2015 Reflections & Change

[John FL]

Part 1- Change. Is it always good?

Season’s Greetings. I wish you all the very best this holiday season and for the New Year. This “reflections” string has become a tradition for our board going on 12 years. This time, it was hard to motivate myself to do it. Perhaps you'll understand why once I post everything.

There’s a lot of frustration and anger out there. Overall, the folks are disgusted because they feel they have no voice. We see that in various polls. People are frustrated with dysfunction in government, politicians, and the political establishment who don't seem to listen. On the subject of radio, listeners use the station’s social media to sometimes sound off about any number of things. It’s rare to see responses and sometimes comments do get deleted if there is major change. It reinforces the feeling of having no voice. It seems we're getting more introverted and happier in our own little worlds. Indeed, we are in control there!

The younger generation almost always have their heads buried in any number of tech toys. Adults are almost as absorbed. It’s all an escape and surprisingly I’m not challenging any of that. Music is my big escape today. While I always was into music, it was more about enjoying than seeking escape.

Whenever anyone challenges the status quo, it often invites a critique of the messenger. I see Corporate America, of which I had a long career, in the same way I see radio. Strategic decision making is often concentrated at the top. Perhaps there’s some going through the motions soliciting feedback at the local/lower management level but it almost always comes down to what the company wants and not what those in the trenches see as better alternatives. I often see merits of both sides and look for solutions that give a little something to both. But the reality is, that doesn't happen nearly enough.

Few have the brass to protest. It’s all about being the stand-up guy. It’s about not making waves. Disagree too much and you’re out or demoted. Not all decisions are perfect. As I have long said “decisions have consequences.” Bad decisions can result in the loss of one’s livelihood. This is serious stuff.

I don’t view radio change as a positive or negative until I sort through it. If the listeners or the community as a whole benefit from the change, then I’m usually on board.This is not easy as you would think because it's important to put personal preferences aside. In one of my last posts in this string, I will elaborate on this more. I’ve seen radio justify virtually every decision they make even when overwhelming consensus of opinion disagrees. Even when those decisions result in format failure, how often do you see the company admit mistakes? Ratings and revenue weigh heavily but when haven’t they?

The core values of the individual company come in to play when ratings, revenue and other factors are analyzed and used as justification for change. We’ve seen ratings and revenue track records pass muster at one company but fail to make the cut with another or even a successor company. The kicker is those successor companies are often the lean and mean ones who are in better financial health than the companies that earn admiration from some of us.

In my view, a good deal of the business side of radio is nothing less than brutal. The operating procedures of increasing numbers of radio companies today distress me. Many of the programming practices, listener centered decisions, and the roles of talent I have long supported are all at odds with most current thinking. There are still some radio companies around that do things a little differently. Perhaps it can be said they take a higher road but their numbers are dwindling. I’ll speak of one a bit later in this string.

Next: WOKV & Bucking The Trends

 

[John FL]

Part 2 – WOKV & Bucking The Trends

There’s an amusing feature on FNC’s “O’Reilly Factor” called “Watters World” where reporter Jesse Watters randomly interviews people. There are questions about current events, politics and history. Sometimes the answers can make you laugh but most times they make you shake your head.

I hope the majority of people in our country are not as misinformed as they appear to be in those stories. They mistake Benghazi for a person. There’s total lack of understanding about terrorism and our efforts in combating it. The simplest of history questions reveals many to have no clue.

Hard news just doesn’t get the numbers. People want to be entertained. Hard news has been replaced with a lot of fluff. “Inside Edition” is a highly popular tabloid TV news program that offers many features to include celebrity news. That winning formula has found its way onto many news venues.

Earlier in the year, radio analysts wrote about tougher times for news/talk formats. Ratings were down nationally and they’ve been trending downward for a while. Jacksonville’s news/talk WOKV showed signs of slipping but still outperformed many markets. Commentary painted conservative talk as being stale, predictable, and mean-spirited. Perhaps listeners were in agreement as evidenced by those declining national ratings. Political talk from either end of the spectrum can be turnoff to the listeners who either have a different point of view or don’t care much about politics.

This year, WOKV, and I would assume all Cox news/talk formats, emphasized news more. There’s the “3 Big Things You Need To Know” feature that airs multiple times each hour. The news at noon and 6 PM were expanded in addition to the traditional news on the top and bottom of the hour. And of course, there’s the morning block of news, “Jacksonville’s Morning News.”

