Blowing Up Stations

[radioprofessor]

Whenever I work in a market, I monitor stations, scan ratings reports, perceptual data and then look at boards like these to get a flavor of what has been and what is about to be in a market. There is a pattern of "blowing up" stations in Seattle that is a bit disturbing. It is my view that revamping a sustainable brand is always preferable to "blowing up" a station. True, there are non-sustainable brands like FREE-FM (THE BUZZ was the closest thing in Seattle), MOVIN or 80's formats. These need to be "blown up." I more often see examples of stations that reinvent themselves doing well. You get to keep heritage, yet change. Let me give some local examples that I have seen in recent research:

KJR-FM vs B-97.3: KJR: This Classic Hits station was not a factor a couple of years ago. Instead of "blowing it up" Clear Channel hired the PD across the street, who reinvented the brand. The station is now a top five player in key demographics. Stealing a successful PD from across the street is solid strategic thinking. This was done successfully in Boston with KISS, SF with KMEL and many other markets.
B-97.3. This station did the opposite approach. Books were declining so they "blew up" the heritage call letters and format position. The net effect has been dismal ratings performance in the trends that followed. The station is, in essense, starting at zero. Most Oldies stations that have been "blown up" are now returning to the format and under the PPM are seeing even greater growth in their old brand position.

WOLF vs KMPS: WOLF: The FREE-FM style station (BUZZ) was not a sustainable format. In this case, it was wise to blow it up and the result has been positive. Most of these FREE-FM or hot talk FM's have disappeared. Ratings were a problem, but an inability to sell the format to key advertisers was a bigger problem. KMPS: After being beaten by WOLF in late 2006 and early 2007, KMPS did not blow itself up. Instead KMPS did research, listened to a consultant and became more focused musically and less cluttered. They are now winning again.

KPLZ. This station was dying six months ago. A new consultant was most likely hired to revamp the station. By taking risks with music and refocusing the heritage morning show the station is now a top player in key demographics again. I notice multiple HOT/AC stations are using this Best Mix of Everything approach of Country and Pop to boost numbers. The station PD and morning show listened to consulting advice and KPLZ has renewed life.

KISW: When Howard Stern left, this station adjusted, but didn't blow itself up, as some did nationally. The result, after a tough transition has been satisfactory.

KBKS vs MOVIN: This is the classic example of what not to do. A station was blown up to become MOVIN, but it is a quick fix, a non sustainable format. KBKS is a Mainstream CHR, a sustainable format. By refocusing KBKS on the hits and coaching the talent, or bringing in new talent, KBKS can win. Blowing it up, means starting over. MOVIN was a quick fix, just like FRESH. Mainstream CHR is a solid brand.

KNDD: This station has lost focus, but the brand remains strong in several markets. Eliminate the recently added morning and afternoon show and refocus on the music should sustain the brand. I have it on good authority that changes are coming soon.

In all of these cases, only one station in the last few years in Seattle deserved to be "blown-up." (BUZZ) The reason was for lack of advertiser support of the format. KBKS and KNDD are both suffering, but the parametric for success is sustainable with their current brand depth, provided they execute and adapt the format for the market.

 

[mammaknowsbest]

[EDIT] KJR-FM is not much better than it was a couple of years ago MOVIN is twice what it was as KLSY WOLF grew but is now imploding on itself. Becky B. does not need a consultant to know she needed to clean up KMPS she just needed management's okay. KBKS is over the calls tainted and the morning show is over because of a host's ego. Ichabod has no ego but is too old for the format, smae with kent and alan. Bob Rivers is smart enougjhtto know and is retiring in 18 months. Spike will try and carry on the show. Things change prof. You can't stick with the past. WOLF, JACK, MOVIN are all examples of blowing up stations that worked. Pat, Fitz, BJ, Monti are all shows that are new and work. Nice to know KPLZ has a consultant that helped an out of touch PD and aging Morning show hang on, but wouldn't they be better served planning for the future? Maybe a FRESH start for KBKS is in order? Ya ya prof? Maybe you should work in the market a while and have some success before telling everyone how its done?? The ya ya sisterhood of broadcasters is stronger in the NW than you know...right girls? Mammaknowsbest [EDIT] ya ya funny.

