Has anyone noticed WOGL?

[aindik]

So why doesn't WOGL advertise or promote the fact that Motown accounts for 50% of their regular airplay? If this is what listeners want (based on ratings) then how come WOGL doesn't confirm that over and over via promotion?

Perhaps because the public doesn't know they want "Motown" by name, but that's the music that tests best.

There's one thing that some (including WOGL) are missing here: Yes, they may be 2nd or 3rd in the ratings, and yes, they may be selling ads. But that is 2nd or 3rd in the group that IS listening. The industry itself could be losing money and shares due to ipod use or due to satellite radio, and they can still be in 2nd place. Compare it to newspapers: Everyone knows that the percentage of readership is going down all the time--and most papers seem to have no plan to rebuild, no plan to change their product to appeal to younger readers. The Philadelphia Inquirer could be losing readers faster than ever before in their history and their defense could be, "Hey... we're still number one." The richest house on a poor block is doing well IN COMPARISON to its neighbors, but that doesn't mean it's doing well. Or take the Philadelphia Eagles: They sell every ticket, every year. What's their incentive to be better? They get 100% of their tickets sold, 100% of the television revenue, people buy food, buy beer, pay to park--THERE'S NO INCENTIVE TO IMPROVE. Sure, they may try to win, they may hope to win, but since their numbers are where they want to be, they're not losing sleep if they don't. As far as the numbers go, they're "doing well".

And since the numbers people think OGL IS "doing well", obviously the status quo will continue. But I don't think being in the 2nd or 3rd best position in the market is grounds for the station to just say, "We're fine. We don't need to worry about what individuals think... it's the big picture we're focused on." It's those people who forget that the big picture is MADE UP of all those individuals--individuals who ultimately leave the market entirely because their opinions are ignored. Newspapers have tried that--ignore the critics, and hang on for dear life.

In the end, the best are always trying to get better--listening to comments, responding to critics. They don't sit in 3rd place (which WOGL scored in May) saying, "You just mind your own business. We're doing just fine."

Total cume in the May ratings was 95%, up slightly from April. 4.5 million people listened to radio at some point during each week in May, out of 4.7 million people in the metro area (ages 6+). 1.3 million of those listened to WOGL at some point during each week in May.

Of course, that doesn't mean TSL isn't down.

 

[crmc]

In this day and age, no one wins by default. They win by research, connecting with their audience , and delivering on their promises. Every station in town with a story of winning has those elements in their equation.

 

[imhomerjay]

The assertion that station X--in this case WOGL--is only so successful because there’s no competition is almost universally going to be true. But it ignores the larger point that if said station did have competition in the past (a la WPEN or Sunny), there may be a good reason the station left standing is still around.

We can cite unproven conspiracy theories as well as legitimate obstacles competitors may have faced, whether it’s AM vs FM, signal strength, business motives, et al. It’s unlikely, though, that had either Sunny or WPEN caught fire and made real progress against WOGL that they’ve had met their respective fates when they did.

Broadly speaking, for people whose formative years were based in the ‘60s and ’70s, what WOGL is doing is taking them back to the highlights of their youth. Good music, bad music—that’s subjective. Certainly some people within the demographic want nothing to do with that music for any number of reasons, but identifying exceptions doesn’t negate the trend for a larger group. WOGL identified that audience and gives them a greatest hits collection—the songs very likely played at dances, at parties, in their homes. Since people have a tendency to recall the past more positively than it may have been at the time, a basic, subconscious affinity for those songs is understandable. The economics of satellite radio may make it easier to even more narrowly define the niche, but that model is tough if not impossible to replicate in a single market on terrestrial radio.

B-101 and Ben-FM are using slightly different approaches for the next age cohort by focusing on ‘80s music heavily. The B’s Memorial Day countdown was heavily skewed to the ‘80s, with Bon Jovi, Journey Foreigner, Billy Joel etc. all over the place. Yes, the top two vote-getters were from the past two years, but there was an unmistakable ‘80s flavor. As a so-called Gen-Xer, hearing the ‘80s songs—good, bad or so bad they’re good—evokes generally positive memories. Sure, when I hear the song my eventually-psycho girlfriend and I considered ‘ours,” I wouldn’t rate it highly, but on the flip side, whenever I hear “At This Moment,” I don’t care how good or bad the song is. I instantly go back to the one dance I had with the first girl I was head-over-heels crazy about (ah, unrequited love…ain’t adolescence grand?). She asked me to dance with her to that song, and decades after ever having ever seen her again, those few minutes replay in my mind like it was yesterday…right up through the kiss she gave me at the end of the song. Scanning through the dial, if I hear that song, I’m going to stop and listen. Other people will have connections to other songs. It’s not solely about the music—you can’t discount the memories (accurate or colored by the passage of time) even what may be considered ‘bad’ songs evoke.