With Cox owning WOKV, Fox 30 and CBS 47, we’ve seen their “Action News Jax” TV news and radio news actively promoted and leveraged. There are references to both WOKV and Action News in quick news updates, and traffic and weather broadcasts on the music stations in the cluster. That’s a lot of impressions! That translates to a highly diverse listener universe who are exposed to the brands frequently and regularly.

The upcoming presidential election is and will prove a ratings bonanza for news oriented formats. Still, that should not minimize the obvious coordinated effort and hard work it takes to move the needle in the right direction. People have lots of choices at their fingertips to get news and information. They are also indifferent to news as well. To compete with all that and still be able to grow the format is a great accomplishment. Looks like the strategy is paying off.

Perhaps I have weird ways of looking at things but I’d like to think the higher WOKV’s ratings go, the more informed the Jacksonville community becomes. Maybe if “Watters World” came to Jacksonville, we wouldn’t have to cringe (too much.)

Next: When time stood still

 

[John FL]

Part 3 – When Time Stood Still

In October, I visited Cox Media Group’s facility on the Southside. What an impressive building!

I’ve always found the placement of the individual station calls on the marquee as revealing. To no surprise, WOKV was prominently positioned on top. 96.9 The Eagle was #2. Interestingly, Easy 106.5 had not yet made it to the sign. Hot 106.5 was dead last on the “totem pole.” I've long thought there was a definite "pecking order" to these things.
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On my way home, I had a flashback about radio and when I visited Cox studios in the past. Around the turn of the century, give and a take a year, I visited Cox’s former facility on the Westside. Most times it was to pick up a contest prize. The first time I went there, I nearly got lost. If it weren’t for the station mailboxes on the side of the road, I would have had to ask for directions. This was in the middle of a residential area with a lot of suburban landscape.

There was nothing notable about the building. But then, a state of the art building and equipment are not requirements for quality broadcasts. In the lobby, there was a bulletin board where the various PDs posted memorandums communicating to their air teams who worked around the clock including weekends.

Ironically, even though the calendar indicated a century change, it was as if time itself stood still. Radio presentation and talent participation was not the same as it was in the 70’s and 80’s. However, the changes weren’t too drastic if my memory serves me right. There were still plenty of live and local broadcasts. It was pretty much in line with what we were used to. Contests were as they had long been. Almost in real time, the winner could be heard in their moment of excitement. There was no texting. At the time, I had no reason to believe any of the formats I enjoyed listening to broadcasting from that building were on borrowed time.

It’s probably human nature to live in the moment and not think too much about the future. It allows for the feeling of time standing still. But we all know that’s not the case. Change truly is a constant. Just 15 years ago, someone who was 15 then is 30 today. Someone 30 back then is 45 today. Someone 45 back then is now irrelevant to radio. Whatever target audience someone may have been in just 15 years ago is in a whole other ballpark. In the movie “Moonstruck” (one of my favs) the character Cosmo Castorini played by Vincent Gardenia proclaimed “Everything is temporary.”

Not only do things around us change, but our tastes and preferences change as well. Does radio accurately reflect today’s listener’s true tastes and preferences?

Back to the near present and my visit to Cox Media Group. I saw a good number of employees exiting and entering the building because it was lunch hour. They looked motivated and I got a few smiles while I was in the lobby. I felt a little envious. I wondered what role those employees had at Cox. I wondered what a career in radio would have been like. I'm not delusional but I know I would have given it my all!

In looking back at all the changes we’ve seen in radio over the past 15 years, I can’t help but wonder what radio will be like in a short 15 years from now? Would there even be a need for that impressive Cox facility? Will the company still be around in 15 years? I recognize competition and people’s tastes change over the years. But, I still can’t help but wonder has the pendulum swung too far?

Next: South of the border – St. John’s County

 

[John FL]

Part 4 - South of the border – St. John’s County

In September, St. Augustine celebrated its’ 450th anniversary. It was a huge event. The festivities went on for days. Estimates were that over 65,000 people visited on the Saturday of the weekend portion of the celebration. There was television news reporting but Jacksonville music radio stations were MIA.

For a major event such as this, I see it as an effective way to leverage your station by tying it to that celebration. The same can be said of charity events and occasions that see massive amounts of people gather. There are those who believe radio remotes don’t carry the same weight as they once did.

