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CHANGING FORMATS AND KEEPING THE NAME

E

Equalizer2010

This weekl Northern Radio's AC WSRT / WSRJ simulcast in Michigan switched formats from AC to Talk, but kept the "106.7 YOU FM" moniker for the new format.

We were discussing this at our station recently, as we're debating keeping a station's name through a format flip, even though the two formats are as different as night and day and the audience will be completely different (however, the name fits both formats).

Is this a good idea? Bad idea? Does it really matter at the end of the day?
 
Equalizer2010 said:
Does it really matter at the end of the day?
Click to expand...

Not really, for a couple of reasons. It's likely that the majority of the audience refers to you by your frequency only, and even if they did notice, as you said, the audience target is pretty different.
 
Roger That said:
Not really, for a couple of reasons. It's likely that the majority of the audience refers to you by your frequency only, and even if they did notice, as you said, the audience target is pretty different.
Click to expand...

There is a third dimension to this. Listners use radio based on where they find it, but thier images are based on the station name (or call letters for folks over 60, mostly). If you ask what a person's favorite station is, or which one they listen to most, the name will come up. If they are looking for that station, they refer to the address.
 
Does it matter at the end of the day? Depends on the exact situation, but, generally, if you're talking about a name that isn't, say, "Oldies XX.XX" keeping the name as a talk station, no it doesn't matter. (Though perhaps that name could signify the audience instead of the music.)
 
"96.5 the Mountain" in Chattanooga went from AAA to CHR - kept the handle and most of the personalities. The AAA audience was horrified, but the ratings doubled in one book.

So yeah, keep the name.
 
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