Audacy Introduces Emma To Seattle
Audacy has flipped Soft AC "94.1 The Sound" KSWD Seattle to Hot AC "Emma 94.1". As first indicated in our
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Audacy Introduces Emma To Seattle (KSWD Flips to Hot AC)
- Thread starter speer360
- Start date
radioinsight.com
From the Press Release:
A New Voice for Seattle Women: Introducing Emma 94.1
After recent format changes in the Seattle market, our research showed there was an opportunity to evolve our current Soft AC format on 94.1. I'm excited to introduce Emma 94.1, a Mainstream AC station featuring an upbeat mix of 90s, 2000s, and today's hits—from Lady Gaga to Taylor Swift. This evolution of the brand is designed to continue celebrating the dynamic lives of Women in the PNW.
Emma 94.1 isn’t just a radio station; it's a lifestyle brand and a community. We’re here to amplify the voices of Seattle’s influential women aged 30-45 and provide the music and content they’ve been missing.
A New Voice for Seattle Women: Introducing Emma 94.1
After recent format changes in the Seattle market, our research showed there was an opportunity to evolve our current Soft AC format on 94.1. I'm excited to introduce Emma 94.1, a Mainstream AC station featuring an upbeat mix of 90s, 2000s, and today's hits—from Lady Gaga to Taylor Swift. This evolution of the brand is designed to continue celebrating the dynamic lives of Women in the PNW.
Emma 94.1 isn’t just a radio station; it's a lifestyle brand and a community. We’re here to amplify the voices of Seattle’s influential women aged 30-45 and provide the music and content they’ve been missing.
Tune in live on 94.1FM, your desktop, or the Audacy app.
Emma 94.1 joins the portfolio of Audacy Seattle’s powerhouse brands, further expanding our reach and deepening our connection with the Seattle community.
Emma 94.1 joins the portfolio of Audacy Seattle’s powerhouse brands, further expanding our reach and deepening our connection with the Seattle community.
It was third in overall cume. Seemed like it was high near consistently, beginning from the time when KMPS flipped.
Your hypothesis is the only one that makes any kind of sense here. To me, it seemed like the Sound was doing well enough. My prediction is that we will see a significant drop in 6+ numbers for 94.1, but they will be able to hold their own in women 25-54, similar to how Star performed for years. My question is, will this station be staffed? A new lineup was supposed to be announced for Bella fairly soon after it launched, but they've been jockless since.
Last week Lance teased that a change was coming to Seattle. Now it has. No big surprise. I was shocked when they flipped KMPS to KSWD 8 years ago. I felt KMPS was the stronger brand, and stronger presentation. But they kept the Wolf and launched this soft rock station. I've long maintained that the softer the music, the older the audience. Stations in this format have been disappearing for years. Now this one has taken its place in the list of former soft rock stations.
I had a feeling they were in trouble when Delilah stopped doing her local show. That was a while ago.
Unfortunately stations don't sell cume.
"Mediocre" is a nice way to put it. The reason this station flipped today is because of the terrible demos.
I had a feeling they were in trouble when Delilah stopped doing her local show. That was a while ago.
Unfortunately stations don't sell cume.
"Mediocre" is a nice way to put it. The reason this station flipped today is because of the terrible demos.
I applaud Audacy for thinking out of the box. Good compliment for KHTP for the 25+ female segment.
Why not just call it "STAR 94.1" ... figured SOMEONE would fill that gap after last April.
A "lifestyle" - geez, hype much?
I'm coming to the realization that as much as I love radio and my time in it, most stations playing hit driven music are a utility. Not a "lifestyle." KEXP can claim credibly to be a "community" because of what they do outside the station. This is a jukebox.
I'm coming to the realization that as much as I love radio and my time in it, most stations playing hit driven music are a utility. Not a "lifestyle." KEXP can claim credibly to be a "community" because of what they do outside the station. This is a jukebox.
I agree with a lot of what you say, especially about KEXP.
But the artists this station is playing ARE a lifestyle. Taylor's fans plan their entire lives around her. So a radio station that attaches itself somehow to that has potential for becoming a lifestyle. The problem is there are a lot of other platforms attaching themselves to the same thing. So they're not the only ones.
So what do you think Mr. Agency? Is this an 18-49F national ad play? I see it more likely 25-54F myself, but that's because few women under 25 have favorite terrestrial radio stations.
Good complement to 103.7 and 100.7? Most likely. Hardly an out-of-box format idea, though.
Up here in the little Hanover/Lebanon/White River Junction market, WTSL 97.5 (Hot 97.5) flipped last year from hip-hop to an AC format featuring the same artists that this new Seattle station is playing. Billing itself as "The Penguin," playing "chill hits," the target is obviously the 25-44 females sought in Seattle. Advertisers know this demo does a lot of impulse spending and radio exists to serve advertisers.
What would they blow up? KJR is the lowest rated, but bills very well. As I said, The Breeze has been on the decline in most markets. I think SF is an anomaly due to low radio usage.
I like The Breeze and sometimes listen on the iHeart app. But that said, iHeart has given up on The Breeze as an over-the-air format.
The Breeze was on about 30 or 40 of iHeart's HD subchannels around the country but nearly all are gone now. iHeart also put it on 106.1 in Philadelphia. Despite decent overall numbers, iHeart blew it up to launch a Latin Contemporary station in its place.
FM Radio is at a crossroads. Younger people aren't listening to over-the-air radio. But owners can't put on formats that skew too old either because advertisers won't buy it. You'd think there'd be a Soft AC in many markets, since its audience still listens to FM radio. But it seems the trend is going the other way.
The Breeze was on about 30 or 40 of iHeart's HD subchannels around the country but nearly all are gone now. iHeart also put it on 106.1 in Philadelphia. Despite decent overall numbers, iHeart blew it up to launch a Latin Contemporary station in its place.
FM Radio is at a crossroads. Younger people aren't listening to over-the-air radio. But owners can't put on formats that skew too old either because advertisers won't buy it. You'd think there'd be a Soft AC in many markets, since its audience still listens to FM radio. But it seems the trend is going the other way.
As you said: Radio is at a crossroads. The problem isn't programming. The problem is finding sponsorship. Radio would gladly play 60s oldies, and the format gets good 6+ numbers where it's tried. But there aren't many advertisers looking to reach that audience with radio. They mainly use TV or other methods. If radio could find another revenue stream or a way to charge listeners directly for what they do, you'd see a lot of older programming.
The irony is that Seattle loses their Soft AC...and I move north of Boise which still has one on 97.9 
This will likely target the younger demos (35-45) that like the '90s and '00s music that The Sound aired, but weren't into the '70s/early '80s songs.
The "KEMA" calls are available if they want them!
This will likely target the younger demos (35-45) that like the '90s and '00s music that The Sound aired, but weren't into the '70s/early '80s songs.
The "KEMA" calls are available if they want them!
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