By now, everyone should have at least heard samples of two recently-minted country stations. Now, as two separate showdowns are currently going on in the Triad between CC and Entercom--- QMG vs. Kiss (urban AC) and TQR vs. 93.1 The Wolf (country)--- how 'bout we start a third comparison between the two companies: Which newly-launched country station do you think will outlast the other: Entercom's WMQX "93.1 The Wolf" in the Triad or Clear Channel's WRDU "Rooster 106.1" in Raleigh?
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93.1 The Wolf vs. Rooster 106.1
- Thread starter berlin201
- Start date
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ghattaway
Guest
I'd say 93.1 will last longer...CC can't\won't tolerate a poor performer for very long. Entercom will be willing to lose more $$$ before they throw in the towel. I think the real question is: what will they do with 106.1 after the country format tanks? Realistically- just how many ways can you split a 10 share before everybody starves?
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Hart
Guest
Think a little bigger though. Is CC's goal to take over QDR's spot? I'm sure in their mind it would be nice however if they can knock QDR down some, it increases G105's ranking and increases the cluster's overall performance right? It's a cluster versus cluster battle in Raleigh, not just a station versus station.
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ghattaway
Guest
Good point. But- I don't think the advertisers are quite as "cluster" oriented as the agency people would have you believe, and that may come full circle to haunt them.
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Hart
Guest
I think I missed my point. If QDR gets knocked down enough then that makes G105 a much more attractive buy as a single station.
Let's see. 12+ numbers as of today. Assuming you can steal 3.5 (and I admit that's a big assumption) from QDR with the rooster then Radio One takes the top 2 spots with G in 3rd.
Radio One must be loving this. They could see some benefit without having to do anything.
Let's see. 12+ numbers as of today. Assuming you can steal 3.5 (and I admit that's a big assumption) from QDR with the rooster then Radio One takes the top 2 spots with G in 3rd.
Radio One must be loving this. They could see some benefit without having to do anything.
Y
yankeefan
Guest
I think 93.1 has the edge for one reason:
ALTERNATIVE!
That format is wide open at this point in the Triangle. If the Rooster is spitting and sputtering by this time next year, I think we might see something along the lines of 106-1 the Edge or 106 X (of course call letter changes would be needed for that one).
Either way, with no one fully committed to new rock in the Triangle, I think the Rooster would be easier to dump.
ALTERNATIVE!
That format is wide open at this point in the Triangle. If the Rooster is spitting and sputtering by this time next year, I think we might see something along the lines of 106-1 the Edge or 106 X (of course call letter changes would be needed for that one).
Either way, with no one fully committed to new rock in the Triangle, I think the Rooster would be easier to dump.
I think the Wolf outlasts the Rooster. Even though the Rooster hits the grond running with a morning show in place, it's a morning show that has been tried and dropped TWICE in the past five years in the market. Further, they are in a 3-way dance for country listeners in the market, whereas the Wolf is one-on-one with 'TQR. CC will have some options for 106.1 when/if the numbers don't add up down the road. They may be ready to go Talk on 106.1 sometime in 2008 with Rush (giving 'PTF the 90 day out as has been the case in Minneapolis and Pittsburgh, among other markets), Hannity (ABC will be happy to get a live clearance in the market), O'Reilly live in middays, etc.
I was criticalof making the switch early in the fall book, but, upon further review, it looks like it's not a bad call. You can't sell the summer numbers anyway and you can make some sort of case to the agencies based on an ENTIRE phase I (October monthly) than waiting until the book is over and launching the new format in Jan. (thereby nullifying your fall numbers). I hope that CC is done with it's stunting, but frankly, I have my doubts. The River is just awful and would be much better served as a hip hop station or even a Spanish format, going head up with La Ley. Given 'ZTK's horrible showing in Raleigh-Durham, I think CC will give Talk a shot on one of their FM signals in the next couple of years.
I was criticalof making the switch early in the fall book, but, upon further review, it looks like it's not a bad call. You can't sell the summer numbers anyway and you can make some sort of case to the agencies based on an ENTIRE phase I (October monthly) than waiting until the book is over and launching the new format in Jan. (thereby nullifying your fall numbers). I hope that CC is done with it's stunting, but frankly, I have my doubts. The River is just awful and would be much better served as a hip hop station or even a Spanish format, going head up with La Ley. Given 'ZTK's horrible showing in Raleigh-Durham, I think CC will give Talk a shot on one of their FM signals in the next couple of years.
