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92.5 The Crush San Luis Obispo
- Thread starter Todd
- Start date
I live in the market and was not surprised to hear the "format of the year" flip to "The Crush" a few weeks ago. I'm out of the demo, so, I can't be very objective. I don't like it at all. It seems female oriented, a cut above "Hot A/C" and a cut lower than "We don't know just what the hell we are."
The moniker, "The Crush" -- sounds like something from the World Wrestling Federation -- is derived from the annual "grape crush" from the hundreds of vineyards and wineries around SLO County. (How original.)
The Classic Country sat format is another of those "It had its fans, just not enough of them," type things. I go back to 92.5 when they were KDDB Country and through its several changes through "Star", Classic Country, now this.
The idea, I believe, was not to further siphon off listeners from KKJG (The Jug) at 98.1 which has had to look over it's shoulder for the oncoming "crush" of Clear Channel's "Cat Country" 96 which has been on fire the last year.
By deflecting a further splintering of the demo and the country audience, K-Jug still remains the AGM "franchise" station and can concentrate all efforts at keeping the "Cat" away, so to speak.
Classic Country, though a good format, was a waste on the 92.5 frequency. Compared to the other country signals, plus Sunny Country in Santa Maria which gets into the SLO south (and the book,) it sounded draggy, repetitive and boring.
My undertanding is that, at last, "The Crush" is a hands-on effort this time, not syndicated drivvle. We'll see. The launch was just moments prior to the spring book start, almost literally.
The moniker, "The Crush" -- sounds like something from the World Wrestling Federation -- is derived from the annual "grape crush" from the hundreds of vineyards and wineries around SLO County. (How original.)
The Classic Country sat format is another of those "It had its fans, just not enough of them," type things. I go back to 92.5 when they were KDDB Country and through its several changes through "Star", Classic Country, now this.
The idea, I believe, was not to further siphon off listeners from KKJG (The Jug) at 98.1 which has had to look over it's shoulder for the oncoming "crush" of Clear Channel's "Cat Country" 96 which has been on fire the last year.
By deflecting a further splintering of the demo and the country audience, K-Jug still remains the AGM "franchise" station and can concentrate all efforts at keeping the "Cat" away, so to speak.
Classic Country, though a good format, was a waste on the 92.5 frequency. Compared to the other country signals, plus Sunny Country in Santa Maria which gets into the SLO south (and the book,) it sounded draggy, repetitive and boring.
My undertanding is that, at last, "The Crush" is a hands-on effort this time, not syndicated drivvle. We'll see. The launch was just moments prior to the spring book start, almost literally.
AGM attempted a hot AC already, and it trashed. Everytime someone tries it here, it tanks. This is not a market for supporting that type of format. AGM should know better, but they're idiots anyway so what can you expect?
They at least were getting a 3+ share with the classic country, and it helped their sales team to have something to help "bonus" K-JUG. But now, they're running a weak format (Crush) devised by a rock consultant out of LA...who's also consulting their oldies station. And to make things worse, the cheapos at AGM can't even hire REAL imaging talent for liners and sweepers...it's two of the KJUG jocks (one that sounds like he has a sinus infection).
It's too late for KJUG to keep Cat Country off their backs, they're both solid stations, and will keep each other from ever dominating the market like KJUG did when they were the only SLO country station.
AGM is not a company that learns from their mistakes...hence, The Crush. Any guesses what the next format will be on 92.5!
They at least were getting a 3+ share with the classic country, and it helped their sales team to have something to help "bonus" K-JUG. But now, they're running a weak format (Crush) devised by a rock consultant out of LA...who's also consulting their oldies station. And to make things worse, the cheapos at AGM can't even hire REAL imaging talent for liners and sweepers...it's two of the KJUG jocks (one that sounds like he has a sinus infection).
It's too late for KJUG to keep Cat Country off their backs, they're both solid stations, and will keep each other from ever dominating the market like KJUG did when they were the only SLO country station.
AGM is not a company that learns from their mistakes...hence, The Crush. Any guesses what the next format will be on 92.5!
Hmm... Rhythmic Oldies in SLO? Don't think the market is Hispanic enough for that. I would've thought that CHR/Top40 would be a better way to go for them, but seems that Wild 106 is already moving that way... playing Maroon 5, Avril Lavigne, Elliot Yamin...
Also... how many HOT AC's play Fergie, Akon and Justin... 92.5 The Crush does...
doesn't look good for them. Maybe they'll just put the Classic Country format back on when this thing tanks.
Also... how many HOT AC's play Fergie, Akon and Justin... 92.5 The Crush does...
doesn't look good for them. Maybe they'll just put the Classic Country format back on when this thing tanks.
