B-96 Chicago: Billing Itself As Chicago's Number 1 Hit Music Station

[CHRles]

When B-96 first came on the ariwaves in Chicago it was a CHR/Pop station, one that was very new music Active and part of Mike Joseph's "Hot hits" concept. By 1988 ,however, after legendary Urban/Dance station 102.7 WBMX went Urban AC, B-96 decided it was time to evolve to Top 40/Dance. The ratings were huge. Throughout most of the 90s, except for brief periods of time when it was more of a typical Rhythmic, B-96 stayed one of the country's leading Dance stations. By the turn of the new millenium though more and more Hip Hop creeped into its playlist, and through much of this past decade it was Chicago's home for the Top 40/Rhythm sound.
Now though the station appears to be moving back towards its roots with not only more Dance, but also more Pop. Its slogan in the past year was Hits & Hip Hop (as other Rhythmic CHR did while struggling to finetune their identity), but it looks like its now officially changed to Chicago's Number One Hit Music Station. Metro Station's "Shake It" is Top 10, and David Archuletta's "Crush" is Top 30. This along with titles like Pink's "So What" and Katy Perry's "Hot & Cold", which are receiving significant airplay on a number of influential Rhythmic outlets. They too though seem to be shifting towards CHR/Pop. For some time now 98.5 KLUC Las Vegas has been calling itself (again) Las Vegas Number One Hit Music Station, and Jason Mraz "I'm Yours" is Top 20. Over in Charlotte 96.1 The Beat recently added On Air with Ryan Seacrest, and has Rehab's "The Bartender Song" in it's Top 10, albeit with a bit of a Rhythmic remix. The presentation doesnt sound too street yet still very hip. Just listen to their excellent after DJ Finally, there's Ft. Wayne's Hot 107.9, another station that added Seacrest's show, and which appears to be finding success with a lot of Pop music (including Pink, Katy Perry, Christina Aguilera, and Metro Station).
So do you see this trend growing? Do you think this is the right move for B-96 and the other stations mentioned?

http://www.b96hits.com/

http://www.kluc.com/

http://www.charlottesbeat.com/

http://www.hot1079online.com

 

[1900radio]

KLUC? I'm SURE the Jason Mraz they are playing is a remix of that song. That's what the Beat in Charlotte does a lot. Looking at a chart alone doesn't tell the story of a station.

And since when does a slogan matter to anyone? "Hits" are subjective. Urban stations could easily use that moniker.

 

[CHRles]

Back in the 80s and early 90s some of the Urban stations in the big cities did go with a hits slogan, including Chicago's own 107.5 WGCI, but nowadays? The moniker is almost always Hip Hop and R&B for the Urbans.

A station's positioning statement does matter if you ask me, and I think the changes you're seeing at some of the country's so-called Rhythmic CHRs are pretty significant.

 

[Roger That]

Back in the 80s and early 90s some of the Urban stations in the big cities did go with a hits slogan, including Chicago's own 107.5 WGCI, but nowadays? The moniker is almost always Hip Hop and R&B for the Urbans.

A station's positioning statement does matter if you ask me, and I think the changes you're seeing at some of the country's so-called Rhythmic CHRs are pretty significant.

Changes in the musical fabric of stations is, yes, and interesting thing to note.

Positioning statements, however, DO NOT MATTER to the listeners. Not only to they not care, they don't even notice them, and could never recall them at gunpoint. And the fact that references to the 80's and 90's are showing up, should further how archaic and ridiculous the concept that they have any current value is.

 

[franksandhotdogs]

I'll agree that the mindless hype and and chest pounding "we're #1 this, that and blah blah blah" don't mean anything to the listener, positioning statements tell you who you are (even in PPM markets)...for example Z100 is "New York's Hit Music Station" so people don't confuse them for a polka station.

Sure, iPod users don't hear liners between songs saying "iPod on shuffle," but a radio station's image is the product and without proper branding people will lose you in the shuffle of life.  You don't need to ID between every song with PPM around, but branding is still important.  Why do you think the biggest brands in America (McDonald's, Wal-Mart, Coca Cola, etc.) continue to pound their names into your head?

 

[Roger That]

Why do you think the biggest brands in America (McDonald's, Wal-Mart, Coca Cola, etc.) continue to pound their names into your head?

Totally agree that we should brand. However, radio brands terribly.

Example:

McDonald's - I'm Lovin' It

McDonald's on Radio - The Best Variety of Hamburgers, French Fries, and Chicken Parts No One Can Identify.

