Re: Rock 100.5 going more alt, problem is, alt and active are NOT always compatible. Rock was doing fine with the hard classic/mainstream AOR combination until this last book. Still odd that Rock fell by almost a whole point. Maybe some of Rock's listeners are checking out Radio 105.7 for the novelty, and may be back.
Rock's in a hard place*. They have a morning show that is very successful but skews old in the demo (it's by and for 30- and 40-somethings), but they have to go younger with their playlist. One reason is to differentiate themselves from River, which has been getting harder and newer itself and encroaching on the classic part of Rock's playlist. The other reason is to go after an underserved market with active (old Bone listeners) and mainstream AOR. I'm 45 and listen to TRG in AM drive (after dropping off my daughter), but if I have to pick a set-it-and-forget-it music station, it's River (unless I am somewhere where I can pick up Chuck 103.7). In my opinion--and this may just be personal bias--if Rock100.5 dumped all of their hard classic, they would lose more listeners than they would gain. Then again, those listeners may already be gone.
What was 99X getting their last few books when they were on 99.7? How does that compare to 105.7's 2.5? Keeping in mind Radio's signal is not as powerful and somewhat intown-challenged compared to 99.7's full 100k signal.
Also odd--Wild 105.7 went away, and ALL the CHRs/ACs lost share. WTH?
*I'll be here all week, don't forget to tip your server, try the veal--I hear it's good...
B98.5 is trending down making room for ATL's Top 3, Urbans.