Flip an oldies station to ? comments welcome

[davideduardo]

You can give consultants CREDIT or THE BLAME for the way many radio stations sound the way they do!

Like any profession, there are good and bad... goes for doctors or CPA's or architects, too.

#The liner card concept...the 50 song playlist...the "say what you have to in 10 seconds or less"---were all devised by a consultant.[/quote]

Actually, much of that comes from Top 40 days... when stations were too talky, unstructured and unbranded. KHJ vs. KRLA and KFWB being the classic example of tightening up and sounding better to the listener.

In fact, the 50 song playlist was the product of radio reinventing itself in 1952 after television killed the kind of radio we had had since the late 20's. The 10 second thing was intended to accomplich one of two things: keep the focus and force brillance with an economy of words or to compensate for lesser talents in smaller markets.

There's nothing wrong with being slick or sounding tight...UNTIL your station starts sounding like everybody elses! Once that happens the frequency and call letters DON'T MATTER!

In some formats or dayparts, what you say beyond branding is not important as the listeners are there for the music blend and mood. In others, unstructured talk detracts from the flow of the station. In either case, the real issue is the lack of training of talent and the lack of good PDs who know how to train and aircheck. Good consultants help such PDs to build skills they could not acquire otherwise.

The listeners have left the building...............err.......the radio station!

In truth, they have not.

 

[argytunes]

David...

The proof is in the audience numbers...along with the number of advertisers who have switched to TV or cable access channels!

Can you honestly say that radio listenership is the same as it was 5 years ago? And how many commercials that air are from local advertisers...as opposed to spots that have to be aired in order to obtain syndicated shows or sporting events?

Granted...there are on-air personalities who KNOW and UNDERSTAND and CAN FREELY SPEAK ABOUT A STATION'S MUSIC FORMAT. But many jocks (male and female) are basically Great Pretenders!

argytunes

 

[davideduardo]

The proof is in the audience numbers...along with the number of advertisers who have switched to TV or cable access channels!

Then why is radio revenue at its highest level ever?

Can you honestly say that radio listenership is the same as it was 5 years ago?

The erosion of radio's weekly cume is less than 3% over the last 15 years.

And how many commercials that air are from local advertisers...as opposed to spots that have to be aired in order to obtain syndicated shows or sporting events?

At most, 2 or 3 stations carry play by play. If local, they buy the rights or sell the time to the team for resale... no barter spots. If network, they do the same thing that TV networks do... they run network spots as payment for the game or show. That has been radio's model since the late 20's and TV's since the 50's. In other words, trading time for content is the normal way of doing business... and, after all, what is the difference in paying in spots or paying cash? Programming still costs money.

In any case, radio billed more in 2006 than in any year previous to 2006.

Granted...there are on-air personalities who KNOW and UNDERSTAND and CAN FREELY SPEAK ABOUT A STATION'S MUSIC FORMAT. But many jocks (male and female) are basically Great Pretenders!

Many listeners don't want any jock talking about the music. They want them playing it, not analyzing it.

 

[argytunes]

David...

Maybe listeners want something more than the "same old promises" that (somehow) never get fulfilled when it comes to a format? :

argytunes

 

[warm590]

I was taught to make one point per break; otherwise in an oldies format where I do morning drive, the key is not to stop the music whenever possible, talk it up between tunes and keep the momentum going. The listeners would rather hear the music than me babbling. Heck, we even keep the request line open all the time...phone never stops ringing. No one else in our market can make these claims!!!

my $.02

warm590 ;D

 

[davideduardo]

David...

Maybe listeners want something more than the "same old promises" that (somehow) never get fulfilled when it comes to a format? :

In researching tens and tens of thousands of people just this year, I have never heard "unfilfilled promises" mentioned by a single listener.

 

[argytunes]

David...

Are these active listeners who actually respond to a survey with personal feedback. Or do they just check survey answer A, B, or C?

Do you get responses from listeners who listen to ONE radio station only? And if so...for how long?

Are advertisers actually happy with the results they're getting from their spot buys? Or do they just buy time on a particular radio station OUT OF HABIT---with no desire to reach the people they'd like to get into their stores to buy whatever it is they're selling? :-\

argytunes

 

[davideduardo]

Are these active listeners who actually respond to a survey with personal feedback. Or do they just check survey answer A, B, or C?

I never do self-administered surverys, given the average reading skill and comprehension levels in America. All are administered with a moderator / interviewer and direct listener feedback.

Do you get responses from listeners who listen to ONE radio station only? And if so...for how long?

Nearly nobody listens to one station only, except for those in niche ethnic groups or those Christians who do not listen to secular radio. Everyone else averages over 3 stations with which they share time... and when you look at Houston and Philly, the PPM markets, the two-week average is around 6 to 7 stations used. Listening time is far more determined by opportunity than by the qualities of radio... that is, if we are not allowed to listen at work, we can not cume radio no matter what is on the air. Those with short commutes listen less than those with long ones, etc.

Are advertisers actually happy with the results they're getting from their spot buys? Or do they just buy time on a particular radio station OUT OF HABIT---with no desire to reach the people they'd like to get into their stores to buy whatever it is they're selling? :-\

Since radio revenue is increasing, it must be effective. In agency buys, every single campaign includes an evaluation of demos and such of every station bought in every market in the campaign. There is just about zero automatic renewal of contracts, and the "annual contract" is enormously rare in larger markets. Most orders are for a few weeks to a few months.

 

[Yeziknoradio]

OH...this is where the thread is. My mistake.
I thought it was over at the business of radio board so I posted a comment over there regarding format flips.

I said "If a station is going to change from oldies to a new format, why not go with a cover tune for the flip..."

Depending on the format the station is fliping to, my most current (and favorite) example is:

The DollyRots version of Brand new Key (new music, 2007 CHR/New Rock)

How's that for a "YEP! Your station's GONE!" message to the listener?

 

[salchris]

I started reading this thread and got lost ;D, anyway, this sounds like a JACK format if anything.. might work on an internet radio station, but here in the terrestrial world, I would think that everyone that is listening or was listening is going to assume that the plunger has been pushed and an explosion is eminant (sp?).. anyway.. loved the segues, there's nothing quite like a train wreck.. Thanks for the laughs

Larson

 

[Yeziknoradio]

I started reading this thread and got lost ;D, anyway, this sounds like a JACK format if anything.. might work on an internet radio station, but here in the terrestrial world, I would think that everyone that is listening or was listening is going to assume that the plunger has been pushed and an explosion is eminant (sp?).. anyway.. loved the segues, there's nothing quite like a train wreck.. Thanks for the laughs
Larson

Two words:

Music test.

Nuff' said.