[EDIT-inflammatory]

 

[BACKnUSSR]

Whenever I work in a market, I monitor stations, scan ratings reports, perceptual data and then look at boards like these to get a flavor of what has been and what is about to be in a market. There is a pattern of "blowing up" stations in Seattle that is a bit disturbing. It is my view that revamping a sustainable brand is always preferable to "blowing up" a station. True, there are non-sustainable brands like FREE-FM (THE BUZZ was the closest thing in Seattle), MOVIN or 80's formats. These need to be "blown up." I more often see examples of stations that reinvent themselves doing well. You get to keep heritage, yet change. Let me give some local examples that I have seen in recent research:

You seriously get info from these boards that you use to weigh on your opinion. Thats like a football coach saying "I tally up my kids Madden 2008 scores to get an idea of what to expect". Rubbish. Why would Movin even CONSIDER
blowing anything up at this point?? What a silly suggestion.

KJR-FM vs B-97.3: KJR: This Classic Hits station was not a factor a couple of years ago. Instead of "blowing it up" Clear Channel hired the PD across the street, who reinvented the brand. The station is now a top five player in key demographics. Stealing a successful PD from across the street is solid strategic thinking. This was done successfully in Boston with KISS, SF with KMEL and many other markets.
B-97.3. This station did the opposite approach. Books were declining so they "blew up" the heritage call letters and format position. The net effect has been dismal ratings performance in the trends that followed. The station is, in essense, starting at zero. Most Oldies stations that have been "blown up" are now returning to the format and under the PPM are seeing even greater growth in their old brand position.

Across the street...are you sure?? Where did the KJR PD come from? How long has he been there? Check it out.
B 97.3 has the SAME call letters they had before the relaunch. Which oldies station in America has been "blown up"
and returned to what it was? And don't say CBS-FM in New York.....its imaged and musically quite differently than it "used to be"....(look at the complaints on the NY boards). They won't dare say the "O" word they once used so proudly. And its entirely too early to make PPM determinations. If its WOGL you cite, they've been in the format for well over a decade.

WOLF vs KMPS: WOLF: The FREE-FM style station (BUZZ) was not a sustainable format. In this case, it was wise to blow it up and the result has been positive. Most of these FREE-FM or hot talk FM's have disappeared. Ratings were a problem, but an inability to sell the format to key advertisers was a bigger problem. KMPS: After being beaten by WOLF in late 2006 and early 2007, KMPS did not blow itself up. Instead KMPS did research, listened to a consultant and became more focused musically and less cluttered. They are now winning again.

Well stations go through peaks and valleys....and KMPS went through the cycle....there was no "consultant" with a new game plan...they just got through it....Becky is smart enough to do that and by the way WOLF isn't doing badly.

KPLZ. This station was dying six months ago. A new consultant was most likely hired to revamp the station. By taking risks with music and refocusing the heritage morning show the station is now a top player in key demographics again. I notice multiple HOT/AC stations are using this Best Mix of Everything approach of Country and Pop to boost numbers. The station PD and morning show listened to consulting advice and KPLZ has renewed life.

It really has NOTHING to do with any consultants. Again, the station ebbs and flows with the rest of the format nationally, for the past year, the music at the format has sucked with the best of the best being releases from American Idol runner-ups. Although there is still A LOT of that, there is lately new music from Bon Jovi, Maroon 5, John Mayer, Bruce Springsteen and other artists that have great appeal to the demo. With a music intensive format, such as Hot AC, its especially important....it ain't great, certainly not like it was 5 years ago...but its looking like maybe there is a bit of tunnel light.

[quote}
KISW: When Howard Stern left, this station adjusted, but didn't blow itself up, as some did nationally. The result, after a tough transition has been satisfactory.[/quote]
Smart move. The station actually took a BIGGER hit when Bob Rivers left to be replaced by Stern.

KBKS vs MOVIN: This is the classic example of what not to do. A station was blown up to become MOVIN, but it is a quick fix, a non sustainable format. KBKS is a Mainstream CHR, a sustainable format. By refocusing KBKS on the hits and coaching the talent, or bringing in new talent, KBKS can win. Blowing it up, means starting over. MOVIN was a quick fix, just like FRESH. Mainstream CHR is a solid brand.

Absolutely correct. Mainstream Top 40, historically has been the most successful format in Seattle history.

KNDD: This station has lost focus, but the brand remains strong in several markets. Eliminate the recently added morning and afternoon show and refocus on the music should sustain the brand. I have it on good authority that changes are coming soon.

