KSCS Rebrands As New Country 96.3

[Y2kTheNewOldies]

https://radioinsight.com/headlines/179150/kscs-rebrands-as-new-country-96-3/

At this time KSCS will keep the Country format.

Cumulus Country 96.3 KSCS Dallas debuted a new image last week as the station has removed all references to its call letters to now brand as “New Country 96.3“.

 

[CaliRadioFan]

Again???

 

[Will_H_69_9]

which one of the 2 country stations owned by Cumulus is worse in the rating, i think Cumulus should just drop the format on one of those 2 station and put WBAP back on FM though them or put a new format that isn't canabalizing the other.

 

[TheBigA]

which one of the 2 country stations owned by Cumulus is worse in the rating,

They're both doing very well, with KPLX at #2, and KSCS at #9. They really don't cannibalize each other. They keep a competitor from entering the format.

Flipping one to conservative talk would attract the 55+ demo, and kill a lot of revenue. Not a good idea.

 

[MRD]

KPLX consistently does much better. Problem is the format for KPLX and KSCS are too similar; they both play newer country (bro country/tractor rap). Cumulus would be better served to have one play new country, and one play classic country (80s/90s). If they want to put WBAP on FM, put it on 93.3. Ratings on that frequency can't get much lower.

 

[TheBigA]

Cumulus would be better served to have one play new country, and one play classic country (80s/90s).

Cox does that in Houston and it really doesn't work. The classic country station is weaker, and attracts a much older demo.

Cumulus does better keeping the two stations the same and owning the format, rather than split it with a competitor. Cumulus owns two country stations in Nashville too. They program one as all currents, and the other as a split currents and 90s gold. The split station won for a long time until this last book, when the currents station won. But they also have a third competitor with iHeart.

 

[davideduardo]

which one of the 2 country stations owned by Cumulus is worse in the rating, i think Cumulus should just drop the format on one of those 2 station and put WBAP back on FM though them or put a new format that isn't canabalizing the other.

It’s not about the 12+ ratings. It’s about billing and both are very strong market performers.

 

[MarkW]

They're both doing very well, with KPLX at #2, and KSCS at #9. They really don't cannibalize each other. They keep a competitor from entering the format.

Flipping one to conservative talk would attract the 55+ demo, and kill a lot of revenue. Not a good idea

Agreed!!!

There are a handful of markets where owning two Country stations makes a ton of sense. DFW is certainly one of 'em! Austin and Kansas City are two others. Oh yeah, Nashville is one such market, too!

 

[Gregg.]

And in most cases, one country station aims young and one aims not quite as young. Nobody wants to aim too old. Just play a couple of late 90s/early 2000s songs per hour and you've set up Country Station #2 as a 25-54 station, while keeping the playlist on Country Station #1 limited to currents and post 2010 to focus on 18-49.

In some markets, a third or fourth country station will go Classic Country. But it's rare if its a major owner who does it. Usually it will be a lesser owner or rimshot station that wants to claim an audience, even if it skews older. Country is not like rock, where Classic Rock stations do fine in the key demos.

 

[Mediafrog+]

In some markets, a third or fourth country station will go Classic Country. But it's rare if its a major owner who does it. Usually it will be a lesser owner or rimshot station that wants to claim an audience, even if it skews older. Country is not like rock, where Classic Rock stations do fine in the key demos.

Here in Houston Cox has been running Country Legends 97.1 for over 16 years. Does okay for a rimshot, though the audience skews very old. Wondering if the new Cox ownership will demand a change with this one.

 

[ropertex]

As long as it's not "bi 96.3"

 

[johndavis]

Here in Houston Cox has been running Country Legends 97.1 for over 16 years. Does okay for a rimshot, though the audience skews very old. Wondering if the new Cox ownership will demand a change with this one.

Ask yourself the same question that an owner would:

What can you put on that signal that can make you more money?

Then, how much would you spend to make that change? Will you still come out ahead after you factor in those costs?

This is why formats don't change on a whim.