FCC Makes it Official. Everett to get a 4th radio station this summer

[LDRADIO]

After a long hard fought battle, Andy Skotdal will be signing on AM 1520 this summer. Still looking for a format...
http://myeverettnews.wordpress.com/...ing-a-new-radio-station-what-should-be-on-it/

 

[mightymoose]

That's pretty funny that Andy Skotdal would be asking folks to email him with format suggestions for the new 1520. Amusing yes but not an especially reliable market research tool.

 

[bossbill]

What's wrong with asking for input?

 

[Randy Roadz]

What's wrong with asking for input?

He's smart for doing so.

RR

 

[LITTLEBOYBLUE]

The "ask around" thing may make the most sense! If you were to ask a research company, they'd run a big tab for a small sample set -- maybe the study would uncover a small market hole that will get a handful of listeners in SnoHo. Seems cheaper just to try to ask the handful of listeners to volunteer the info instead.

 

[mightymoose]

There is nothing wrong with asking for input and maybe it's a smart move because it gives people the feeling that they are helping to create something. But you have no way to qualify your respondents and your sample is not reliable.

 

[AQH]

There is nothing wrong with asking for input and maybe it's a smart move because it gives people the feeling that they are helping to create something. But you have no way to qualify your respondents and your sample is not reliable.

Nice post.

 

[TVradioguru]

Let's see.. An AM station at the far reaches of the dial? No brainer.. brokered programming. Anything else would be a massive money loser. Okay, odds are it will be a money pit anyway.

 

[bossbill]

It's all about the sales team...

 

[scott salvatori]

GOOD FRONT PAGE HEADLINE ARTICLE IN HERALD TODAY 3-24-11 "NEW RADIO STATION OK'D"
congratulations, and a genius idea it is to submit to snohomish county residents for input regarding programming at 1520 AM. it will be an interesting experiment for allto witness the start up, and future success of this AM outlet. a success that will be shared by the snohomish county business community as well,who will support and advertise at 1520 AM.

what kind of demographic will tune to 1520 AM? most likely the 40 + year old AM friendly crowd. which is a good mature educated demographic for advertisers. after all, who has the money to spend on advertisers products, and services? not empty pocket teens, and tweenties?

cross promotion/advertising, and alliance with local print media, such as newspapers like the herald, will be of benefit to both parties. in fact, the format and programming of this 1520 AM format should be kept in a "buzz state", until launch date this summer, through newspaper advertising, and "in your face" promotions.

 

[Wonderfulwino]

Its a full-on risk to put an operation on the air at that dial spot, on AM no less. It ain't the 70's anymore. It had better have some live/local voices and, whatever the format is, the sales force better be crackerjack.

 

[scott salvatori]

Its a full-on risk to put an operation on the air at that dial spot, on AM no less. It ain't the 70's anymore.

huh?...let me get this right. in order to get to 1520 on the AM dial, it requires a lot of tedius trial and error knob tuning, back and forth at the end of the dial, before joe six-pack can find it. after ten minutes or so of trying, he'll probably give up and go to the easier tuning 570. or 710.

wait a minute, it aint the 70's anymore. just hit 1520 on the digital tuner. also known as 80's technology. or, you could use 2000+ technology and tune in at www.1520.com.

 

[amisdead]

It's all about the sales team...

I don't agree. It's far easier for the worst salesperson in the market to sell a 10 share than it is for the best to sell a 1 share. And suggesting that this dog of a station can even achieve a 1 share is highly charitable.

 

[sportguy2k]

Well, if anyone who knows AM radio is smart - NEWS / TALK / INFORMATION format is most suited for AM. Granted, the last time Snohomish County had news-centered programming on the radio...was...EONS ago. The region has grown by leaps and bounds, yet people default to the Seattle stations. Nothing wrong with that, yet the focus on the communities in the Snohomish County / Northwest Washington region need that resource that is truly lacking in that neck of the woods with real content and context. Just sayin'!

 

[crainbebo]

Wonder how KGDD down in Portland (Mexican) will react about this when they hit the air?

-crainbebo

 

[semoochie]

Portland would be completely protected so it shouldn't affect them.

 

[TVradioguru]

Well, if anyone who knows AM radio is smart - NEWS / TALK / INFORMATION format is most suited for AM. Granted, the last time Snohomish County had news-centered programming on the radio...was...EONS ago. The region has grown by leaps and bounds, yet people default to the Seattle stations. Nothing wrong with that, yet the focus on the communities in the Snohomish County / Northwest Washington region need that resource that is truly lacking in that neck of the woods with real content and context. Just sayin'!

