CHRs That Are Struggling In The Ratings

[CHRles]

While most CHRs seem to be performing great or okay, there are several CHRs that have either seen their ratings go way down recently, or have been struggling in the ratings for quite a while:

Q-100 Atlanta
Kiss 106.1 Seattle
97-1 ZHT Salt Lake City
106.9 K-Hits Tulsa
Channel 94-5 Dayton
Tower 98 Toledo
Y-101 Jackson
Z-102 Savannah
Q-107.1 Joplin

The big question is whether the problem lies in the music mix, with lack of a good morning show, with bad programming choices, or a combination of all of the above.
The stations most likely to rebound from that list are 106.9 K-Hits Tulsa and 97-1 ZHT in SLC .
Z-102 Savannah and Tower 98 Toledo are in markets where there's another CHR doing far better then them. Their competitors are Clear Channel owned Kiss stations while both Z-102 and Tower 98 are Cumulus owned, and where Jan Jeffries has a heavy hand in the music. Q-107.1 Joplin and Channel 94-5 are also in a market with a another CHR, in both cases heritage CHRs (Z-93 Dayton and Kissin 92-5 Joplin).
Q-100 Atlanta's woes have a lot to do with fighting Adult leaning Star 94, battling against 95.5 The Beat, starting out with an inferior signal (which has since been improved), and currently the station is programmed (at least musically) by Jan Jeffries as well. It's kind of sad to think that Cumulus is trying to make Q-100 identical in sound to 104 KRBE Houston - Atlanta and Houston 2 major markets and while both are in the south they're very different from each other, have a different competitive landscape, and an alltogether different radio history.
It's anyone's guess as to what will happen to Seattle's Kiss or to Y in Jackson but changes are likely underway.

 

[XCountry285]

For these stations they should try:
A better variety of music.-Not lean towards a certain type of music.
Improve their signal
Improve Imaging
Improve their involvment with the community they serve
Give more news casts on what's happening in the area.
Widen their playlist.
Rearrange airstaff.

That's just my 2 cents.

 

[J Banks]

Once again a post with incomplete info. ZHT is #1 or #2 in all dayparts with persons 18-34 and 25-54. Struggling? If you think that a 12+ number means anything for the REAL success of a station then I suggest that you dig a little deeper.

Of course I am a little biased. I am the night guy. But I have only been here a few short months. The station is consistent and solid in the market. The cume is massive and there is not much else that can compete.

Just a look at the way things really are at ZHT. I dont know anything about those other stations so I cant say anything in their defense.

 

[CHRles]

First of all, thanks for coming on here and setting the record straight. The post above was NOT meant as an attack on your station - I love ZHT. I've just been noticing that in the general ratings (the meaningless 12+ numbers) I've seen the station's ratings decline in the past year from nearly a 5 share to the mid 3s. Oddly enough the station's main competitor, Rhythmic U-92, also seems to be down so obviously the problem wasn't some miraculous and meteoric rise in the ratings from the competition.
When stations slip in the general ratings the trades oftentimes talk about it, as do other people in the music industry.

It's great to hear that ZHT is still number one in its target demo and I sincerely hope the station will continue to do well.

 

[TheMusicMan]

I don't know what the deal is with KBKS. That's one of the better CHRs I can think of right now. I really wish they were doing better, but KUBE does very well in that market and I don't think Movin' has helped matters.

As for WWWQ, they were fairly recurrent-heavy even before Cumulus bought them out although that certainly hasn't changed. I wouldn't mind hearing them be a bit more active on currents, but it is what it is. It's also worth noting that Q100 seems to hold their own in the 18-34 demo - they were 5th (although The Beat was 4th, still ahead of Star) in the winter book. The Bert Show also does very well for them. I don't see them going anywhere.

WDKF has been through a lot of changes as of late so it will be interesting to see how that works out for them. I know nothing about the breakdowns but Z-93 is consistently beating them 12+.

 

[spongebag7890]

KZHT plays a weird variety of music. They play too many songs that aren't hits in their top spins.

Q-100 is failing because it's in Atlanta.

Kiss in Seattle is a huge mystery, that's one of the most balanced CHRs in the US.

