CBS-FM: "New York's Home For The Holidays"

[wmgcbs]

But it's a real silly idea. The listener that would wants a SPRINKLING of Xmas music is out of luck. Two or three per hour is fun. 24/7 is nauseating overkill.

WCBS will have to compete with the other Xmas station and split that audience. They'll also be forced to play a lot of Adult Contemporary cheese that will alienate the core audience, because there aren't really enough Oldies/Rock Xmas songs to fill up 24/7.

Anyhow, I'm out of market, but I will disappear until it's over, and I know many in NYC will do the same.

David Hinckley's article mentioned that while WLTW lost over half of its primary audience upon going all Christmas, it gained even more people than it lost by doing so. And WLTW's audience came back. That is, I'm sure, what CBS-FM is counting on. More people will tune in to the Christmas music (but it better be promoted well, or else WLTW will cannabalize them). I guess they are not saying anything because they are afraid of core listener backlash. But you said it... you'll disappear until it's over, but you'll come back. They are just hoping that for as many listeners as they lose, they will gain an equal amount with the hopes that some will stay with them after the holidays.

My guess is that if it doesn't help them in any way this year, then the 100% Christmas music will be left to WLTW from 2009 on out.

 

[scooty430]

I think if WLTW has a weaker signal, or isn't as well programmed, they could lose out.

Overall, I still don't get it, really. If you lose just as many listeners as you gain, what is the point? The Xmas listeners will not be "turned on" to the oldies format - because they won't be exposed to it.

The K-Earth approach ("the perfect blend of Xmas music and oldies) seems to me a better route. Provide an alternative for the listener. Counter-program.

Think of the Superbowl: the other stations typically try to run female-friendly programming that will appeal to people not watching the game. They don't try to put another football game on.

Maybe Christmas music is rumored to do well with the infamous PPM.

 

[davideduardo]

I think if WLTW has a weaker signal,...., they could lose out.

The tow have essentially equal signals. One is a tad higher and 6000 watts, the other is a bit lower and 6700 watts.

Maybe Christmas music is rumored to do well with the infamous PPM.

Rumored? We have about 6 years of PPM data. Stations know how the feature does in both PPM and the diary survey.

 

[evalmaster]

Wouldn't CBS radio be better off putting all Xmas on 102.7? Hopefully they play plenty of the Phil Spector Christmas album. A true musical gem-xmas or otherwise

 

[scooty430]

The problem with an oldies station doing Xmas 24/7 is that there aren't enough classic Xmas songs like the Spector album, Sinatra, Bing, Beach Boys, etc. This means playing newer things, more adult contemporary, and songs that just aren't that good. (Air Supply, anybody?)

 

[wmgcbs]

The problem with an oldies station doing Xmas 24/7 is that there aren't enough classic Xmas songs like the Spector album, Sinatra, Bing, Beach Boys, etc. This means playing newer things, more adult contemporary, and songs that just aren't that good. (Air Supply, anybody?)

Actually, even though I lean towards the classic Christmas material (Bing Crosby, Perry Como, Ray Conniff, etc.), I thoroughly enjoy some of the newer Christmas titles as well. Some recent ones which come to mind are Josh Groban's "Believe," Mariah Carey's "Miss You Most (At Christmas Time)," Alabama's "Christmas in Dixie," and Luther Vandross's rendition of "The Christmas Song." I'll even admit that I like that '80's Christmas song which many love to hate: Band Aid's "Do They Know It's Christmas?"

I like keeping up to date on some new GOOD Christmas tunes. I had the misfortune of hearing Colbie Calliat and Jewel Christmas songs on SIRIUS XM's Holly which were not exactly pleasant. However, the satellite station does go quite deep in the classics which makes it a good enough listen to sit through the rare song which I do not like.

I hope that CBS-FM does include some newer material to balance it out. Christmas music as a format is a totally different ballgame. An occasional Luther Vandross, Mannheim Steamroller, or Josh Groban song would be nice, though I expect their Christmas format to lean on more classic material with an occasional "Oldies Christmas" title such as "Christmas Just Ain't Christmas" or "Merry Christmas All," while WLTW keeps playing more newer Christmas material with a steady diet of the tried and true classics as well.

They should have a more fun, upbeat approach than WLTW. I am curious to see what WLTW does this year, as in the past year, they have increased their reliance on sweepers which were noticeably absent until earlier in the year.

We shall see. The Christmas flip will likely be in under two weeks, so we've not long to wait! ;D

 

[scooty430]

To each his own, but other than the Band Aid song, I really can't stand any of those titles you mentioned. It's just personal taste of course.

I would say "Wizards of Winter" and Boney M are two modern songs I tend to like, though.

I hope CBS will leave the Mariah Carey to the other station, and stay somewhat true to their format. If it were PURE Oldies/Classic Christmas I might actually listen. I am, though, extremely doubtful this will happen.