July '22 6+ and More

[AceBiscuits]

I wonder if [KLUV is] another KOOL-FM scenario where they’ve evolved the music, but the listeners they’re trying to get aren’t aware. But they also have sister KJKK to deal with.

If I recall correctly, KLUV was doing pretty okay with 25-54, and they're Audacy's leading station in the beauty pageant of 6+. If 25-54 isn't as rosy, I think there may just be a slump going on there. They also did just lose their morning show due to budget cuts, which could affect their overall ratings negatively.

KJKK being co-owned is a challenge, but not one that Audacy/CBS is/was unfamiliar with; KRTH and KCBS have a decent overlap but both are different enough and perform well. KLUV and KJKK have a similar synergy, and it historically has been fine.

An observation: KOOL's primary competitor is not co-owned, and the classic rock station that could draw away younger listeners is also separately owned. Those three stations are all fighting for a slice of the pie, except they don't care if the other station gets trampled, unlike KLUV & KJKK and in Philly, WMGK & WBEN-FM. They need to avoid cannibalizing their flanking station, hence my concern of KOOL simply being crowded out of the classic/adult hits arena.

 

[TheBigA]

They need to avoid cannibalizing their flanking station, hence my concern of KOOL simply being crowded out of the classic/adult hits arena.

Once again, it's more about presentation, not just music. What should differ KOOL from other stations playing the same music is the context of that music. The environment. The personalities, the imaging, the in-town events the station promotes, and some exclusives that the station does to build listener loyalty. You're not likely to get that from The Mountain.

 

[AceBiscuits]

Once again, it's more about presentation, not just music. What should differ KOOL from other stations playing the same music is the context of that music. The environment. The personalities, the imaging, the in-town events the station promotes, and some exclusives that the station does to build listener loyalty. You're not likely to get that from The Mountain.

That is all yet to be seen, sure. But obviously there is no guarantee that any of that will pay off. KYOT and KOOL are running extremely similar playlists, but KYOT is mostly jockless. Maybe that's the presentation that is of preference over whatever KOOL was doing. Don't get me wrong, I'm looking forward to see the station do well, but I don't know if KOOL can drawn in new listenership.

 

[TheBigA]

That is all yet to be seen, sure. But obviously there is no guarantee that any of that will pay off.

It took a month or so before WOGL added new DJs. But yes, KYOT and KOAI are getting great numbers with no talent.

WOGL (Big 98.1)/Philadelphia Unveils New Lineup With Trey Morgan In Afternoon Drive

After two months without a full weekday personality lineup, the recently-rebranded AUDACY Classic Hits WOGL (BIG 98.1)/PHILADELPHIA is adding hosts for middays, afternoons, and evenings, effective JULY 1st.With SEAN "COOP" TABLER continuing in mornings, the station is adding former CUMULUS...

www.allaccess.com

 

[Gregg.]

How do Audacy's Classic Hits stations perform in large markets?

WCBS-FM...New York...#2
KRTH...Los Angeles...#2
KLUV...Dallas...#5
WIAD...Washington...#8
WOGL...Philadelphia...#5
KXSN...San Diego...#6
WOCL...Orlando...#5
and
KOOL...Phoenix...#14 tie

 

[TheBigA]

How do Audacy's Classic Hits stations perform in large markets?

Once again, those are 6+ numbers. The problem WOGL had was the bulk of their audience was over 50. That's why they did the rebrand. It's likely this rebrand of KOOL won't help 6+ at all, but might fix their 25-54 numbers.

 

[CTListener]

How do Audacy's Classic Hits stations perform in large markets?

WCBS-FM...New York...#2
KRTH...Los Angeles...#2
KLUV...Dallas...#5
WIAD...Washington...#8
WOGL...Philadelphia...#5
KXSN...San Diego...#6
WOCL...Orlando...#5
and
KOOL...Phoenix...#14 tie

The beauty pageant numbers would have to be completely meaningless if KOOL's billing is at the level of those top 5 stations. Either the demos are super desirable or we mere mortals do not understand what drives advertisers and the agencies.

 

[davideduardo]

Once again, those are 6+ numbers. The problem WOGL had was the bulk of their audience was over 50.

Still, WOGL in the April-May-June average was 8th in 25-54 and even 8th in 35-44 and 18-49. It was not overwhelmingly lost to old demos, but likely they anticipated losses under 55 in future years and got ahead of the game.

KOOL, on the other hand, was 18th in 25-54 in the Spring equivalent months.

 

[TheBigA]

KJZZ outsources the majority of its broadcast day to NPR. I don't know anybody who says they listen to KJZZ, but I know plenty of people who say they listen to NPR. Locally produced content on KJZZ averages a couple hours a day.

Keep in mind all of the music stations that outsource the bulk of their broadcast day to record labels and artists who live outside of Phoenix.

 

[TheBigA]

Still, WOGL in the April-May-June average was 8th in 25-54 and even 8th in 35-44 and 18-49.

The rebrand happened in April. By July the station was #3 in 25-54 and #5 in 18-49. So the rebrand worked.

 

[jt99]

The rebrand happened in April. By July the station was #3 in 25-54 and #5 in 18-49. So the rebrand worked.

The last day of the April book was the 27th, with the rebrand taking place on the 28th. I think a February-March-April average would give better insight as to why Audacy made the change at WOGL.

 

[davideduardo]

The rebrand happened in April. By July the station was #3 in 25-54 and #5 in 18-49. So the rebrand worked.

My point is that such adjustments generally get positive reactions in the target demo. The station lost some considerable 55+, but the tradeoff was positive.

 

[davideduardo]

The last day of the April book was the 27th, with the rebrand taking place on the 28th. I think a February-March-April average would give better insight as to why Audacy made the change at WOGL.

