It probably has to do with the natural evolution of the format. Maybe, they want to grab the attention of people who still think of them as the "elevator music station".
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It probably has to do with the natural evolution of the format. Maybe, they want to grab the attention of people who still think of them as the "elevator music station".
David Lee's voice isn't exactly the first one that comes to mind for the dialogue of a TV commercial for Summer's Eve. That's all I know.
Uh huh...KVEW/KAPP remain #3 in the market in Yakima/Tri-Cities, and their product is the main reason. While they hired a decent anchor, it is quite evident their overall lack of reporters and lack of substantial newscasts are the tell-tale. Plus, a silly green-screen set that looks like something out of WSU. David Lee is indeed the wrong voice and style to introduce a local small market newscast. Whoever made that call is out of touch.
Bob, Bob, Bob. Radio Programming 101. You can say anything you want about yourself and it doesn't have to be the truth (unless it refers to the ratings, then you need to be DAMN careful). It's called "positioning".
OK, indeed Programming 101. But if you are trying to reinvent your product, perhaps changing your name from "Warm". Radio Programming 102.
It's difficult for me as someone looking in from the outside to tell when a well-established station should change its name in most cases. I didn't think Warm was doing too badly, so I'm not sure of the point in calling yourself new. I do like the way Kiss is imaging now, the new sound of 106.1 Kiss FM. It's still the same station, but with a fresh coat of paint as it were. Warm sounds pretty similar though to what it did a year or so ago though.
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106.9 has been playing AC music for 25 years now. Changing the name while still playing AC music and people will still call the station "Warm" is flushing money down the toilet. Saying they are the "New Warm 106.9" is more believable than starting from scratch. Claiming to be "New" is not as black and white as everybody here is portraying it.
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Marc can keep telling himself and anyone else who will listen and buy that line of BS however the sad truth is when "WARM" is in your freaking name you are pretty much stuck as it clearly defines what you can and can not do. "Warm" and their jingles sound like an ad for a feminine hygiene product like "Summer's Eve" and "Warm" - Look until you get out of that brand of "Warm" you are forever limited - you can put lipstick on a pig but it's still a pig, amigo. Fact WARM has been playing AC for over 25 years and THAT there is the problem. Everyone knows and or thinks that and that's what's killing it. Back in the AC heyday they were the at work station... not any more. They once had Delilah at night and killed but that wave too has crashed. Only thing that they own is Christmas music and we all know we don't take that book too seriously now do we. Look they built a great brand at one point in time and had a great run however "times have changed and now the poor get fat and the fever's gonna get'cha when the bitch is back...."
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I remember when KRWM played Lite Adult Contemporary music like this https://www.youtube.com/watch?v=fedoPm6Vg9o
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It goes down to the old saying "If it ain't broke, don't fix it."
It may not hurt Warm to change branding...but is it going to really drive soccer moms, office managers, and store clerks to change the radio dial to 106.9?
Don't think so.
Then again, what the heck do I know? The only rebranding I participated in came in a market of 50,000 with a format tweak from 50/50 bluegrass and country to 100% country. THAT could call for a rebranding!
Radio-X
Well, if they really wanted to erase and "rebrand", they could always bring KNUA back for awhile... like maybe 2 days. That'd be about long enough.
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