Failing Atlanta FM radio stations- new format changes?

[Goodtimesandgreatoldies]

How long can 92.9, 96.1 and 94.9 go on in the ratings toliet before new formats emerge?

 

[StoneGT]

Probably best to hang loose until people meters start. Real ratings will change the standings as some mighty pretenders fall . . . .

 

[Goodtimesandgreatoldies]

Yes, but I really don`t see 92.9, 961. or 94.9 doing too much ratings at all.... their formats are very limited and in the case of 96.1, just not very popular!

 

[JoshuaC]

I don't know about 9-6-1 in particular, but if the PPM Data from Houston and Philly are accurate Rock stations (especially Classic Rock and more Male-Demo oriented Rock) tend to get a bit of a bump and show as being more popular than we'd think.

Now... 94.9 may be a different story and Triple-A stations like Dave are probably harder to judge. 94.9 may end up mathematically proving that just because a city is in the South does not mean it can support a half-dozen country stations.

 

[Uriah]

The question is really how long can RADIO go on in the REVENUE toilet? Automotive & Real Estate clients in the tank, great people on the streets, voice tracking, etc. Plus, radio has a confidence issue on top of a brain drain, incredible competition for ad $$, AND advertiser pull back.

It'll be different on the other side of this mess and there's no genie in a bottle (ex: format change) to make the economic issues go away or solve them. However, WSB's move to help out the Atlanta Auto Dealers Association with very aggressive rate consideration was a great way to say, "we're in this together."

 

[whit979]

Agreed with Uriah. Ten years ago, Atlanta was one of the most under-served radio markets in the nation. Today, in my opinion, they are almost over-served. Perhaps as other media sources come available to the general public over the next few years, we will see a reduction in the number of stations in large and medium markets. Quite frankly I don't see how that's really a bad thing at this point. People who listen to radio know exactly what stations to go to for whatever general format they want. People who have more unique or diverse music preferences know at this point to get an MP3 player. I think a reduction in the number of stations in Atlanta could actually be a good thing for the market but that's probably a pretty far-out opinion.

Of course that would mean a reduction in terrestrial radio jobs, but this is another instance where the radio industry needs to harness the power of the Internet. Just imagine the kind of following some radio personalities would have if the industry really started making something out of the Web. But I digress...

 

[Uriah]

the radio industry needs to harness the power of the Internet. Just imagine the kind of following some radio personalities would have if the industry really started making something out of the Web. But I digress...

Good news is, some are - like CBS stations who re-brand a website as a web-mag (see www.v103webmag.com). It's interactive, makes product placement much more seamless than a banner ad and I've seen it produce results. On the distribution side, NPR is always top 10 with several podcasts.

Cox reaching out to MAADA examples how radio can be the "go to" media partner. Sure, it's in radio's best interest to help a HUGE ad category through very harsh times. However - when a media company thinks beyond their own billing challenges and considers an advertiser's situation from their perspective it shines a positive light on credibility that can payoff in the long run.

Some retail clients are saying that store traffic is off 30-50%. Here's a challenge for radio sellers: How can you help a client in this circumstance improve the customer experience for the ones who do show up (knowing that, in the end, posititive word-of-mouth trumps most advertising)?

Are you just selling spots cheaper and filling out a call sheet or engaging in your clients business and creating value beyond spot? If not - now's the time.

 

[BRH]

Speaking of 94.9; if Clear Channel is determined to keep a country signal in Atlanta, they should consider moving The Legend's classic country format from 96.7 to the full coverage 94.9 signal. Their classic country (WLND) station in Chattanooga is doing very well and so far 96.7 seems to be doing better with their very limited signal. They could add jocks (like the Chattanooga Legend station) and I think it might do quite well. (At least better than the Bull is doing). If they did it, they should hire someone like Moby or Rhubarb who would fit in well. Anyway, just an idea.

 

[jabba17]

Speaking of 94.9; if Clear Channel is determined to keep a country signal in Atlanta, they should consider moving The Legend's classic country format from 96.7 to the full coverage 94.9 signal. Their classic country (WLND) station in Chattanooga is doing very well and so far 96.7 seems to be doing better with their very limited signal. They could add jocks (like the Chattanooga Legend station) and I think it might do quite well. (At least better than the Bull is doing). If they did it, they should hire someone like Moby or Rhubarb who would fit in well. Anyway, just an idea.

Chattanooga seems to be a very strong country market. CC also owns #1 WUSY (US101) which has a 14.3 share. With WLND pulling a 5.9, that means that the 2 CC country stations combined have a 20+ (TWENTY) share in Chattanooga.

Compare that to ATL, where Kicks is losing share, Eagle is gone, and Bull hasn't made much of a dent. Legend is doing well for their signal but it's still not even a 1 share. Some of the rimshots are coming on stronger, like South 107 and WNGC, but they're still well under a 1 share as well.

That's not to say that moving Legend to 94.9 wouldn't be a good move--for Legend. But it does suggest that ATL is tapped out country-wise, unless someone can do a much better job than Kicks.

To the original question, I don't see any stations getting blown up except for Bull (not enough market to waste a 100kW signal on), Dave (floundering around a 2 share for too long), and CC's two Latinos (one will go and the other will stay for now). Dave and Project will wait on PPM results, certainly.