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DFW PRIDE

S

spinderella

Guest
News release from Clear Channel:

March 01, 2007 06:44 PM Eastern Time
New Radio Station Targets DFW’s Gay and Lesbian Community
DALLAS--(BUSINESS WIRE)--Clear Channel Radio Dallas is proud to announce the launch of PRIDE Radio. PRIDE Radio is Dallas/Ft. Worth’s revolutionary new gay station celebrating the country’s 6th largest GLBT community (Gay, Lesbian, Bi-sexual, Transgender).

PRIDE Radio is locally programmed and will be music intensive featuring a blend of Top 40, Dance and Gay anthems including original mixes and re-mixes from Madonna, Donna Summer, Justin Timberlake, Gwen Stefani, Janet Jackson and more. The station is targeted towards the affluent, active 18-34 year old, adult community in the DFW area.

PRIDE Radio celebrates all things Pop Culture and Entertainment with syndicated show
RYAN AND CAROLINE. The show blends music, entertainment news, celebrity gossip from
the notorious Perez Hilton, fashion tips from celebrity stylist Phillip Bloch, movie
reviews, travel, style & health, live entertainment and more. The show has been
dubbed radio’s ‘Will and Grace’.

“We want to be the source for the local happenings in the Dallas/Ft. Worth GLBT
community,” said Steve Lee, Director of Online Content and Marketing, Clear Channel
Dallas. “We will feature local news headlines, events, entertainment, charity
functions and more, both on-air and on-line.”

PRIDE Radio can be heard at www.prideradiodfw.com. Pride Radio will also be
broadcast in High-Definition on 106.1 FM’s HD2 channel via the new HD Radio
technology, http://hdradio.com.

“We’ve always been appreciative of the support that the gay community of North Texas
has lent our radio stations through the years,” said Pat McMahon, Operations
Manager, Clear Channel Dallas. “Now with the launch of PrideRadioDFW.com we have an
opportunity to give these listeners a unique brand that targets their specific
tastes and interests.”
 
And it seems they're planning a "Coming Out" party ... so stereotypical. Don't know (or really care) how that's going to work, seeing as I'm not in the target demo. But, how can Clear Channel expect that format to perform when they're putting it online and on HD? Who listens to HD Radio?
 
Yawn. No one will hear this station on the HD channel. It'll get a few listeners online, but not enough to support the programming costs.
It'll go away after a while.
 
Let's see here..... Gays, etc. make up let's just say 10 percent or less of the population. Then let's say in 20 years you MIGHT have maybe 10 percent of the overall population that has a HD tuner of some sorts. Chances are, of course, they have several radios and only maybe ONE that is digital. So [EDIT] Channel is going to the trouble of doing this for what reason? If we thought other formats were too narrow, this takes the cake. It has to be for P.C. reasons. There's no other explanation.


[EDIT-offensive content]
 
10 percent of Market 5 equals half a million. If only 10 percent of that 10 percent bought HD recievers, then the format is working. I'm not gay (not that there's anything wrong with that) but I think it is broadcasting 101 to find an underserved market and serve it. Heck, the Vietnamese have their own station, South Asians have theirs, and recent immigrants from Mexico and Central America have several. What is the largest underserved psychegraphic? The Germans, British, Irish, Italians all assimilated. What other groups of interest can you think of as large as the joto/americans?
g
 
grantchester said:
10 percent of Market 5 equals half a million. If only 10 percent of that 10 percent bought HD recievers, then the format is working. I'm not gay (not that there's anything wrong with that) but I think it is broadcasting 101 to find an underserved market and serve it. Heck, the Vietnamese have their own station, South Asians have theirs, and recent immigrants from Mexico and Central America have several. What is the largest underserved psychegraphic? The Germans, British, Irish, Italians all assimilated. What other groups of interest can you think of as large as the joto/americans?
g
Click to expand...

10% of Dallas is 500 thousand??? Better go rework your math.
 
Thanks, 'train.
I miss you.
In a manly-sort-of-way
g
 
TheLaffer said:
10% of Dallas is 500 thousand??? Better go rework your math.
Click to expand...

OK, 10% is 483,800 persons 12+. Big deal.

The 12+ of the market is 4,838,600 persons as of Fall, 2006.

Rounding to a half-million actually gets you to what 10% is today, over 6 months following the publishing of the Claritas 2006 data; Grant is right on the money.
 
DavidEduardo said:
TheLaffer said:
10% of Dallas is 500 thousand??? Better go rework your math.
Click to expand...

OK, 10% is 483,800 persons 12+. Big deal.

The 12+ of the market is 4,838,600 persons as of Fall, 2006.

Rounding to a half-million actually gets you to what 10% is today, over 6 months following the publishing of the Claritas 2006 data; Grant is right on the money.
Click to expand...

Ok i'll give you that.
 
Grant is consistent,with NO spin or embellishment. Thank God for that.
 
Getting back to the subject at hand: Pride Radio might be the sort of narrowly targeted format that could help HD Radio finally get some traction. At least this is being specifically promoted to a certain group; a type of programming otherwise not available OTA. Might be a better idea than simply trying to mimic satellite radios jukebox channels.

Does the webstream work? Couldn't get it to play when checking just now. Also have to turn off the popup blocker for the player to appear.
 
Primary stream radio has issues all over it as they pertain to RATINGS! WE all know that is what CC lives by. It's their friggin' credo, "If we can't rate it, then we don't pay it."

