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Adult Urban Radio in Cincinnati?

D

darksoldier

Question for the official OLD HEADS. Is Adult Urban Radio viable in this Market? When I refer to this label, I am asking about radio for core audience African American 30-45. Too old to, (or at least too mature) to want Ludacris on the hour EVERY HOUR, too young to even consider Garnett Mimms for regular rotation, and too urban NOT to toss their cookies if forced to listen to the Bee Gees. Is that audience so small that no radio company in the area even thinks about it?
Yea, I know there's MOJO, (More geared to the boomer, not playing anything new, and frankly plays the Bee Gees.) but I'm talkin TRUE Urban AC, done live and local in the key dayparts.

Would love to hear some feedback......Oscar, any wise words?
 
Hello Soldier!

I think in a market with a 12% African-American population, and a white population that likes the music this format can absolutely work. I think you'll get an audience breakdown that's about 65% African-American, to 33% White, and 2% other. It depends on how it's marketed. If it comes across as a "Black" station, you might turn off some white audience. I think that's why MoJo works so well. It's not a "Black" or "White" station to me. (You may feel differently Soldier), but I don't hear it. Compared to a smaller market like Dayton, where the Urban AC gets a top 10 share with another Urban and a CHR/Rhythmic in town, I think it can also work here. In a bigger market like Chicago, there are two Urban ACs with CC's WVAZ getting a top 10 share, and Crawford's smaller Urban AC getting in the mid 1s.

Will this be the new format Radio One puts on 97.7 or 100.3?

By the way, Soldier how are things at WCIN? Everybody doing OK?<P ID="edit"><FONT class="small">Edited by Oscar on 02/16/06 07:02 PM.</FONT></P>
 
Re: Hello Soldier!

> I think in a market with a 12% African-American population,
> and a white population that likes the music this format can
> absolutely work. I think you'll get an audience breakdown
> that's about 65% African-American, to 33% White, and 2%
> other. It depends on how it's marketed. If it comes across
> as a "Black" station, you might turn off some white
> audience. I think that's why MoJo works so well. It's not
> a "Black" or "White" station to me. (You may feel
> differently Soldier), but I don't hear it. Compared to a
> smaller market like Dayton, where the Urban AC gets a top 10
> share with another Urban and a CHR/Rhythmic in town, I think
> it can also work here. In a bigger market like Chicago,
> there are two Urban ACs with CC's WVAZ getting a top 10
> share, and Crawford's smaller Urban AC getting in the mid
> 1s.
>
> Will this be the new format Radio One puts on 97.7 or 100.3?
>
>
> By the way, Soldier how are things at WCIN? Everybody doing OK?


I, as usual, agree totally with the exception of the MOJO statement. I still contend that MOJO does so well because it has NO competition. Let a true Urban AC come in and do it correctly, and Cincinnati will lose its MOJO. (Pun intended):0) The biggest point that you made is that it can't come across TOO Black. Right on the money. That is one of the big reasons that the WIZ has a hard time with KISS. That ghetto feel even turns off a lot of Black folks....many of us may be from there, but don't want to listen to a constant reminder.

NO Brainer on what Radio One is going to do. Just look at the corp model. Urban, then Urban AC, then Gospel, CHR, Urban Talk, or Smooth Jazz depending on the competition, whether the additional stations are AM or FM, and the strength of the sticks.

As to the final question, it depends on your position on the elephant. I see some big positives in terms of really being able to do this thing correctly, (regarding resources, and philosophy) but the question is will the new folks want to, or will there be a completely new format? Personally, my work, and work ethic will speak for me, and I am proud of that, but how that translates to new ownership remains to be seen.
>
>
 
Re: Hello Soldier!

> >
> > Will this be the new format Radio One puts on 97.7 or
> 100.3?
> >

> NO Brainer on what Radio One is going to do. Just look at
> the corp model. Urban, then Urban AC, then Gospel, CHR,
> Urban Talk, or Smooth Jazz depending on the competition,
> whether the additional stations are AM or FM, and the
> strength of the sticks.


Is Radio One getting 100.3 and 97.7 once they're moved? This is the first I heard about this, but not surprising.

This is just speculation, but if Radio One gets the two frequencies, I'd say urban AC is guaranteed for one frequency with smooth jazz being a sure bet for the other.
 
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