Cox Made A Wrong Turn On This One

[RoddyFreeman]

Cox Media Group rarely makes a wrong move. They dominate the Atlanta market ratings in both TV and radio. But I think they made a mistake with 107.1.

The mistake was not as much about format as it was about to where the station will be targeted. Cox is seeing the dollar signs in the Atlanta market and therefore trying to make this an Atlanta station.

When was the last time an FM translator got a 1% share? I'll answer that: 98.9 has gotten as high as 1.2% and averaged close to 1. WTSH-FM, X107.1's primary station, has a 60 dbu contour over the western part of the metro. That gives it an advantage over a standalone Atlanta translator duplicating an HD2 or HD3 signal. But, Cox's superior engineering notwithstanding, it's never going to be competitive in Atlanta for ratings and billings.

I'm also not sure the format was the best choice. While the station it's most directly competitive with, WRDA-FM, has a bad signal over a lot of the market, WRDA has a good signal in the same areas where 107.1's primary signal is strong. Also, from what I can see, Rome is a blue-collar market. Is Alternative the right format for an area like that?

When Cox bought 106.1/WNGC-FM from Paul Stone, it left it as a northeast-Georgia station, and it's done very well. Granted, Cox has a cluster there and does not in Rome.

I think Cox should have left WTSH as a Country station targeted to northwest Georgia. It's well established and fits the makeup of the northwest Georgia population. Cox could have used the Atlanta translator to chip a little away from Kicks and The Bull, widening Cox's lead in the Atlanta ratings. Another possible choice, as Jabba mentioned, would have been Variety Hits, like Cox's Chuck FM in Athens.

I predict X107.1 will not be competitive as an Atlanta station.

 

[max100]

Amen to all the comments, I was up around Jimmy Carter Blvd and the signal was not even audible, it sounds like the main 107.1 transmitter is off, who knows,,,??? I wish they would have put the HD2 stream on here...

 

[AMRocks]

It is what it is. Country? Nah. They are targeting Atlanta and both country stations are not doing well -- and they have full signals in the market!

Bad signal or not, they want Atlanta. Not Rome. The signal already had country on it. How did it do in the ratings? Also, I bet they made some kind of deal with the previous owners to not do country so as to not mess with Southern 93.5. (I know -- owner of the station and operator of the station were different -- that's still not a reason a deal couldn't have been struck.)

The format demos fit well for what they want. Younger than The River. More male than B98. Younger than WSB. It all works. And since Cox can't own another full power station in the market, why not have a rimshot signal with a translator? It just adds to the mega company (including TV and newspaper).

Will the station ever be a big player? NO. Will it take down any alternative competition? maybe.

Overall, not a bad move.

 

[RoddyFreeman]

I certainly was not suggesting it be a Country station targeted to Atlanta.

 

[MarkW]

Re:

"Not a bad move?"

Seriously?!!!

Explain to me how you pitch this format on this crappy signal to advertisers. Radio 105-7 has a better signal, is already established, and can be paired with Power 96.1 for sale purposes. Not to mention, many advertisers already have a stigma against modern rock in general. So, these guys will be going after a narrow slice of an already thin pie. On top of that, this format choice does almost NOTHING to benefit the other stations in the cluster. I mean, is Radio 105.7 any sort of threat to The River, B98.5 or 750/95.5 WSB? I doubt it.

This station probably won't even make the top 15 in its target demo.

Would've been a good format choice if Radio 105-7 weren't already around.

In terms of programming, music selection, etc. -- the station does *sound* good. I just don't think they stand a chance given all the disadvantages they face.

 

[acheron1982]

If they were going to go with a rock format, they should have went in more of an active rock format considering the tower and most of the 60 dbu signal is sitting across blue collar Georgia.

Yes, I understand why COX went in this general direction; They were aiming for the younger listener. The other COX radio stations are all older so they were aiming for a piece of the youth pie. Where they went wrong is going in the Alternative direction which is typically younger but MUCH more mature and well, frankly, educated. That's going to be closer into the city and not out in Hiram, Rome, Rockmart and Trion/Summerville.

One other thing, 107.1, so far, is top 40/alternative. They are playing some songs that are on Hot AC charts but not Alternative charts. Let's take a minute and take Atlanta out of the equation; This signal covers Rome as well which is also a population hub for northwest Ga. If you ever go into the Rome area, they are saturated with Classic Hits stations. No, not classic rock but classic hits. Plus, there again, I think COX was aiming for the younger generation with this format. I just think they should have went into the Active Rock direction because all X 107.1 is going to do is kill Radio 105.7 OR kill itself. Maybe they will skew more active in the future. I don't know.

