> I don't think the ship is sinking (I think some people would
> like that... I'm not 1... u no who u r). But I think Hip
> hop is pop right now. The new positioner reflects three
> things to me ... B96 is taking a position against
> "competition", B96 knows Chicago loves Chicago! In light of
> the bigger picture (Satillite radio) it is important that
> stations give ownership to the listers. Let them know this
> is their station.
>
> I think every radio station is going to have to come to
> terms with that in thier own way.
>
> last B96 knows what it is... It is, as well as a "latino"
> station the station that most 12 y/o grow up listening too.
> Its the station you and your parents settle on, ya know?
> Being a top 40 in an urban market is a very different thing.
> In the 90's B had a very clear definition of it self.
> There was pop then... Now everyone's hip hop! If you're in
> Urban you've got to be in Hog Heaven. Because you've always
> had this position. If you are a top 40 Rhythmic... Its like
> Damn can I please play something that the Other guys aren't
> playing!
>
> That's just my perspective... In my mind the way to
> distinguish your self right now... Is through your Jocks.
> They need to be on Kryptonite. Chicago is Chicago.
> Localize. Localize. Localize. Give the station back to the
> listers. And make sure your jocks know who the people are.
>
I partially agree. You do have to change for the times, BUT also you have to realize when something gets old. I don't think there was anything wrong with B96 playing more hip-hop, but they needed to do that without alienating their other dance audience. Yes, the station is slipping in the ratings and it needs a makeover very quickly.
You talk about B96 being local, but if they are a CHR/Rhythmic that wants to be truly local, they need to start catering to all of the diversity of the Chicago market. Chicago has many, many different ethnic groups that reside there and if B96 wants to strive in the ratings again, they need to realize that and not just cater to one segment.
I remember one of their slogans a few years back, "different music, all types of people, Party Radio, B96." That is when they were at their peak. They played Pop, R&b, Hip-hop, Dance/House and Freestyle music which catered to all segements of the population of Chicago.