I don't know that the brand "The End" means anything outside of Seattle. It wasn't as successful in Salt Lake City.
But I'm assuming its the FORMAT you mean rather than the brand. I agree that its all about the music at Alternative
radio. In fact in it's heyday (when it was #1 in Seattle 12+) "The End" didn't have a particularly strong morning or afternoon show, but all dayparts gelled perfectly with the stationality. If the rumors of a Marco Collins return are true,
I say toss him the keys and let it roll!!!!!

In all of these cases, only one station in the last few years in Seattle deserved to be "blown-up." (BUZZ) The reason was for lack of advertiser support of the format. KBKS and KNDD are both suffering, but the parametric for success is sustainable with their current brand depth, provided they execute and adapt the format for the market.

Probably true. "Blowing up" a format is a last resort move. As faulty as they maybe, KBKS is still the #1 mainstream Top 40 in Seattle. KNDD is still the #1 Modern Rock station in Seattle. However the Buzz never became the #1 Talk station in Seattle even with the advanatge of an FM signal.....so it made sense to fold the tent if it wasnt billing strong enough.

 

[FMSteve]

In my opinion, I don't think "Radio Professor" is what he is. He used the word "formatically" a while back, and there is just one other person on this board that used that word before............and is that really a word?

Someone is just trying to stir things up 'round here 'cause it's so freaking boring on this board right now.

 

[nwoidaho]

In my opinion, I don't think "Radio Professor" is what he is. He used the word "formatically" a while back, and there is just one other person on this board that used that word before............and is that really a word?

Someone is just trying to stir things up 'round here 'cause it's so freaking boring on this board right now.

...Ding Ding Ding Ding!! No More CALLS! We HAVE a WINNER!

 

[AQH]

In my opinion, I don't think "Radio Professor" is what he is. He used the word "formatically" a while back, and there is just one other person on this board that used that word before............and is that really a word?

Someone is just trying to stir things up 'round here 'cause it's so freaking boring on this board right now.

Two other people have used it (I can use the search feature too). And yes, I am one of them.

And I can assure you that I am not 'radioprofessor.' I'll leave the multiple handles to the Entercom employees.

After a few posts, some factual inaccuracies have sprouted up, but I haven't replied to them. I figure I'll let whoever it is to continue to dazzle people on this board. Not to mention I enjoy how some people reply to whoever this person is (not implying you, FMSteve).

 

[TeeTaw]

Besides blowing up stations, there is some radio talent that is no longer on the air in Seattle that, regardless of what some people say, were true staples in this town.

I quit listening to FM radio in Seattle after the Buzz was gone. The remaining stations simply don't cut it anymore. The same music played over and over and DJ's who are bland. Just my opinion.

Radio in general is dying and it seems the virus hit Seattle first.

 

[JustaLissner]

Besides blowing up stations, there is some radio talent that is no longer on the air in Seattle that, regardless of what some people say, were true staples in this town.

I quit listening to FM radio in Seattle after the Buzz was gone. The remaining stations simply don't cut it anymore. The same music played over and over and DJ's who are bland. Just my opinion.

Radio in general is dying and it seems the virus hit Seattle first.

Amen. Amen-Amen-Amen-Amen. AMEN.

I do still listen to radio but there is nothing here that really excites me right now. Music on The Mountain is sounding good. And political talk is good on KPTK in the morning drive with Stephanie Miller and afternoon drive with Rachel Maddow, but I only get a tiny dose of that every day; station penetration isn't at all strong & plus I can only take so much political talk. I may be old & outdated, but at only 35 years of age I can't be the only one in this city that wants decent personality-driven radio.

Long live Robin and Maynard. I check this board every single day, just WAITING for the day that there is news of their return.

 

[BACKnUSSR]

In my opinion, I don't think "Radio Professor" is what he is. He used the word "formatically" a while back, and there is just one other person on this board that used that word before............and is that really a word?

Someone is just trying to stir things up 'round here 'cause it's so freaking boring on this board right now.

It's commonly used.

 

[placebo1969]

Long live Robin and Maynard. I check this board every single day, just WAITING for the day that there is news of their return.

Heh, I'm "just a listener" myself and hope for their return. The clips that I have of them on my iPod are getting worn out. Anyway have any airchecks?

 

[djdan]

I may have used the F word (formatically) once or twice myself. For what it is worth I enjoy the posts from the radioprofessor and could care less who the person is. Finally we have some additional discussion on this board based on logic, not just pure emotion. I agree that stations are blown up way too often, but also think some formats and call letters run their course and need a change. The Buzz and KLSY are two solid examples of station that did not perform financially and are doing better now. One could argue that even JACK is doing much better than when it was a short-lived rock station at 96.5.