Hard as it may be to believe, some people like hearing the biggest hits of their younger days. It’s understandable why the avid--borderline fanatical--listeners who make up a message board community find a problem with what just about every broadcaster does (i.e., criticizing narrowly defined formats on one hand but pouncing on stations playing ‘out of format’ songs on the other), but contrary to rampant self delusion, message board folks are not necessarily more brilliant or refined than ‘average’ listeners—we just put a disproportionate emphasis on what for most people is one of myriad entertainment options. Die-hard music fans in any genre may yearn for ‘deeper cuts,’ but the more obscure you go, the more you risk driving away other listeners, and possibly in greater numbers. Can you play all the possible songs people have a connection with? No--you test and focus on the best group with the most positive reactions. Simple formula.

 

[Bruce Truckman]

Imhomerjay>
I appreciate your very thorough breakdown. Really--it's the most complete one I've read thus far.

Still, I have one more thought: If you go to their website (WOGL.COM) you'll see they have a list of all the songs they play, their "A-Z" list. If you scroll down it, you'll notice a pattern--songs you hear 6 times a week, and songs you never hear at all. That's what I don't get--that is the crux of what I'm getting at here. (And it's not even about what I like vs. what I don't. It's about what I hear 6 times every 7 days vs. what I never ever hear).

When they played the A-Z list Memorial Day weekend it was refreshing--it was as if the songs available to them quadrupled in one shot. Then it was gone. What is the logic in that?

Again, Homeward Bound by Simon and Garfunkel isn't the best song, but except for the A-Z I'd bet it hasn't been played once in 2008. Brick House by The Commodores? I'd bet any amount of money they've played it over 100 times since January 1st. (Five plays per week times 26 weeks--you do the math).

That's all I wonder: Why Donna Summer 6 times every 24 hours and The Fifth Dimension less than 3 times a week? Why Freda Payne's Band of Gold (great song) 6 times a week, yet Al Wilson's Show and Tell (another great song) less than once a month? Why out of Neil Diamond's 38 top 40 hits do they only play the same two over and over--Cherry Cherry and Sweet Caroline? And understand it, I'm not asking about niche songs like "Convoy" that made the list but don't fit in to the normal "mix": I'm talking about normal, everyday oldies like an "Anticipation" by Carly Simon (which is on the list, yet doesn't get the time of day--NEVER) vs. "Turn the Beat Around" by Vicki Sue Robinson, a song that, thanks to WOGL, I hope I never ever hear again.

 

[imhomerjay]

If any of us had the crystal ball that let us understand why people react a certain way to some songs, we'd be rich.

Less flippantly, my best guess is research results. I know that's a dirty phrase to some people, and there are times what works in a focus group just doesn't translate to the larger audience.

I love the Homeward Bound and Brick House example. Seriously. I'm a big fan of Homeward Bound--I don't know why (maybe WIP played it a lot when I was growing up). Brick House? If I die without hearing it again, I won't have missed anything. But I would hazzard a guess Brick House might test significantly better. Why? Just speculation, but perhaps it's a 'party' song a lot of the target audience remembers. For my high school years, it was Old Time Rock and Roll that was one of those songs played at every dance, so it brings back those memories for me more so than perhaps some more thoughtful, introspective songs (which is how I'd classify Homeward Bound).

When B 101 posted their online music test, I did it just for fun to see how I reacted to the songs (and this is coming from someone who would scan the radio dials in other cities at the top of the hour on vacations as a kid so I could catch as many station IDs as possible...so I'm far from normal in some ways). Not surprisingly, most of the '80s "rock"-ish songs evoked positive reactions, and about 99% of the disco songs made me want to jab my eardrums out. But even within a genre I dislike, for no reason I can figure out, "If I Can't Have You" got a high rating from me. It makes no real sense, but people "like what they like."

If it really is testing results that keeps some of the songs you mention off the regular rotation, no one explanation would likely apply. Whatever the reason, just too few people say they like hearing certain songs, however illogical it may be on the surface.

 

[crmc]

Yes,it's about the listeners. Things like the A to Z are probably the whole list. The ones you hear over and over are the ones the listeners say they want to hear.THE LISTENERS...not the posters. Not the radio-insiders or radiophiles.
It's so simple. In most cases, the stations with ratings play what their listeners ask them to play.

 

[Bruce Truckman]

So one more time: why aren't other stations copying this format? If patrons wait in line to get into an Italian Restaurant (the only Italian Restaurant in town) what do neighboring restaurants consider doing if they can't get business? They consider switching to Italian! That's how open markets work.

