Fresh: Please Get Rid Of The Word "Soft"

[iknowpeople]

Fresh in New York was very quick on the up-take and realized the word "Soft" in their positioner wasn't only a turn-off, but it wasn't representative of their variety.

So, the point of this post: how long do you think it will take Beasley to realize that Smash Mouth - "All Star", Kelly Clarkson - "Since U Been Gone", KT Tunstall - "Black Horse and the Cherry Tree", Maroon 5 - "Wake Up Call", Matchbox Twenty - "How Far We've Come", and other faster tempo songs are not SOFT, and change their positioner.

I know, I am ragging on them about a positioner, but my guess is it'll take them a good couple years at least. This is the same station insulting Mix's variety, yet are playing about 80% of their music.

 

[Jay F]

Any predictions on how FRESH is going to do? FRESH/NY had a good first book or two but has now fallen out of the top 10 25-54. Yes, WLTW took a big hit after FRESH came on, but much of this was self-inflicted. They overacted and stopped calling themselves "LITE", made their music harder, and fired some longtime personalities. They have since corrected some of those mistakes and are back to calling themselves "LITE FM", they returned to #1 25-54 for the month of September.

It's a totally different situation in Las Vegas. Unlike WLTW,KSNE hasn't reacted to FRESH. They haven't changed anything which is good, why should the #1 station change? I can't even imagine them dropping the "SUNNY" name, it is too strong of a brand.

Another major difference is the Hot AC landscape. One reason FRESH/NYC was able to make early strides is the lack of a dominant Hot AC in the market. WPLJ is basically a niche station for 25-34 year old suburban soccer moms, they do well in New Jersey but aren't even in the top 20 12+ in NYC. On the other hand, KMXB as we all know is a powerhouse! They are a much stronger station than WPLJ ever was. One thing I love about MIX is they are live and local 24/7. This will work to their advantage. FRESH, like most stations, is only live when they feel the cume levels are high enough to justify it.

So will FRESH be a success? On the plus side, they are doing a lot of TV, for now have the advantage of being something new, and are in a format where there are lot's of available shares. On the downside, they are competing against two very strong, well established brands. Once the bells and whistles of being new wears off, it will be a challenge for them to find their place. I would say the odds are against them, but if they find a way to become a longterm success it would be most impressive.

 

[NVradio1]

It's a totally different situation in Las Vegas. Unlike WLTW,KSNE hasn't reacted to FRESH. They haven't changed anything which is good, why should the #1 station change? I can't even imagine them dropping the "SUNNY" name, it is too strong of a brand.

Jay F...I gues you dont watch enough TV, Sunny has reacted to Fresh, Mix hasen't but Sunny has begun to make mistakes. On their TV ad they say that there music makes you move, and they have the lego figures dancing, also there imaging has alot of upbeat positioners while going into a slow beat songs. They have begun to make those mistakes. Typical CC!!