Feb in 25-54 was 2.0, March was 1.7, April was 1.5 and may a 1.9.

Since then, the three months in 25-54 have been 2.1, 2.2 and 3.1.

In 55+, Feb, Mar and Apr were 2.8, 2.0 and 2.1. June, July and August are 4.4, 2.3 and 3.2.

 

[roadwonk]

KYOT is now ahead of KOOL-FM. It’s pretty obvious KOOL-FM loses a lot of the older end (maybe 50+, definitely 55+) to KOAI which explains how KOAI is ahead of them 6+.

Subtract the 55+ and looking at 18-49 and 25-54, KOOL-FM is still struggling. KOAI has taken listeners they don’t really “need” away, but it doesn’t seem listeners at the younger end of 35-54 are leaving KYOT or KESZ.

KYOT also seems to have an older leaning playlist for adult hits, it’s even older leaning than 94.5 so they’re probably being pressed on the upper end of 35-54 by them as well. Audacy stripped the personality (not referring to DJ’s) that KOOL-FM had and the result is this. Very boring radio.

 

[roadwonk]

KYOT is now ahead of KOOL-FM. It’s pretty obvious KOOL-FM loses a lot of the older end (maybe 50+, definitely 55+) to KOAI which explains how KOAI is ahead of them 6+.

Subtract the 55+ and looking at 18-49 and 25-54, KOOL-FM is still struggling. KOAI has taken listeners they don’t really “need” away, but it doesn’t seem listeners at the younger end of 35-54 are leaving KYOT or KESZ.

KYOT also seems to have an older leaning playlist for adult hits, it’s even older leaning than 94.5 so they’re probably being pressed on the upper end of 35-54 by them as well. Audacy stripped the personality (not referring to DJ’s) that KOOL-FM had and the result is this. Very boring radio.

"Audacy - taking the lead in the blanding of radio!"

 

[davideduardo]

KYOT is now ahead of KOOL-FM. It’s pretty obvious KOOL-FM loses a lot of the older end (maybe 50+, definitely 55+) to KOAI which explains how KOAI is ahead of them 6+.

KOAI in 25-54 is 32nd in September. KOOL is on a 4-book growth trend to 14th now.

KYOT is ahead of all but KESZ and KSLX. They have had two months at almost 60% above the average for the prior 6 months

 

[landtuna]

Time marches on. They made those changes because the audience was all over 55. They can't sell that audience. So as entertaining as the old DJs were, the advertisers wanted younger people. Somebody has to pay the salaries of those entertaining people. If you're not the one paying, then they don't care if you stop listening. And as I've said before, name all the entertaining local DJs on KOAI. You listen to these stations for the music, not the DJs.

The DJ's I listened to in the 50's were entertaining. So were those in the 60's, 70's and through some of the 80's. Then in the span off 5-10 years they were virtually gone. So why couldn't a DJ playing RnR in the 60's be as entertaining in the 90's? Cost. No other reason. Yes, some aged out or died but that is the circle of life. Happens in every industry. KOOL-FM is perhaps the primary example with which I am familiar. Ditch the DJ's then toss the music in the bin and you have just cratered your business model.

Admittedly radio is between a rock and a hard place but getting rid of the only thing radio can contribute, their personalities, is suicide. As proof of what other stations in the Phoenix market have done take a look at KNIX (Country) and KEZ (what I will call modern MOR) with their on air staffs (although I'm guessing KEZ and Beth McDonald don't have a ton of years left in their current mode (older female sewing circle music and chatter). I actually like both stations but can't stand the music.

My music exists on 92.7 and 93.3 HD2 and 94.5 HD2 or, if these are out of reach or too many commercials, my memory stick.

I will always miss the DJ's though (although Steve Goddard still lives!).

 

[davideduardo]

The DJ's I listened to in the 50's were entertaining. So were those in the 60's, 70's and through some of the 80's. Then in the span off 5-10 years they were virtually gone. So why couldn't a DJ playing RnR in the 60's be as entertaining in the 90's? Cost. No other reason. Yes, some aged out or died but that is the circle of life.

If you do research with people under 55, they will tell you that, other than certain entertaining morning shows, they don't want idle chatter in between the songs. Only people in the ages advertisers reject want that kind of antiquated radio.

Happens in every industry. KOOL-FM is perhaps the primary example with which I am familiar. Ditch the DJ's then toss the music in the bin and you have just cratered your business model.

No, they went through a mis-step early in the year, and have been growing back every month for the last 5 months.

Admittedly radio is between a rock and a hard place but getting rid of the only thing radio can contribute, their personalities, is suicide.

But, outside of mornings and a few rare afternoon shows, listeners that advertisers want to reach don't want "personalities". They want a clean flow of their favorite music and not chatter.

As proof of what other stations in the Phoenix market have done take a look at KNIX (Country) and KEZ (what I will call modern MOR) with their on air staffs (although I'm guessing KEZ and Beth McDonald don't have a ton of years left in their current mode (older female sewing circle music and chatter). I actually like both stations but can't stand the music.

Country does tend to still like personalities, but it is for a rather different reason: in many markets those listeners know they are in a minority that is sometimes looked down on. The personalities are "people like them" and they make the listeners feel part of something. Same goes for Mexican / Mexican American listeners to Regional Mexican, which is the country music of Mexico.

But in pop and contemporary formats, DJs are a turn-off in most dayparts.

My music exists on 92.7 and 93.3 HD2 and 94.5 HD2 or, if these are out of reach or too many commercials, my memory stick.

There is a reason why that is the 29th ranked revenue station in the market. The #1 station bills more than 25 times as much.