Audacy Introduces Emma To Seattle (KSWD Flips to Hot AC)

[Kelly A]

I like The Breeze

Me too, especially this past summer where we had such a run of really hot days.

You'd think there'd be a Soft AC in many markets, since its audience still listens to FM radio.

Especially since there are medications for that now. That, and not enough people like soft AC. It skews too old.
It reminds me of the horrible train wreck format 'Soft Rock'. It crashed and burned pretty quickly, and PPM hadn't even been invented yet. I can only imagine what PPM would have indicated. Take Smooth Jazz and cut that AQH number in half.

 

[TheBigA]

The bad news is the track record for new formats in Seattle has not been good. People who use radio have their favorites. They've ripped the knob off, and they're not scanning the dial for new options. Hubbard learned that the hard way with KPNW.

 

[Kelly A]

The bad news is the track record for new formats in Seattle has not been good. People who use radio have their favorites. They've ripped the knob off, and they're not scanning the dial for new options. Hubbard learned that the hard way with KPNW.

That's an accurate historical perspective. Now, rather than search for some new terrestrial format, they've already moved to streaming.

 

[DMK]

While Emma doesn't quite role off the tongue for me, I do like the expanded 90s playlist. Heard Boys to Men among others over the past two days. There were a lot of great songs from that decade that still sound fresh today. If the changes keep the money rolling in, more power to them.

 

[Radiopaw]

That's an accurate historical perspective. Now, rather than search for some new terrestrial format, they've already moved to streaming.

That’s a bit too pessimistic an attitude, I’ve wrote a few essays about why radio is still relevant - more then traditional television, but the gist of it I really do think holds true

- consumer adoption of newer vehicles with seamless, modern audio setups is low, as you’ve pointed out to be the flaw with HD, is more prevalent in this argument.
- most radio listening is done in the car, just look at forum posts, or radio’s resilience in the car, plus, the fact that it’s a no cost, widely accessible medium. There’s a lot more I can post, but as long as the radio is 1 or 2 clicks away, it won’t falter entirely. I think a lot of this forums age or experience comes to a little bit of a detriment in the beliefs, I see many people believe that home or non vehicle listening is a large or sizable medium when there is statistics that can without context make it appear more relevant or intentional a place to listen then it truly is.
- okay, to get to the the core point. Many people listen. Not many people deeply invest to dial scan. Word of mouth and advertising helps format flips.

 

[chrocket87]

This is exhibit A on why 6+ numbers are useless.

 

[Kelly A]

That’s a bit too pessimistic an attitude, I’ve wrote a few essays about why radio is still relevant - more then traditional television, but the gist of it I really do think holds true

I've never claimed that radio has become completely irrelevant. Things like this aren't binary, either on or off. I, others in the industry, and Wall Street analysts have claimed that radio and potentially local linear TV have no growth potential. The reason is that people under 25 don't rely on the radio for news or entertainment in the United States and various parts of Asia. Those people currently under 25 will soon become 45, and still won't utilize radio or local TV because unlike us on this radio board, they haven't grown up with radio. Now add in the diminishing of funding in the form of advertising that's fueled radio for one hundred years, and one has to question the viability of the medium over the next twenty years.

- consumer adoption of newer vehicles with seamless, modern audio setups is low, as you’ve pointed out to be the flaw with HD, is more prevalent in this argument.
- most radio listening is done in the car, just look at forum posts, or radio’s resilience in the car, plus, the fact that it’s a no cost, widely accessible medium. There’s a lot more I can post, but as long as the radio is 1 or 2 clicks away, it won’t falter entirely. I think a lot of this forums age or experience comes to a little bit of a detriment in the beliefs, I see many people believe that home or non vehicle listening is a large or sizable medium when there is statistics that can without context make it appear more relevant or intentional a place to listen then it truly is.