Not so sure ... but I don't think it could hurt going Rhythmic Oldies in SLO. Latino population on the climb to 20 percent (or higher) at present, popularity of WILD-106 shows a positive market, 35 percent college students, pretty conservative area, pretty lame oldies station, 8 news/talk stations, head-to-head country battle, classic rock not as big as expected.
Still lots of incoming mid-age retirees moving from affluent areas used to black/rhythmic music.
It would have its "fans" ... all it needs is a 4 share to be "in there" here.
Hot A/C tried and tanked before. KSTT has had its ups and downs of late. I'd do it (and would like it.)
Still lots of incoming mid-age retirees moving from affluent areas used to black/rhythmic music.
It would have its "fans" ... all it needs is a 4 share to be "in there" here.
Hot A/C tried and tanked before. KSTT has had its ups and downs of late. I'd do it (and would like it.)
Races in San Luis Obispo:
White Non-Hispanic (78.7%)
Hispanic (16.%)
Two or more races (3.6%)
Chinese (1.6%)
American Indian (1.5%)
Black (1.5%)
The median age of the SLO county listener is right about 39...and white. The hispanics don't want what white programmers think they want (rhythmic oldies). Look at the stations they listen to now (KLUN/KLMM).
To me, it's not that there is a format missing from this market. The listeners are getting more than enough of what they seem to want here. AC, Rock and Country.
As to the 35% college student population (many who are transient), I would question that percentage keeping in mind our rated market encompasses the entire county (230,000+).
I expect AGM will eventually get tired of carrying that signal on it's back and possibly sell it off sometime next year...
...or they'll just flip it back to Classic Country! ;D
White Non-Hispanic (78.7%)
Hispanic (16.%)
Two or more races (3.6%)
Chinese (1.6%)
American Indian (1.5%)
Black (1.5%)
The median age of the SLO county listener is right about 39...and white. The hispanics don't want what white programmers think they want (rhythmic oldies). Look at the stations they listen to now (KLUN/KLMM).
To me, it's not that there is a format missing from this market. The listeners are getting more than enough of what they seem to want here. AC, Rock and Country.
As to the 35% college student population (many who are transient), I would question that percentage keeping in mind our rated market encompasses the entire county (230,000+).
I expect AGM will eventually get tired of carrying that signal on it's back and possibly sell it off sometime next year...
...or they'll just flip it back to Classic Country! ;D
To big a stick for AGM to just sell it. Brandon got it for a song in the first place and it's got a big signal. They can afford to hang on to it. The "listed" figure for Hispanics are "permanent" residents and does not include the migrant temporary's who fill up parts of Paso Robles, Atascadero, SLO, Nipomo, Arroyo Grande and Santa Maria.
The number of transients who put their kids in school and yank them in mid-term swells the number to 30 percent twice a year.
I still think that there are enough dance-oriented rhythmic oldies people in the market to support the format ... just as they support Wild-106. Plus ... look at what else his happening numbers-wise. Classic rock can't pull a 4-share with two-FMs in a simulcast. KSTT has gotten beat by AMs in the market and KJJG and Cat Country are battling each other head to head in what used to be a 9 share and is now barely a 6 share.
KLMM/KLUN won by default and high TSLs. There are more shares of Hispanic radio still available. They should have a 12-share as they cover the country and all of Santa Maria, to.
The number of transients who put their kids in school and yank them in mid-term swells the number to 30 percent twice a year.
I still think that there are enough dance-oriented rhythmic oldies people in the market to support the format ... just as they support Wild-106. Plus ... look at what else his happening numbers-wise. Classic rock can't pull a 4-share with two-FMs in a simulcast. KSTT has gotten beat by AMs in the market and KJJG and Cat Country are battling each other head to head in what used to be a 9 share and is now barely a 6 share.
KLMM/KLUN won by default and high TSLs. There are more shares of Hispanic radio still available. They should have a 12-share as they cover the country and all of Santa Maria, to.
