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Is it a fair fight for KROQ if…

L

Loverofradio

Their signal is nowhere close to Alt’s? After doing some late night nerding, I found many other signals in LA/OC make KROQ’s coverage area seem like they have the wattage of a living room light bulb. I don’t understand why Audacy didn’t move KNX to 106.7 and the KROQ brand to 97.1? I kind of feel like they really they blew a big chance to actually compete with 98.7
 
Loverofradio said:
Their signal is nowhere close to Alt’s? After doing some late night nerding, I found many other signals in LA/OC make KROQ’s coverage area seem like they have the wattage of a living room light bulb. I don’t understand why Audacy didn’t move KNX to 106.7 and the KROQ brand to 97.1? I kind of feel like they really they blew a big chance to actually compete with 98.7
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Alt's signal is better than KROQ's in the deeper parts of the OC, but otherwise for covering the LA market they are relatively similar. While KROQ is lower power, it has greater height. Neither is on Mt Wilson, and both are in the hills surrounding the San Fernando Valley.

KIIS, despite being much higher up, is about the same power as KROQ... does not seem to have hurt them.
 
Loverofradio said:
Their signal is nowhere close to Alt’s? After doing some late night nerding, I found many other signals in LA/OC make KROQ’s coverage area seem like they have the wattage of a living room light bulb. I don’t understand why Audacy didn’t move KNX to 106.7 and the KROQ brand to 97.1? I kind of feel like they really they blew a big chance to actually compete with 98.7
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If 106.7 were an inferior signal (and I think David has shown that it’s not), why would Audacy move the station it has the most investment in—-KNX—-there?
 
If you build a better mousetrap, the world will beat a path to your door.

If I was running KROQ, my goal wouldn't be to compete with KYSR, but to make KROQ the best, most unique radio experience it can be, built around hosts who the listeners like and respect, and features not available anywhere else. That's how they became a Top 10 station even with the signal issues. In other words, don't focus on your deficiencies, but instead focus on the things you can improve on that make the station better. Don't compete, but create your own lane.
 
michael hagerty said:
If 106.7 were an inferior signal (and I think David has shown that it’s not), why would Audacy move the station it has the most investment in—-KNX—-there?
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The reason I was asking is because many have stated that knx’s audience hasn’t exactly grown since the switch just the migration from those listening on AM. I would’ve placed the brand I’m trying to save from life support on the signal that‘s a little bit stronger
 
TheBigA said:
If you build a better mousetrap, the world will beat a path to your door.

If I was running KROQ, my goal wouldn't be to compete with KYSR, but to make KROQ the best, most unique radio experience it can be, built around hosts who the listeners like and respect, and features not available anywhere else. That's how they became a Top 10 station even with the signal issues. In other words, don't focus on your deficiencies, but instead focus on the things you can improve on that make the station better. Don't compete, but create your own lane.
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Out of curiosity, was kroq in the top 10 during 98.7’s existence as an alt station
 
erwin33 said:
Great, big voice. A bit 80's vibe I got when I listen to the sample. You don't hear big sounding voice-over guys anymore on the radio. Most of them sounding lousy and corporate these days.
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Take the new Sirius XM voice-over people. Please!!

I don't know who they are, but they do not have any pipes at all, sound exactly as you say, wimpy and corporate, and the lame jokes they try to weave in... It is a disaster. The Jack FM guy should be the model for their drop-ins, but apparently his act is not easy to replicate.

I will say the Yacht Rock guy though has lots of themed drop-ins, and some of them are hilarious, making fun of the whole genre without being insulting. Keep him, ditch the rest.
 
Loverofradio said:
The reason I was asking is because many have stated that knx’s audience hasn’t exactly grown since the switch just the migration from those listening on AM. I would’ve placed the brand I’m trying to save from life support on the signal that‘s a little bit stronger
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KNX has higher labor costs, but it is not being victimized by composer rights and the possibility of added label and artist rights.
 