So, how would you propose running O'Reilly "live in mid-days" and Rush on the same station? Be realistic.
While CC has taken Rush from some stations in some large markets, I don't see them doing it in Raleigh. Don't know what Curtis pays, but I suspect it is a large chunk of change. Royalty is usually based on ratings in the previous year, and Rush still does well on PTF (in fact, probably as good or better as he would on an FM).
CC stations generally pay half-rate for that show and so they have to think long and hard about taking it away from a long-time affiliate like WPTF. It's about the money!
While CC has taken Rush from some stations in some large markets, I don't see them doing it in Raleigh. Don't know what Curtis pays, but I suspect it is a large chunk of change. Royalty is usually based on ratings in the previous year, and Rush still does well on PTF (in fact, probably as good or better as he would on an FM).
CC stations generally pay half-rate for that show and so they have to think long and hard about taking it away from a long-time affiliate like WPTF. It's about the money!
And there's always Glenn Beck for late mornings/midday (I think he does basically the same shift Boortz does on 101 or maybe 9-noon). Laura Ingraham (who I personally can't stand) could also be a 9-noon possibility. Jones might be willing to put Ed Schultz on a big stick for PM drive and dump 'CHL (which would probably have 'CHL going with Rhandi Rhodes).
This is where I wish Phil Hendrie hadn't retired. He would be great at night.
If you really wanted to go cheap, there's Doug Stephan for mornings, but it would cut down on your avails (as all syndicated programming does).
Then again, there could be (gasp!) an attempt to hire/develop local talent (or steal 101's morning and afternoon show).
This is where I wish Phil Hendrie hadn't retired. He would be great at night.
If you really wanted to go cheap, there's Doug Stephan for mornings, but it would cut down on your avails (as all syndicated programming does).
Then again, there could be (gasp!) an attempt to hire/develop local talent (or steal 101's morning and afternoon show).
I think they got it backwards.
I know, WRDU airs the Tar Heels. But "The Wolf" should be in Raleigh.
Even this morning, years after Mix 106 in Charlotte improved its signal, when the DJ gave the number to call if you had a request, after 106-1 my mind automatically inserted RRRR DDDD UUUU.
Even though I haven't heard anyone say that for years.
I know, WRDU airs the Tar Heels. But "The Wolf" should be in Raleigh.
Even this morning, years after Mix 106 in Charlotte improved its signal, when the DJ gave the number to call if you had a request, after 106-1 my mind automatically inserted RRRR DDDD UUUU.
Even though I haven't heard anyone say that for years.
I was reminded today when "Lite" 102.9 in Charlotte played "Hungry Like The Wolf" by Duran Duran--The Wolf's format switch could have been worse.
I have taken that station off my car's buttons. I want to be able to listen to WMUU 94.5 when I'm in range. Oldies 93 was just a possible alternative which sometimes offered good songs.
I can also hear easy listening on 94.5 when I go to the beach.
I have taken that station off my car's buttons. I want to be able to listen to WMUU 94.5 when I'm in range. Oldies 93 was just a possible alternative which sometimes offered good songs.
I can also hear easy listening on 94.5 when I go to the beach.
vchimpanzee said:I think they got it backwards.
I know, WRDU airs the Tar Heels. But "The Wolf" should be in Raleigh.
Even this morning, years after Mix 106 in Charlotte improved its signal, when the DJ gave the number to call if you had a request, after 106-1 my mind automatically inserted RRRR DDDD UUUU.
Even though I haven't heard anyone say that for years.
The Wolf would fit in quite well in Raleigh; the only problem is, the only North Carolina branch Entercom has is in Greensboro...
ghattaway said:I'd say 93.1 will last longer...CC can't\won't tolerate a poor performer for very long. Entercom will be willing to lose more $$$ before they throw in the towel. I think the real question is: what will they do with 106.1 after the country format tanks? Realistically- just how many ways can you split a 10 share before everybody starves?
Won't tolerate a poor performer??? Look at WRVA/The River. It sucks, ratings and revenue. And why put classic rock on one "poor performer" onto another?
Rooster has one goal. To knock a few shares off 'WDR and thereby push G105 to #1 P25-54.
Brian Hart said:I think I missed my point. If QDR gets knocked down enough then that makes G105 a much more attractive buy as a single station.
Let's see. 12+ numbers as of today. Assuming you can steal 3.5 (and I admit that's a big assumption) from QDR with the rooster then Radio One takes the top 2 spots with G in 3rd.
Radio One must be loving this. They could see some benefit without having to do anything.
