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93.3 Can't Even Count on All-Christmas Anymore

N

Nu_Roo_2

That inexcusable, monumental waste of Columbus' first new big signal in 40 years, WLZT, can't even fall back on Christmas anymore.

Inside Radio just released its annual rundown of how All-Christmas stations fared in Fall '06. In Fall '05, LZT had one of the biggest Top-100-market All-Christmas 12+ AQH bumps in the country (vs. Summer). I forget for sure if it had the #1 gain back then, but I'm pretty sure it was #1 or #2, and positive that it was in the top 5. This year it didn't even make the top 20 -- it gained less than a point. But the station that LZT's prize signal is indefensibly being wasted as a "thorn" to -- WSNY -- was the #17 gainer. WSNY is doing great these days.

Even taking things like competition, potential cluster cannibalization, and longer term plans into account, can CC Columbus honestly continue to believe that 93.3's current format is maximizing the value of that signal to them?
 
TheVibe said:
What do you suggest they do with 93.3?
Click to expand...

Oh God you just had to ask that question! If you have been on this board long enough you know everyone on here wants something to go up against WNCI in this town...a true CHR in their minds.
 
Trust me, I've been on this board longer than you can imagine. A CHR you say? So you think CC should put another CHR on 93.3 and compete with themselves? That's funny man.
 
TheVibe said:
Trust me, I've been on this board longer than you can imagine. A CHR you say? So you think CC should put another CHR on 93.3 and compete with themselves? That's funny man.
Click to expand...

Funny? Yes, Vibe. But keep in mind what they did with 1230. I'd call it realistic.

93.3 was a good-sounding, locally oriented station as "Mix" before it was moved from Chillicothe.
 
TheVibe said:
What do you suggest they do with 93.3?
Click to expand...

There are loads of possibilities. I say "possibility" because any of these should first receive upfront research. But at least a couple (and probably more) would have a lot more potential and serve the market better than LZT does now. BTW, some of these I would personally like, and others I wouldn't:


1. Stay gold-based AC, but drop the oldies-hybrid pretense, add a few currents/recurrents, and most importantly stay very bright and upbeat and even edgy instead of Manilow-ized. Or they could be a rock-based AC like WMMO in Orlando.
2. Largely gold-based and broad Hot AC like CC's consistent top performer WMMX Dayton. This is WAY different-sounding than 97.1, and in a different universe from WNCI.
3. Adult Hits (on a signal that can support it, unlike Ted). This format is still having major success in many rock-oriented "heartland" markets, including CC outlets such as "Louie" in Louisville. Extrapolate Ted's final ratings to LZT's hugely-better signal and you have better ratings than 93.3 currently gets in non-Christmas quarters -- especially when you figure in the boost in marketing power.
4. Move the Brew to 93.3. It's usually been outperforming 93.3 lately even with a smaller signal
5. AAA (tailored to the market). Or eclectic Classic Rock/Hits, which is doing very well in Indy (even with a major Classic Rocker, an AAA, and TWO Adult Hits stations -- most with good signals)
6. Rhythmic AC tailored to the market.
7. A better Alternative than CD-101.
8. Some shade of Urban
9. Christian AC (Jeez, I hope not, but as well as CVO is doing...)


Really, almost anything would be an improvement. And they don't even have to leave the AC realm to do it. A much hotter, but gold-based AC would attract listeners from both Sunny and WBNS - as well as currently disenfranchised listeners - with the gold-based stance keeping them from being too much of a threat to NCI. While CC Columbus seems to have finally become a tad less obsessed with avoiding even minor musical overlap between their stations, the problem still seems to exist here. They should look to Dayton -- CC Dayton's Soft AC WLQT and Hot AC WMMX have lots of musical overlap, yet at the same time have also have VERY big differences in texture overall -- and both are always among the top-rated stations.
 
Nu Roo...

Spoken like a true consultant. Would you like to join our new consulting firm?

MMC - MIDWEST MEDIA CONSULTANTS.

We consult small market and non-rated markets based on their overall sales instead of a generic price tag. Its really helpful to the guys that only make 8,000 a month and cant afford your average consultant of 800 a month. Instead we would only charge $100 flat a month until sales improve. You dont make any money, but you do it because you love the business.

MMC - Serving Ohio, Pennsylvania, Indiana, Kentucky and West Virginia.
 
I'm sincerely flattered by your offer Kentucky, but must respectfully decline.

But watch for my new proprietary format, Roo-vin. Coming soon to a market near you. Burns' format is yesterday's news. (Sorry...)
 
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