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Yeah, you never want to crack out the champagne or jump from tall buildings based on unweighted trends--they can go up and down like a yo-yo.
But you're right--so far they haven't moved the meter. If they're going to just hang around the #8 spot and settle in as "North Central Florida's #3 Country Station!" (a great marketing campaign, don'tcha think?), they might as well have stayed Rock 104.
But you're right--so far they haven't moved the meter. If they're going to just hang around the #8 spot and settle in as "North Central Florida's #3 Country Station!" (a great marketing campaign, don'tcha think?), they might as well have stayed Rock 104.
When a station has the market signal WRUF-FM has, it makes better business sense to fill a market void that no other station is filling rather than compete with an inferior signal head-to-head against the number one market station.
In my opinion CHR, CHuRban, Urban or News-Talk would have been much better choices for WRUF-FM since WRUF-FM has a much better signal than current news-talker WSKY has. Additionally, WRUF-FM at least coves the entire metro, although weak in Ocala, whereas WYKS only covers Gainesville. Current market urban, CHuRban leader WTMG has only a rimshot signal over Gainesville and no signal over Ocala but does very well.
My question is why push the wagon up a steep hill with the wind blowing against you when you can role the wagon down the hill with little effort? I'm sure country will do fine as a Gainesville only station and may even erode away some of WOGK's Gainesville numbers, but transforming WRUF-FM to a country stations appears to me to be pushing the wagon up the steep hill.
In my opinion CHR, CHuRban, Urban or News-Talk would have been much better choices for WRUF-FM since WRUF-FM has a much better signal than current news-talker WSKY has. Additionally, WRUF-FM at least coves the entire metro, although weak in Ocala, whereas WYKS only covers Gainesville. Current market urban, CHuRban leader WTMG has only a rimshot signal over Gainesville and no signal over Ocala but does very well.
My question is why push the wagon up a steep hill with the wind blowing against you when you can role the wagon down the hill with little effort? I'm sure country will do fine as a Gainesville only station and may even erode away some of WOGK's Gainesville numbers, but transforming WRUF-FM to a country stations appears to me to be pushing the wagon up the steep hill.
WRUF is actually showing some pretty decent growth in Alachua County and this is exactly what they want. They are GAINESVILLE'S Country Station.
As for ratings, they will stay up enough that they'll be able to attract some national business thanks to Gator sports.
But I think the big focus is $$$ over ratings. Will they make more money than they did as rock? We'll see...
They want the banks, law firms and big car dealerships. And so far, they're getting them.
Just look at the current promotion with $100 Artist of the Day partnering with Alarion Bank.
As for ratings, they will stay up enough that they'll be able to attract some national business thanks to Gator sports.
But I think the big focus is $$$ over ratings. Will they make more money than they did as rock? We'll see...
They want the banks, law firms and big car dealerships. And so far, they're getting them.
Just look at the current promotion with $100 Artist of the Day partnering with Alarion Bank.
I haven't listened to WRUF-FM in quite sometime, so I am unable to say anything one way or another regarding its current status. However, I will say if WRUF-FM is succeeding, as you pointed out, ThatGuyOnTheRadio, in gaining business from the big auto dealers, banks, and so on, and the station is able to sustain enough of this business to make the station viable, then I wish UF all the best in continued growth and success!!!
Of course it doesn't hurt one bit that WHHZ no longer has any direct market competitiion, so I'm sure the fine folks over at Pamal's Sunshine Broadcasting are very pleased with the new results for 100.5 and hopes WRUF-FM remains a country station, leaving WHHZ as the sole active rocker in the market. Dix, I'm sure, has mixed feelings since Wind FM probably realized a gain to some extent while WOGK now has direct competion for the same Gainesville country demo and Gainesville ad dollars.
Regardless of what any given station does programming and target demo wise, the market ratings and advertising pie is only so big and there are only a finite number of individuals that fall within each respective target demo and there are also only a finite number of total local, regional and national advertising dollars on each level set aside in the market for all demos.
No matter how you slice the market pie through format changes and adjustments along with new marketing initiatives, you still only have a finite sized pie in which to slice with fragments of various sizes going to each station within the market.
When all is said and done, it's true that it comes down to building a "bigger and better mouse trap".
Of course it doesn't hurt one bit that WHHZ no longer has any direct market competitiion, so I'm sure the fine folks over at Pamal's Sunshine Broadcasting are very pleased with the new results for 100.5 and hopes WRUF-FM remains a country station, leaving WHHZ as the sole active rocker in the market. Dix, I'm sure, has mixed feelings since Wind FM probably realized a gain to some extent while WOGK now has direct competion for the same Gainesville country demo and Gainesville ad dollars.
Regardless of what any given station does programming and target demo wise, the market ratings and advertising pie is only so big and there are only a finite number of individuals that fall within each respective target demo and there are also only a finite number of total local, regional and national advertising dollars on each level set aside in the market for all demos.
No matter how you slice the market pie through format changes and adjustments along with new marketing initiatives, you still only have a finite sized pie in which to slice with fragments of various sizes going to each station within the market.