No one cares about Urban stations. Battle is among the "white" stations.
VODood said:ghattaway said:I'd say 93.1 will last longer...CC can't\won't tolerate a poor performer for very long. Entercom will be willing to lose more $$$ before they throw in the towel. I think the real question is: what will they do with 106.1 after the country format tanks? Realistically- just how many ways can you split a 10 share before everybody starves?
Won't tolerate a poor performer??? Look at WRVA/The River. It sucks, ratings and revenue. And why put classic rock on one "poor performer" onto another?
Rooster has one goal. To knock a few shares off 'WDR and thereby push G105 to #1 P25-54.
In defense of the "old" River, the AAA format requires a lot more nurturing and creativity than CC was willing to invest. Good AAA's, KINK and KFOG for example, are top billers and do great in key demos. But a AAA makes no sense to a buyer for Crossroads Ford. And the typical radio sales exec needs easy sales. Country is an easy sale. Classic Rock is an easy sale. Buyers understand their audience. Sales people will always go for the easy kill.
Will The Rooster do OK??? Yes, and here's why. The sales people will sell cume, and the button punchers in their cars will provide the cume. The share for QDR and CMC will suffer some, but they still will hold onto their cume.
Point is that pleasing listeners is the least important part of the radio business. It's all about billing and understanding how to spin the numbers to make buyers buy spots.
There is no reason for a buyer to buy both RDU and QDR. They will both have 90% of the same cume audience. But they will.
The classic rock audience has already proven that they are the least likely to change their buying patterns. Hell, they've been listening to the same tired music for thirty years. As a buyer, I wouldn't spend a nickel on them.
The AAA audience is the one that's more likely to follow trends and try new things. But I guess it's easier to load up a schedule with a bunch of low end car dealers that spend huge dollars on mass marketing rather than target marketing. And it's more in the comfort zone of the caliber of sales staff in the industry.
And that is why we are moving more and more to the four format world, CHR, AC, Country, and Classic Rock.
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ghattaway
Guest
"Point is that pleasing listeners is the least important part of the radio business. It's all about billing and understanding how to spin the numbers to make buyers buy spots."
Smoke and mirrors will get you only so far. You better be able to convert that cume to quarters in a hurry, or you're toast. Even a mediocre sales lizard can be coached on how to counter a cume pitch from a competitor- Look, sure they sample WXYZ, but they don't stay...now look at our TSL, our listeners actually stay around long enough to hear your commercial.
Listeners don't give a happy damn about how much advertising you want to sell... but pleasing the listener IS the very core of any SUCCESSFUL station.
Smoke and mirrors will get you only so far. You better be able to convert that cume to quarters in a hurry, or you're toast. Even a mediocre sales lizard can be coached on how to counter a cume pitch from a competitor- Look, sure they sample WXYZ, but they don't stay...now look at our TSL, our listeners actually stay around long enough to hear your commercial.
Listeners don't give a happy damn about how much advertising you want to sell... but pleasing the listener IS the very core of any SUCCESSFUL station.
O'Reilly made a major mistake when he chose the 12N time slot. I know he was thinking "Rush and his hearing problems may do him in, and I'll be in the right place at the right time!". Problem was, right place, wrong time! I urged the network people to make him do 10AM-12N but he wouldn't budge. Would have been a great leadin to Rush.
ghattaway said:"Point is that pleasing listeners is the least important part of the radio business. It's all about billing and understanding how to spin the numbers to make buyers buy spots."
Smoke and mirrors will get you only so far. You better be able to convert that cume to quarters in a hurry, or you're toast. Even a mediocre sales lizard can be coached on how to counter a cume pitch from a competitor- Look, sure they sample WXYZ, but they don't stay...now look at our TSL, our listeners actually stay around long enough to hear your commercial.
Listeners don't give a happy damn about how much advertising you want to sell... but pleasing the listener IS the very core of any SUCCESSFUL station.
Car radio listeners are song surfers. They don't listen to stations. The punch around until they find a song they like. It's the gen X A.D.D. syndrome. Six presets weren't enough. You have to have 3 layers of six presets. And tuning buttons on your steering wheel.
They were raised on 200 cable channels with a remote, and have to have 100 satellite radio stations in the car. Station loyality??? You don't buy that with VO and homogenized formats, especially when you've got clone formats that flip every couple of years.
I grew up in the "personality" radio age. Stations WERE important then. They all sound pretty much alike anymore. The Rooster will canabalize QDR's TSL, but the overall country cume will not grow. WCMC may be the big loser here.
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