San Luis Obispo, CA (#172)
KLUN-FM/KLMM-FM Lazer Regional Mexican 2.8 3.9 6.6
KURQ-FM Clear Channel Active Rock 4.1 4.2 6.3
KSTT-FM Clear Channel AC 6.2 6.3 6.0
KKJG-FM American General Media Country 6.8 4.9 5.3
KPYG-FM Mapleton Triple A 3.1 3.5 4.6
KSLY-FM Clear Channel Country 3.1 3.9 4.6
KVEC-AM Clear Channel News/Talk 4.8 4.9 4.3
KZOZ-FM American General Media Rock 5.8 4.6 4.0
KWWV-FM Mapleton Rhythmic 3.4 3.5 3.6
KXTZ-FM/KXDZ-FM Mapleton Classic Hits 4.8 4.9 3.3
KLUN-FM/KLMM-FM Lazer Regional Mexican 2.8 3.9 6.6
KURQ-FM Clear Channel Active Rock 4.1 4.2 6.3
KSTT-FM Clear Channel AC 6.2 6.3 6.0
KKJG-FM American General Media Country 6.8 4.9 5.3
KPYG-FM Mapleton Triple A 3.1 3.5 4.6
KSLY-FM Clear Channel Country 3.1 3.9 4.6
KVEC-AM Clear Channel News/Talk 4.8 4.9 4.3
KZOZ-FM American General Media Rock 5.8 4.6 4.0
KWWV-FM Mapleton Rhythmic 3.4 3.5 3.6
KXTZ-FM/KXDZ-FM Mapleton Classic Hits 4.8 4.9 3.3
Santa Maria is not included in the SLO rated market.
Sorry, but don't know what SLO book you're referring to ... Santa Maria stations have long been part of the market because of South County diary placement...
KXFM-FM Clear Channel Classic Rock 2.7 1.8 1.7
KBOX-FM American General Media AC 0.7 1.8 1.3
KSNI-FM Clear Channel Country 1.7 2.1 1.3
KINF-AM Mapleton News/Talk 0.0 0.7 1.0
KRUZ-FM Cumulus Hot AC 1.0 1.1 1.0
KSMA-AM Clear Channel News/Talk 1.0 0.7 1.0
KIDI-FM Emerald Wave Regional Mexican 0.7 0.7 0.7
2 - Brandon wouldn't sell 92.5 for anywhere near "stick value" and with revenues as they are now and throughout the cluster (except for KKJG,) he'd not get the multiples needed to make it the $5-8million wanted for that signal. Remember what he got for WILD-106? $3-million ... for a class A. KZOZ, the same -- and that's killing the cluster. He did get rid of the albatross of KXTY, finally ... and that cost someone a million.
3- KKST has dropped shares in the last two years. What I meant to state was in certain dayparts, the station has been beat. Also, there are two breakouts of the book ... both North and South County. The numbers are quite different.
4- We weren't talking 25-54 for KSTT ... my mistake.
5- And the "Classic Hits" of XTZ/XDZ is dead. Is is "Beach" oldies or "Beach classic rock" ... or, "Beach" whatever we feel like? I've heard mainstream A/C sweeps lasting for a half hour. Poor imaging. Shallow voice tracking. No energy. Split the simulcast and that 3.3 comes down to a 1.3 and a 2.0 share. And the 25-54s aren't much better. Why Q-104 gets the numbers it gets now with the new "change" is beyond me. I think they sound awful.
KVYB-FM Cumulus Rhythmic
Sorry, but don't know what SLO book you're referring to ... Santa Maria stations have long been part of the market because of South County diary placement...
KXFM-FM Clear Channel Classic Rock 2.7 1.8 1.7
KBOX-FM American General Media AC 0.7 1.8 1.3
KSNI-FM Clear Channel Country 1.7 2.1 1.3
KINF-AM Mapleton News/Talk 0.0 0.7 1.0
KRUZ-FM Cumulus Hot AC 1.0 1.1 1.0
KSMA-AM Clear Channel News/Talk 1.0 0.7 1.0
KIDI-FM Emerald Wave Regional Mexican 0.7 0.7 0.7
2 - Brandon wouldn't sell 92.5 for anywhere near "stick value" and with revenues as they are now and throughout the cluster (except for KKJG,) he'd not get the multiples needed to make it the $5-8million wanted for that signal. Remember what he got for WILD-106? $3-million ... for a class A. KZOZ, the same -- and that's killing the cluster. He did get rid of the albatross of KXTY, finally ... and that cost someone a million.
3- KKST has dropped shares in the last two years. What I meant to state was in certain dayparts, the station has been beat. Also, there are two breakouts of the book ... both North and South County. The numbers are quite different.
4- We weren't talking 25-54 for KSTT ... my mistake.
5- And the "Classic Hits" of XTZ/XDZ is dead. Is is "Beach" oldies or "Beach classic rock" ... or, "Beach" whatever we feel like? I've heard mainstream A/C sweeps lasting for a half hour. Poor imaging. Shallow voice tracking. No energy. Split the simulcast and that 3.3 comes down to a 1.3 and a 2.0 share. And the 25-54s aren't much better. Why Q-104 gets the numbers it gets now with the new "change" is beyond me. I think they sound awful.