I agree that what's left of radio listening has shifted to in-vehicle. There is data to back that up. There is also data that drivers under 30 are splitting their media consumption in the vehicle with radio to include streaming services and podcasts. David could correct me; but I believe in its heyday, radio listening was split to something like 40% in-car, and 60% in-home. So now you reduce the in-home and include things like smart speakers and streaming, and terrestrial radio listening is down significantly in-home. It's safe to assume terrestrial radio listening is diluted in-vehicle because all the other smartphone options like streaming and podcasts are at least 50% or more, depending on the age of the driver. Again, this points to a lack of growth as radio listeners age out.

- okay, to get to the the core point. Many people listen. Not many people deeply invest to dial scan. Word of mouth and advertising helps format flips.

For years I've been involved in research, including focus groups regarding radio listening habits from consumers. The majority of media consumers don't think like you, or others on a radio discussion board. They know when they press this button or app icon, they hear whatever music or podcast. Most aren't paying attention to call letters, or positioning slogans at all. That's 1970's thinking when radio was the only game in town. It's not the 70's anymore.

 

[CTListener]

Sounds like RadioDiscussions.com could go the way of TelegraphDiscussions.com, SmokeSignalsDiscussions.com and TomTomDrumsDiscussions.com before long.

 

[TheM1ghtyBear]

Im surprised that 94.1 The sound flip. It did better than warm 106.9 in the ratings.

Yeah I’m surprised to see that happen. I never saw this flip coming but at least the Hot AC format is back now.

 

[crainbebo]

I am a teacher in Idaho. All of the teachers I know under 40 are using Spotify in their car. ALL of them!
However, radio reception is not as good up here in the mountains, so I can see why. Even I'm thinking about switching over to SiriusXM for some of the local trips. McCall has a few locals, but only two are commercial outlets (Real Country, and AC), then there's three NPRs (one is 24/7 jazz which I like) and Christian music on a couple of channels.

 

[Kelly A]

Sounds like RadioDiscussions.com could go the way of TelegraphDiscussions.com, SmokeSignalsDiscussions.com and TomTomDrumsDiscussions.com before long.

As long as there are seniors who grew up on radio, there will be a need for those still in denial that radio is struggling as an industry, or who want to vent about how 'fat cats' ruined radio, to express their opinions about the industry.
One participant recently compared it with a discussion forum about the train spotting hobby. That seemed like a fair comparison.

 

[Radiopaw]

I've never claimed that radio has become completely irrelevant. Things like this aren't binary, either on or off. I, others in the industry, and Wall Street analysts have claimed that radio and potentially local linear TV have no growth potential. The reason is that people under 25 don't rely on the radio for news or entertainment in the United States and various parts of Asia. Those people currently under 25 will soon become 45, and still won't utilize radio or local TV because unlike us on this radio board, they haven't grown up with radio. Now add in the diminishing of funding in the form of advertising that's fueled radio for one hundred years, and one has to question the viability of the medium over the next twenty years.

I agree that what's left of radio listening has shifted to in-vehicle. There is data to back that up. There is also data that drivers under 30 are splitting their media consumption in the vehicle with radio to include streaming services and podcasts. David could correct me; but I believe in its heyday, radio listening was split to something like 40% in-car, and 60% in-home. So now you reduce the in-home and include things like smart speakers and streaming, and terrestrial radio listening is down significantly in-home. It's safe to assume terrestrial radio listening is diluted in-vehicle because all the other smartphone options like streaming and podcasts are at least 50% or more, depending on the age of the driver. Again, this points to a lack of growth as radio listeners age out.

For years I've been involved in research, including focus groups regarding radio listening habits from consumers. The majority of media consumers don't think like you, or others on a radio discussion board. They know when they press this button or app icon, they hear whatever music or podcast. Most aren't paying attention to call letters, or positioning slogans at all. That's 1970's thinking when radio was the only game in town. It's not the 70's anymore.

Largely it does sound like we agree, on many things, I apologize as I think your post sounded a bit doom and gloom - even in my case, Spotify eliminated my home listening from my childhood.

Unfortunately your point about the 70’s is true, but I’d like to also say that was the 2000’s and early 2010’s - when I grew up. I grew up outside of Philadelphia and there was a debate with interest between Q102 (WIOQ) and Wired 96.5 (WRDW) at the time, talking about it was pretty normal back then and listening to either in the gym or around the house was normal. That definitely changed as Spotify, YouTube, Apple Music etc gained popularity to shift to only the car/automobile.

