Just A Question Or Two.....

[TPAnx]

How many years can a radio station use "new" in its branding before it's called on it?
How long will it take PD's to realize that following every song with a reminder that we're listening to XX
minutes commercial free is just about as annoying as hearing the commercials? A simple ID drop will do.
When will stations realize that when they say they're playing the greatest hits of whatever decade..they aren't..that each decade has a lot of music people would like to hear..and never will...just the same ol' three biggies by Boston..Blue Oyster Cult..David Bowie..Fleetwood Mac..or whoever..over and over and over again..with never a thought about playing something else by those groups..or someone else?
Just askin'....
TPAnx

 

[jefflaurence]

You've hit on my spesh-ee-ality! Station imaging is what I have done for the last 20 years or so and things are changing a lot! The overall impression that listeners had been geting was that of a station blowing it's own horn and re-convincing you to keep listening, or to reinforce the "smart move" you made by listening to begin with. Prior to the new Portable People Meter that is now being used in major markets and soon all over, stations HAD to constantly remind listeners of what they were hearing and WHERE they were hearing it. That way the listeners could remember to scribble a frequency or station name in that damn little annoying Arbitron booklet. That was, (as far as anyone knew) the only way to keep the all important station dial position or call letter/name burned in the listeners mind..supposedly building the ratings so stations can sell more commercials..

Well now..the swing is to a more conversational imaging style. Less "attitude" and less over production..The new thinking is to compliment the sound of the stations product with "audio stamps" to transition the music, or introduce new elements. You will likely be hearing much less of that "new" verbiage becasue it doesn't matter to anyone if it IS new or not. If it's something that will appeal..it will stay on..when it has run it's course it will be changed and there will be something "new" in it's place but much less attention will be called to it on the air.

You are more likely going to see the word "New" in print ads and TV campaigns than you are on air.

Many of my client stations are moving to a more natural, and complimentary style of self-promotion which will make the station sound more listenable. Shorter IDs..and shorter promos as well..Much more efficient.

Some well known voice people are having a bear of a time making the transition..including me until just recently when it was explained to me a little more clearly.

Hope it helps

 

[billalm]

I think Cox trademarked the term "New". Seriously, I noticed yesterday that they may be FINALLY phasing out "new" from 101.5's imaging. However, 107.3 is still "new" and 94.9, which has been "new" since 2000, is still "new" as well. 102.5 was "new" at one time, but played "old" music. And the funny thing in all this... their station that actually plays new rock (97.1)has never been "new", but still has "new" in it's slogan. Go figure.

 

[Wazzie]

For the most part, I like the music on 107-3 but the imaging drives me nuts so I listen to my CDs instead. I tried listening to Mix one Saturday afternoon and had the same experience. I've noticed on 103-5, they'll segue two songs with NO announcement of what station I'm listening to. At first, I thought it was crazy to not give the calls but then I realized I was listening longer and after the second song, they do identify themselves.

In an unrelated note, Jeff, is that your voice in the Bay City Plywood TV spots?

 

[rfrus]

PPM's Personal People Meters, are currently in use only in Houston and Philadelphia. Tampa is suppossed to get them by 2009. I'm told the CEO of Cox is a programmer and likes the word "new".

 

[JbeJay]

I'm told the CEO of Cox is a programmer and likes the word "new".

He was. He does. And he's probably right.

"New" is a positive word for many listeners -- heck, for many consumers. Notice how often non-radio products claim "new" in their advertising and marketing.

It may not still be a "new" format to the listener who has been there for awhile, but "new to the format" is not the only thing that "new" means.

For a listener who is just discovering the station, it actually is "new". For most listeners (ignoring the radio geeks) who are regular listeners to the station, the description as "new" may not even be noticed and therefore is not a problem.

 

[Ferreri]

Like "Free", "New" is a magic word. In my opinion, the "50 minute music hours and fewest commercials guaranteed" is like the billboard on the highway that you drive past everyday and no longer "see". From a business viewpoint, radio people have always put commericals in a bad light; whereas newspaper actually promotes the fact that there is great advertsing inside. No wonder that even in this day of papers folding and circulation dropping, they still get the lion's share of ad budgets. Years ago at WYRE in Annapolis, instead of telling people that we don't play many of those awful commercials that you hate, we said "WYRE, where you are never more than 2 minutes from music". Many times we lied, however, everyone knew that the station would be back to music in a couple of minutes.

 

[smedge2006]

New" is a positive word for many listeners -- heck, for many consumers. Notice how often non-radio products claim "new" in their advertising and marketing.

I hear it used a lot less often than say, 20 years ago. Marketers recognize consumers are getting more sophisticated. Unfortunately, too many radio bigwigs, like the brain trust at Cox, still view their listeners as brainless automatons who will accept whatever is spoonfed to them in perfectly crafted liners. Cox's mentality is mired in the worst excesses of the diary recall era. No wonder they fought the PPM so hard. Using "The New..." to designate seven-year-old stations that haven't done anything more than ordinary tweaking since they signed on won't help them much in a passive measurement universe.

 

[rfrus]

No wonder they fought the PPM so hard.

I just read the other day that Cox has now signed on to use the PPM.

 

[radioguy555]

Well, I guess we'll find out how many songs 101.5 has in their computer this weekend. They're playing every song from A-Z (by title). I've actually been hearing records they rarely play, which is refreshing.

 

[rfrus]

Nothing original, It seems like 101.5 does this every Memorial Day.

 

[radiodaze2000]

Cox has the same philosophy in all of their markets. New is a word that will be used for years. Neil is a programmer from the 70's-80's and still thinks that way. Works most of the time, but look for changes at the Eagle.

 

[David Sharp]

My two cents worth: I think listeners are more sophisticated and really, after two-three months of branding a station as "the new (whatever)", it gets repetitive. Plus, at that point I think most people realize, "it's no longer new." If the industry is moving away from this on-air, I give it a thumbs up.

 

[RADIOGM]

Folks, things are changing quite rapidly for us management radio gurus. We have to re-think our programming approach with station sweepers, brand names, style and delivery of our radio product. Companies still using words like "new" or "hot" or "Most Music' are going to be wasting their time with People Meter. This is great for the stations because it is no longer about re-call, just actual listening. Now we will finally see more realistic results as to actual listenership so my Sales Team can get out there and make us some more money. And don't call us "The New".

 

[wangchung]

It all goes out the window once the PPM is established. The whole method of establishing and reinforcing recall will be useless.

It's time for change, a welcome change is the way we program our stations.

Get behind the wheel and learn to drive this beast, or stand there and let it run you over.

And imagine, one day we can all thank Arbitron for making it happen! ;D