Correct, less is more. That means the fewer the number of syllables, the better. One can break it up too, spreading throughout the hour with simple positioning statements: 'KIRO is news.' 'KIRO News-Radio of the Northwest. Very Sesame Street: Me Hungry, Cookie!!, Early Bird Get's The Worm. That's how we were raised to subconsciously remember and recall things.
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KIRO Brand Mistake
- Thread starter radiogal
- Start date
They appear lost in translation. I would figure this sale is not going smoothly.
I would think that a lack of a proper web search is probably pretty far down the list of priorities here. Many moving parts. Doubt very much that we would see any evidence of a sale "doing well" or not based upon what we see on the outside. Have patience my friends- we are seeing a transition from an outfit that doesn't really like radio to one that has 60 years experience in the medium. I would think that is a good thing.
I see no indication of that. The separation is complex, including moving, establishing a new management structure, changing staff to new and different benefits packages, changing titles on property, licenses and contracts, explaining to clients how the stations will operate and reassuring them, doing all the FCC transfers including station licenses and all the auxiliary service licenses, building new studios, installing new office equipment and many many other things. And at the same time, maintaining perhaps the most labor-intensive radio format operating and holding listeners.
And you determined that because they aren't tipping their hand more before the debut(s) in six days?
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You are thinking of Live 95.5 I'm assuming? I remember that, as I was airchecking pretty heavily at that time. I think I have some tape of both stations identifying themselves as Portland's #1 hit music station. When Live reimaged, they switched to the station that sounds like Portland, a unique slogan not used anywhere else at the time.
KIRO Newsradio. "News and Talk Powered by the Pacific Northwest" KIRO's website is MyNorthwest.com. KOMO has been "Newsradio" for a long time and more recently "Seattle NewsRadio". If you're talking about the legal ability to enforce (prevent) the use of the word "Northwest" in your slogan that's a generic geographical reference (I can't prevent you using the word Tacoma unless it's in the very narrow use of a model of Toyota Truck). But lawyers will be lawyers if it comes to that.
I think the am news stations in Seattle are getting better. They still seem to lack the sense of urgency you feel in larger markets. I know, some say Seattle is a calmer market and it isn’t needed. Disagree. Seattle is a heavy news town with breaking news constantly. I wish KOMO and KIRO would become more electric with more urgent breaking news. They seem tame to me.
KOMO's imaging needs a total refresh. It is awful.
I would tend to agree. KCBS in San Francisco sounds a lot better, but it’s still an apples to oranges comparison given the difference in markets and ownership I suppose.
The biggest challenge for any all-news station in Seattle, is market size. Seattle/Tacoma isn't the Bay Area or L.A. Nor is it NYC or Washington D.C. Is it feasable to have two "news" formatted stations in a market not in the top ten? Unless you replay lots of national and international headline news, covering the occasional apartment fire or Capital Hill shooting isn't enough to cover 24/7. Why do you think KIRO fills their middays with talk and weekends and evenings with sports?
It will be interesting to see if the format is sustainable when AM 1000 no longer can use KOMO-TV's street reporter audio. Hiring street reporters for radio news adds even more expense to an already very expensive format.
It will be interesting to see if the format is sustainable when AM 1000 no longer can use KOMO-TV's street reporter audio. Hiring street reporters for radio news adds even more expense to an already very expensive format.
Rick Van Cise noted in his interview with Erik Lacitis that they have an agreement in place to continue to use KOMOTV audio as well as the weather reports.
Average listeners aren’t going to notice if KOMO simply becomes “News 1000/97.7” and excises the KOMO name. They’re going to notice when lockouts and time checks have an utter mouthful of a name in “Northwest Newsradio”…
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Seattle is a major market but their news stations sound dull and mundane. They need more energy pure and simple. Listen to KNX or KCBS to find the right recipe. Or just copy them. It is the right formula.
Major enough to support two "news" stations?
Lotus: "Hey Sinclair, how'd you like it if we say the call letters of your TV station several thousand times a month for free?"
Sinclair: "No thanks, we'd rather pay for advertising and besides sharing call letters among different owners never works.
KIRO TV and KIRO radio: "Yeah right"
Sinclair: "No thanks, we'd rather pay for advertising and besides sharing call letters among different owners never works.
KIRO TV and KIRO radio: "Yeah right"
Sinclair: But several million dollars of promotion was already baked-into the purchase and sales agreement for the stations. Are you saying you won't abide by that part of the agreement?
I'm not sure there is a cross advantage that appears as it should. Several wild card questions remain: What disadvantages of tying branding to a news radio station, if the number one TV news station in the market is, say...KING? Over the years, other than historical nostalgic aspects, has the tie between KOMO TV News and KOMO 1000 News created a competitive advantage for either? Answer: No, not really. There's something to be said about audience polarization. 'I don't care for KOMO-TV News, so am not interested in getting my news from KOMO radio.' Time will tell, but some separation may actually be an advantage for both. Spots for KOMO-TV on AM 1000 may be good enough. It will take the fight to their direct competitor, KIRO Radio, rather than hiding behind TV. AM 1000 and the new owners, will have to put up it's fist's and fight the good fight, or potentially get their asses kicked.
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Sinclair wasted hundreds of millions of dollars buying the Fox Sports RSNs, a unit that will be bleeding untold money all of this year—if not go bankrupt outright—thanks to no MLB whatsoever. We’re not exactly talking about a company known for its business acumen or excellence in leadership.
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