KVYB-FM Cumulus Rhythmic
I call The Beach "classic rock for chicks". Personally I like what their goal is. 90% of the music library is pretty good, but I'm not thrilled with the presentation.
The jury is out on Q104, at least until July 25th when the spring book arrives, since this will be their first book after the flip. And even then, I know it takes more than one rating period to get a true grip on their numbers. But I agree that the station isn't any better than before the change. But hey, it was cheaper than keeping ABC...and THAT is more important to the Brandons than ratings. Though I know that Tony is more focused on ratings as opposed to Rogers...expecially when it comes to his baby, KZOZ.
KXTY was never theirs to begin with. It was always a Salisbury station just like Wild 106.
And as far as the Santa Maria stations go...they are meaningless here. History has shown that when you win the North county, you win the SLO book. Of course, much of it depends on diary placement...in fact, that's usually one of the first things I look at in this market.
The jury is out on Q104, at least until July 25th when the spring book arrives, since this will be their first book after the flip. And even then, I know it takes more than one rating period to get a true grip on their numbers. But I agree that the station isn't any better than before the change. But hey, it was cheaper than keeping ABC...and THAT is more important to the Brandons than ratings. Though I know that Tony is more focused on ratings as opposed to Rogers...expecially when it comes to his baby, KZOZ.
KXTY was never theirs to begin with. It was always a Salisbury station just like Wild 106.
And as far as the Santa Maria stations go...they are meaningless here. History has shown that when you win the North county, you win the SLO book. Of course, much of it depends on diary placement...in fact, that's usually one of the first things I look at in this market.
Classic rock for chicks...that's clever! Shame that it's made so easy for them to hear throughout the county but they can't seem to find it ... And the 1.3 and a 2.0 isn't helping much with the males, either, apparently. But I admit, I hear a lot of A/C (and lite A/C at that) in some sweeps then a "Soul Man" or "Sittin' On the Dock of the Bay" things as if we haven't heard those enough.
Maybe the Beach plays that bad 10% all at once.
Great comments about both Tony and Rogers. I'm sure that 'ZOZ has to be a concern.
Incidentally, look behind the Wizard's curtains on the baby 135 watt FM which AGM "manages" (or did.)
I'd also recalculate some of the South County share numbers, too ... they do make a difference in a SLO book.
Q-104 is a neglected box in the corner that no one is paying attention to. It won't take many books to show it's weaknesses without promotion or some cume building after the flip. It's meeting the same lack of attention and detail that hurt 92.5.
I like this exchange with you and appreciate you taking time here. It would be unfair not to hear your thoughts as to what it will take to fix this market, as I am quite interested. Just because a format is "here" doesn't make it a "good" on presentation wise.
How about Mapleton's change from Air America to "all talk" on 1340? A good, smart move?
Maybe the Beach plays that bad 10% all at once.
Great comments about both Tony and Rogers. I'm sure that 'ZOZ has to be a concern.
Incidentally, look behind the Wizard's curtains on the baby 135 watt FM which AGM "manages" (or did.)
I'd also recalculate some of the South County share numbers, too ... they do make a difference in a SLO book.
Q-104 is a neglected box in the corner that no one is paying attention to. It won't take many books to show it's weaknesses without promotion or some cume building after the flip. It's meeting the same lack of attention and detail that hurt 92.5.
I like this exchange with you and appreciate you taking time here. It would be unfair not to hear your thoughts as to what it will take to fix this market, as I am quite interested. Just because a format is "here" doesn't make it a "good" on presentation wise.
How about Mapleton's change from Air America to "all talk" on 1340? A good, smart move?
J
JimmyJames
Guest
Plenty of Hot ACs play Fergie and Justin Timberlake. Look at the charts for proof.
Personally, I miss the mod-40 sounds of the old KSLY, and the mix on the Otter.
Personally, I miss the mod-40 sounds of the old KSLY, and the mix on the Otter.
Todd said:Well... the results are in...
Big winners: KJUG, KZOZ, WILD, Q1045 did pretty good... not bad.
KZOZ goes up and down depending on the diary placement, same with 'Jug. Q104 sounds so much better getting off the ABC delivered format.
Big losers: Coast, and the Flush... oops, I mean... The Crush.
Some of the VTing on Coast is just "phone it in"...and the am show is 'adequate' at best. But that's not to say the other stations(voicetrackers) aren't just as lazy when it comes to creating quality breaks that connect with listeners. The Crush?...some people(agm) never learn. :
Thoughts?
It's just one book, and in this market it's about trends. Overreacting to one bad (or good) book can kill you. We'll see how things look after the fall numbers.
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