Happy times for DFW PRIDE... too bad it will last a little longer than another underserved market radio did... um, Cafe 990 anyone? ;D
 
It might last longer than you think. I'll bet a lot cheaper to run than Cafe. They're already doing Pride radio in Hartford, CT. What do you bet it operates like one of the ABC networks... a national host with music, and local breaks?
 
newsmark said:
It might last longer than you think. I'll bet a lot cheaper to run than Cafe. They're already doing Pride radio in Hartford, CT. What do you bet it operates like one of the ABC networks... a national host with music, and local breaks?
Click to expand...

Absolutely it will last. Even if it gets no ratings it's the politically correct thing to do.
 
And just because nobody seems to be running ads on their HD channels right now, don't think CC isn't looking toward the future...

The gay community has historically been an attractive advertising subset- lots of DINK's (that's dual income no kids), very 'brand aware', and very loyal to perceived patrons (and the flip side, very disloyal to non-gay friendly advertisers)...

Does anybody here think CC doesn't plan on having an AE hitting every buisness on Cedar Springs or in the greater Oak Lawn area? You don't think they're not already scanning the pages of "The Advocate" to see who the big ad buyers are?

And the thing about it being HD- they can probably sell it cheap-the main stations are already paying for the building, the bulk of the salaries, etc...
 
Some folks seem to get what Clear Channel is hoping to achieve with "Pride Radio", but a lot of what has been posted here is clueless at best, like the assertion that Clear Chanel is doing this to be politically correct. Considering what runs on some of the talk stations that they own in other markets, I seriously doubt that PC is a big concern for them.

What is a big concern for them is to drive the sale of HD radios. Clear Channel, like many other radio broadcasters, is concerned about radio's status as the last "analog" medium in an otherwise digital world. They recognize that pushing a digital future is vital to the long term health of the radio industry...and most specifically, the health of their own stations.

Now recognize that HD radio sales aren't going to be driven by offering mainstream programming that is available without an HD radio receiver. Then start looking for identifiable groups that are underserved by the existing radio stations, and gay people are probably the biggest such group, with estimates ranging from 5% to 10% of the adult population in the DFW area. That's a lot of people, and if "Pride Radio" increases awareness of HD radio by at least 5% of the market population, it would be considered a success. If a significant number of those folks actually end up listening to this station on a regular basis -- well, it would add up to a lot of listeners.

Of course, this all depends on execution. Clear Channel has got to do this well, and they have to do it on a small budget. Gay people aren't going to listen if it just offers a bunch of stereotyped music and lacks any other content of interest to the local gay community. In addition to the music, they need national and local news for the gay community, and they need to have a local community presence more than once a year (ie, just putting a float in the annual Texas Freedom Day parade isn't going to cut it). Get out and do some weekend remotes from the Crossroads area to let the target audience know the station exists...and to tell them how to receive it. Promote some local fundraisers. And, of course, keep the costs down so it doesn't become so expensive that it gets cut off before the HD radio market grows large enough to allow "Pride Radio" to succeed or fail on its own merits.

I give Clear Channel a lot of credit for actually moving forward with "Pride Radio." Whether I'll give them as much credit for execution...well, ask again in a year.
 
TexasTom said:
Some folks seem to get what Clear Channel is hoping to achieve with "Pride Radio", but a lot of what has been posted here is clueless at best, like the assertion that Clear Chanel is doing this to be politically correct. Considering what runs on some of the talk stations that they own in other markets, I seriously doubt that PC is a big concern for them.

What is a big concern for them is to drive the sale of HD radios. Clear Channel, like many other radio broadcasters, is concerned about radio's status as the last "analog" medium in an otherwise digital world. They recognize that pushing a digital future is vital to the long term health of the radio industry...and most specifically, the health of their own stations.

Now recognize that HD radio sales aren't going to be driven by offering mainstream programming that is available without an HD radio receiver. Then start looking for identifiable groups that are underserved by the existing radio stations, and gay people are probably the biggest such group, with estimates ranging from 5% to 10% of the adult population in the DFW area. That's a lot of people, and if "Pride Radio" increases awareness of HD radio by at least 5% of the market population, it would be considered a success. If a significant number of those folks actually end up listening to this station on a regular basis -- well, it would add up to a lot of listeners.

Of course, this all depends on execution. Clear Channel has got to do this well, and they have to do it on a small budget. Gay people aren't going to listen if it just offers a bunch of stereotyped music and lacks any other content of interest to the local gay community. In addition to the music, they need national and local news for the gay community, and they need to have a local community presence more than once a year (ie, just putting a float in the annual Texas Freedom Day parade isn't going to cut it). Get out and do some weekend remotes from the Crossroads area to let the target audience know the station exists...and to tell them how to receive it. Promote some local fundraisers. And, of course, keep the costs down so it doesn't become so expensive that it gets cut off before the HD radio market grows large enough to allow "Pride Radio" to succeed or fail on its own merits.

I give Clear Channel a lot of credit for actually moving forward with "Pride Radio." Whether I'll give them as much credit for execution...well, ask again in a year.
Click to expand...

That's funny because CC put Air America on a bunch of their stations and KEPT them on after it's dismall failure both in revenue and ratings.

They wanted to make a point that they were open to all points of view and in some instances got a lot of bad press for just programming Conservative formats so out of POLITICAL CORRECTNESS they caved.

That is PART of the reason they're putting the gay format on. POLITICAL CORRECTNESS.

And another reason why radio companies program mostly conservative shows is because they bring in huge ratings and revenue. Can you name me ONE Liberal Talker bringing in as much as Rush, Hannity and Savage?

I'm a Moderate Democrat and detest the Republican party so i'm not touting conservatives just to tout them.
 
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