If it’s just throwing up a tent and having an intern/unfamiliar person there with a bunch of trinkets and a stupid prize wheel, then I agree with those who think it’s a waste of time. This is the norm for many stations, especially the lifeless automated ones.

As far as talent participating in remote events, their presence could add a great deal of value but it depends on how they are utilized. As mentioned, with 65,000 people on hand, it makes a lot of sense for that guy or that gal on the radio to interact and have some fun with their listeners. I only see it as a positive. By the next broadcast and in social media, that event could have generated listener buzz as it has awesome promotion potential.

St. Augustine is in close proximity to Jacksonville. Every time I visit there, I feel like I’m considerably further away from home. It has such a fun vibe about it. But then I realize St. Augustine is in Jacksonville’s DMA. You would never really know it.

Perhaps PPM has something to do with it. Maybe there’s a limited number of people on the panel who live there. Perhaps, the thinking is it’s not worth targeting listeners there. In the sales end, maybe the mom & pops can’t afford the Jax radio rates. I really don’t know why Jax radio just didn't make more effort on occasion.

In all my visits to St. Augustine starting in 1997, I do remember Jacksonville radio being fairly well represented. Over the last 4-5 years, that reversed. This isn’t a scientific conclusion but could residents of St. John’s County feel disenfranchised by Jax radio?

When I chatted with former Magic 107.3 listeners at various station promotions, those living in St. John’s County told me they sometimes felt isolated because radio station visits are few and far between. They always have to travel farther for events etc. and would enjoy an occasional event closer to home.

My last visit to St. Augustine was over Thanksgiving weekend. I heard 105.5 The Beach in a surprisingly good number of shops. It’s like terrestrial radio there was making a comeback. This is a Flagler Broadcasting radio station and St. Augustine station as well that can be heard in very southern Duval. From what I know of that company, they embed themselves with the local business. I also see the company as being focused on the listener.

Many formats have come and gone on the 105.5 frequency over the years. I’m confident stability has finally found a home at 105.5. Flagler Broadcasting is committed to quality and are active in the community served. I believe listeners will respond favorably to all of it. I truly believe St. John’s County/St. Augustine adult listeners who may have felt disconnected now have a home town station. There’s incredible and steady growth in St. John’s County. It would seem Flagler Broadcasting is in an excellent position to pick up to attract a lot of listeners Jacksonville radio has basically neglected.

Next: Jacksonville takes it “Easy.”

 

[John FL]

Part 5 Jacksonville takes it “Easy.”

Soft AC has been discussed for a good number of years on this board. What’s weird is the format has only been in Jacksonville for the past few months.

It was 5 years ago this month, Cox launched the format in South Florida with Easy 93.1 (WFEZ). I was immediately blown away. Radio pros and avid fans were pulling in the station from all over the country. It was a unique mix of music. WFEZ originally came on the scene as “E-Z Oldies.”

Among the first songs few songs played on “Easy 93.1” was Bobby Helms “You Are My Special Angel” from 1957! If Cox wanted to ensure they got noticed, they sure did. I knew “E-Z” would be an instant success and it was. Perhaps, this can help explain why I brought up the subject as much as I did on this board. I saw so many possibilities for Jacksonville.

5 years ago, Soft AC did exist in Jax. This was Renda Broadcasting’s “Sunny 94.1.” It was earning fractional shares. The constant tweaking changed the station to something listeners rejected. The station didn’t last much longer. Despite all the board posts, mainly suggestions, Renda had a different view and so lightening didn’t strike twice.

Today, I’m also perplexed as to why the former Clear Channel didn’t eventually position Magic 107.3 as more a direct competitor to AC WEJZ. The format could have remained “Jacksonville’s Greatest Hits” but the classic hits part could have been soft classics with 80s and 90s AC hits. That also never happened either.

What’s probably the most bizarre is Cox taking so long to bring the format to market in Jax. In time, their sister in Miami positioned away from E-Z oldies to a true, softer version AC performing well in 25-54. WFEZ was a great prototype for other markets such ours. When Rock 105 retired, there was a lot of buzz about Soft AC coming to Jax. It was Urban AC/Oldies instead. Was that really the better decision?

So, Easy 106.5 (WEZI) has finally arrived in Jax. I’m happy listeners now have a new choice. The station is typical Cox. They do research the music very well. I enjoy just about everything they play. I’d like a bit more pop from the 70s represented but other than that, the music is solid.

