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96.7 what research???

O

Ozman

On http://967thecoast.com it states that

The NEW 96.7 The Coast is designed to super serve the lifestyle of Fairfield County's Coast in Greenwich, Stamford, New Canaan, Darien, Norwalk, Westport, Weston and Wilton. The NEW 96.7 The Coast is being developed through micro-targeted research conducted in these towns. The NEW 96.7 The Coast will feature Lower Fairfield County's traffic, leading headlines and exciting events in your community.

all i have to say is what reseach was done??
I have been talking to a few townspeople since I got home for break yesterday. no one knows of any survey that was taken.

Secondly,
what is up COX's sleeve for 95.9 and 102.3 and 99.1 Wplr I wonder?

I now have to deal with pissed off parents who whine about how they have no oldies station at all. I thought having the demise of 101.1 was bad and the talk of the town of greenwich. I guess I have been proven wrong.
like everyone has stated before,
isn't 1039, 97.5 106.7 99.9 107.9 enough! THESE ALL SERVE STAMFORD CLEARLY CLOCKED ON MY PORTABLE WALKMEN UNDER 96.7's tower in Stamford. <P ID="edit"><FONT class="small">Edited by theoz on 04/01/06 07:54 AM.</FONT></P>
 
> On http://967thecoast.com it states that
>
> The NEW 96.7 The Coast is designed to super serve the
> lifestyle of Fairfield County's Coast in Greenwich,
> Stamford, New Canaan, Darien, Norwalk, Westport, Weston and
> Wilton. The NEW 96.7 The Coast is being developed through
> micro-targeted research conducted in these towns. The NEW
> 96.7 The Coast will feature Lower Fairfield County's
> traffic, leading headlines and exciting events in your
> community.

What? Your other listeners in Westchester County, NY mean nothing to you?<P ID="signature">______________
The 2006 New York Yankees...on to title #27!</P>
 
It's a numbers game in many ways. It's like that in business. A survey doesn't have to reach everybody in an area to get a scientifically valid sample. A certain number or percentage is all you need. That's the way Arbitron and other companies work. Research was most likely aimed at a particular demographic. In this case it would probably be 25-54 women. The towns mentioned correspond with the Stamford-Norwalk Arbitron metro. Westchester County no longer has its own book.

I too regret the loss of a format that played songs from my baby boomer youth, but advertisers want what they want. Many of them know who makes or influences buying decisions through research of their own or simply knowing who their product is designed for. The pressure on stations to cater to the advertiser is tremendous, and enough to make 96.7 take a chance in a crowded format. Will it work? Execution and promotion are key, but success still isn't a slam dunk. It would be nice if some waste of dial space like WNYH 740 could step up and fill the baby boomer void, since they're pretty clueless as to how to make money doing what they're doing now anyway.

> > On http://967thecoast.com it states that
> >
> > The NEW 96.7 The Coast is designed to super serve the
> > lifestyle of Fairfield County's Coast in Greenwich,
> > Stamford, New Canaan, Darien, Norwalk, Westport, Weston
> and
> > Wilton. The NEW 96.7 The Coast is being developed through
> > micro-targeted research conducted in these towns. The NEW
> > 96.7 The Coast will feature Lower Fairfield County's
> > traffic, leading headlines and exciting events in your
> > community.
>
> What? Your other listeners in Westchester County, NY mean
> nothing to you?
>
 
> On http://967thecoast.com it states that
>
> The NEW 96.7 The Coast is designed to super serve the
> lifestyle of Fairfield County's Coast in Greenwich,
> Stamford, New Canaan, Darien, Norwalk, Westport, Weston and
> Wilton. The NEW 96.7 The Coast is being developed through
> micro-targeted research conducted in these towns. The NEW
> 96.7 The Coast will feature Lower Fairfield County's
> traffic, leading headlines and exciting events in your
> community.
>
> all i have to say is what reseach was done??
> I have been talking to a few townspeople since I got home
> for break yesterday. no one knows of any survey that was
> taken.

I also wonder how a 3KW(?) FM can compete with the larger stations such as WEBE or Star. IMHO Coast sounds like a Star or WEBE wanna-be with less power and not so exciting imaging.

> I now have to deal with pissed off parents who whine about
> how they have no oldies station at all. I thought having the
> demise of 101.1 was bad and the talk of the town of
> greenwich. I guess I have been proven wrong.

Connecticut still has an oldies station via the web:

Connecticut's home of oldies on the web


I know, since I've been running it for more than 5 years now.
 
