RockTheGlobe said:
It's unfair to generalize all four stations as "AC" -- while they are still within the same overall family, there are a number of different flavors of AC, such as Hot AC (KBIG), Urban AC (KHHT) or Spanish AC (KLVE), and one of the reasons to split them out into separate formats is because there are distinct differences in the playlists, imaging, overall presentation and demo targets of each format. While I'm sure KOST does probably share some listeners with all of these stations, the majority of their target demo and hot ZIPs are different than the others', especially since KOST, MyFM and Hot are all in the same building and are being deliberately kept apart in certain respects to make sure they're not stepping all over each others' toes.
You're missing one of the key elements of cluster programming which is to make sure that your stations overlap and plug any holes a competitor could use to move in between two of your stations.
Clear has always managed the cluster based on a loose sense of ethnicity, demographics and lifestyles staying away from the harder rock elements. So there is a continuum from KIIS to KBIG and KHHT and even KYSR on to KOST. Each has a slightly different core age or ethnic appeal, but they fit together quite nicely.
KBIG and KIIS share hugely. KBIG and KOST share hugely. KHHT shares with several, leaning more to the Hispanic side. Even KYSR has a significant amount of sharing. In part, this is because the average person listens to around 7 or 8 stations in any given fortnight.
KLVE shares greatly with KIIS, AMP, KBIG, KHHT and even KRTH and KCBS-FM... a fact that, as a several-time interim PD of KLVE I am most aware of.
And KHHT, KBIG, KOST, KLVE are all variants of AC.... the distinctions are more made by those in the industry. A 38 year old English dominant Hispanic white woman might find KOST a bit conservative, KBIG pretty suitable, KHHT a pick-me-up in certain moments, and KLVE appropriate for moments when heritage strikes a chord. To that listener, other than the language differentiation between KLVE and the others, all the stations are "ones I like" and not "Hot AC or "Alternative AC" or "Rhythmic AC. " Most listeners divide stations into two big groups, ones they like and ones they don't like. Then they have ones they like more or less, and usage often depends on mood.
With the melding of cultures, ethnicities and populations in LA, a single ZIP may be just as valid for KLVE as KOST... and so on.
I learned large-cluster strategy in the early 60's with a group of 5 stations in one building. I applied it a few years later with 9 in the same offices... and the key was in overlapping like bricks in a wall, not in separating the stations too much... and in recognizing which audience groups you could protect and which ones you could not.