I realize Easy 106.5 is a flanker. Cox probably saw revenue opportunity targeting upper end 25-54 females who have to have grown disenchanted with WEJZ’s current sound and so peeling off some of those listeners should be doable. Jax has a history of waiting so very long with certain adult formats. I hear the voice imaging that says it's been too long not hearing various songs. Well, who do you blame for that? The various companies just weren't going with it. It's pretty simple.

Easy 106.5 never got the mega attention Easy 93.1 in South Florida got. Easy 93.1 is a full market signal in a big market. Maybe it’s comparing apples to oranges. Also, Easy 106.5 doesn’t have a talent line-up either. On my wish list, and I know the odds re not good at all, but I’d love to see a “Wall of Women” emerge. A live female host in AM drive and female VT for middays and PM drive. I’d also like to see a lot of community involvement but it has to be with someone the listeners know. More wishing.

A number of male acquaintances and friends who have discovered the station are enjoying it. I’m happy Cox put a few guys on doing station testimonials. It was a little silly that it was female only. I wouldn’t think WEZI is in the position to seriously challenge WEJZ.
We’ve been down this road a number of times before seeing adult based formats come and go. The ball truly is in Cox Media’s court and what listeners think via the ratings. Put me in the cautiously optimistic column but in the meantime I'm delighted to have Easy 106.5 on the Jacksonville radio scene.

More to come.

 

[John FL]

Part 6 – The Business of Radio

Radio in a lot of ways is similar to most business. Lean and mean is in and most employees wear multiple hats. Then, there’s loyalty. In a good deal of business, the customer is rewarded for loyalty. In radio, it’s not always a good thing. If talent is able retain a good number of his/her listeners over time, those listeners will eventually grow out of the demo. That can spell trouble if not enough younger ones come onboard. Appearances mean a lot as well. Look like Santa and you’ve sealed your fate. I suppose age discrimination laws don’t apply to radio. If they want you out, they’ll find other reasons anyway.

For Jacksonville and beyond, I’ve noticed a very surreal and bizarre marketing and press release practices reporting radio changes. In any of the radio trades, you’ll find new owners proclaim how excited they are to be in that new market. They are delighted with virtually everything. They promise new and exciting things. Former management and air staff are all replaced and a new regime comes in. A format flips. Whether people are coming in or going out, all express gratitude for the opportunity and give high marks to the team and accomplishments.

Gees. There’s so much B.S. I realize those going out are working on securing their next gig but give me a break. How can you thank the very people who fired you? Contact info is thrown in for good measure. This kind of scenario plays out over and over. Sometimes, newspapers will run a press release. I remember a specific one in Jax where a new OM was so excited to be back in Jax. He indicated the classic hits format was in its infancy and had a lot of growth ahead. The format was killed a few months later.

On this board, I’ve frequently spoken about Classic Hits WMXJ in South Florida. I saw attributes in that station that represented a void in Jacksonville. As I often reported, that station’s overall sound scored among the highest of all sample stations heard in focus groups. I saw it as a good fit but it's really moot now. As you no doubt heard, the curtain is coming down after 30 years. Listeners spoke up in social media. The following was the response:

“Thank you for your messages. We understand you are upset. These types of decisions are never easy. We greatly appreciate your listening over the years. Look for fun and exciting stuff to come!”

30 years of heritage broadcasting and extraordinary community involvement in the market and it comes down to 5 short, simple sentences. It’s so cold. Perhaps listener loyalty got in the way again. Sure, another format can skew younger. There’s potential for better billing. 9M a year is apparently not enough but for the predecessor company it was. And so it goes.

As saddened as I am to see people I regarded as extended family go away, I’m equally upset with the radio communities’ response. There were more posts about format speculation, ratings and billing then there was celebrating the incredible history and legacy of a station I and many others regarded as among the very best in the entire country. Perhaps, everyone is so used to firings and flips that it’s not even newsworthy anymore. It certainly doesn’t generate any emotion, except for many loyal listeners.

 

[John FL]

Part 7 – Final Thoughts & Reflections

This year’s reflections post has been mostly about change. On the trip back to South Florida for the holidays, I had a lot of opportunity to reflect as well. It’s true what they say about a song bringing back 1000 memories. I heard a number of songs on SiriusXM that not only brought me back to a different time and place but I still think of all the possibilities.

We see change all around us. There’s nothing new about it. I can’t help but think of Bob Dylan singing about it over 50 years ago from the LP “The times they are a changin’.” As far as radio goes, change is critical to remain competitive and viable. However, over the years, my rants on this board about the importance of “the right company” and the predictions of lifeless radio taking over have come home to roost.