Chuck/Jack/Oldies folks; Yes, Atlanta needs one but why hasn't Cumulus thrown that format on 98.9 over to 100.5? There is something we don't know here. Rock 100.5 has been dead for two years and all format adjustments made over the past 2 years has not moved that share up much further than a flat 2.0. So considering this, why hasn't Cumulus moved 98.9 over to 100.5? I would love someone to answer that WITHOUT the "cumulus is stupid" argument. Certainly they see something we don't.

 

[R2D2onthe air]

What are the chances that 103.7 will simulcast X107.1 and drop the Chuck format? WTSH would cover the western/ northwestern suburbs well reaching almost to I-20. 103.7 would cover the eastern/northeastern suburbs well, reaching almost to I-20. Don't forget that 103.7 would do a great job penetrating the Athens market where this target demo is well represented. Then, the translator could cover the in-town folks. If this happened, Cox could end up with a pretty nice presence over North Geargia.

 

[jabba17]

Chuck/Jack/Oldies folks; Yes, Atlanta needs one but why hasn't Cumulus thrown that format on 98.9 over to 100.5? There is something we don't know here. Rock 100.5 has been dead for two years and all format adjustments made over the past 2 years has not moved that share up much further than a flat 2.0. So considering this, why hasn't Cumulus moved 98.9 over to 100.5?

Nobody has ever tried Variety Hits in ATL proper, with the exception of Chuck. We've had slices of the format--Mix 105.7, WMAX 105.3 (80s), Journey 97.9, and AGH. But we've never had a station playing "oldies" that was centered on the 80s but included a lot of 70s and 90s that was in town.

 

[jabba17]

What are the chances that 103.7 will simulcast X107.1 and drop the Chuck format? WTSH would cover the western/ northwestern suburbs well reaching almost to I-20. 103.7 would cover the eastern/northeastern suburbs well, reaching almost to I-20. Don't forget that 103.7 would do a great job penetrating the Athens market where this target demo is well represented. Then, the translator could cover the in-town folks. If this happened, Cox could end up with a pretty nice presence over North Geargia.

That would work, and I could see Cox doing this if X107.1 gets traction. I'd personally rather it be the other way around, though, and IMO Cox would do better with variety hits than alt.

 

[gregg75]

Some folks (like me) liked the old B-98 format better than their current newer one. B threw much of their 80's and 90's tracks out the window. Cox needs to find a home for those songs and the people who liked them!!!

Alternative is so YESTERDAY. It's not nearly what it once was. Where is it even in the Top 5?
I never listened to the old 107.1 and I won't be listening to the new one either.

 

[max100]

Some folks (like me) liked the old B-98 format better than their current newer one. B threw much of their 80's and 90's tracks out the window. Cox needs to find a home for those songs and the people who liked them!!!

Alternative is so YESTERDAY. It's not nearly what it once was. Where is it even in the Top 5?
I never listened to the old 107.1 and I won't be listening to the new one either.

Totally agree, this format is abysmal at best.

 

[MRFLASHPORT]

Listened for about 4 hours from noon-4. Heard Aveche "Wake Me Up" at least once an hour, Imagine Dragons "Radio Active" about once an hour...yep, typical Cox washout factory in progress.

Radio 105.7 has nothing to worry about.

Not to mention, the signal is very poor, at least in South Cobb/North Atlanta. Comes in with alot of hiss on my two Bose Wave Radios with dipole antennas and in the car it's lousy.

Nothing to see (or hear) moving right along, back to XM...

 

[acheron1982]

I still say X107.1 will just lean in the more active rock direction in time when they realize their alternative format will not work in blue collar America. If they had a more dominate signal in Atlanta and went in a real alternative (college rock) direction unlike their current ALT 40 format, they may have a chance but that's not going to happen.

Classic Hits will not happen either. That is a no brainer. They are not going to take away from the number one rock station in Atlanta that they own, 97.1 The River.

Obviously, Cumulus is trying to get the older listeners with the classic rock skew on Rock 100.5. They need to take the 98.9 format and place it on 100.5 and run with it.

There is two school of thoughts on the "classic hits" push on this board. Some are wanting a 60's 70's 80's format similar (not the same but similar) to Atlanta's Greatest Hits had. The other half of you are looking for a soft rock format (like B use to be before trending younger). I'm not sure which would be better between what I consider soft rock (70's 80's 90's today) and classic hits (60's 70's 80's). I guess they just need to put 98.9 on 100.5 and adjust accordingly. Name the station something that gives leeway in either direction.

