Correct. The next monthly (April) will be delivered May 19.
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107.9 Sacramento
- Thread starter Frequency1
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Correct. The next monthly (April) will be delivered May 19.
But does this matter on a frequency that hasn’t had any cume since 2017?
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Thank you Michael, my thought exactly. And since when has the new direction format wise ever been this closely guarded?????
And not only that Michael, why the delay launching the new format anyway they've had months to prepare and organize it. The stunting is a ridiculously stupid process that is just a waste of valuable air time. Want to operate a radio station for fun go ahead but to operate for profit just get it on the air already. What's the holdup???? Especially for a multi-billion dollar company!!!! Just my humble opinion.
It will probably operate commercial free for a few months, so no profit there.
I think the reason for stunting first, is that 107.9 has had no signal for five years. They first need to let listeners know that "something" is now being heard there, so to get at least some people tuning in to them first, then create some excitement about what's next. And then launch your new format when you know have ears listening to you.
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Still good to separate stunt from format.
They have us talking. And the SacBee has done a story about it.
What I love about the article in the Bee is that the station went off the air in 2017, but didn’t mention that the format and station name lives on at 106.5, replacing Hot AC Star. That has to be upsetting to Audicy.
Some how I doubt it....
And since there seems to be some question, here's the advantage to stunting over a straight-up launch of format:
You create chatter, anticipation and, hopefully, outside press driving attention toward the frequency. It's important---especially, as KilowattKat notes, when nobody's been tuned to 107.9 for---wow---five years.
Stunting goes a long way back. Gordon McClendon did it in 1959 when he bought KLX in Berkeley. Playing the same record over and over again, creating a buzz in town for a week. Everyone was sure McLendon was going Top 40. He faked them out and launched Beautiful Music KABL.
At both KHJ and KFRC, Bill Drake did a month worth of "The Parade of Hits" (KFRC called theirs "The Cavalcade of Hits")---all the top ten records of the past 15 years---most of which hadn't been getting play on those stations' MOR formats. And some of which would form the Gold library when he launched Top 40 formats at both stations at the end of the stunt.
And knowing how newsrooms work, here's the danger of just going live with your format on day one. If it's a busy news day, you don't get coverage. By the time a newsroom thinks they've got space to publicize your radio station, it's been a few days, maybe a week or more. And the editor shoots it down as "that's old news---they went on the air (however long) ago."
At a station that's on the air and changing formats, stunts do all that and chase away the old format's listeners so you're not dealing with complaint calls e-mails and social media posts overwhelming the positives from a still-small group of new listeners.
For a station that's re-activating a dark frequency, stunts are essential.
You create chatter, anticipation and, hopefully, outside press driving attention toward the frequency. It's important---especially, as KilowattKat notes, when nobody's been tuned to 107.9 for---wow---five years.
Stunting goes a long way back. Gordon McClendon did it in 1959 when he bought KLX in Berkeley. Playing the same record over and over again, creating a buzz in town for a week. Everyone was sure McLendon was going Top 40. He faked them out and launched Beautiful Music KABL.
At both KHJ and KFRC, Bill Drake did a month worth of "The Parade of Hits" (KFRC called theirs "The Cavalcade of Hits")---all the top ten records of the past 15 years---most of which hadn't been getting play on those stations' MOR formats. And some of which would form the Gold library when he launched Top 40 formats at both stations at the end of the stunt.
And knowing how newsrooms work, here's the danger of just going live with your format on day one. If it's a busy news day, you don't get coverage. By the time a newsroom thinks they've got space to publicize your radio station, it's been a few days, maybe a week or more. And the editor shoots it down as "that's old news---they went on the air (however long) ago."
At a station that's on the air and changing formats, stunts do all that and chase away the old format's listeners so you're not dealing with complaint calls e-mails and social media posts overwhelming the positives from a still-small group of new listeners.
For a station that's re-activating a dark frequency, stunts are essential.
Once newspapers ditched dedicated media columnists, context and history got hard to find in stories.
Plus---media doesn't really enjoy covering other media unless there's a payoff in it for them.
A former PD of mine and I had a conversation about mentioning other stations. Here's what he told me:
"If I were to shoot you dead right now, prop your body up against the wall in the lobby with the station logo on it and call all four local news TV stations, the first one to arrive would kick your legs out from under you, shoot video of your body on the floor and all four stations would lead with "A news anchor at a local radio station...."
As you may guess, that made an impression.
SacBee did an article because they got a tip from iheartmedia, not because they discovered 107.9 had something on the air. Social media activity will show you no one is paying attention to 107.9 except insiders and those close to insiders. Maybe if they put some some billboards that said "What's on 107.9 FM?" all over town, they might start to create curiosity. We are in the on-demand era. People want to know now, not be teased to death. They'll lose interest very quickly.
Or perhaps some promos on the more popular iHeart stations and websites. Audacy has done the cross-promo thing.
I don't think iHeart is willing to spend the money necessary to do a real promotion like that.
And the midnight hour brought manic monday to the new 107.9
Who would have guessed??? Or known.....
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