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That tactic is doing really good for them, as Kiss is losing to Warm and Sound 18-34.
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KBKS Stunting, Bender out
- Thread starter iamarussianpirate
- Start date
That tactic is doing really good for them, as Kiss is losing to Warm and Sound 18-34.
In Waco, TX, KWTX-FM 97.5 calls themselves '97.5 FM'. They were way over their competitor KWPW Power 108 in the ratings but falling just below Urban/Rhythmic Power 94.5 KWBT. They seem to do fine in Waco without a slogan but they don't have a powerhouse like Movin to contend with. Different markets, different demos.
As so much listening is now online via smartphones and streaming and smart speakers, dial position is increasingly less important.
That is precisely what puzzles me in this situation. It doesn't seem to be very forward-thinking...like most of the decisions regarding 106.1 in the past 12+ months.
I understand not wanting to keep the "KissFM" identity as that may be associated with the now-departed Bender (I doubt it, but whatever...I get it.) The stupid thing has been not doubling down on whatever identity was chosen and stick with it. They had all this time with a "stunt", new morning show, etc., to come up with and introduce a new branding and get it into people's heads, instead they come up with "106-1" and still occasionally use the Kiss branding. I mean, hell, they could've recycled the old Now stuff for 106.1 and it would sound more cohesive than this!
It makes me wonder if anybody is truly minding the store over there at 106.1? If the walls could talk at iHM/Seattle, I'm sure they would speak of the Peter Principle in full effect.
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Bicker about radio stations sounding the name, yet they should have the same name because....????
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They have a four person morning show, bringing one out from down south. The PD from a year ago already moved on, drag someone out here from Philly as their new PD in the summer, likely all at Groupon prices.
All funny considering how IHM is still paying out Bender's contract.
And the station is getting beat 18-34 by Sound and Warm.
I think the issue here is not really having a name. I, for one, don't give a hoot whether KissFM/Now/Q is used in Seattle, San Antonio, or Savannah, GA. It's easy enough to identify and there's some sorta brand cohesion, I reckon. Makes production and voicetracking easier as well. Plus, the Australians have been using the same names for stations for decades (and in many cases, are literal rebroadcasters of the same branded station in a larger city)...doesn't seem to change listening habits in the land of backwards flushing toilets.
If "106-1" is your new branding, best to eliminate "KissFM" in all points. As you mentioned, it just seems like everything there is low budget and thrown together (or at least thrown against the wall to see if it sticks)...something you'd expect out of a small cluster in market #100+! All the while, still paying out big bucks for a big-market morning show host who doesn't even work there.
None of it makes much sense to me...
But branding IS important especially since people do listen on multiple devices. Management clearly doesn't get that.
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Response wasn't aimed at you despite it being right after your post.
Kiss is a Seattle brand that isn't known for much since iHeart changes 106.1 so often.
"KBKS stunting, Bender out" Frankly having a hard time making sense of this over a year old thread as the content has changed a million times. Perhaps someone can start a new KBKS thread? Or not.
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