Tulsa is failing becuase they are urban leaning for really no reason.

 

[CHRles]

What do you mean when you say that Q is failing b/c it's in Atlanta? ???
And 106.9 K-Hits has had a Rhythmic/Dance lean for a VERY long time, for over a decade really. They usually do very well in the ratings, and they're still not as Rhythmic heavy as stations like KIIS-FM or Channel 95-5

 

[spongebag7890]

What do you mean when you say that Q is failing b/c it's in Atlanta? ???
And 106.9 K-Hits has had a Rhythmic/Dance lean for a VERY long time, for over a decade really. They usually do very well in the ratings, and they're still not as Rhythmic heavy as stations like KIIS-FM or Channel 95-5

It's Atlanta--it's pretty much a similar market to Detroit. A balanced CHR would not work. It sounds great, but look up demographics in Atlanta--they don't really care.

 

[TheMusicMan]

What do you mean when you say that Q is failing b/c it's in Atlanta? ???
And 106.9 K-Hits has had a Rhythmic/Dance lean for a VERY long time, for over a decade really. They usually do very well in the ratings, and they're still not as Rhythmic heavy as stations like KIIS-FM or Channel 95-5

It's Atlanta--it's pretty much a similar market to Detroit. A balanced CHR would not work. It sounds great, but look up demographics in Atlanta--they don't really care.

I think the issue is more that you've got an Adult CHR, a mainstream CHR, and a Pop-leaning Rhythmic...and there are only so many pieces of the pie to go around.

 

[indebiz]

KZHT plays a weird variety of music. They play too many songs that aren't hits in their top spins.

Q-100 is failing because it's in Atlanta.

Kiss in Seattle is a huge mystery, that's one of the most balanced CHRs in the US.

Tulsa is failing becuase they are urban leaning for really no reason.

In regard to KZHT, remember that Salt Lake City tends to be an odd market, in terms of the "hits." I know that there have been several occasions of records that have been absolutely huge, nationally, that have done horribly in callout there. I've also known several records that were stiffs on the national level but had huge callout in SLC. Again, as Jared Banks pointed out, you have to know a little bit about the market when you're trying to "figure out what's wrong," you can't just assume.

KBKS is one of my favorite stations to stream. It's unfortunate that their 12+ has been struggling, but I'd wager that they're doing okay in their target demos. Seattle is a tough market right now, with KUBE being the monster that it is and a well-programmed MOViN station being on the air there.

KHITS in Tulsa, as CHRles pointed out, has been heavily Rhythmic leaning for quite some time. Personally, I'm not sure I agree with it, but I'm not that familiar with the market. I noticed that they've made quite a few staff changes in the past year or so (two market veteran morning show members exiting / moving across the hall, at least four different people in the night slot, and a new female lead on the morning show), so there's probably an answer there. Again, I'd have to see some demo numbers to really hazard a guess.

WDKF is a mess. Period. You've got a station with serious signal issues (look it up on radio-locator.com, that's an Englewood Ohio stick, not a Dayton signal), an identity crisis (how much marketing money was spent on the rebranding as "Channel" a couple years ago from the KISSFM brand?), no Program Director (unless they named Drake to the position, which would be a shame because that guy is not a programmer), and a heritage radio station competing against them in Z93. Take those factors, plus the fact that it doesn't appear that Dayton is a Top 40/M market, and you've got your likely answer as far as why WDKF is a terrible radio station.

 

[the golden boy]

I live in Jackson, but I don't know why Y101 is struggling. I never really had a fan of the station, but they're the only CHR we have so I listen to them by default. The demographics probably may play a factor. Jackson has one of the largest black populations of any radio market in the country, so urban and gospel music is quite prominent here. Country is also quite popular here, too. Back in the late 90s, Y101 had much better ratings, but that was before the now-defunct WDBT (95.5 the Beat) came to town.

The music on Y101 does lean a little to the adult side, especially when you factor in some 90s and even some 80s gold that's in the rotation. I don't think, however, that Y is in danger of a format change.