The tragic ending of a heritage, and extremely popular radio station have given me answers to what has baffled me for a long time. I never understood why Jacksonville’s Cool 96.9 never evolved musically over time becoming “Jacksonville’s Greatest Hits.” After all, here was a 15 year-old station that had a great signal, dial position and personality. It was simply a fun station to listen to. It seemed there was a solid foundation in which to build upon.

From the things I’ve been told and read regarding South Florida’s Entercom, classic hits was simply not in the vision of the company to continue. The resources and effort required to ensure a decent showing in 25-54 was not an endeavor the company wanted to make. Then there is the talent. The reality is listener loyalty is a double-edged sword.

There are so many parallels to Jacksonville. No doubt, some talent is so good that they are able to retain a substantial number of listeners over time even with sweet spot advances of the music. I can recall many very talented Jax radio pros who had proven track records never find their way back to a great gig. Simply, the various companies were not interested in skill sets for radio that didn't fit into their models. Apparently in radio, the feeling is old dogs can't be taught new tricks.

I’ve read many Magic 102.7 listener testimonials. They usually talk of listening for 20, 25, 30 years. Listener loyalty is probably a metric goal provided the listener is in target. If enough grow out of the demo, performing extremely well in 25-54 would require extra effort and depending on the company, some simply don’t want to bother. It comes down to image. If a station is perceived as an oldies station, no matter what the music reality is, some companies again don’t want to expend any effort to change those perceptions.

This past year, LA’s K-Earth (KRTH) saw an incredible improvement in 25-54. We see WCBS-FM in NYC often in the top 5 in 25-54. Yes, it took quite a lot of effort to earn those numbers. Both are heritage nostalgia based station. A good deal of image and perceptions needed to be changed. That costs money. CBS Radio apparently saw the merits of continuing the formats and not blowing them up. That’s an option. It’s far easier than evolving one. Then there are the results. Sever the ties listeners have with long-term talent, advance the music 15-20 years immediately and if all those long-time older listeners go away and that's a good thing - for the company. In the end, a company runs its business as it sees fit.

The anger, shock and sadness South Floridians are feeling today, Jacksonville has experienced numerous times in the past. It’s the business of radio. There’s more than one option to success in my view. I have also talked of talent being an asset and not a liability. It’s all about how talent is utilized. In the end, all of my views, beliefs and opinions are simply those. Corporate radio has theirs as well. And so it goes.

Some of you may get a kick out of hearing this. This just touches the surface. Perhaps you can appreciate my total love of this station. I will never forget them. For what it’s worth, I’ve listened for 30 years. That’s half my life. Perhaps I’m experiencing one of those “time stands still” moments. I never thought any of this would ever go away. They became an 80s intensive station. I’ve also never seen any station anywhere as active and committed to the community as they were. It’s a shame none of that was considered worthy enough to keep her going. We can say the same for a number of Jacksonville stations as well.

https://soundcloud.com/majic-102-7-classic/majic-holiday-hits-motown-weekend-classic-promos

Finally, I feel the time feels so right for this song.

https://www.youtube.com/watch?v=WqukWXviyew

I wish you all a very Merry Christmas and the very best in 2016. Thanks for “listening.” Peace

 

[jmtillery]

JonJax, as always, I appreciate and enjoy reading your insights on the radio industry. Regarding Magic 102.7, I, too, enjoy the classic hits. However, the bottom line is targeting and attracting a 25 - 54 female or adult with a female lean with many stations. This is to attract the most agency ad dollars. And agencies generally do not buy outside of that age demo parameter, and that is because the advertisers want this particular demo as customers. This is why WFEZ "Easy 93.1" Miami updated its music playlist to a more 80s sound; same with WDUV Tampa. If you will recall, WFEZ was playing older (mostly easy 70s pop hits) in the beginning. WDUV started out as beautiful music: Both are now adult contemporary but identifying themselves as "Easy". The same is true with Easy 106.5 Jacksonville. If the ad dollars are there, you can count on a station implementing a format that will attract those ad dollars. If a format void exists, it is normally because there are not enough ad dollars to support that particular format and another format will generate a higher ROI.

