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ksoc drops urban ac for classic hip hop
- Thread starter wdb1985
- Start date
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purpledevil
Guest
Who knew Houston was such a trend setting city? KSOC would make the third one, I believe. Lots of folks talking about Boom 92 down here, the word has really gotten around. I don't think the 92-1 frequency has ever had such a buzz attached to it down here. This format may just be the saving grace for some of these Radio One rimshots that are known to struggle in the market they're trying to target.
Can't remember the website, but I saw one online article that had Boom 92 Houston pulling in the low 4's 12+ during its first week, which more than quadrupled the News92FM numbers...it will be really interesting to look at the full month ratings when they come out...the previous month did not include any of the Boom format. But apparently Radio One is thrilled with the early results, thus making the change in Philly and the apparent change in DFW...looks like they might have hit the format jackpot in Houston.
UPDATE: Radio Insight article: http://radioinsight.com/blog/headlines/90903/classic-hip-hop-duel-breaks-out-in-dallas/
UPDATE: Radio Insight article: http://radioinsight.com/blog/headlines/90903/classic-hip-hop-duel-breaks-out-in-dallas/
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Of course, KSOC and 93.3 in Dallas are poor signals over the city....KSOC is a north rim shot...93.3 is a short low C2.....and if moving to Dallas downtown will have issues in FTW......guess getting the hip hop lover type folks is the only way to make numbers...BUT will it sell?? Ratings are one thing...advertisers also look at WHO the numbers are...if they make little or no money, they dont want them as customers..they want people with MONEY.....
It's the usual story with such signals...car radios and good quality home receivers do just fine...the cheap garbage radios will have trouble. Driving I-45 I can get good signals on the northern rimshots as far south as Ennis. And, unlike Houston, DFW is growing TOWARDS the rimshots, not away from them.
Might want to put away any preconceptions of who Hip-Hop listeners are...you'd be surprised at the broad demographics who love the genre. For instance, whenever I hear Hip-Hop booming (pun intended) out of a car, I find that 80% of the time the driver is NOT African-American.
Amen! In my opinion, I think Old school hip-hop will do great. Its way better then the crap on the radio that has no meaning
If they do it right it can be sold. Who are they marketing to?
Actually Houston is growing in all directions..with I 10 now being 6lanes east to Winnie (and soon to the La line), people are moving that direction...a LOT of the land there is owned by doctors in Houston who lease it to farmers and 2000ft rimshots...BUT electric costs and home costs are cheaper there than Houston and with both US 90 now a super 4 lane to Houston where it meets I10 now and I10 a super freeway, more people are commuting from that side..Dayton will be the next big growth area..high on a bluff so little flooding (especially from Hurricanes), low electric costs (unlike deregulated area, Dayton is under Entergy and they are still regulated and cheaper than any "De-regulated" area...what a joke that is!!!...with housing being decent and the roads now a quick trip to Houston, Dayton will be the next "Sugarland" I hate the traffic on SW/West Houston now...NE side is starting to pick up because people are seeing what is going on and the deals they can get..that will move them closer to the eastern rimshots....and Sr Road still covers out there due to the elevated ground area....
I was not saying anything racial......its the working class that advertisers want....black, white, hispanic, etc...I just dont see it happening..I KNOW a lot more 20-40yr olds who hate hip hop and rap than those who do...in fact I know a LOT of 20 and 30 yr olds who love classic rock more...which surprises me!!
You are right about that. I've heard men, women, African-American, Hispanic, and Caucasian all respond to these stations in such a positive manner. As far as selling, I don't see a problem with that. I'm 44 years old and this format targets my age range. Believe me, we spend money.
You can basically say, this format is the new Urban AC, and I see a trend of Urban AC stations updating to this format. This is what we grew up on. The 70's is what the "60-something" folks grew up on.
The typical urban station (which is how most hip-hop stations report) has an audience that's around 40% white. In markets with high Hispanic populations, the white audience can hit 60%. It's still a tough format to sell, but you can make money with it.
I'm not sure I'd call it the new urban AC. The typical urban AC has an audience at least 80% African American and the same proportion female. Hip-hop tends to have a more diverse audience and tends to skew male. I have little doubt that some of the older hip-hop would have an "Oh wow!" appeal with females who listen to urban AC, but the issues would be for how long and whether you would be able to rotate enough songs in to keep it fresh. I suppose we'll find out the answers to those questions pretty soon!
I look at it like this. No numbers or stats involved. Just like oldies evolved from the 50's and 60's to the 70's and 80's, urban ac is doing the same. I grew up on the classic hip hop and r&b from the late 80's through the late 90's/early 2000's. That's what I relate to.
Here is a question, what is considered urban ac and what is considered urban oldies?
Here is a question, what is considered urban ac and what is considered urban oldies?
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I can certainly agree with you that formats have to evolve, or they'll go away, just like standards and beautiful music. Smooth jazz seems to be going that way, too. Classical would probably be almost gone, too, if colleges and universities didn't mandate their stations play it in at least a few dayparts. My point was that classic hip-hop isn't likely to be the next evolution of urban AC because there is likely to always be a demand for African American females from advertisers. Classic hip-hop is unlikely to replace urban AC as the best, and most efficient, way of reaching African American females.
If classic hip-hop proves to have legs, I'm not sure if it's the next incarnation of urban oldies or if it's something new, like classic rock was in the mid-80's. Classic rock arose out of rock programmers' frustrations of having to decide how much pop they wanted to play. Rock product wasn't strong enough to sustain a current product, and programmers were having to worry about whether to add Michael Jackson and Lionel Richie to their rotations. The solution some of them found to this frustration was to reach into the vast collection of rock gold that was available and largely not being played. The approach worked quite well, and other struggling stations in the market would often just decide to grab the gold and eschew the current product the rock station was continuing to play. The result was a brand new format. Of course, hip-hop today has a lot more quality product than rock did 30 years ago, but we could have a similar situation unfolding. We'll just have to wait and see.
As for the difference between urban AC and urban oldies, urban AC is usually current and recurrent focused with popular gold tracks still making up a good portion of the airplay while urban oldies is gold. Urban AC is also tested on females only while urban oldies is tested on both males and females. Having never programmed an urban station, I can't tell you the specific ratios of current-to-gold on urban AC nor can I tell you exactly what percentage of the test group for urban oldies is male (though I understand it uses more females than males in testing).
If classic hip-hop proves to have legs, I'm not sure if it's the next incarnation of urban oldies or if it's something new, like classic rock was in the mid-80's. Classic rock arose out of rock programmers' frustrations of having to decide how much pop they wanted to play. Rock product wasn't strong enough to sustain a current product, and programmers were having to worry about whether to add Michael Jackson and Lionel Richie to their rotations. The solution some of them found to this frustration was to reach into the vast collection of rock gold that was available and largely not being played. The approach worked quite well, and other struggling stations in the market would often just decide to grab the gold and eschew the current product the rock station was continuing to play. The result was a brand new format. Of course, hip-hop today has a lot more quality product than rock did 30 years ago, but we could have a similar situation unfolding. We'll just have to wait and see.
As for the difference between urban AC and urban oldies, urban AC is usually current and recurrent focused with popular gold tracks still making up a good portion of the airplay while urban oldies is gold. Urban AC is also tested on females only while urban oldies is tested on both males and females. Having never programmed an urban station, I can't tell you the specific ratios of current-to-gold on urban AC nor can I tell you exactly what percentage of the test group for urban oldies is male (though I understand it uses more females than males in testing).
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