 

[spongebag7890]

KHTT/Tulsa seems equivalent to WZKF/Louisville. Neither market seems to want an urban lean but it still works. (Well, at least for WZKF)

 

[spongebag7890]

KZHT plays a weird variety of music. They play too many songs that aren't hits in their top spins.

Q-100 is failing because it's in Atlanta.

Kiss in Seattle is a huge mystery, that's one of the most balanced CHRs in the US.

Tulsa is failing becuase they are urban leaning for really no reason.

In regard to KZHT, remember that Salt Lake City tends to be an odd market, in terms of the "hits." I know that there have been several occasions of records that have been absolutely huge, nationally, that have done horribly in callout there. I've also known several records that were stiffs on the national level but had huge callout in SLC. Again, as Jared Banks pointed out, you have to know a little bit about the market when you're trying to "figure out what's wrong," you can't just assume.

Yeah, but what station would want to keep LAX "Forget You" and Eamon "How Could You Bring Him Home"? Those are possibly the two most random songs to keep on your playlist past 6 months. If they are getting constant requests than fine, otherwise it's time to let 'em go.

 

[J Banks]

For all the complaining I have heard on this very board about stations not being allowed to program for the local audience, I am really surprised at how much doubt you call out when a station does just that.

We play what listeners want. If you think a song is a "Stiff" or unbearable thats fine. We dont program the station for you. Our listeners tell us what they want and we listen. This market has a very unique taste in music and they are very loyal to songs and they seem to stick here longer that anywhere else.

But if you want us to conform to a national chart and playlist and sound just like every other station on the planet, that is your prerogative.

I think it is smarter to give the audience what they want.

 

[Beejus]

Q107.1 in Joplin has a lot going against it.

Let me preface this post by saying I work for a competitor... Hot AC B100.7 over in Pittsburg, KS. Opinions posted here are solely mine and not those of anyone at my station.

Q107.1 has a limited singal, too much talent turnover, a powerhouse competitor, and if I hear correctly, not a hell of a lot of funding behind it.

Q107.1 goes up against KSYN 92.5. KSYN is heratige, KSYN is 100,000 watts, (Q107.1 is 6000), KSYN has money behind them from their owner (Zimmer Radio Group), solid production, great talent, and an overall great sound. Q107.1 has morphed from this to that, and really has no identity. They say they're "Playing Today's Hottest New Music" with a female voice that sounds better suited with AC...their music selection is ALL over the place. A few days ago, they transitioned from Five For Fighting's "World" into T-Pain's "Buy You a Drank." A horrible transition to start, but what CHR's play a Five For Fighting song that did mediocre at Hot AC and nothing at Pop? Plus with a slightly rhythmic lean compared to KSYN, Five For Fighting sticks out like a sore thumb.

Talent-wise, they're OK, but nothing stellar. KSYN has them beat hands down in that category as well. Contests and more... KSYN wins hands down.

I'm not trying to bash Q107.1 (hell, I'm sure they could bash me for all I'm worth.), I listen to them, enjoy a couple of songs before flipping around the dial... but they have a lot going against them.

 

[spongebag7890]

For all the complaining I have heard on this very board about stations not being allowed to program for the local audience, I am really surprised at how much doubt you call out when a station does just that.

We play what listeners want. If you think a song is a "Stiff" or unbearable thats fine. We dont program the station for you. Our listeners tell us what they want and we listen. This market has a very unique taste in music and they are very loyal to songs and they seem to stick here longer that anywhere else.

But if you want us to conform to a national chart and playlist and sound just like every other station on the planet, that is your prerogative.

I think it is smarter to give the audience what they want.

I have looked at Salt Lake City's demographics. And honestly, they aren't too much out of the ordinary, aside from an above average gay population. So that explains a lot of dance-pop and R&B. I'm not saying KZHT's playlist is bad, but playing those 6 month stiffs too often will have confused listeners.

 

[J Banks]

Another broad generalization about the ethnic make up of markets. Numbers show nothing for culture.

In every market specific tastes and culture that an intelegent programmer understands will control a station playlist. Not a number in an arbirton diary about percentages of poplulation breakdown.

If you look at songs that work elsewhere and expect to be able to tell a listener what is a "Hit" and what they should listen to then you are underestimating the listener.

