Anyone who reads my posts know that I'm as big an advocate for Star 94 as you'll find. However, they've been suffering in the ratings lately and I've therefore been considering some potential root causes. I perceive a few fairly obvious fundamental problems that need addressing if Star wants to maintain its competitive status in this market.
First things first, the music. I'm a CHR guy through and through, but have no problem whatsoever with Star leaning somewhat upon adult records. Having said that, their current playlist is severely flawed to my eyes. I am simply beyond belief that "I Gotta Feeling" and "Use Somebody" are in power rotation six months after their peaks. I'm sure they call out nicely, but there comes a point when your intuition should tell you to move on and shift these songs to power recurrent category. That point was back in November.
Another thing: if you're going to rely upon Hot AC records, that's fine, but when I hear nothing but Shinedown, The Fray, Nickelback, Daughtry and Rob Thomas day in and day out, it literally starts to lend a depressing, morbid feel to the station. Those songs are excellent with some moderation, but without balancing them out, you risk lulling listeners to sleep or inducing depression. That's where the upbeat CHR records come in. Based on the rotation and recurrent/gold category changes in recent months, I know Star seems intent upon shifting in a HAC direction, but songs from Lady Gaga, Kesha, IYAZ and Jay Sean pick up the pace considerably and test will with audiences young and old...they're letting Q100 and The Beat run wild with those while they stick with nothing but Nickelballads. Who do you honestly think is going to win in that situation? Fine, skip Young Money and Drake if you must, but if you're not going to become a full-fledged Hot AC - which Star still isn't - and if you care about your 18-49 numbers, there's no substantive reason to avoid those former records like the plague.
Airstaff-wise? Cindy & Ray need to focus on making their show pop, with the distinctive and compelling features, topics and guests Bert touts across the street. Nevertheless, I think C&R are a quality show in a very tough competitive position. Heather Branch and Darik are both established and great in their respective dayparts. I personally could do with trashing Seacrest now that he's on from 12-4. It's not a terrible show, but I don't see any real need for keeping it around. Regarding PM Drive, I'm mildly surprised that Darik didn't get bumped up just because he has a slightly more mature delivery, but Chase is clearly a talented, funny guy and capable of developing into a great afternoon jock. I hope he maintains lots of caller interaction and topics. Star's personality advantage is almost by default in some ways, because Cumulus seems to limit Brittany and Johnny O (who, to their credit, both show traces of actual personality trying to peek out from the hyper-management) to liners, song introductions and stupid contests like "Which Bert Show member talked about XYZ this morning?" Yes, I understand the value of promoting your station hallmark (Bert). But when you don't establish any features after 10A that are WORTH touting, you're painting yourself into a corner.
I'm sick of seeing Q100 walk all over Star 94, because Cumulus has extracted almost everything remotely noteworthy or edgy from the station after Bert goes off the air. Star IS a better all-around station, but I feel they need to tweak their musical sound and work tremendously on AM Drive to make a run again. Oh, and can someone please explain why their processing is STILL so heinous? It's actually embarrassing. I'm not an engineering expert, but I certainly know bad when I hear it. How can anyone think that sounds remotely acceptable?
First things first, the music. I'm a CHR guy through and through, but have no problem whatsoever with Star leaning somewhat upon adult records. Having said that, their current playlist is severely flawed to my eyes. I am simply beyond belief that "I Gotta Feeling" and "Use Somebody" are in power rotation six months after their peaks. I'm sure they call out nicely, but there comes a point when your intuition should tell you to move on and shift these songs to power recurrent category. That point was back in November.
Another thing: if you're going to rely upon Hot AC records, that's fine, but when I hear nothing but Shinedown, The Fray, Nickelback, Daughtry and Rob Thomas day in and day out, it literally starts to lend a depressing, morbid feel to the station. Those songs are excellent with some moderation, but without balancing them out, you risk lulling listeners to sleep or inducing depression. That's where the upbeat CHR records come in. Based on the rotation and recurrent/gold category changes in recent months, I know Star seems intent upon shifting in a HAC direction, but songs from Lady Gaga, Kesha, IYAZ and Jay Sean pick up the pace considerably and test will with audiences young and old...they're letting Q100 and The Beat run wild with those while they stick with nothing but Nickelballads. Who do you honestly think is going to win in that situation? Fine, skip Young Money and Drake if you must, but if you're not going to become a full-fledged Hot AC - which Star still isn't - and if you care about your 18-49 numbers, there's no substantive reason to avoid those former records like the plague.
Airstaff-wise? Cindy & Ray need to focus on making their show pop, with the distinctive and compelling features, topics and guests Bert touts across the street. Nevertheless, I think C&R are a quality show in a very tough competitive position. Heather Branch and Darik are both established and great in their respective dayparts. I personally could do with trashing Seacrest now that he's on from 12-4. It's not a terrible show, but I don't see any real need for keeping it around. Regarding PM Drive, I'm mildly surprised that Darik didn't get bumped up just because he has a slightly more mature delivery, but Chase is clearly a talented, funny guy and capable of developing into a great afternoon jock. I hope he maintains lots of caller interaction and topics. Star's personality advantage is almost by default in some ways, because Cumulus seems to limit Brittany and Johnny O (who, to their credit, both show traces of actual personality trying to peek out from the hyper-management) to liners, song introductions and stupid contests like "Which Bert Show member talked about XYZ this morning?" Yes, I understand the value of promoting your station hallmark (Bert). But when you don't establish any features after 10A that are WORTH touting, you're painting yourself into a corner.
I'm sick of seeing Q100 walk all over Star 94, because Cumulus has extracted almost everything remotely noteworthy or edgy from the station after Bert goes off the air. Star IS a better all-around station, but I feel they need to tweak their musical sound and work tremendously on AM Drive to make a run again. Oh, and can someone please explain why their processing is STILL so heinous? It's actually embarrassing. I'm not an engineering expert, but I certainly know bad when I hear it. How can anyone think that sounds remotely acceptable?