> > On http://967thecoast.com it states that
> >
> > The NEW 96.7 The Coast is designed to super serve the
> > lifestyle of Fairfield County's Coast in Greenwich,
> > Stamford, New Canaan, Darien, Norwalk, Westport, Weston
> and
> > Wilton. The NEW 96.7 The Coast is being developed through
> > micro-targeted research conducted in these towns. The NEW
> > 96.7 The Coast will feature Lower Fairfield County's
> > traffic, leading headlines and exciting events in your
> > community.
>
> What? Your other listeners in Westchester County, NY mean
> nothing to you?
>
Yeah...and the "nano-micro" targeting also missed Wrong Island as well!
 
Catering to the advertiser is what it's all about, and always has been. If they don't want to buy time on oldies stations, broadcasters will change formats to something agencies will. It's just that simple.

Look at the situation in Montana with the Air America radio affiliate there. The station got a three share--a decent rating for a talk station in most markets. Al Franken was beating Rush handily. However, the owners wound up flipping the format. Why? Their sales department couldn't sell it! It happens with lots of different formats, not just oldies.

Radio is like any other business. A few years ago I was in the market for a new car. I would have liked to have bought a hybrid, but the selection was limited and the ones I looked at were too small and impractical. However, EVERY lot I went to had SUV's of every size, shape, color and price range. Why? They were POPULAR! Compare that to now, where there is much more choice in hybrid vehicles and less of the big, gas guzzling SUVs. Tastes change. Same thing goes for radio formats. It's not any different.

--Mike Thomas




> I too regret the loss of a format that played songs from my
> baby boomer youth, but advertisers want what they want.
> Many of them know who makes or influences buying decisions
> through research of their own or simply knowing who their
> product is designed for. The pressure on stations to cater
> to the advertiser is tremendous, and enough to make 96.7
> take a chance in a crowded format. Will it work? Execution
> and promotion are key, but success still isn't a slam dunk.
> It would be nice if some waste of dial space like WNYH 740
> could step up and fill the baby boomer void, since they're
> pretty clueless as to how to make money doing what they're
> doing now anyway.
 
> Catering to the advertiser is what it's all about, and
> always has been. If they don't want to buy time on oldies
> stations, broadcasters will change formats to something
> agencies will. It's just that simple.
>
> Look at the situation in Montana with the Air America radio
> affiliate there. The station got a three share--a decent
> rating for a talk station in most markets. Al Franken was
> beating Rush handily. However, the owners wound up flipping
> the format. Why? Their sales department couldn't sell it!
> It happens with lots of different formats, not just oldies.

The 3rd or 4th rated AC in a market usually out-bills higher rated formats with a smaller demo, i.e., Oldies.
 
> all i have to say is what reseach was done??

Maybe it's the same research that seemingly dictates that all Cox radio stations must use some variation of the "50 minutes of _______ every hour"

95.9 The Fox and WBAB (LI), and if I'm not mistaken, WPLR: "50 Minutes of Rock Every Hour"
106.1 WBLI: "50 Minutes of Hit Music Every Hour"
96.7 The Coast: "50 Minutes of Fairfield County's Greatest Hits Every Hour"

It's not enough that you hear the same bland formats more or less in every market (even though The Coast doesn't sound too shabby so far), but you have to have the same lame, over-researched corporate slogans in each market too. Sheesh.
 
> The 3rd or 4th rated AC in a market usually out-bills higher
> rated formats with a smaller demo, i.e., Oldies.

And maybe the Star/Coast combo knocks WEBE off its perch.
 
> Research was most likely aimed at a
> particular demographic. In this case it would probably be
> 25-54 women.
According to my inside source the specific demo is 35-50 women.

> The pressure on stations to cater
> to the advertiser is tremendous, and enough to make 96.7
> take a chance in a crowded format.
The advertisers were not informed of the format change beforehand, but they have apparently been very receptive to the change.

> Will it work? Execution and promotion are key, but success still isn't a slam dunk.
They'll be running jockless for another 3 weeks or so and are currently working out the formatics for "DJ" presentation. Some shifts will be live and some will likely be voicetracked (same as they did with the oldies). You may or may not hear some of the old air staff. All were fired, but are welcome to re-apply. The job should be posted sometime next week.
 
> And maybe the Star/Coast combo knocks WEBE off its perch.
>
I like WEBE, but they have been up on their pedestal for way too long. Maybe it's time for someone to rattle their cage a little bit. They may not get knocked off their perch, but it would be fun to watch them work harder and sweat a little to stay there.
 
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