So when I see this unbelievably narrow playlist dominating this age bracket (and stations like 104.5 and 102.1 and 96.5 and 106.1 wondering what their next move should be) I just don't get it. I do not get it. Can anyone explain this to me--how does this one-dimensional format go on UNOPPOSED?

 

[imhomerjay]

No one is copying B-101 either; does that mean they're not doing well? No one is copying KYW; are they failing? No one is copying WXTU; are they soon to go under?

Certainly it is an open market and anyone is free to try to compete either by an outright copy or by taking a somewhat different angle in the same broadly defined space. WPEN tried it; you see where that got them (not that the odds of an AM music station defeating a 20 year-old FM competitor are exactly good).

There's an Italian restaurant about five minutes from my house. Lines around the outside of the building every weekend night. Waits of an hour or more on a good night. (Why, I don't know...but that's a personal taste question.) Another restaurant, very similar in nature, opened up virtually across the street. Similar menus, somewhat different presentation style (and to my personal taste, much better flavor). One building is now vacant. The original vanquished the newcomer. I much preferred the second restaurant, but when there were short waits even on peak nights, it was apparent the majority of folks in my area felt differently. Open market at work.

Now, if you were making a sizable investment in opening up a restaurant and your research uncovered this story, would you be more or less inclined to open up an Italian joint in this same neighborhood? Or would you consider (a) opening something with a different theme or (b) looking elsewhere for a location? Perhaps you do have the magic formula to carve out a successful business against the established place, but when it's your bottom line--your future--are you more inclined to gamble it all or consider alternatives?

If I'm running a station that's not generating what I want in the target demo we're seeking (and remember, 12+ numbers are meaningless when it comes to advertising), I could look at WOGL and see a very sellable demo. But I would do some very careful analysis before taking them on. Is shaving maybe, what, half of their audience enough to outdeliver what I'm billing now?

By your theory, nearly everyone should be lining up to take on B101. But their audience hasn't defected when people have tried to nibble around their edges. Ben-FM appears to the most successful among stations that have a large overlap in the music, but that's about it.

We don't know that no one has kicked the tires of an oldies format and perhaps done some research that says it's not a good move, at least not now. The cost required to take on a deep-pocketed, long-established successful rival may not justify the risk. That slice of the pie may be enough for one station to do very well, but perhaps not for two to share.

 

[Bruce Truckman]

Imhomerjay>
You're right about this market (Philadelphia, that is): I've watched the other 2 (now 3) newscasts try to challenge Action News with no success. And it's not about quality as much as comfort---sticking with what's familiar. If you were to read the transcripts of each station all from the same night you could hardly tell them apart, yet somehow, because it's what they've always done, people stick with Action News. Makes you scratch your head sometimes.

950 AM is learning that too in their attempt to challenge WIP in sports radio. 950 has 2 of WIP's biggest names of the past--Jody MacDonald and Mike Missinelli--and they can barely touch WIP's numbers (so far). We are just a weird market, that old "we'll stay with you through thick and thin" mentality actually keeps improvement from happening sometimes. People just do what they've always done. Like my example of The Eagles: that franchise will never HAVE to win, thanks to the blind faith of so many fans. So ultimately, they never will win. Last year I had a friend give me tickets to an Eagles preseason game, and the price on the ticket was $90. For PRESEASON... the same price as a regular season ticket. And as I'm sure you'd guess, the place was packed. Blind faith does wonders.

It's those same people who will wake up Monday morning, turn on their radio to hear WOGL playing "Jimmy Mack" by Martha and the Vandellas and think, "Oh, wow... I LOVE this song..." Sigh.

 

[8638]

Imhomerjay>
You're right about this market (Philadelphia, that is): I've watched the other 2 (now 3) newscasts try to challenge Action News with no success. And it's not about quality as much as comfort---sticking with what's familiar. If you were to read the transcripts of each station all from the same night you could hardly tell them apart, yet somehow, because it's what they've always done, people stick with Action News. Makes you scratch your head sometimes.

950 AM is learning that too in their attempt to challenge WIP in sports radio. 950 has 2 of WIP's biggest names of the past--Jody MacDonald and Mike Missinelli--and they can barely touch WIP's numbers (so far). We are just a weird market, that old "we'll stay with you through thick and thin" mentality actually keeps improvement from happening sometimes. People just do what they've always done. Like my example of The Eagles: that franchise will never HAVE to win, thanks to the blind faith of so many fans. So ultimately, they never will win. Last year I had a friend give me tickets to an Eagles preseason game, and the price on the ticket was $90. For PRESEASON... the same price as a regular season ticket. And as I'm sure you'd guess, the place was packed. Blind faith does wonders.

