Is the spring book the do or die book for 99X

[redradioranger]

Anyone else hear the rumor?

 

[bclark71.]

If it dies, what will they do at 99.7?

 

[96atl]

My guess is that they'd wait for the summer book. That way it would basically be a full year since the arrival of the new morning show and since Cumulus really started to try and give it a push (plus almost a year since the whole Buzz to Project switch). If the ratings aren't looking any better by then, I'm not sure that they will get any better.

I'd say either 99X or Dave will flip by the end of the year and a CC station will flip within the first 1/2 of 2008. AC seems to be what most point to- which makes sense with B98.5 without competition. Looking at The Bull, I think CC needs to go ahead and turn the Lite back on- what a mistake! They should do it before another company starts up an AC in the market. I think Classic Rock could work too- The River doesn't cut it, there are a lot of unplayed songs and 97.1 could also used some competition. Maybe Rhythmic AC- but its success rate isn't so great so they may not want to take a chance on that.

 

[deadman]

99x is a has heritage and I believe Cumulus wants it to work. DAVE is a blah station with blah djs and the same blah music. DAVE Blows.

 

[radioriot7]

Anyone else hear the rumor?

Oh you mean the one you just started? Cumulus loves 99X and they still bill - until that love fades and the money drys up, they ain't going anywhere.

 

[millhouse]

99x is a has heritage and I believe Cumulus wants it to work. DAVE is a blah station with blah djs and the same blah music. DAVE Blows.

I dont see how 'heritage' is relevant when you're circling the bowl. A long, consistent, recent (2+ yrs.) history of poor ratings performance can last only so long before someone wises up and realizes this no longer works. Just sayin'.

 

[FCR]

I dont see how 'heritage' is relevant when you're circling the bowl. A long, consistent, recent (2+ yrs.) history of poor ratings performance can last only so long before someone wises up and realizes this no longer works. Just sayin'.

Being a heritage station has tons to do with it. If a station has only been around for a few years, its owners will be less reluctant to flip it if the ratings go sour. But when you consider a station like 99X which was an alternative powerhouse in the late 90s, owners will pause before changing formats. Even if people don't listen to 99X anymore, they certainly remember what a powerful station it was back in its heyday.

If the station continues to bill well, no changes will be made for now. Yes, Cumulus must love 99X, otherwise Fram wouldn't still have a job.

 

[bgwilde1]

I dunno about the summer book, as the emphasis on numbers seems to carry more weight in the spring and fall books.

 

[redradioranger]

Anyone else hear the rumor?

Oh you mean the one you just started? Cumulus loves 99X and they still bill - until that love fades and the money drys up, they ain't going anywhere.

According to BIA their billing has dropped precipitously over the past few years. So the question is how low do you allow it to drop before making a change?
Was Lite losing money when they flipped to The Bull? Was Fox 97 losing money when the flipped to Jamin? Was 96 Rock losing money before they flipped to Project 961?

 

[Talking Furniture]

Leslie and 99X were on the bubble 3 years ago, before Cumulus bought Susquehanna. Now they've had a year of working very closely with Cumulus and not much to show for it. The next two books will tell the fate of 99X.

 

[deadman]

99x is hitting their demographic - White 18-34 really well. I don't seem them going anywhere anytime soon.

 

[wooder]

99x is hitting their demographic - White 18-34 really well. I don't seem them going anywhere anytime soon.

While I agree that 99X is unlikely to change format in the near future for accurate reasons previously stated in this thread, there's no way you can say the same about that abortion of a morning show. In the last trend they were 15th in the 18-34 demo. In the "white" 18-34 demo they were 8th behind Q, Project, Fish, SB, Star, Kicks, and River. How do you figure they're "hitting their demographic really well"?

 

[Tibbs4]

Maybe deadman meant to say "for Crumulus, they're hitting their target really well." All 18 to 34 listeners --- total.

 

[TheRealOtherNeil]

99x is hitting their demographic - White 18-34 really well. I don't seem them going anywhere anytime soon.

While I agree that 99X is unlikely to change format in the near future for accurate reasons previously stated in this thread, there's no way you can say the same about that abortion of a morning show. In the last trend they were 15th in the 18-34 demo. In the "white" 18-34 demo they were 8th behind Q, Project, Fish, SB, Star, Kicks, and River. How do you figure they're "hitting their demographic really well"?

Michelle Engle would call 8th place in their target Demo a huge victory.

 

[the golden boy]

It would be hard for me to imagine Atlanta without 99X, but I have to admit they've had their struggles in recent years (though that could be more in line with the state of alternative radio in general). Nevertheless, a 99X flip would send huge shockwaves through alternative radio. If it were to happen, what kind of message would that send to other alt-rock heritages like 91X in San Diego and Q101 in Chicago?

 

[deadman]

99x is hitting their demographic - White 18-34 really well. I don't seem them going anywhere anytime soon.

While I agree that 99X is unlikely to change format in the near future for accurate reasons previously stated in this thread, there's no way you can say the same about that abortion of a morning show. In the last trend they were 15th in the 18-34 demo. In the "white" 18-34 demo they were 8th behind Q, Project, Fish, SB, Star, Kicks, and River. How do you figure they're "hitting their demographic really well"?

Um maybe because it takes time to grow a morning show? It's been on for less than a year (Oct 2006). #8 is really great compared to #20 with Axel and Leslie.

 

[wooder]

99x is hitting their demographic - White 18-34 really well. I don't seem them going anywhere anytime soon.

While I agree that 99X is unlikely to change format in the near future for accurate reasons previously stated in this thread, there's no way you can say the same about that abortion of a morning show. In the last trend they were 15th in the 18-34 demo. In the "white" 18-34 demo they were 8th behind Q, Project, Fish, SB, Star, Kicks, and River. How do you figure they're "hitting their demographic really well"?

Um maybe because it takes time to grow a morning show? It's been on for less than a year (Oct 2006). #8 is really great compared to #20 with Axel and Leslie.

You're misrepresenting 99X's success...again. The New Morning X is 8th "among white listeners" as you'd say. They're 15th overall. Axel and Leslie were actually higher among white listeners and they were not 20th overall.