Is this what's next for KROI?

[johndavis]

I think Radio One is simply out of ideas as to what to do with 92.1, which is why they trotted out a failed format from 15 years ago for the latest flip. It still seems like a placeholder, as the HD-2 simulcast on 102.1 is co-branded. Why would they keep that simulcast and promote it? I could have understood a few weeks of running both signals to allow the audience to move over to 92.1 before dropping the HD-2.

Recall that Praise 92.1 also did fairly well, with 6+ numbers that approached Boom 92. While it's going to skew older, you can package it with KMJQ. From a cluster strategy standpoint, it's a format they know, have the internal resources to do inexpensively, and helps them deliver African-Americans from age 18 - 54 across their formats.

As for the HD-2, we all know that HD-only isn't commercially viable. But keeping the format there doesn't cost them much and fills in coverage where 92.1 isn't strong. Unless someone comes along and offers to lease out that HD-2 to feed a translator, you might as well leave it alone.

 

[Mediafrog+]

Recall that Praise 92.1 also did fairly well, with 6+ numbers that approached Boom 92. While it's going to skew older, you can package it with KMJQ. From a cluster strategy standpoint, it's a format they know, have the internal resources to do inexpensively, and helps them deliver African-Americans from age 18 - 54 across their formats.

But that was also the case the first time around (2006-11) and RO dumped the format because it skewed too old and they apparently couldn’t sell it. What has changed in 2021?

The original incarnation of Praise did hit in the low threes 6+ in its early days but had sunk to the low-to-mid ones when the plug was pulled. And RO didn’t go back to the format when All-News was dropped in 2014.

As for the HD-2, we all know that HD-only isn't commercially viable. But keeping the format there doesn't cost them much and fills in coverage where 92.1 isn't strong.

The new 92.1 signal can be heard anywhere the 102.1 HD-2 reaches, so I doubt that is a consideration. I suspect it is co-branded so listeners will know where to go if there is a further change on 92.1.

Note that the Praise format is a national feed and ran by itself on the HD-2 for a decade after the flip to news on 92.1.

Unless someone comes along and offers to lease out that HD-2 to feed a translator, you might as well leave it alone.

RO can always add HD-3 and HD-4 signals on 102.1 if somebody wants to lease the bandwidth.

 

[BamaTX]

But that was also the case the first time around (2006-11) and RO dumped the format because it skewed too old and they apparently couldn’t sell it.

Was that really the case? I was always under the impression that they felt the News format was a better opportunity and not necessarily that they were losing out with Praise.

I know we scrutinize them a lot, but outside of trying to fill in the hole left by Hot 95.7, all their moves seem to have been reasonable (at least for their facility). It's just a matter of execution.

1. Regional Mexican had a better signal in the market than semi successful KQBU/KTJM at the time.

2. Gospel made sense to complement their cluster (and has been their longest running format thus far)

3. News was a breath of fresh air and something many people had asked for.

4. Classic Hip Hop was the first of its kind in US terrestrial radio. It was heavily praised at the time by many people.

5. Trying to go up against KRBE after KKHH failed with a better signal never made sense. This is really their only questionable move that you could have predicted as failure.

 

[stan]

It’s unfortunate the News 92 incarnation didn’t work out. The current signal could have helped it succeed better than it did. They had a great staff.

 

[Mediafrog+]

1. Regional Mexican had a better signal in the market than semi successful KQBU/KTJM at the time.

La Mera Mera was up against more established competition from broadcasters experienced in targeting Hispanics. And there was the internal culture clash at RO that has been discussed on this board.

2. Gospel made sense to complement their cluster (and has been their longest running format thus far)

Gospel was what many of us on this board thought RO would initially go with when they purchased 92.1 in 2004. Got to it two years later, but apparently the audience was too old and unsellable.

3. News was a breath of fresh air and something many people had asked for.

News was way too expensive to run, with a staff of 47. Yikes. And it has been pointed out that All-News tends to do poorly in sunbelt markets.

4. Classic Hip Hop was the first of its kind in US terrestrial radio. It was heavily praised at the time by many people.

Started out with a bang (or Boom) but faded as listeners tired (again) of the music.

5. Trying to go up against KRBE after KKHH failed with a better signal never made sense. This is really their only questionable move that you could have predicted as failure.

Radio Now was a kneejerk reaction to the demise of Hot 95.7. I think RN's major issue was that it leaned too heavily on Rhythmic/Hip-Hop (in constrast to KRBE) which made it too similar to several other stations in the market that had superior signals.

 

[johndavis]

Was that really the case? I was always under the impression that they felt the News format was a better opportunity and not necessarily that they were losing out with Praise.

I remember Liggins saying at the time that Praise was sharing a lot of audience from KMJQ, so they wanted to go after a broader adult audience that wouldn't steal shares away from Majic.

As with the other all-news stations that launched during that decade and shuttered, the slog of building an audience and revenue wore them down. But it wasn't due to lack of effort.

 

[victorres43]

Radio Now was a kneejerk reaction to the demise of Hot 95.7. I think RN's major issue was that it leaned too heavily on Rhythmic/Hip-Hop (in constrast to KRBE) which made it too similar to several other stations in the market that had superior signals.

The imaging for Radio Now was also a problem, considering it had a more Urban persuasion, not to mention that Radio Now lacked jingles, unlike other CHRs. Considering that KRBE, at times, drifts towards Hot AC, it's natural for a competitor to lean Rhythmic. But nowadays, the line between mainstream and rhythmic is strongly drawn. Barely any pop is played on many rhythmic CHRs, even if they are not imaged closer to an Urban.

In addition, KROI conflicted with KBXX, which straddles the line between Rhythmic and Urban. In the past, KBXX would play a pop song on occassion, and do mixes with non-Urban artists like Selena. Do note that KBXX started as a Rhythmic, in contrast to KMJQ being an Urban (as opposed to the Urban AC format they have today).