When all is said and done, it's true that it comes down to building a "bigger and better mouse trap".
I would not argue with the general idea that WRUF-FM could exist nicely on local direct sales from Alachua county alone. It's a sizeable community, and the continued population growth fueled by UF triggers parallel growth in retail--and other advertising categories--that provide the basis for the radio ad biz. Then again, local direct in Gainesville means fighting about 20 other radio stations, commercial and non-commercial, many of which can tell a compelling story... the Sun and the Alligator... a full complement of local TV stations, local magazines... web media, et cetera. Pity the poor advertiser who has to sort through all these salespeople. And pity the poor AE who has to somehow stand out amid the clutter--at least enough to make the sale.
On the other hand, it is hard for me to imagine that this strategy would ever allow 103.7 to generate much more than the $1.5 million, give or take, that they were doing as Rock 104--most of which was national/regional business. In truth, it is hard for me to imagine them doing much more than a million-or-so in this manner.
No, nothing is impossible, but the national/regional money in that market is more than just icing on the cake. It's a lot of the cake, itself. And if a station can't compete in Marion County, not much of that kind of cash will ever hit the mailbox at the College of Journ & Comm.
On the other hand, it is hard for me to imagine that this strategy would ever allow 103.7 to generate much more than the $1.5 million, give or take, that they were doing as Rock 104--most of which was national/regional business. In truth, it is hard for me to imagine them doing much more than a million-or-so in this manner.
No, nothing is impossible, but the national/regional money in that market is more than just icing on the cake. It's a lot of the cake, itself. And if a station can't compete in Marion County, not much of that kind of cash will ever hit the mailbox at the College of Journ & Comm.
redneckriviera said:
If you're right, then they could have made a wise decision. It was their perspective that the rock format was suffering from degraded audience share trends both locally and nationally. If they switched to a more stable format that allows similar sales potential, then they chose reasonably well, though they may have passed up a bigger opportunity to score an even better format. Perhaps in the end, the decision was about which format agencies would be more comfortable buying rather than about the best ratings.
I dunno, man. Most agencies won't even buy two-deep in the same format, so unless they can whip out the magic fairy dust and somehow knock off K-Country, being the lone wolf in rock would have been the wiser pick... or the biggest stick in CHR. Ask any #2 or #3 Country station in any market--it's the same everywhere. If they've already got that slice of the consumer pie covered with the big 'un, they're gonna cover the other slices (AC, CHR, Urban, News-Talk, et cetera) before they double-up in any single format.
Sure, there are exceptions, but not many. And that's not just agencies--it's local direct advertisers, too. It's just common sense.
But, hey, it's still early in the game. Maybe they're three steps ahead of us and we just haven't seen the next act, yet. Maybe they wanted to avoid making a splash so they could catch Dix napping.
Sure, there are exceptions, but not many. And that's not just agencies--it's local direct advertisers, too. It's just common sense.
But, hey, it's still early in the game. Maybe they're three steps ahead of us and we just haven't seen the next act, yet. Maybe they wanted to avoid making a splash so they could catch Dix napping.
Very well possible redneckriviera.... I've said it a few times and I'll say it again. Good, bad or indifferent, these guys want big banks and law firms on the air as clients. As a CHR, they wouldn't stand as much of a chance at getting them.
But, I bet they could make a hell of a lot of money off clubs/bars, retail stores and car dealerships.
But, I bet they could make a hell of a lot of money off clubs/bars, retail stores and car dealerships.
Actually I believe a well positioned CHR will attract banks, law firms and "BIG" auto dealers. Additionally, CHR is not the only format option I identified. I also included News-Talk which is prime for those clients. I also identified Urban, CHuRban and a few others that positioned well can take the market to some degree. Again, it goes back to my earlier question: "Why push the wagon up the hill against the wind when you can role the same wagon down the hill with little or no effort?"
Interestingly, I saw a Country 103.7 The Gator billboard on state 200 in Ocala near On Top of The World yesterday. So, apparently they are targeting Marion County and have a budget for the needed promotions.
Again, maybe the brass at UF knows something the rest of us don't know and they are well ahead of the curve. Time will tell the real story.
Interestingly, I saw a Country 103.7 The Gator billboard on state 200 in Ocala near On Top of The World yesterday. So, apparently they are targeting Marion County and have a budget for the needed promotions.
Again, maybe the brass at UF knows something the rest of us don't know and they are well ahead of the curve. Time will tell the real story.
RNR - WRUF-AM-FM combined was averaging $1.6 million in annual billing. Approximately $300k of that was generated from WRUF-AM leaving the remaining $1.3 million coming from the former Rock 104. So, you are correct and right on target in terms of what WRUF-FM has generated and in all probablity will continue to generate as maximized ad revenues with existing market signal. Of course these figures are subject to certain unknown variables; However, for the most part, the figure I supplied here has been the station average.