 

[John FL]

Mark, thanks for your input. It’s taken me a while to respond because I’ve had lots to think about. The last several weeks have been a learning experience for me. The business of radio is very complex. There are tough decisions made. With the demise of South Florida’s Magic 102.7, I’ve gained further insight. This understanding in no way represents an endorsement. Actually, it validates what I have long said and believed. It takes the right company and management to put the listener in the center of the decision making.

On the subject of 25-54 and the importance of attracting females to formats such as classic hits, I’ll let my posting history stand on its own. My annual “music specials” did a lot of the talking. They represented the evolution of a cutting-edge variety-based classic hits format I envisioned for Jacksonville. I’ve long recognized females, especially upper end 25-54, as being under-served. I saw tremendous potential in a true mass-appeal classic hits format that would have proven to be competitive in the workplace.

Billing is a huge consideration and I totally agree with you. However, I've experienced situations where the sales teams are only as good as their managers. If the Sales Manager/GM/OM etc. are not gunge-ho about about any format, the sales teams will take those cues and concentrate their efforts on what management considers the darlings of the cluster. I've got a number of examples to prove my points if I need to clarify. Radio management often speaks of format potential in press conferences/marketing statements but their actions say something else. It has left a very bitter taste in my mouth.

As important as music is in attracting the right listeners to a station, it’s only one component. I’ve not focused too much on “image” but I’ve come to realize this weighs heavily in the decision process of a growing number of radio corporations and management.

When the air staff of South Florida’s Magic 102.7 was let go, one with the station over 30 years and another 28 ½ years, my initial reaction, besides shock and a sense of loss, was why couldn’t these fine and talented people transition to the new environment? The same could be said about a number of people at the Jacksonville’s old Cool 96.9 and Magic 107.3. But, I do have more answers now why this happens. I will expand more in the next post.

We all know it’s a common practice in radio to sever all ties from past formats when there is a flip or even for a re-branding. I’m not totally sold on the idea from a listener perspective. I don’t believe listeners behave exactly in the way radio execs think they do in all cases. Calls are a perfect example. They mean nothing to listeners and they don’t make connections between calls and the named format. It’s more a radio thing. I will agree listeners don’t want to hear obscure/goofy music to them or “DJ” presentation that’s silly and irrelevant to them.

As far as the talent goes, I believe there are those who can transition to an updated version of the format. It’s a safer bet that those who are in a contemporary type format AND who continue to earn great numbers stand a better chance at survival. But again, a lot depends on owners and managers. It’s very common for a new company to have their own interpretations about formats and talent. Often, they want to build their own team. So, out go the folks from the prior company no matter how impressive their skills or track record.

Image is not only about the format brand and the talent but it’s about portraying “typical listeners” in a wishful thinking and favorable 25-54 light. Here’s a short promotional video to make a few points and to tie in to Jacksonville. It’s for S. Fla’s re-branding of Magic 102.7 to 102.7 The Beach.

https://www.youtube.com/watch?v=ClxYdKgh_VM

When I first looked at this, my initial reaction was these don’t look like typical classic hits listeners. (40 somethings). Interestingly, every single song heard in the promo featured in the promo was heard on the previous brand. Today, 85% of the playlist is what it was before, especially in Magic's weekend programming. Where I agree with the video is it’s recognition of the importance of personality in the classic hits format. I also concur to the viability of the format in the ratings and is a complement to other stations in the cluster. It's a major reason, I've posted as much as I have about the merits of the format. But first and foremost, there has to be a willingness and even a love of it to give it better odds. In the case of the now defunct Magic 102.7 brand, there was a GM in place for decades who is on the record for absolutely loving and seeing the advantages of a hybrid oldies/classic hits format. The companies over time were solidly behind him.

And so, we saw the talent given the opportunity to transition from 50s/60s music to 70s/80s with a definite emphasis on the 80s. The presentation was contemporary. 25-54 could have been better. We can all play wannabe PD and I excel at that. I suggested they move the music sweet spot up earlier than they did, get a bit more rhythmic and add a Hispanic surname to the talent roster when a key position opened. Well, I'm used to no one listening to my recommendations. Even with all that, new ownership often changes direction and so in the end those decisions and even a little better performance wouldn't have mattered much. It's radio.

There’s more I’d like to delve into on image, talent and something else I call “The Analysis of Giving Up.” More on all that soon.

