KFRC Only 16th?

[BobHamilton]

I don't get it. They did much better as an oldies station. Why are those morons at Infinity thinking. I can't stand those songs I hated in the 70's now they are playing. It did not work before, won't work now no matter what bad TV spots are running. These guys are waisting their money big time. They might make top 15 25-54. No one buys that low in rank. And K-101 still trying! Too bad CC does not get it either.

Michael Martin better take care of his home base or he will be searching for a new group guy. Rumor of the week is that CC is not happy. Both KYLD and KMEL down.

 

[LKellerIII]

>" (KFRC) did much better as an oldies station.
> Why are those morons at Infinity thinking? I can't stand
> those songs I hated in the 70's now they are playing.

You may be engaging in wishful thinking. I dislike the new 70s playlist and dull formatics as much as anyone. Frankly, I'd like to see them fail. But the published rating for Fall 05 is the same as Fall 04 (old format) and up slightly from the first book with the new format. Presumably the whole purpose of the format change was to bring in a younger demographic that is more attractive to advertisers. If they're managing to do that and maintain the same ratings (while dumping us unhappy old baby boomer geezers), I would think CBS/Infinity would be encouraged by the latest ratings.

 

[CKidd]

What time period?

> >" But the published rating for
> Fall 05 is the same as Fall 04 (old format) and up slightly
> from the first book with the new format.

Chris Kidd replies;

What exact time period is this for? Is it August, September and October?

KFRC made a slight modification of its format on August 1, while still maintaining most of its playlist and oldies sound.

On September 2nd, the dramatic change was made on KFRC.

So is this ratings book a combination of two formats or did the rating start on September 2nd?

CK

 

[allisonmarie]

> >" (KFRC) did much better as an oldies station.
> > Why are those morons at Infinity thinking? I can't stand
> > those songs I hated in the 70's now they are playing.
>
> You may be engaging in wishful thinking. I dislike the new
> 70s playlist and dull formatics as much as anyone. Frankly,
> I'd like to see them fail. But the published rating for
> Fall 05 is the same as Fall 04 (old format) and up slightly
> from the first book with the new format. Presumably the
> whole purpose of the format change was to bring in a younger
> demographic that is more attractive to advertisers. If
> they're managing to do that and maintain the same ratings
> (while dumping us unhappy old baby boomer geezers), I would
> think CBS/Infinity would be encouraged by the latest
> ratings.
>
You know life spans are increasing more and more!
What are you going to be saying when you're in your middle 80's? Which for me is another 35 years from now! Save that record and CD collection the way things
are going we're all going to need them as radio passes us all by!

 

[seaqkumba]

Re: What time period?

> So is this ratings book a combination of two formats or did
> the rating start on September 2nd?

Folks,

I don't think we're really going to know anything until the winter book. Although the change in music and imaging was relatively drastic, the air talent is very similar and there are still KFRC jingles and the KFRC name, not to mention some music overlap like Beatles, Motown, and early 70s rock product. The average listener might only incrementally notice the change and absorb the advertising, more of which is sure to come. On top of that, with the A's season over and KFRC-AM now clearly Family Radio, there is that effect as well, not to mention the whole KOIT going Christmas thing. So I say 6 months total (mid-April when the winter book is released) until we can sort it all out and know if this new KFRC is good or bad. Even if they maintain their old #s with younger listeners, I don't see how they can sell and make great money on a top 10 25-54 performance. They need to be top 5 or 6 or the agencies can just buy around them.

 

[LKellerIII]

> You know life spans are increasing more and more!
> What are you going to be saying when you're in your middle
> 80's? Which for me is another 35 years from now! Save that
> record and CD collection the way things
> are going we're all going to need them as radio passes us
> all by!

I was trying to be amusing - I don't consider myself a geezer, and I'll be 80 in 26 years. If you remember, there was at least one long thread a couple of months ago about KFRC's pending format change. I mentioned that advertisers should be embracing baby boomers because (1) we're the largest age group in America, and (2) we're the most affluent age group in America and spend tons of money on big ticket items like luxury cars. A lot of posters responded that I was being naive, and whether or not I was correct, advertisers are not interested in people over 50 - the "old" KFRC's target audience.
As to KFRC's ratings - I doubt the average listener has even noticed a change. The playlist is about 50% the same as before, the jock line-up hasn't changed much, and the new imaging is almost invisible. "Your Life, Your Music." Awful.
>