People are educated. They know what they like and what their tastes are. As soon as we as programmers assume that we know better than our listeners, then we have lost sight of why we are here. FOR THEIR ENTERTAINMENT!!!

We can geek out and look up numbers on line all day long and still come to incorrect conclusions, unless you have market perspective.

Personal opinions mean nothing when specific market data and listener reaction outweigh what is popular or politically appropriate.

So when a station does something or plays something that makes no sense to you, dont assume that the station has their head up their ass. It might just be a PD making decisions that are CORRECT for his market.

 

[spongebag7890]

I'm not making generalized statements. Dropping songs that are huge (i.e. in the #1-15 bracket) on your playlist is not good regardless of how they test (except in one instance--you are KIIS), and for a big reason--Newcomers to your station that want hits and won't hear them...won't listen. Even lightly spinning the top songs is effective to this. It's fine to pick certain songs in the top 20 and so forth and add them or trash them to your playlist. But to not play huge smashes is very, very bad to your newcoming audience. For example, Kiss in Phoenix tested horribly with Daughtry's "Home". But they still keep it floating in the top 30 area of their playlist--so people that wanted the huge hit heard it, and those that didn't would not turn off as often, if at all. Having just a few listeners turn off is much better than completely sheilding away any potiental audience.

 

[indebiz]

I'm not making generalized statements. Dropping songs that are huge (i.e. in the #1-15 bracket) on your playlist is not good regardless of how they test (except in one instance--you are KIIS), and for a big reason--Newcomers to your station that want hits and won't hear them...won't listen. Even lightly spinning the top songs is effective to this. It's fine to pick certain songs in the top 20 and so forth and add them or trash them to your playlist. But to not play huge smashes is very, very bad to your newcoming audience. For example, Kiss in Phoenix tested horribly with Daughtry's "Home". But they still keep it floating in the top 30 area of their playlist--so people that wanted the huge hit heard it, and those that didn't would not turn off as often, if at all. Having just a few listeners turn off is much better than completely sheilding away any potiental audience.

TOTALLY disagree with you, for the reasons that I've already addressed in this thread. Some records don't do well at all in certain areas but are HUGE in other parts of the country, which is where you might see a high chart position from, if said records are testing and being played as powers other places.

 

[spongebag7890]

I'm not making generalized statements. Dropping songs that are huge (i.e. in the #1-15 bracket) on your playlist is not good regardless of how they test (except in one instance--you are KIIS), and for a big reason--Newcomers to your station that want hits and won't hear them...won't listen. Even lightly spinning the top songs is effective to this. It's fine to pick certain songs in the top 20 and so forth and add them or trash them to your playlist. But to not play huge smashes is very, very bad to your newcoming audience. For example, Kiss in Phoenix tested horribly with Daughtry's "Home". But they still keep it floating in the top 30 area of their playlist--so people that wanted the huge hit heard it, and those that didn't would not turn off as often, if at all. Having just a few listeners turn off is much better than completely sheilding away any potiental audience.

TOTALLY disagree with you, for the reasons that I've already addressed in this thread. Some records don't do well at all in certain areas but are HUGE in other parts of the country, which is where you might see a high chart position from, if said records are testing and being played as powers other places.

It's not the stiffs--it's what they are replacing. Unless a certain top 10 is testing really, really, really bad, (like Fray's "How to Save a Life" on KIIS) then it should be played a light amount (just top 25-30) on the station. Another example--Sacremento's the end is doing poorly with Shop Boyz's "Party Like A Rockstar". Still, they ocassionally play it. Why? To build their audience with popular tracks on the Hot 100. Same reason Rhythmic leaning CHRs play rock tracks like Maroon 5's "Makes Me Wonder" and Daughtry's "Home"--they play them in small doses to make happy with some portions of the audience and new listeners that are familiar with these songs and like them, while still keeping their old, Rhythmic loving audience by playing them only in small doses. Same reason why new stations sound repetive in their top songs and golds, to build their audience. You ain't going anywhere introducing a listener to too many songs they've never heard of and probably don't like--they'll go somewhere else to get their top hits.