 

[John FL]

On the subject of image, it’s really the whole package. Watching the promo video from the previous posting and hearing the actual format with the new “DJ” lineup, the image that came to me was listening to CHR in the 80s. If there’s any good news in all of this, it’s the decision not to go automated. I saw so many listener comments that absolutely hated jockless radio. When the air team was announced, they had an in studio party introducing everyone and it was electric. You simply can’t build that level of excitement, especially with a re-launch, without people. In this case they are well known and loved by the community.

I consider THE RIGHT talent as an asset for many reasons. They can help drive ratings growth, enhance the brand, embed themselves with the local community, provide compelling content for the listeners both on the air and in social media, and partner with the sales teams to close the deal and be that “voice” for the client. I’ve probably missed many more attributes.

Then there is the reality of RIFs and cost reduction efforts. Downsizing is a fact of corporate life as well as finding lean and mean ways to operate. Radio still has to effectively compete. How can a station adequately compete without people on the air who can be tasked with all of the above goals? Voice tracking can fill a number of dayparts outside of morning drive. That's a cost-savings. While live and local is awesome, VT still beats total automation from a radio product standpoint.

I’ve been around long enough to have observed many David vs. Goliath battles where the underdog finished first. The winner of these so called “radio wars” was often the station that delivered a better product in the “ears” of the listener. Where has the fire and that intense desire to win gone? It’s selective at best, especially if a cash cow is threatened. To this day, I still believe strong competition makes for a better radio market. Sadly, the bean counters have a differing view. In a market like Jacksonville, I’ve come to realize “The Analysis of Giving Up” is a strategy that is utilized sometimes. There’s just so many operating dollars and the lion’s share of that budget and even TLC are distributed in a lop-sided fashion.

For a long time, I never quite got why a number of the lower power stations seem to just drift with hardly any support. Sunny 94.1 is a perfect example. I have a few theories. As we all know, Jacksonville and its surrounding communities represents a large land-mass area. If it’s not a full-market signal, there’s no way it can cover the entire area. So, management has probably set performance expectations on the low side. The support the station receives reflects that. My feeling is if you plan for low expectations, that’s exactly what you’ll get. For listeners who enjoy that format, it's only a matter of time they will be disappointed. There's always a "format du jour" that comes on the scene that promises great numbers and revenue with little effort. By not doing much, I believe it invites a flip but the actual potential can be lost in the process.

Don’t misunderstand. I’m not advocating throwing money down the drain. However, not making reasonable investments to include engaging listeners and actively participating in the community is equally a poor decision. Probably the best way I can illustrate what I’m saying here is take a look at what Flagler Broadcasting is doing. The station’s signals are not the biggest or the best but that doesn’t stop them from creating fun stations to listen to with interesting programming. They even have a few folks on the air. It’s about quality, giving every station a fighting chance, and keeping the listener in the center. Or at least it should be.

I can look at Jacksonville’s new Easy 106.5 and wonder how the station will effectively compete. The ratings aren't setting the world on fire. The mix of music is absolutely incredible. I’ve been very impressed with Cox when they launch new formats. This one hasn’t even come close to what we saw when X102.9 came on the scene. My first thought is I hope the company is truly delighted with the addition of this format to their cluster. I just don’t feel the love. I hope I'm wrong here.

In lieu of personalities on the air, we instead get listener testimonials about “making the switch.” Gees. Do you realize how small market sounding this is? Honestly, do listeners really care about this? It’s all about the music and being engaged. The sound of human voices is being added to the mix because it’s needed badly. Let’s get some professional voices on instead, not amateurs. When you consider the incredible talent that exists at their sister station, Easy 93.1, I'm amazed we haven't seen them utilized (yet).

“The Analysis of Giving Up” is not limited to lower power stations. To this day, I remain very much surprised the former CC pulled the plug so prematurely on Magic 107.3. Unfortunately, there was little choice because of the nation-wide talent downsizing initiatives. Over the years, I’ve heard from a good number of people in the know who have said they couldn’t justify the talent expense as they couldn’t come close in overtaking WEJZ and 96.9 The Eagle. What a defeatist attitude that is! The fire and the desire to win just didn’t exist at the corporate level. We saw the same thing when they threw up the white flag with Planet Radio and surrendered rather quickly when X102.9 came on the scene in a blaze of glory.

I distributed the video to a dozen of our most vocal and radio loving focus group members. I wasn’t surprised at the response because I said the same thing. Why couldn’t Magic 107.3 come back from their Christmas flip with an 80s focused, high energy station that would have been different than anything available at the time? Jack FM plays lots of 80s but it’s just not the same. Today, they operate with significantly reduced overhead and that’s the ticket. Quality is in the ears of the beholder and for me, it’s just boring, non-engaging radio. It survives in Jacksonville because there’s so much of it.

