have very good reception in many areas.

People, it's about revenue and sellability.

Bingo! Exactly!
As I said, there's no denying that CHR is an easier sell with more attractive demographics for less money spent. They can simply program 102 Jamz as a no frills #2 CHR jukebox with little cost and still get as much or better returns than if they poured boatloads of money into a personality filled #1 urban format. So why spend tons of cash to get the same return? From a business standpoint, it doesn't make sense.

 

[ShawtyBlack_ATL]

Poor Orlando, still no real HIP-HOP URBAN station :'(