I know it's not the only format you suggest Mark, but again.. with N/T its already present. Has great ratings and revenue and is on FM. That too would be a tough one to beat. Urban would be an interesting format to see play out.
As for the billboards, that makes 2 of them. They also have a billboard heading West on Newberry Road just past the hospital. It's on the right hand side should you ever be in the area.
As for the billboards, that makes 2 of them. They also have a billboard heading West on Newberry Road just past the hospital. It's on the right hand side should you ever be in the area.
The reason I suggested News-Talk, CHR or Urban as possibe options is because WRUF-FM has a much better signal than the current FM News-Talk, Urban and CHR stations in question. However, 103.7 has a weaker signal than its current direct competitor. News-Talk, by way of example, should be relatively easy and not so expensive to pull off since the J-School already has a wealth of journalism talent already on board in the form of students. And as far as N-T already being well established with great ratings, the same can be said about the current format, having been establsihed in the market since 1994 and is the number one format with the highest market billing. Yet, WRUF-FM is attempting to take it on in a ratings and ad revenue competition.
My point is to always understand one's limits and weaknesses while exploiting one's strengths and one will be way ahead of the game everytime.
My point is to always understand one's limits and weaknesses while exploiting one's strengths and one will be way ahead of the game everytime.
I understand that maybe a change was needed but I strongly believe that country was not the way to go. It's like saying that McDonalds, Burger King, and Wendys do well, so let's change our KFC to a burger joint because the research and market revenue shows that people like burgers.
I felt that CHR or Hot AC (KTK is NOT a hot AC) would have done well on the bigger stick. Hot AC (like Mix Orlando) would have hurt Kiss and allowed them to own a position that is not dominated in the market. Hot ACs and female listeners attract great clients, yes?
The boards I saw for the new RUF really suck. Maybe they should use those for the ad majors to show a poor use of the medium. Even something simple like giant letters with "Country is now on 103.7 FM!" would have been more effective than a weak logo and pic of country artist (surprised they didn't use Carrie Underwood, Kenny Chesney, Rascal Flatts, or someone bigger).
I felt that CHR or Hot AC (KTK is NOT a hot AC) would have done well on the bigger stick. Hot AC (like Mix Orlando) would have hurt Kiss and allowed them to own a position that is not dominated in the market. Hot ACs and female listeners attract great clients, yes?
The boards I saw for the new RUF really suck. Maybe they should use those for the ad majors to show a poor use of the medium. Even something simple like giant letters with "Country is now on 103.7 FM!" would have been more effective than a weak logo and pic of country artist (surprised they didn't use Carrie Underwood, Kenny Chesney, Rascal Flatts, or someone bigger).
Rick, I don't recall anyone saying KTK was Hot AC. Because you're right. It isn't. It's AC.
106.9 KZY is Hot AC.
106.9 KZY is Hot AC.
I'm always amazed that stations switch formats thinking somehow they can beat well established stations as if those stations are being programmed by amateurs. How long has WOGK been #1? Many years I know. They were considering going NewsTalk ? You've got to be kidding. WBXY is lucky to get a one share challenging WSKY-which has local hosts seven hours daily and Rush Limbaugh and is always #2 12 plus.
ThatGuyOnTheRadio said:
Over the past 25-years, WKTK has had several formats including adult contemporary, classic hits, oldies, CHR, CHuRban and a lean towards smooth jazz, finally coming full circle back to its adult contemporary origins.
Before the class downgrade to a class C1, WKTK's moniker was "Coast-To-Coast, Florida's FM".
Sidebar: Before WKTK became WKTK, the 98.5 frequency held the call letters WRYO. The station was physically located in Homosassa Springs, having began broadcast service during the Summer of 1976, and programmed a religious format known as "Heavenly Sounds Radio".
radiobum said:
Former CHR WMMZ became country formatted WOGK on March 3rd, 1994 and has been number one in market ratings and market billing ever since that time.
radiobum said:
No sir. I am not kidding. WRUF-FM has many advantages and resources available that neither WSKY nor WBXY have at their respective disposal.
1) WRUF-FM has a much better signal and coverage footprint than either of the other two stations;
AND,
2) WRUF-FM has a wealth of journalism staff and talent in the form of journalism students, which can contribute greatly to a sound local news department, as I have previously outlined.
As for the programs on the other stations, WRUF-FM, having a better signal than WSKY and WBXY, should have no problem luring away top rated programs such as Rush, Hannity, Beck, and Ramsey intersperse with local talk content provided by the J-School or other talk talent hired from another local station or market. WRUF-FM has already hired programming talent for the country format, so that says UF has the budget to hire staff.
jmtillery said:RickSchmidt said:
I hope that never happens. I like Harland Saunders original chicken recipe do much to ever see the local KFC replaced with another burger restaurant.
Let's try this again as I noticed a typographical error in the above comment. I meant to say "I like Harland Saunders original chicken recipe TOO much (not do much) to ever see the local KFC replaced with another burger restuarant."
By the way that was a great analogy comparing the radio formats with fast food restuarant menu offerings.
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