 

[Poledo]

Why does it appear that I'm the only person that believes this is an obvious stunt? The format makes no since on WTSH. They just launched this format in Orlando so it was very easy to copy and paste it to Atlanta while they work out the bugs with the bizarre dual transmitter setup of 107.1. Alternative also doesn't allow the competition any clue of what Cox's plans are for 107.1.

 

[BRH]

I agree that it seems an odd format for the coverage area, but I disagree with those slamming the current alt format & it's popularity. Alt has actually been on the increase lately, & it is this more pop/indie/electronic sound that is reviving the format. The harder active rock/post grunge sound is yesterday & not what today's younger alt fans want to hear. Personally, I think alt's new direction is a breath of fresh air & is much more musically in line with the way the original alternative stations in the 80s sounded (before grunge & the harder active sound took over).

I'm not argueing that 107.1 is really the right signal for the format, but musically, I think Cox's take on alternative is spot on with where the format & it's core are today. I think Cox knows this too & their "this is what alternative used to be..... This is what today's alternative sounds like" sweepers are perfect to drive that point home. Also, as far as the signal goes, the alt audience is heavily into online streaming. I'm guessing just using the translator & signal to drive listeners to their online stream is a valuable tool when targeting this age group. (like it or not, broadcast radio is moving in this direction of being a promo tool for online content, especially in the younger demos)

 

[acheron1982]

Let me make something clear. Alt Rock today is exploding. There is no doubt about it. Anyone who suggests otherwise is just prejudice towards the format.

Now, I still stand by the thought that 107.1 going alternative was a dumb idea and here is why:

1 - Atlanta can handle one alternative station; Not two.

2 - Alternative has always been the more intellectually correct version of modern rock. It tends to be listened to by a higher economical class of people.

3 - 107.1 is located outside of Rome. The core of the audience doesn't fall in what you would consider economically prosperous location. (No, not saying only rich people listen to alternative. It's my format of choice and I'm poor as hell. I still shop at the Goodwill!)

4 - Active Rock is dead as a door nail in most markets, however, it is still hanging on in suburbia and rural areas.

5 - Project 96.1 loyal listeners were concentrated in suburbia and far west Ga and far south towards Henry and Butts County. This is blue collar
area.

6 - Modern Rock (Active & Alternative) morph. In the 90s, it was alternative (99x). In the 2ks it was active rock (The Buzz/Project). Today it is
Alternative Rock again. I think with a name like "X", 107.1 can adjust in a more hard rock direction.

7 - COX Atlanta wants a piece of the youth pie and TOP 40 is saturated so instead, they went ALT 40. Hopefully, it will transition to more active oriented rock if they want it to succeed. Hell, I thought Radio 105.7 was weak and very Alt 40'ish but the playlists of alt radio stations put out by COX is even worse!

That leads me to my personal note..............

Personal Note: I don't think big corporate radio should even try alternative. It's way too safe and top 40'ish for my definition of Alternative. When I think of Alternative, I think of college rock stations of the 80s that were started as early as 1977 during the beginnings of punk and new wave. Entercom and maybe Emmis are the only decent size corporations that can put on alternative (Entercom more so than Emmis). Active Rock is three folds more mainstream than Alternative (it's not style of music) and the big corporations (COX, CBS, CUMULUS, CLEAR CHANNEL) stick with hit radio rather that be hip hop hits, classic hits, top 40 hits, country hits, etc.

I agree that it seems an odd format for the coverage area, but I disagree with those slamming the current alt format & it's popularity. Alt has actually been on the increase lately, & it is this more pop/indie/electronic sound that is reviving the format. The harder active rock/post grunge sound is yesterday & not what today's younger alt fans want to hear. Personally, I think alt's new direction is a breath of fresh air & is much more musically in line with the way the original alternative stations in the 80s sounded (before grunge & the harder active sound took over).

I'm not argueing that 107.1 is really the right signal for the format, but musically, I think Cox's take on alternative is spot on with where the format & it's core are today. I think Cox knows this too & their "this is what alternative used to be..... This is what today's alternative sounds like" sweepers are perfect to drive that point home. Also, as far as the signal goes, the alt audience is heavily into online streaming. I'm guessing just using the translator & signal to drive listeners to their online stream is a valuable tool when targeting this age group. (like it or not, broadcast radio is moving in this direction of being a promo tool for online content, especially in the younger demos)

 

[jabba17]

There is two school of thoughts on the "classic hits" push on this board. Some are wanting a 60's 70's 80's format similar (not the same but similar) to Atlanta's Greatest Hits had. The other half of you are looking for a soft rock format (like B use to be before trending younger). I'm not sure which would be better between what I consider soft rock (70's 80's 90's today) and classic hits (60's 70's 80's). I guess they just need to put 98.9 on 100.5 and adjust accordingly. Name the station something that gives leeway in either direction.

