doublecashkgb said:
1. Make It Country without apologies. 65% currents 36 percent gold
Country is a 25-54 adult format. The whole problem with country shares in recent years has been too many new artists and not enough star power. Successful country stations are about 1/3 current and recuerrent and 2/3 gold. In a market where there is no "other source" for country, playing a lot of unfamiliar songs is a kiss of death.
2. No toned down rock/AC jocks. No Bob Seger or Eagle songs.
Agree on the non-core artists, but LA is not where "hick country" with a twang works.
3. Outrageously great air talent. A 24/7 morning show and more.
Even if you get the highest TSL in the market, with the available cume base, you will not be able to afford this. KZLA overbilled its ratings because it was country, but you would have to get a 4 share to pay for that kind of talent and presentation and there is no 4 share base here.
4. Bigger than life external promotions. Every remote would be an attention getter.
We all know remots are a profit center, not a promotion. We would not do them in LA unless paid for it, or were it not a contract requirement.
5. Morning show: Major TV/Club/media star who will draw even non country listeners in.
See #3. There is no way to make country cross over in a market where country is not a lifestyle element of the market. Add to that the 75% or so who are ethnically not going to ever listen to cuntry in thier lifetime, and this is just not possible. A big LA morning show costs several million... to do that, you have to be billing over $30 million with growth potential.
6. Create a station band to hit the streets and evangalize the station with live performances
There is just no lifestyle interest. If you ar ein Austin or Birmingham or fargo, you might do this. But people who don't like country will nt stop to listen in a city where everything is too far and moves too fast. Preaching to the choir would be the end result.
7. Pursue artists who represent a diverse background, style, region of Country, Americana, etc.
With the market... and I think I said this... 75% totally foreign to country... there is no way to evangelize.
You have obviously not looked at the new cume syndicated shows bring to "no listening" dayparts like Sat and Sun nights or Sunday morning. They are the best way to get a cume magnet going.
9. Secret Weapon strategy. Emmis forget about this!
I have no idea what this means, so can not answer. Do you mean "guerilla marketing?" That only works in competitive situations against a direct competitor.
10. Create a one-of-a-kind glass studio at major outdoor mall.
95% of the population would never see it. And malls go for tennants that pay a percentage of gross, not radio stations.
11. Build a fleet of unique one of a kind promotional vehicles.
To be seen effectively, you would need about 25 to 30 in LA, with double shifts. A staff of 100... insurance, prizing, etc. Nobody can do this. LA is to big, and even the highest biller can't do this.
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12. Hire major (not a music performer) star as spokesman for station.
TV is not efficient to reach country listeners. It has too much spillage and is very expensive. A spokesperson that is really expensive is another example of preaching to the choir.
13. Utterly different slogan, imaging, etc. no 12 in-a-row bumpers
"Oh, I listen to the new Country 104.3 because they have such great sweepers."
14. Form an alliance with a local TV station for cross promotional efforts and weekly TV show.
No TV station in LA except, maybe, KDOC, would want to be perceived as the "hick channel." Kiss of death.
Would it be successful? Absolutely.
Absolutely not. Same 1.7 or lower share, and $10 to $15 million more in expenses. There is no core for cuntry here. Do it on the very cheap, and you can make money for a while... but the country core is leaving the market. It's, negatively, called "white flight."
Would anyone have the guts to make this kind of investment?.
No, nobody would be convinced by the cost vs. return after looking at market demos.
Not on your life. I know the margins and the ethnicity realities, that doesn't frighten me at all.
I've seen more dire sitatuions than this. But, because the corporate people have neither the
huevos or understanding of how to present a winning country station in L.A., I doubt it will ever happen.
I welcome your comments.
Why, when the average FM has 40% and better margins, even with Star-like numbers, would you want to have a station that probably would barely break even?
