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CBSFM sounds like Lite fm meets Q104.3 !!

If you think that's bad, you should hear WXLY Charleston, S.C.

People were discussing, "Is it AC?" Well, no, not if they don't play 90s music. Oh, wait, when did Sheryl Crow do "Soak Up the Sun"?
 
That's because CBS-FM is not really oldies anymore. They are classic hits. The music is a few years newer, on average. And I really feel it's the correct strategy from a business perspective. Look at the spring numbers that came out today. Lite FM took a dive. They're still hanging on to #1, but the numbers don't reflect CBS-FM's arrival. Much of the music on CBS-FM was heard on Lite, though Lite has curtailed some of the older stuff as of late. Those listeners will find a home at CBS-FM, which is also a very office-friendly format. With Fresh nipping at the young end of 106.7's listeners, CBS-FM at the older end, a little bit of cannibalizing from sister station KTU, which has stuck with an older mix of music, and perhaps even some small gains from PLJ, now that Jack is gone....and you get a Lite FM that is being cornered from all angles. CBS Radio is smart to go with the newer, updated music on CBS-FM to go after the office audience and the Lite FM listeners, while also offering a distinctly younger AC station in Fresh 102.7. Going after Q104.3 doesn't hurt either, as they've been a solid performer for many years as well.

CC for the first time in a while, has some trouble on its hands with its stations in NYC. Lite is in danger of slipping out of #1. KTU is still mediocre and may be hurting Lite as it tries to protect Z. Q104.3 is facing competition from K-Rock (which seems to have had a good start in its first monthly trend) and CBS-FM. Power is up in this book but the overall numbers for urban stations have been on the decline in recent books. Z100 is the only really safe bet at the moment and might just be primed for #1 if enough of Lite's audience is eroded by CBS-FM and Fresh by the next book or two.
 
neo11 said:
That's because CBS-FM is not really oldies anymore. They are classic hits. The music is a few years newer, on average. And I really feel it's the correct strategy from a business perspective. Look at the spring numbers that came out today. Lite FM took a dive. They're still hanging on to #1, but the numbers don't reflect CBS-FM's arrival. Much of the music on CBS-FM was heard on Lite, though Lite has curtailed some of the older stuff as of late. Those listeners will find a home at CBS-FM, which is also a very office-friendly format. With Fresh nipping at the young end of 106.7's listeners, CBS-FM at the older end, a little bit of cannibalizing from sister station KTU, which has stuck with an older mix of music, and perhaps even some small gains from PLJ, now that Jack is gone....and you get a Lite FM that is being cornered from all angles. CBS Radio is smart to go with the newer, updated music on CBS-FM to go after the office audience and the Lite FM listeners, while also offering a distinctly younger AC station in Fresh 102.7. Going after Q104.3 doesn't hurt either, as they've been a solid performer for many years as well.

CC for the first time in a while, has some trouble on its hands with its stations in NYC. Lite is in danger of slipping out of #1. KTU is still mediocre and may be hurting Lite as it tries to protect Z. Q104.3 is facing competition from K-Rock (which seems to have had a good start in its first monthly trend) and CBS-FM. Power is up in this book but the overall numbers for urban stations have been on the decline in recent books. Z100 is the only really safe bet at the moment and might just be primed for #1 if enough of Lite's audience is eroded by CBS-FM and Fresh by the next book or two.
Click to expand...

True- CBS-FM's current vintage analysis shows their center around 1972 (where it was about 1969 pre-Jack); three years difference doesn't sound like much but it is. Their previous era range doing Oldies was about 1961 to 1978- now, it's 1964 to 1988...wider and newer.

And, yes, today's properly programmed 60s/70s stations really are Classic Hits, not Oldies (which is a brand name representing music from the rock & roll era, mid-50s to late 60s). Oldies isn't a format so much as it's a brand name and it's still stunning to me how few understand the difference.
 
i understand, but cbs does not stick out. you put q104.3. fresh and lite and they are playing the same songs as cbs thats all.
 
Every generation...at some point...embraces the nostalgia of its' high school days.

That's what the original "oldies" format was about. For the adults who went to high school in the 50's and 60's. And, in its' heyday, the format delivered an audience that was heavy in 35-44 year old adults primarily, 35-54 secondarily. A prime target for advertising.