Loverofradio said:
The reason I was asking is because many have stated that knx’s audience hasn’t exactly grown since the switch just the migration from those listening on AM.
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It was not supposed to grow... although it is at a slightly higher level now. The addition of FM helps the station survive in the high noise level environment for AM in LA.
 
erwin33 said:
Great, big voice. A bit 80's vibe I got when I listen to the sample. You don't hear big sounding voice-over guys anymore on the radio. Most of them sounding lousy and corporate these days.
Click to expand...

I have often wondered if the era of the deep voice in contemporary music formats is dead, which I kind of agree with. Growing up I thought it was great. However, as a person approaching my 50's I acknowledge that the era of the deep voice is all but over, because I'm not sure it's what younger audiences want to hear.
 
leethalweapon said:
I have often wondered if the era of the deep voice in contemporary music formats is dead, which I kind of agree with. Growing up I thought it was great. However, as a person approaching my 50's I acknowledge that the era of the deep voice is all but over, because I'm not sure it's what younger audiences want to hear.
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My kids (now 28 and 30) grew up indulging my airchecks in the car (more or less).

Charlie Van Dyke, Charlie Tuna---even Lohman and Barkley---all got the same response: "Nobody talks like that."
 
I liked the voice guy that was the voice for the defunct indie 103.1 in Los Angeles. And I like the voice guy on jack 93.1. He cracks me up.
 
erwin33 said:
Great, big voice. A bit 80's vibe I got when I listen to the sample. You don't hear big sounding voice-over guys anymore on the radio. Most of them sounding lousy and corporate these days.
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Just gonna say that I listened to his KROQ reel and wow does he bring it. So much personality in his voice and he has some range (I heard a more neutral/normal tone mixed in with his big announcer voice). KROQ is going to kick ass with their imaging as long as the writing holds up.
 
KROQ has jumped from a 1.4 to 1.8 in 6+. It may be a wobble or blip, but the latest 1.8 share stands out against the previous five books. Time will tell if KROQ will improve their standing.
 
victorres43 said:
KROQ has jumped from a 1.4 to 1.8 in 6+. It may be a wobble or blip, but the latest 1.8 share stands out against the previous five books. Time will tell if KROQ will improve their standing.
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In 25-54, they have a 2.3, up 0.3 from May. But in July 2021 they had a 3.0,, then a 2.9 followed by a 2.6 and a 2.3 and a pair of 2.2's. They are 21st in that demo.

This is the highest they have been in the last 9 books, and could indeed be a bit of an increase. The increase from May to June is pure TSL, the cume was off by about 1% (or "nothing").

In 18-34, it is not so good. They are a tenth above last month, but significantly below April. And, of course, well below all the last 6 months of 2021.

A dangerous conclusion would be that they seem to have stopped the bleeding. Now let's see if the patient still has a pulse.
 
Their new voice guy does a nice job of bringing back the 'larger than life' sound that KROQ enjoyed for so long.

As much as it is a scary proposition to take a chance with something new on what was once such a major station, sometimes there's no other choice than to take a huge calculated risk. Of course this was already tried in recent years with the pop direction at KROQ which didn't work, although a largely pop direction is working better at 98.7 ("As it Was" by Harry Styles and "Ironic" by Alanis Morissette were both played within the last 30 minutes on 98.7).

Staying with the 90s alt mixed in with today's alt just seems like it will not sufficiently move the needle for 'ROQ. I would love to be wrong.

Hopefully they find the right formula to see success for many years to come. It could go without saying that this is/was an extremely important and legendary radio station. Even with shifted demographics, there may be massive opportunity here given the right philosophy and format execution, perhaps playing to said shifted demographics.

Looking back to what they did in the 80s when almost no one else was playing Oingo Boingo etc could potentially be a good guidepost as to what to do now.

Redefining "alternative"? What better time than now.
 
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