99X ON THE MOVE..... AGAIN????

[agentUrge]

Would 99X work at 100.5 with the Regular Guys in the morning?

I think the legacy 99x audience isn't compatible with TRG and their political angle. That would be like the great April 1st DJ swap when Hannity and the the Morning X swapped stations for one morning.

That, and 99x appears to have been talkie-talk free since it went to internet only which I would guess has worked just fine so far.

 

[jabba17]

Would 99X work at 100.5 with the Regular Guys in the morning?

Not 99X as we know it, nor a Dave AAA clone.

But if 100.5 (under whatever moniker) became a "modern rock" station playing 80s, 90s, 00s, and current softer alt mixed with some AOR (i.e., not as hard as Project and not as highbrow as Dave), it could work.

Heck, TRG uses Yaz's (or Yazoo's, if you prefer) "Situation" as a bumper.

Side question: Has anyone ever done a "Jack" type station that only played alt, but alt from the 70s through the 90s with plenty of obscure and deep cuts?

 

[atlantaboy]

Side question: Has anyone ever done a "Jack" type station that only played alt, but alt from the 70s through the 90s with plenty of obscure and deep cuts?

Playing "obscure" and "deep" cuts is exactly why Dave failed

99X needs to take the same approach as Star, Q100, and B98.5 - play only the biggest Alternative hits from today, mixed with well-tested gold tracks that were big hits when they were released, and stand the test of time

(This isn't what I prefer musically, but IMO it will get 99X the highest possible ratings in what is still a conservative Southern market)

 

[RTibbs]

Side question: Has anyone ever done a "Jack" type station that only played alt, but alt from the 70s through the 90s with plenty of obscure and deep cuts?

Playing "obscure" and "deep" cuts is exactly why Dave failed

99X needs to take the same approach as Star, Q100, and B98.5 - play only the biggest Alternative hits from today, mixed with well-tested gold tracks that were big hits when they were released, and stand the test of time

(This isn't what I prefer musically, but IMO it will get 99X the highest possible ratings in what is still a conservative Southern market)

If they don't move the Fan to there then I think this would be there best option.

 

[atlantaboy]

^If they move The Fan to 100.5 (and not 99X), IMO there are two other possibilities...
1. Star 94 will start adding more Alternative tracks, and probably gain another 1.0 share over what they already have
2. Project 96.1 will move into an Alternative/Active hybrid, and maybe gain another 1.0 share over what they already have

But since the last thing Cumulus wants is Dave's listeners going to Star 94, I think moving 99X to 100.5 is almost definite

 

[secondchoice]

But since the last thing Cumulus wants is Dave's listeners going to Star 94, I think moving 99X to 100.5 is almost definite

IMHO:

Dave's listeners did not generate enough revenue or else Dave would still be on 92.9. If all of Dave FM listeners whet to Star would that have a negative impact on Q100's billings? I doubt it. It might help 94.1 but I doubt it will hurt Q100's billings.

As with Atlanta's Greatest Hits on 106.7, It is revenue not listeners that is important.

 

[BIGSTICK]

But that is all radio is now, they do not give a damn about the listeners and what we like

 

[taylorengineer]

But that is all radio is now, they do not give a damn about the listeners and what we like

Wrong, Brent!
Listeners = revenue. They very much do care about revenue.
Radio is a business first. It should be a public service, on this we agree. But our government representatives fixed that back when the smartest president ever was in office. So now it is ONLY a business but one that still must attract listeners to survive.
As I said in another thread, your problem is with your fellow man. The market delivers what enough people want to make it economically viable.

 

[upstate29651]

Wrong, Brent!
Listeners = revenue. They very much do care about revenue.

Except when it comes to sports talk, as has been mentioned on the 92.9 thread. Apparently you don't need many listeners to get revenue. We're about to find out.

G

 

[taylorengineer]

Sports radio is all about qualitatives. Males 25-54 are a most desirable demo - maybe THE most. In terms of income it is the top demo. We all know you don't have to be the top 6+ station to be the top biller.
WQXI AM, The Zone, was doing typically $10-14M (Million!!)yearly and accomplished this while rarely breaking a 1 share. That's the power of good qualitatives! And a focused sales force which correctly zeroed in on the 25-54 male demo.

 

[amos]

WQXI AM, The Zone, was doing typically $10-14M (Million!!)yearly and accomplished this while rarely breaking a 1 share.

do you, or anybody, have other examples of atlanta billing to compare that with? i'd particularly like to know what other stations in the same revenue range pull in the ratings. also, what other stations with similar ratings are billing, and what the higher billing stations bring in.

 

[RoddyFreeman]

Sports radio is all about qualitatives. Males 25-54 are a most desirable demo - maybe THE most. In terms of income it is the top demo. We all know you don't have to be the top 6+ station to be the top biller.
WQXI AM, The Zone, was doing typically $10-14M (Million!!)yearly and accomplished this while rarely breaking a 1 share. That's the power of good qualitatives! And a focused sales force which correctly zeroed in on the 25-54 male demo.

Sports radio bills out of proportion to its ratings because it delivers a pure audience. For products like beer and certain cars, the sports fan is a natural. And along the same lines, some advertisers want to reach the sports lifestyle.

