KDBN: What's Next?

[txchipk]

With the afternoon show now gone, KDBN only has the midday airshift staffed and a new PD.

What do we think will happen?

(1) The current format will continue.
or
(2) Format will change to (a) KTCK-FM, simulcasting KTCK 1310 or (b) to something else

I'm surprised "the Bone" is still here. If the '06 BIA numbers are right, it drew 25% the revenue of what sisters KTCK and KPLX each took in. As well, it was slightly behind KLIF. It's been relaunched/music mix adjusted a couple of times without any improvement over the years. Several morning and afternoon shows have come and gone now. Re-launching it yet again with a new staff doesn't seem like a successful plan. Certainly, there isn't any sort of value to "the Bone" brand.

On the other hand, in the current economic times, outside CBS, most of the group owners don't seem to be changing formats since there obviously is some cost to do that. The exception would be flipping it to a simulcast of KTCK, which has a lot of brand value worth protecting at some point down the road by shifting it to FM as the listenership on the AM dial continues to age away.

 

[salemjedi54]

Maybe that is the big announcement is tomorrow at 8:35 during Dunham and Miller. Would KTCK AM/FM be a powerhouse? It seems that stripping the Bone bare would be ripe for a flip to KTCK FM.

I think that the major announcement might be the return of the Compound though.

 

[trying2getn]

There's no telling at this point.....I would imagine that simulcasting the The Ticket would make the most since at this point.

 

[dakareedog]

Live morning and afternoon shows are coming...and the Bone rocks on.

 

[little1]

I'm surprised "the Bone" is still here. If the '06 BIA numbers are right, it drew 25% the revenue of what sisters KTCK and KPLX each took in. As well, it was slightly behind KLIF. It's been relaunched/music mix adjusted a couple of times without any improvement over the years. Several morning and afternoon shows have come and gone now. Re-launching it yet again with a new staff doesn't seem like a successful plan. Certainly, there isn't any sort of value to "the Bone" brand.

On the other hand, in the current economic times, outside CBS, most of the group owners don't seem to be changing formats since there obviously is some cost to do that. The exception would be flipping it to a simulcast of KTCK, which has a lot of brand value worth protecting at some point down the road by shifting it to FM as the listenership on the AM dial continues to age away.

You forget that if they simulcast they lose the KDBN revenue stream. Using those 06 figures, that would be 6million they'd need to add to KTCK's billing to make up for the abscence of KDBN. And I'm sorry, but there is no way KTCK can increase their rates by 25% (since they billed 25mil in 06) to make up that billing. Especially with another direct format competitor selling the same audience at much MUCH lower rates.

The thing to remember here is just what PPM has wrought on the music station world. A few years back KZPS was in enough of a crisis that they went Lone Star, added a bunch of Americana/texas country rock stuff. When that failed they went back to classic rock, and now that station that was chaos 2 years ago (We'll bring back Redbeard! Let's fire Redbeard!!) now is the number 1 non-ethnic music station with A25-54.

I think what the Bone is going to try and decide is are they happy with Lonestar's P2's. Do they get enough of an audience by being the 2nd bananna in the format to make a profit. (Sort of how ESPN is still playing 2nd bananna to KTCJK in ratings and revenue)

 

[charles123]

How many times do I have to tell everyone that Jeff Catlin told me via e-mail that KTCK will not simulcast on 93.3. Give it a rest.

 

[txchipk]

I'm surprised "the Bone" is still here. If the '06 BIA numbers are right, it drew 25% the revenue of what sisters KTCK and KPLX each took in. As well, it was slightly behind KLIF. It's been relaunched/music mix adjusted a couple of times without any improvement over the years. Several morning and afternoon shows have come and gone now. Re-launching it yet again with a new staff doesn't seem like a successful plan. Certainly, there isn't any sort of value to "the Bone" brand.

On the other hand, in the current economic times, outside CBS, most of the group owners don't seem to be changing formats since there obviously is some cost to do that. The exception would be flipping it to a simulcast of KTCK, which has a lot of brand value worth protecting at some point down the road by shifting it to FM as the listenership on the AM dial continues to age away.

You forget that if they simulcast they lose the KDBN revenue stream. Using those 06 figures, that would be 6million they'd need to add to KTCK's billing to make up for the abscence of KDBN. And I'm sorry, but there is no way KTCK can increase their rates by 25% (since they billed 25mil in 06) to make up that billing. Especially with another direct format competitor selling the same audience at much MUCH lower rates.

The thing to remember here is just what PPM has wrought on the music station world. A few years back KZPS was in enough of a crisis that they went Lone Star, added a bunch of Americana/texas country rock stuff. When that failed they went back to classic rock, and now that station that was chaos 2 years ago (We'll bring back Redbeard! Let's fire Redbeard!!) now is the number 1 non-ethnic music station with A25-54.

I think what the Bone is going to try and decide is are they happy with Lonestar's P2's. Do they get enough of an audience by being the 2nd bananna in the format to make a profit. (Sort of how ESPN is still playing 2nd bananna to KTCJK in ratings and revenue)

Unlike KZPS, KDBN's PPM numbers seem to have remained anemic. It is relatively squeezed with KEGL's playlist mostly non-current as well.

I wonder if a switch to some sort of format targeted at the black community generate anything better than what KDBN does. If it went urban AC, for example, it would be able to cover east and south Dallas with a strong signal that KSOC and KRNB don't have with their rimshot facilities. In that race, it would have the signal advantage.

 

[JBB]

The announcement this morning was about the charity baseball game.