Rubberchicken, you're right on the moolah! CC/Dayton did this for years by throwing CHR/Pop on 94.5 to be a thorn in then-heritage CHR WGTZ/Z-93's side. Sure, 94.5 only did a 2-3 share, but it kept 2-3 shares away from Z-93. It also protected CC's Hot AC WMMX/Mix 107.7, much like CC/Columbus is doing in protecting WNCI from Sunny with 'LZT. Got all that? ;Drubberchicken said:
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First Columbus PPMs - September 2010
- Thread starter Nu_Roo_2
- Start date
100% right again Alan.
Mix doesn't have the signal to even come close to WNCI but it can hurt them some. The adult listeners.
No, it can't. If it were on a full market signal it could. HOT AC relies on in-office listening as well, and the only offices that can pick it up are in Delaware, perhaps around the Polaris area and Westerville, but certainly no one below the north outerbelt. Those offices are tuned to WNCI, WSNY or WLZT.
Same with in car listening. If you're in Hilliard or Grove City or Reynoldsburg and you can find many of the same artists on a station like WNCI which blasts in everywhere, why would you sit and listen to the picket fencing and static on 107.9?
Their 1.9 or whatever it was, likely comes from listeners in the northern 'burbs like Dublin, Westerville, Powell, etc. They need to find their own niche, whatever that may be. They could probably pull a 3 share doing a format that isn't found elsewhere on the radio.
Or stick it out and buy 101.7 when it moves into the market. The format has a better chance on that signal.
alans613 said:Rubberchicken, you're right on the moolah! CC/Dayton did this for years by throwing CHR/Pop on 94.5 to be a thorn in then-heritage CHR WGTZ/Z-93's side. Sure, 94.5 only did a 2-3 share, but it kept 2-3 shares away from Z-93. It also protected CC's Hot AC WMMX/Mix 107.7, much like CC/Columbus is doing in protecting WNCI from Sunny with 'LZT. Got all that? ;Drubberchicken said:While I agree that 93.3 as a Classic Hits IS a good move, you guys are all missing the big picture here. Like it or not, it's a cluster move.
If WLZT weren't cranking out the AC tunes, where would those 3 shares go? WSNY.
It's designed to keep Sunny out of the top spot and keep WNCI #1
Plus, look at their cume. Whether it's passive listening or not, it's obviously playing in a lot of places. People are being exposed to it.
As for WVMX. You can't fight WNCI with a tiny little signal, and Hot AC is having some tough years with CHR so strong. AAA? That would give them their own niche, but is it strong in the right areas of Columbus for that to work? Probably not.
You're right on a couple of things. WLZT is there to blunt Sunny 95. No more...no less. It's all about the cluster dynamics or the needs of the group out weigh the needs of the one (a little Star Trek humor). There's also been an urban legend for some time now that since Saga has challenged CC on every move they eventually made in this market, CC would leave WLZT there forever to make life difficult for Carriage Hill. As for 107.9 going Triple A, that was proposed sometime ago because the demos in the coverage area of that signal are perfect for the format, especially if they molded it after Cities 97 in Minneapolis which leans female. Small signals have to create their own niche and the problem will always be finding that hole, especially in today's PPM landscape which is closing those opportunities in the top 50 markets very quickly.
Would anybody really try hard to listen to 1079 if it was AAA vs. Modern AC?
bwilliam614 is absolutely right that a traditional Classic Hits on 93.3 would be hugely different than 103.9, both musically and of course in terms of viability (signal and budget).
Also, if CC truly is determined to keep 93.3 acting as a thorn to Saga, why wouldn't a traditional Classic Hits do exactly that? Probably more effectively than WLZT, in fact. 35-54 women are a big part of the demo for traditional Classic Hits, just like mainstream AC. It's also a big workplace format like mainstream AC. And it is even more PPM-friendly than mainstream AC. Besides, unless there's something really eccentric about Columbus, a traditional-type Classic Hits' 12+ would handily beat what CC's drawing with AC on 93.3 -- which would further help cut into Sunny. As for overlap with the Brew, just take a look at Portland, where the CC Classic Hits is #2 12+ while their Brew there still earns 4-5 shares.
As for the off chance Sunny could take #1 12+ at some point if 93.3 flipped from mainstream AC (I say "at some point" because even if Sunny took ALL of WLZT's September share, it would still fall short or WNCI by half a point): So what? People at CC, like all the operators, know the 12+ is just a beauty contest, not the numbers that drive sales, i.e. the ones that count.
Traditional Classic Hits would make oodles of sense of 93.3 by increasing CC's total cluster share and sales firepower while continuing to hurt Saga -- probabably by *more* than they are now.
Also, if CC truly is determined to keep 93.3 acting as a thorn to Saga, why wouldn't a traditional Classic Hits do exactly that? Probably more effectively than WLZT, in fact. 35-54 women are a big part of the demo for traditional Classic Hits, just like mainstream AC. It's also a big workplace format like mainstream AC. And it is even more PPM-friendly than mainstream AC. Besides, unless there's something really eccentric about Columbus, a traditional-type Classic Hits' 12+ would handily beat what CC's drawing with AC on 93.3 -- which would further help cut into Sunny. As for overlap with the Brew, just take a look at Portland, where the CC Classic Hits is #2 12+ while their Brew there still earns 4-5 shares.
As for the off chance Sunny could take #1 12+ at some point if 93.3 flipped from mainstream AC (I say "at some point" because even if Sunny took ALL of WLZT's September share, it would still fall short or WNCI by half a point): So what? People at CC, like all the operators, know the 12+ is just a beauty contest, not the numbers that drive sales, i.e. the ones that count.
Traditional Classic Hits would make oodles of sense of 93.3 by increasing CC's total cluster share and sales firepower while continuing to hurt Saga -- probabably by *more* than they are now.
lovejamminoldies said:Would anybody really try hard to listen to 1079 if it was AAA vs. Modern AC?
I'd listen. I think they could position it between Modern AC and AAA. Cities 97 and Frequency 94.1 seem to be a hybrid of those formats. The currents are all AAA chart but the gold are Modern AC.
They could still target women and probably steal a little from Gen X and even CD101 in the process. "Columbus' Modern Music Alternative: City108"... lol.
I enjoy Mix right now but I think for many, it's a little weird to go from Taio Cruz to Gin Blossoms to Kesha to Violent Femmes.
I think the rise in adult popularity of dance-driven songs from Katy Perry, Jason Derulo, Mike Posner, Jay Sean, etc, is sending waves through the Hot AC world. Part of me also thinks that a lot of the 90s modern ac / lite alternative gold is burnt out on people.
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