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How real is the success of KTFM?

S

saradio

From: The San Antonio Express News

As reported last week, KTFM continued its reign as No. 1 with San Antonio's "money audience" — listeners ages 25 to 54 — in latest Arbitron ratings.

You've got to wonder, though, if some of the people filling out the Arbitron diaries don't get the new KTFM confused with the old one at 102.7, which was such a major player in this market.

KTFM was changed to KSRX-FM a couple of years back, when it became a hard-rock station. When 94.1, which plays a similar format to the old KTFM, got a chance to snatch those old, familiar call letters, it did. However, folks might still associate KTFM with 102.7.

KSRX's Reker said there's always a chance for such Arbitron confusion, and he's checking into how significant the problem might be.
 
> You've got to wonder, though, if some of the people filling
> out the Arbitron diaries don't get the new KTFM confused
> with the old one at 102.7, which was such a major player in
> this market.

I'd have to think it's a small percentage of the audience but not nearly as significant as management at Infinity hopes it turns out to be. KSRX really isn't targetting the same audience KTFM 102.7 had, and the KTFM 94.1 target audience may have listened to 102.7 a decade or two ago but probably long since migrated away from it. Yeah, some of the rockers probably think KTFM when they hear 102.7, but most probably just write down "K-Rock." If it is a significant part of the K-Rock audience writing down KTFM, Infinity has no one to blame but themselves. They could have just buried those calls at the top of the hour, but the possibility of someone else using those calls and getting listeners at their expense didn't worry them when they changed them.
 
If I were Reid Reker I'd be concerned too. Personally I think it was a very stupid move to give up call letters you have had for so many years and that have been so successful in the past. Station managers need to think about consequences to their actions a little more than they already do.
I think Z 106.7 was smart to change their slogan from "San Antonio's new # 1 hit music staton" to "All the Hits" because the previous one was way too similar to Mix 96.1 (not to mention way too long to say and did not sound very good)

> > You've got to wonder, though, if some of the people
> filling
> > out the Arbitron diaries don't get the new KTFM confused
> > with the old one at 102.7, which was such a major player
> in
> > this market.
>
> I'd have to think it's a small percentage of the audience
> but not nearly as significant as management at Infinity
> hopes it turns out to be. KSRX really isn't targetting the
> same audience KTFM 102.7 had, and the KTFM 94.1 target
> audience may have listened to 102.7 a decade or two ago but
> probably long since migrated away from it. Yeah, some of
> the rockers probably think KTFM when they hear 102.7, but
> most probably just write down "K-Rock." If it is a
> significant part of the K-Rock audience writing down KTFM,
> Infinity has no one to blame but themselves. They could
> have just buried those calls at the top of the hour, but the
> possibility of someone else using those calls and getting
> listeners at their expense didn't worry them when they
> changed them.
>
 
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