We, as an industry, spend allllllll this time telling listeners what we want them to know about us. Why not spend time talking about things that they care about. McDonald's branding is supposed to be about how their product makes you feel; how it fits into your life. It has nothing to do with the ingredients they use.

Another example...go check Coca-Cola's website. The dropdowns are Music, Sports, and "Coke Side Of Life". Where's the High Fructose Corn Syrup dropdown? Yet, radio websites use what...DJs?...as their first dropdown? (sorry...after the obligatory "home" button, of course) Sorry...but your listeners stopped caring about your DJs in the 80's (unless they're big personalities, of course...90% are NOT). Now imagine a world in which radio websites listed what listeners may actually care about first in that nav bar. These same sites would *gasp* move the DJ section down the way.

100% agree that branding is important. Let me know when radio starts to do that.

 

[CHRles]

I respectfully disagree. I think radio websites are pretty cool and interactive nowadays. Look at the Clear Channel ones. For example, I'm on Tampa's 93.3 FLZ right now. A big part of the product is the MJ Morning Show since he gets HUGE ratings, and a lot of people tune in during morning drive. Therefore, one of the first things you'll see on the menu is the Shows section, and its only natural that you see the names of all the other jocks and shows under that menu. You'd be surprised how many of FLZ's nighttime listeners know who their jocks are at that timeslot. It matters to fans of the station. These jocks are a big part of the product, of what makes FLZ more then just a jukebox.
Next of course is the music, and again FLZ does a great job of connecting you to music videos, features songs, lyrics, new music, and playlist. This is definitely IMPORTANT for listeners of the station, and is one of the main reasons they're logging onto the website. Next, we've got some serious interactive sections like downloads, listener pages, and things to do. There's concert calendar, events calendar, movies and restaurants, and anything else pertaining to the lifestyle associated with FLZ's listeners.
I'd rate the FLZ website wayyyy above that of Mcdonalds or Coca Cola for that matter. Whats so interesting about logging onto the website of a fast food chain? They're gonna school me in to all the cool new types of food that that may someday be serving? No. Are there cashiers entertaining? No. And the coke website? Are you kidding me? That's more enticing then the music section at FLZ??? And its interaction sections pale in comparison with those on FLZ.
Don't get me wrong, I love drinking soft drinks, but comparing it to FLZ is like comparing apples to oranges.

 

[Roger That]

First, I didn't bring up the McDonald's and Coca-Cola examples. Franksandhotdogs did.

Second, have you actually BEEN to either website? Sure, few would think to go to either, but if you actually do, you'll see lifestyle...something 90% of radio stations DO NOT do a good job of.

Third, in FLZ, you've picked one of the 10% (or less). They are an excellent exception to the rule. Not the rule. There will always be exceptions...but the majority of radio is BAD at any and all of this. But, regardless of how good FLZ is, check the traffic...in the past year, FLZ has only beat cocacola.com once, and has NEVER beat McDonalds.com. If you want to be the best radio station website, so be it. But in the world of new media, you have to be able to compete with the big boys, and no radio station website does that.

Have things come a long way with some stations? Definitely. But being the tallest in a room doesn't make you tall if the room is full of midgets.

 

[Roger That]

They're gonna school me in to all the cool new types of food that that may someday be serving? No. Are there cashiers entertaining? No.

Another point...this is EXACTLY why radio fails. STOP THINKING INGREDIENTS. No one cares about cashiers. HELLO! The EXACT same thing can be said for all but the best DJs! Only radio people (or wannabes) laud "personalities" as anything more important than cashiers. However, if you go to a certain McDonalds enough, and have a cashier that actually makes your visit there better, you'll remember it and appreciate it. You'll look for them when you go the next time. But, you won't go when you don't need to, just to see them. Yes...there are exceptions...but I'm referring to the vast MAJORITY.

But, if you actually go to their website, you'll see that very little of it is about their cashiers. Hell...the first item on their site is "havin' fun"...it's about LIFESTYLE...it's about what McDonald's is intended to MEAN...not what it IS. That's good branding. Buh duh bah bah bah.