It's those same people who will wake up Monday morning, turn on their radio to hear WOGL playing "Jimmy Mack" by Martha and the Vandellas and think, "Oh, wow... I LOVE this song..." Sigh.

Good observation! Philadelphia has always been a town of traditions, and this extends to its television and radio habits. I remember my ex telling me about her trip back to Philly, when we lived in North Carolina (this was early 90's). Her words, unprompted: "I got on the rental car bus, and EZ 101 was on...I knew I was home!"
While some of the stations have morphed into something different (WIP), they all still possess the Philly cache. Hard to quantify, but definitely real.

And I gotta tell you, I think WOGL is a pretty bland oldies station. But do I listen to 98.1? Damn straight I do...but usually not for too many minutes in a row. At least it didn't get 'Jacked.'

 

[Bruce Truckman]

The way you say it, it sounds like you listen to WOGL for the same reason you drive the PA Turnpike: because it's there and there's no other option. Period.

I always swore that I'd never get satellite radio. NEVER. It just... didn't seem right to "pay" to receive a radio signal. Like many said about cable TV 25 years ago... (and look at how standardized it is now.)

If I do make the move, Sirius has WOGL to thank for it.

 

[imhomerjay]

Imhomerjay>
You're right about this market (Philadelphia, that is): I've watched the other 2 (now 3) newscasts try to challenge Action News with no success. And it's not about quality as much as comfort---sticking with what's familiar. If you were to read the transcripts of each station all from the same night you could hardly tell them apart, yet somehow, because it's what they've always done, people stick with Action News. Makes you scratch your head sometimes.

It doesn't perplex me much. As you point out, the newscasts are fundamentally similar--and it's not just in one city; the formula is tried and true across multiple cities. So then why would WPVI be an exception?

Consistency. If all other things are basically equal, and you allow for the judgements based on everything from liking one guy's fashion sense at station A to panting over the hottie at station B, choosing something that has been there day in and day out is a normal psychological, if often subconscious, reaction among many people.

950 AM is learning that too in their attempt to challenge WIP in sports radio. 950 has 2 of WIP's biggest names of the past--Jody MacDonald and Mike Missinelli--and they can barely touch WIP's numbers (so far).

WIP also has heritage among its list of strengths, having been a pioneer in sports/guy talk. WPEN may yet find a niche in the more sports-heavy arena than WIP's approach, but almost certainly that niche will be a fraction of WIP's audience. It just depends on where Greater Media places the tipping point on the cost/benefit scale for their business plan.

It also goes to show that just plugging in a "name" from another station's heritage (Marc Howard on KYW-3, John Bolaris on Fox-29 on the TV side to name two examples) isn't a magic bullet in an of itself. You can certainly build around it, but you need to define what you stand for other than being the new home of some name from the past. Some fans of the personality will migrate, but fans of the original format may be a tougher draw.

We are just a weird market, that old "we'll stay with you through thick and thin" mentality actually keeps improvement from happening sometimes. People just do what they've always done.

Don't neglect demographics in the equation. Philadelphia is a less "transitory" market than some newer areas. A fast-growing market with many newcomers appears to have less heritage to hang its hat on.

There's really nothing wrong with having habits; with seeking the familiar and the consistent, especially in an area of life that is really not that consequential in the big picture.

Yes, people stick to their Eagles, just like the loyal Steelers fans stand by their team in thick and thin and so forth. There will also always be bandwagon jumpers--quick to hop on and just as quick to jump off. I tend to think loyalty is an admirable quality; sticking with something through the lean times shows character.

It's those same people who will wake up Monday morning, turn on their radio to hear WOGL playing "Jimmy Mack" by Martha and the Vandellas and think, "Oh, wow... I LOVE this song..." Sigh.

And what of them? Between getting the kids ready for school, themselves ready for the commute and long day at work, maybe taking care of their elderly parents' needs, paying the bills, doing the housework, deciding where to adjust the budget to make up for skyrocketing fuel costs and rising food bills....if hearing "Jimmy Mack" makes the time pass and puts a smile on their face, so what? Is it hard to understand that in their world, they don't place a high priority on studying WOGL's playlist and disecting how often a song is played? Heck, they may not notice they're hearing the specific song, just a playlist that's familiar to them on a certain level.

There seems to be an inability or unwillingness on message boards like this to consider that we, the population, don't represent a typical listener--and where that point is recognized, it doesn't make us any 'better' than folks who have a different order of priorities in life.