 

[Groove1670]

Time keeps ticking away, the 70's have faded, most of the 80's are not too far behind. The 90's are now oldies to this generation.

Beach 102.7 in Miami had no choice but to do the adjustments to pull in younger demos. They shifted from a 55+ audience to 35+ audience. Even younger demos will know the songs (but not necessarily the artists).

Dorsey gave way to Elvis
Elvis to Zeppelin
Zeppelin to Joel
Joel to Bon Jovi
Bon Jovi to Nirvana
Nirvana to Brittany
Brittany to Taylor

....and so it goes.

 

[John FL]

Groove1670, here's my take on the format and how to deal effectively with advancing time.

There is a constant battle with classic hits format to prevent growing numbers of listeners from skewing too old/growing out of the demo etc. Understandably, management is tasked with attracting 40 somethings and not 50 somethings. Not everyone 55+ automatically gravitates to nostalgia formats, but the music often lends itself to those older listeners who just can’t stand today’s music. As we all know, the goal is to ensure the “in the money demo” continues to grow at a faster pace than those aging out. It’s not that easy, especially for heritage stations.

With regard to South Florida’s Magic 102.7, my take is while they were on the right track going more 80s intensive on the weekends and even hiring a talent who is synonymous with the 80s, they couldn’t shake their “image” as an oldies station. They took too long making the transition.

Last month, WCBS-FM dropped two of their daily specialty programming features. One was “Turntable Tuesday” and the other was “Beatles Wednesday.” “Turntable” probably conveys an image the station does not want to be associated with. Given the incredible amount of effort being made advancing the music sweet spot to include slowly adding 90s titles into the mix, I can understand why the decision was made to eliminate turntable references on the station.

The Beatles were a phenomenon and their appeal reached an incredible number of diverse people from all ages. It’s no wonder that feature lasted so long. However, it’s 2016. Playing that band and solo hits from each member 24 times in one single day was probably found to be more risky than positive. It’s not just the effect on 25-54 ratings. There is that image of the station as well. No station can be construed as being an oldies format given the importance of attracting younger listeners. Still, the station does offer The Beatles and other 60s songs sparingly added to the mix. They are doing it smartly.

Radio makes tough decisions. Often times, listeners react to some of those decisions with a lot of emotion. In the case of WCBS-FM, I’m sure the most vocal critics who are complaining about those two music specialty features going away are 55+.

While listener feedback plays a part in weighing decisions, I believe South Florida's Magic 102.7 buckled under pressure whenever brand changes were introduced in an attempt to change the station’s image. I witnessed that a number of times. I respected both Jefferson Pilot and Lincoln Financial on many levels. They kept the format going and continued to support it. There was love there and they believed in personality radio. But in the end, I believe they needed to make the tough decisions keeping pace with what leading stations in the format were doing early on. In the end, WMXJ evolved too slowly and it became harder to shake their image. It's a shame, nonetheless, because something very special to many people is now gone. Their time had run out but it was a phenomenal 30 year run.

As far as Jacksonville radio goes, among my biggest disappointments with the market is what I perceive as lack of effort in the adult format arena, especially for new stations. Beyond no real effort, there wasn’t management love of the format. That lack of support always proves deadly. There’s a concentration of listeners among just a few stations. I don’t expect that to change anytime soon.

When I see the workplace, I see opportunity. Radio management may acknowledge the need to be competitive in the workplace but if it’s just going through the motions and operating on the cheap, then it’s just lip service in my book. Little changes and that’s my expectation. Honestly, I don't get it.

I’ve long been high on the power of mass-appeal radio. There’s an incredible balancing act in picking the right songs that are known and loved by a wide spectrum of listeners. It will be interesting to see what the future brings. There are certainly challenges to the mass-appeal elements of “Greatest Hits” formats. As one goes further in time, selecting those songs that have mass appeal will become more challenging, especially with 90s music. The 90s were a highly fragmented decade in radio and as a result those big, national hits are not anything like we saw in the mid to late 60s and 70s and even a good deal of the 80s. I have a feeling seeing 5-6 different genres of music in a true variety-based classic hits station will whittle down to 2-3. We'll see.

I firmly believe Jacksonville missed out on a great deal of opportunity over the years.