 

[CHRles]

Mcdonalds is a strong brand, but their website branding isnt terribly strong in my opinion, nor does it have to be larger then life.
You're right - no one cares about their cashiers, but as far as radio listeners who log on to the website, they are often told it about while listening to the personalities. And again, the most important daypart in radio is morning drive when it's all about content and the jocks driving that content. Thay're both the ingredient and the lifestyle during this timeslot.
You can also listen to the station via the website. Can you eat Mcdonalds food via its website? No. Are you going to see photos of places around your city where you hang out, b/c there's plenty of pics on FLZ's website out and about in Tampa Bay. Does FLZ project a fun lifestyle? Yes, and I think they do it better then Coke or Mcdonalds.
Now, does Mcdonalds have effective branding and Advertising? Absolutely. They also invest a lot more money in radio and TV ads. Way more then FLZ or Z-100 could ever afford.

Tell me something, how many marketing classes have you taken? I had fun in mine and learned a lot in my undergrad Mass Communications program. Then learned more about marketing and advertising in my pre-reqs for my MBA studies, and this semester I've got both a Market Behavior and an International Marketing class. Seeing as how Marketing is pretty much my concentration within my MBA studies I'd say I know a thing or two about it. What about you?

I do understand where you're coming from though. There are definitely things radio can learn to do better, and it can learn from other successful brands like Amazon, Dell, some of the online websites of fashion stores, or sports websites. Still, I think the radio websites, as is radio itself, are/is relevant. The real problem is that most of the big radio companies are not investing enough in radio itself. They've been cutting corners long before the economy went sour, and as a result this medium has been losing out on some creativity.

Anyways, back to the topic at hand, anyone else wish to chime in on B-96 or other stations mentioned?

 

[Roger That]

Tell me something, how many marketing classes have you taken? I had fun in mine and learned a lot in my undergrad Mass Communications program. Then learned more about marketing and advertising in my pre-reqs for my MBA studies, and this semester I've got both a Market Behavior and an International Marketing class. Seeing as how Marketing is pretty much my concentration within my MBA studies I'd say I know a thing or two about it. What about you?

LOL

Better question. How many radio stations have you programmed? Funny, because "none" doesn't keep you from speaking as though you know how to program, or focusing on things like listeners don't care about like "OMG...it's now leaning Mainstream vs Rhythmic" and positioning statements. Hmm...

Regardless, it doesn't take an MBA in Mass Communications (which I definitely do not have) to see how far behind radio is, and how bad at branding most are. Again, there will be exceptions (you point out a GREAT one). But as an INDUSTRY, the majority are failing at it. FLZ will always be an early adopter of new innovations that come up in the industry. They will LOOK for ways to get better. They need fixing, but only because the rest of the industry does. But it starts with the stations that still think it's the 80's, and won't change on their own.

We do totally agree on this:

There are definitely things radio can learn to do better, and it can learn from other successful brands like Amazon, Dell, some of the online websites of fashion stores, or sports websites. Still, I think the radio websites, as is radio itself, are/is relevant. The real problem is that most of the big radio companies are not investing enough in radio itself. They've been cutting corners long before the economy went sour, and as a result this medium has been losing out on some creativity.

I saw this on All Access today, and feel it's relevant to this discussion: http://www.allaccess.com/mail/eblasts/After_The_Cuts/after_the_cuts2.html

 

[franksandhotdogs]

This argument reminds me of Maddox: :

http://www.thebestpageintheuniverse.net/c.cgi?u=owned

 

[CHRles]

LMAO franksandhotdogs, that website was funny ;D
And Roger That, we agree on more things then you may realize. I'm glad you brought up that link from All Access.

For a couple of years now one of the best websites I've seen as far as marketing goes is the MGM Grand in Vegas
http://www.mgmgrand.com/

You wanna talk about relating to the lifestyle, to whatwants and needs, and at a great way of utlizing the web, that is the kind of thinking I like to see!

 

[1900radio]

Wow. Love these responses. Funny thing is a lot of people don't know branding on here. And they don't know the time to do it. When you walk into a McDonald's, you aren't getting their "I'm Lovin it" slogan thrown in your face. That's what radio does. You are already using the product when you are listening. So why do you need to tell them this is the "Hit Music Channel."

Let's see, you were just playing Britney, now you're playing Nickelback. In between you told me it's Z100 New York's Hit Music Channel. Ok, great. I thought it was LiteFM. There's no point to it. See? Am I going to stay on the station if I don't like the songs, just because I want the "Hit" channel? Or would I change it because "eww it's the Hit Channel." No.

 

[CHRles]

Some of the people who claim to work for radio seem to know little about it. Have you even taken Mass comm classes 1900? You seem to forget that TV stations identify themselves just as much as radio does whenever possible. That's the telecomm world for ya, not the fast food industry.

Am I just talking to a couple of high school drop outs here?? ???