There's also adult/variety hits, 70s-90s and even newer but not as soft as any flavor of AC. Cox is already doing that in River's heartland with 103.7 Chuck FM. http://www.1037chuckfm.com/lsp/

 

[Poledo]

Cox has purchased stations in unrated markets in Georgia, but not other states. Why not buy a few more and make WSB 750 a statewide network of FM news/talkers? 107.1 from Rome and 106.1 from Gainesville would be great stations to start this network. Add rimshots to Columbus, Macon and Augusta next... then Savannah, Albany and Valdosta when the right stations come available at the right price...
95.5 might make a nice new home for some flavor of Alt Rock.

 

[trusty]

Why does it appear that I'm the only person that believes this is an obvious stunt?

You're not the only one. I just think it's not so obvious. They are using alternative to experiment with its translator setup; if it fails - no great loss.

I've also had thoughts about WSB expanding it's FM coverage, but only around the ATL metro. You could have 95.5 in the NE, 107.1 in the NW, and pick up a station like WVFJ/93.3 to cover the southside. There - you have it.

Would that pose a problem with a station that likes to ID itself every 37 seconds? Nope; just promote itself as "The WSB Network - Total Coverage" (or something like that) and do heavy billboard advertisement promoting the best frequency in the particular area (with 750, of course).

There are many AM heritage news/talk stations in the country that have wound up with rimshot stations in their desire to add FM (WBT/Charlotte comes to mind...). Why not put together 3 or 4 to cover the area - especially with Cox's deep pockets? Not only would it work, it would be downright cool.

I don't think it would create any legal problems, either. Once this translator experiment has run its course, the WSB "network" just might happen.

 

[AMFMRadFan]

You're not the only one. I just think it's not so obvious. They are using alternative to experiment with its translator setup; if it fails - no great loss.

I've also had thoughts about WSB expanding it's FM coverage, but only around the ATL metro. You could have 95.5 in the NE, 107.1 in the NW, and pick up a station like WVFJ/93.3 to cover the southside. There - you have it.

Would that pose a problem with a station that likes to ID itself every 37 seconds? Nope; just promote itself as "The WSB Network - Total Coverage" (or something like that) and do heavy billboard advertisement promoting the best frequency in the particular area (with 750, of course).

There are many AM heritage news/talk stations in the country that have wound up with rimshot stations in their desire to add FM (WBT/Charlotte comes to mind...). Why not put together 3 or 4 to cover the area - especially with Cox's deep pockets? Not only would it work, it would be downright cool.

I don't think it would create any legal problems, either. Once this translator experiment has run its course, the WSB "network" just might happen.

trusty, you make a good point. Good idea to add 107.1 WTSH. Bad idea to add 93.3 WVFJ. The reason 93.3 WVFJ would be a bad idea to add to the hypothetical WSB Radio Network would be because 93.3 WVFJ is too valuable as the Christian station THE JOY FM for Georgia. They at least have local talent, and they still make a good alternative Christian station to the other Christian stations: 104.7 The FISH WFSH-FM (for profit), Victory 91.5 WWEV-FM in Cumming, and IBN (Immanuel Broadcasting Network) THE PRAISE FM 91.7 WCCV-FM in Cartersville, GA & 88.3 WJCK-FM in Piedmont, AL (this station has translators across NW GA (Ellijay, Canton, Lithia Springs, Ringgold, Woodstock, Chatsworth, & Dalton), Fort Payne, AL, and in Chattanooga, TN) (they also broadcast in HD on 94.9 The Bull's HD2 subchannel as well as on 103.7 KISS FM WKXJ's HD2 subchannel in Walden, TN just outside of Chattanooga). Now, if you really want to have a Southside Greater Atlanta station for the hypothetical WSB Radio Network, your real best bet would be if Clear Channel would sell El Patron 105.3 WBZY to COX. They have excellent coverage for the Southside as seen at http://www.radio-locator.com/cgi-bin/pat?call=WBZY&service=FM&status=L&hours=U. And even though El Patron is licensed in Bowdon, its transmitter is located just north of Newnan as seen at http://www.google.com/maps/place/33%C2%B024'41.0%22N+84%C2%B049'48.0%22W/@33.4113875,-84.83,13z/data=!4m2!3m1!1s0x0:0x0?hl=en. Anyway, that is all.