You are correct on one front; that the AM band has become the defacto location for the 50+ set to find syndicated talk. The problem is, that ship has sailed and is taking on water fast.

It's a chicken and egg dilemma really... Local news and talk is the most expensive and employee intense format a station can have, yet a small or surburban market simply can't afford A-list large market talent, writers and editors to serve a small market that competes with a large market like Seattle. And no, putting little 16 year old Jimmy on the air because he writes for the high school paper seems cute and all, but other than his parents, nobody would listen. And Little Jimmy would be all one coudl afford in Everett, WA.

And as much as many of you here believe that local listeners will show loyalty to a local station over a large market station a few miles away, it is a completely false premise. Listeners prefer quality over local. Couple that with the lack of consistent news or topics outside of the big city, and you have a recipe for fail stew. Expenses will completely overshadow revenue.

 

[scott salvatori]

working out alliances with local/daily newspaper, is one way for a small AM'er to proffesionally cover local news stories through barter. all it takes is a live feed from the proffesionally staffed news room at the top/bottom of the hour for a few minutes during day time. aint talkin little jimmy and his high school paper, and boy voice here. this alliance would eliminate the expense of a staffed radio news room, with reporter/s, and also help promote, and increase the visability of local print media through radio. which is just what the newspapers need so badly right now. call this a win win deal for both struggling parties!

"and now lets check out the latest news from snohomish county, and go live to the Everett Herald news room" at the same time, a newspaper reader is checking out the latest advertisement/contest/promotion for 1520 AM, inside the paper.

local listeners will show loyalty, but it may take several years, and ground work to establish that loyalty. you have to patiently pick em off one at a time from the big city slicker stations. good (real people) air talents, and good/unique local/syndicated/combo programming, can and will win a loyal listenership.

lack of consistent news or topics outside of the big city? what the hell do you think everett, and snohomish county is? mayberry RFD?

 

[TVradioguru]

working out alliances with local/daily newspaper, is one way for a small AM'er to proffesionally cover local news stories through barter.

I've been involved in attempts to use newspaper writers through reciprocal agreements for both radio and TV. It's been a failure in every case. Granted it wasn't my idea in any of the instances, the problems usually stem from writers having a voice for print, in the case of radio, or writers have a face for print, in the case of TV. The driving force behind the move is indeed cost savings, usually cooked up by the station GM or SM, but the poorly presented content annihilates any cost benefit.

local listeners will show loyalty, but it may take several years,

Really! Care to give examples of your statement? And how is a bedroom community station owner supposed to finance their operation for several years in the hope of increased local loyalty? I submit, as usual, you're making an assumption which you have no knowledge of.

lack of consistent news or topics outside of the big city? what the hell do you think everett, and snohomish county is? mayberry RFD?

Mayberry RFD was a TV show from the 1960's, so the answer is no. Is Everett a bedroom community a few miles away from a much larger city? Yes. Given the choice of listening to a local bedroom community station and the big city, big city wins every time.

 

[scott salvatori]

working out alliances with local/daily newspaper, is one way for a small AM'er to proffesionally cover local news stories through barter.

I've been involved in attempts to use newspaper writers through reciprocal agreements for both radio and TV. It's been a failure in every case. Granted it wasn't my idea in any of the instances, the problems usually stem from writers having a voice for print, in the case of radio, or writers have a face for print, in the case of TV. The driving force behind the move is indeed cost savings, usually cooked up by the station GM or SM, but the poorly presented content annihilates any cost benefit.

how many attempts? they all failed? who directed this alliance? incompetents, or did the entire print staff sound like peewee herman. would love to hear those GM's side of the story here, and not bias jilted guru version.

local listeners will show loyalty, but it may take several years,

Really! Care to give examples of your statement? And how is a bedroom community station owner supposed to finance their operation for several years in the hope of increased local loyalty? I submit, as usual, you're making an assumption which you have no knowledge of.
[/quote]

good point, im a steering wheel holder. but, ask your buddy, bill w. he may say, selling advertisement with a good sales crew.

lack of consistent news or topics outside of the big city? what the hell do you think everett, and snohomish county is? mayberry RFD?

Mayberry RFD was a TV show from the 1960's, so the answer is no. Is Everett a bedroom community a few miles away from a much larger city? Yes. Given the choice of listening to a local bedroom community station and the big city, big city wins every time.
[/quote]

wrong! case in point: KRKO everett. two big seattle sports outlets, KJR and KIRO, have not killed KRKO. last time i checked they still selling ads, and still have a dedicated listenership in snohomish county, and north king. in fact, i southbound I-5 by the KRKO building every night, and so far, no plywood on the windows, or for sale signs.