 

[CHRles]

Back to the topic st hand, Rhythmics leaning, or switching to, CHR/Pop. We're talking about more then just one song here folks, and more then one station. 92.1 The Beat Tulsa is also playing Pink, Katy Perry, Lady Gaga, Britney, and Christina. In their old school lunch they even played "The Macarena", and "I Do" by 98 Degrees.
Back at 96.1 The Beat Charlotte, one record I'd forgotten to mention, or has been readded is "Realize" by Colbie Cailat.

 

[Roger That]

Some of the people who claim to work for radio seem to know little about it. Have you even taken Mass comm classes 1900? You seem to forget that TV stations identify themselves just as much as radio does whenever possible. That's the telecomm world for ya, not the fast food industry.

Am I just talking to a couple of high school drop outs here?? ???

Wait...so we just went from a healthy discussion to calling us high school dropouts? And because we don't have your vast (sic) educational experience, we don't know what we're talking about? Oh, and lest we forget that, having NEVER been in radio, you prance around like YOU know anything about it? Fascinating. I really hope people notice how big of a poseur your are.

PS...there's a big difference between identifying your (and by "your," I mean people who are actually in radio...which isn't you...right?) radio station (as you've mistakenly used in your TV example), and positioning statements. Sorry, but 1900 makes a good point.

You're welcome to keep thinking that positioning statements matter to the audience. Meanwhile, they'll continue to be apathetic (<--I learned that word in college...proud of me?) about the whole process.

But back on topic: Listeners don't know the difference, nor do they care, about "Mainstream" or "Rhythmic"...they only care about who is playing their favorite song, right now. Likely, B96 is on a radio button, just like Kiss is, and probably half a dozen others. Regardless of "format," if the audience wants it, they should play it. The Beat playing "Realize" is a perfect example.

 

[franksandhotdogs]

@CHRles: There's plenty of people working in radio that DON'T have mass comm. degrees (including RT and myself).

@RT:  Has CHRles ever said he has never worked in radio?

PS:  Billy Idol and Bon Jovi were played on my station's old school lunch today, does that make my station classic rock?

 

[CHRles]

Roger, I stooped to suggestive remarks about you and 1900 since you do it so well towards me. I figured I'd give it a shot.
Back on the real topic, this board is frequented by people who do know the difference by Mainstream and Rhythmic. The record industry, whether it's people at Radio and Records, the labels, or some of the programmers, do in fact pay attention when a station in Chicago changes not only its positining statement, but also makes formatic adjustments. Lastly, the audience that listens to a station isnt dumb - B-96's core audience has surely noticed the drop in Hip Hop titles versus the resurgence in Pop and Dance titles on the air.
TV positioning statements are as follows: New Channel 2. In reality, it's a TV station that carries NBC or ABC programs. Or what about your hometown or super tv station when in reality there are several other hometown/super local tv outlets.
CNN uses the slogan the most trusted name in News, whereas Fox News goes with Fair & Balanced.

You'll see TV stations identifying thsemlves a lot. Whether it's at the end of a commercial break, or by flashing a little message when shows come back from a commercial break. They promote themselves a lot, and will also promote themselves via other mediums, moreso then radio.

Lastly, I picked 93.3 FLZ, a leading radio station, since you picked Mcdonalds and Coca Cola - 2 leading global brands. In fact, Coke is one of the few companies that hasnt been hard (yet) with regards to the global economic meltdown.

Don't get me wrong, I definitely appreciate reading your comments, or those of 1900 and others. This is an interactive board filled with people interested in radio, or highly involved in it. Your views and comments matter, and I'm interested in what others have to say. I'd actually like to see you and 1900 start more topics on your own, which I and others will be happy to participate in.

 

[AM FM listener]

I too have noticed Rhythmics gradually moving back to the middle ground between CHR and Urban. It seems that for a while there, they were drifting way over to the Urban side of the music spectrum, playing virtually all Hip-Hop. But now, Rhythmics are adding more Pop- and Dance-oriented songs and relying less on true Hip-Hop. With that shift in music, I think a corresponding shift in marketing/imaging makes sense.

I once heard that when giving a presentation the speaker should tell the audience what he/she plans to say, then say it, then recap what he/she just said. The radio equivalent would be to play the image liner ("We play the hits!"), then play a hit song, then play the image liner again. I think listeners are subconsciously (sp?) affected by on-air marketing/imaging when deciding how long to listen to that station or how soon to come back to it if they leave.