As Taylor alluded to, good ratings in Men 25-54 or 18-49 are sometimes masked in the 6+ ratings. It looks like the station's ratings are low, but they're not in the station's target demographic. Yes, men are a lucrative demo as are women, who make most of the decisions on food and household products.

 

[upstate29651]

Sports radio is all about qualitatives. Males 25-54 are a most desirable demo - maybe THE most. In terms of income it is the top demo.

So....every station in the nation should be rock & sports then.

Or..Clear Channel disagrees with you: http://radioinsight.com/blog/headlines/netgnomes/59132/is-clear-channel-planning-an-atlanta-shuffle/

G

 

[chrocket87]

Sports radio is all about qualitatives. Males 25-54 are a most desirable demo - maybe THE most. In terms of income it is the top demo. We all know you don't have to be the top 6+ station to be the top biller.
WQXI AM, The Zone, was doing typically $10-14M (Million!!)yearly and accomplished this while rarely breaking a 1 share. That's the power of good qualitatives! And a focused sales force which correctly zeroed in on the 25-54 male demo.

Sports radio bills out of proportion to its ratings because it delivers a pure audience. For products like beer and certain cars, the sports fan is a natural. And along the same lines, some advertisers want to reach the sports lifestyle.

As Taylor alluded to, good ratings in Men 25-54 or 18-49 are sometimes masked in the 6+ ratings. It looks like the station's ratings are low, but they're not in the station's target demographic. Yes, men are a lucrative demo as are women, who make most of the decisions on food and household products.

Another reason is people leave the channel on if they know they could be missing something from the game they're listening to. This interest in listening to an entire play-by-play of a game just like on TV leads to the listener being less likely to channel surf like a music listener, also leading to higher TSL than other formats. To advertisers, listening for 3-4 straight hours is better than flipping through 3-4 stations for an hour or two a day.

 

[JoeyMills]

I honestly don't think 99x can truly be resurrected. It's not just the music, it was the personalities. Without Sean Demery, Leslie Fram, and Steve Craig, it would only be 99x'ish.

 

[OhioMediaWatch]

Clear Channel even launched a 99X in Cleveland not too long ago.

Coming to you live from within the broadcast range of W256BT/99.1 Cleveland and its "home", WMMS/100.7-HD2 Cleveland...don't read too much into that.

The analog translator home of "99X" has been dragged and sold at least three times - it started life as Edgewater Broadcasting's 100.3 translator in Lorain, west of Cleveland.

It made an intermediate step to the closer-but-still-far-west Cleveland suburb of North Ridgeville, and was first sold to Radio One. When Edgewater couldn't get a move done, Radio One backed out and Edgewater re-sold it to Clear Channel, which could make the move since it owns second-adjacent full power country station WGAR/99.5, not to mention Youngstown's WMXY/98.9.

Why am I bringing this all up?

It took a long time to get that thing on the WMJI/105.7 tower in the Parma antenna farm.

Most educated guesses had it set up as an FM simulcaster to talk WTAM/1100, much like Clear Channel has done in many large markets (including for WGST/640, IIRC).

Then, CBS Radio blew up alt-rock WKRK/92.3 "Radio 92.3" last August, and Clear Channel registered "99XCleveland.com" within one month.

Low hanging fruit. CC saw an opening when 92.3 went to sports. It's not any big love of the alt-rock format.

"99X", the Cleveland version, uses the Premium Choice "Alternative Project" music playlist 24/7, with some local liners written by the cluster's rock/top 40 PD. That's it.

It's designed as a value added buy to advertisers buying those stations (rock WMMS and top 40 WAKS/96.5 "Kiss FM"). That's it. They are putting zero effort into it, not even the small effort Cumulus has made with Atlanta's "99X" in its translator era.

 

[danman425]

Well... I know it's not the most impressive station, but I was just stating recent launches of alternative stations. I heard Cleveland is also supposed to get a non-corporate hyper-local rock station down at 87.7 soon.

 

[chrocket87]

Well... I know it's not the most impressive station, but I was just stating recent launches of alternative stations. I heard Cleveland is also supposed to get a non-corporate hyper-local rock station down at 87.7 soon.

Yep. A AAA format which bills itself on being hyper-local and filled with "entertainment talk". I wonder if they've researched A) How AAA listeners aren't really into talk-based radio, they want their music! and B) Just how bad AAA performed the last time it was in Cleveland. I'm guessing no.

 

[OhioMediaWatch]

The industry term "AAA, adult album alternative" has been used by 87.7 principal Tom Embrescia, who along with WLFM's Tom Wilson owned some stations in Cleveland in the 1980s.

I wonder how close the actual launch music will be to AAA.

 

[agentUrge]

I honestly don't think 99x can truly be resurrected. It's not just the music, it was the personalities. Without Sean Demery, Leslie Fram, and Steve Craig, it would only be 99x'ish.

The image of the station fit well with the music trends of the time...Alternative was hot...the gen-x attitude that went with the music gelled with the station. It would take bringing back the very best jocks....but it still wouldn't be like 99x "back in the day".