If you consider the age of today's "Classic Hits" listener...it's right there...35-44 year old adults primarily and 35-54 secondarily. Still a prime target for advertising. It's time for "Oldies 2.0"...and it's called "Classic Hits".

I do agree with "Oldies Cat". CBS-FM is not an "oldies" station, at least not in the truest sense. But, it doesn't claim to be one, either. It's target is "younger" than the original oldies listeners. But, it's a good presentation. And, the addition of some of the New York favorites from the "vault" is a great idea. Playing a 50's era song now and then will not hurt the station...but being all doowop all the time, despite it's popularity among the 50-something and 60-something adults in NYC...would. (From strictly an advertising sense. And I've explained this over and over, and won't go into it further here.)

This format is very successful in other markets. Maybe it won't reach the peak numbers the original CBS-FM did...but I suspect a lot of people will be surprised.
 
It's actually AOR Cuts + Movie Soundtrack Songs + Burned-to-a-Crisp Oldies.

CBS-FM sounds a lot like what it was 5-10-15 years ago, proclamations to the contrary notwithstanding. All the hype and all the cross-promotion scream "Oldies Are Back! Oldies Are Back!"

Don't expect a 3 share in the summer Arbitron.
 
prescott said:
i understand, but cbs does not stick out. you put q104.3. fresh and lite and they are playing the same songs as cbs thats all.
Click to expand...

I looked at the plays for the last 7 days Fresh, WLTW and CBS-FM.

6 CBS-FM titles were played on Fresh out of 277 total titles on Fresh... just ofver 2%.

WLTW played 105 CBS-FM titles... this is 20% of the 515 titles WLTW plays.

Of 751 songs on CBS-FM, about 12% are duplicated on Lite, and less than 1% on Fresh.

In today's radio, that is minimal duplication.
 
Don't expect a 3 share in the summer Arbitron.
Click to expand...
Summer Arbitron, even in Market #1 isn't a centerpiece. Because of the timing of the format change, the Summer book is a grace-period book. There's going to be considerable audience flowing in and out of the station. Some Jack listeners may stay, some former CBS-FM listeners may return. As it's currently put together, CBS-FM may attract P2's from Lite and other stations who sample CBS-FM as a matter of curiousity and change of pace. The real heavy lifting will take place in the Fall book, where great things will be expected. 3 share? Don't think it's being projected for Summer '07.
 
Radknowski said:
Don't expect a 3 share in the summer Arbitron.
Click to expand...
Summer Arbitron, even in Market #1 isn't a centerpiece. Because of the timing of the format change, the Summer book is a grace-period book. There's going to be considerable audience flowing in and out of the station. Some Jack listeners may stay, some former CBS-FM listeners may return. As it's currently put together, CBS-FM may attract P2's from Lite and other stations who sample CBS-FM as a matter of curiousity and change of pace. The real heavy lifting will take place in the Fall book, where great things will be expected. 3 share? Don't think it's being projected for Summer '07.
Click to expand...

Agreed!

Not only that, this format was put on in NY based on the PPM experience of WOGL in Philly. The PPM starts in NY on September 20, so the Summer survey, the last diary based book, will hardly be noticed and dismissed as irrelevant in any case.
 
What makes a station vibrant, interesting, exciting is not just the music but the presentation. Its the presentation that makes a station boring or interesting. I haven't listened to much of the new cbs-fm but the time I have listened Bill Lee did not sound like the Bill Lee I remember from a few years ago.
 
chuckydoll said:
It's actually AOR Cuts + Movie Soundtrack Songs + Burned-to-a-Crisp Oldies.

CBS-FM sounds a lot like what it was 5-10-15 years ago, proclamations to the contrary notwithstanding. All the hype and all the cross-promotion scream "Oldies Are Back! Oldies Are Back!"

Don't expect a 3 share in the summer Arbitron.
Click to expand...

With all due respects, you're whacked to think they'll have a 3 in the Summer Arbitron.

But a 1.8 to a 2.3 in the New York market's a big gain 12 plus. And, while I won't predict this, it is possible.
 
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