Which I think, has single handedly saved radio by being a place people don’t often upgrade things and many people don’t shell out for new vehicles too with an active used car market. It’s just made listening less intentional with and more of a “well, it’s here and I like the white noise” or a “I can at least get the traffic on this station”.

Or… “I like this morning show”, not even knowing the station you’re listening to but listening to the morning show every day. (My coworker has said this.)

 

[Kelly A]

Or… “I like this morning show”, not even knowing the station you’re listening to but listening to the morning show every day. (My coworker has said this.)

I ran into that exact thing just the other day. My wife and I were having lunch at a local deli when the two middle-aged women sitting at the table next to us were talking about music. One of them commented that she had heard a certain song on 'the country station'. The other woman asked; 'what country station'?
She responded with; I don't know, I don't pay attention to that sort of thing. All I know is they play country.
Where she heard it could have been on Spotify for all we know.

 

[boombox4]

- okay, to get to the the core point. Many people listen. Not many people deeply invest to dial scan. Word of mouth and advertising helps format flips.

Advertising your format or station is like a dirty word to Radio though. It didn't used to be, but it is now, apparently. Every other form of content creator understands the importance of advertising your content, but Radio more or less lost the concept. 'Build it and they will come' doesn't work well -- not with internet content, nor does it with broadcast content anymore.

 

[TheBigA]

Advertising your format or station is like a dirty word to Radio though.

Huh? They are doing the exact same thing lots of advertisers do every day: Using radio to get the word out.

And their advertising is effective because we're talking about it, which is another form of advertising: word of mouth.

They can spend money buying advertising on other platforms, but that won't get people to listen. KPNW spent lots of money and time trying to get people to listen to their radio station, and it didn't work. People stick with what they know.

 

[boombox4]

Huh? They are doing the exact same thing lots of advertisers do every day: Using radio to get the word out.

And their advertising is effective because we're talking about that, which is another form of advertising: word of mouth.

Internet. That's where you advertise, too. Especially if you're trying to attract the audience back that left Radio for streaming.

It's like leaving potential money on the table.

 

[TheBigA]

Internet. That's where you advertise, too. Especially if you're trying to attract the audience back that left Radio for streaming.

It's like leaving potential money on the table.

Audacy is on the internet. They own that platform and they're using it to promote this station. Streamers can stream it here:

https://www.audacy.com/stations/emma941seattle

Emma 94.1 Seattle | Seattle WA

Emma 94.1 Seattle, Seattle. 43,018 likes · 7 talking about this. Music from the 90's, 2000's and Now to get you through the workday. Emma is your PNW Bestie!

www.facebook.com

You can pound people over the head all day, but they're not giving up their smart phones.

Also, people on the internet want to avoid advertising. They find ways to block those messages.

The best advertising is word of mouth, and that's what we're doing right here, right now.

 

[TheM1ghtyBear]

What would they blow up? KJR is the lowest rated, but bills very well.

It wouldn't make sense. Wouldn't it overlap with KJAQ and KJEB?

 

[bobdavcav]

I realize I'm in the minority here, but I am as passionate about this industry as anyone on this board despite being only 30. Even so, I don't think this industry is healthy. That view has really only come into focus for me in the last year or so though, and is largely because of seeing all the cuts that are happening and the number of stations on the air beginning to decline. Prior to this year and excluding 2020, you did see cuts, but they were largely at the biggest companies. For as long as I've been following this industry, it seems there has been a yearly downsizing at iHeart, but this year we've already seen cuts at Alpha and Beasley, Summit is regionalizing operations, Emma's parent Audacy is in bankruptcy, and Salem is selling assets. All things considered, iHeart is actually in decent shape.

 

[TheBigA]

I don't think this industry is healthy.

Wow, stop the presses, ladies & gentlemen.

That view has really only come into focus for me in the last year or so though, and is largely because of seeing all the cuts that are happening and the number of stations on the air beginning to decline.

If you broaden your view, the same thing is happening to all media for the same reason. The internet.