KWXY/KDES frequency Switch a mistake?

[FresnoDave]

I was just looking at the ratings books and was looking at Palm Springs since I used to go that way often. Looks like after the switch to 98.5, KDES lost over half it's audience (6.5 FA 09 to 2.5 SP 10), also looks like KWXY also lost alot of listeners after the switch of the format to AM (5.0 FA 09 to 3.3 SP 10). Looks to me like the ratings tell the story, the frequency switch was a big mistake :-\. Any other opinions? Also, saw mention on another board that KDES was trying to get straming up, any new word on that?

 

[Michael Rivers Kramer]

I was just looking at the ratings books and was looking at Palm Springs since I used to go that way often. Looks like after the switch to 98.5, KDES lost over half it's audience (6.5 FA 09 to 2.5 SP 10), also looks like KWXY also lost alot of listeners after the switch of the format to AM (5.0 FA 09 to 3.3 SP 10). Looks to me like the ratings tell the story, the frequency switch was a big mistake :-\. Any other opinions? Also, saw mention on another board that KDES was trying to get straming up, any new word on that?

Well, I don't really know why KDES lost so many listeners when they moved to 98.5 other than the listeners becoming lost when trying to find the new frequency. Then again, if that were the case, they would probably get lost in a phone booth.

As far as the KWXY move....The audience is not attractive to advertisers. At least they kept the format.

Didn't you know that the 104.7 move to the Inland Empire made the station more valuable.

Lastly, the 12+ numbers you see have no value. That's why you see them without having to subscribe to them. KWXY's listners were all 55+ and have little or no value to most advertisers.

It's all in the 25-54 demo, baby!

 

[jonbruce]

Yes, we are very close to streaming here at KDES. The KWXY 3.3 was actually better than what we expected. 1340 is a 1kw "graveyard" AM that only covers half the valley days and even less at night. We beat the new 95.9 FM "Oasis" that got a 1.9, and the smooth jazz 102.3 FM with a 2.9. The massive drop, after 5 "up" books for KDES was the result of lack of outside advertising to promote the move to 98.5 which we will correct. Our time-warner trade became in dispute so we never got the TV ads out there. We didn't have any billboards either.

 

[davideduardo]

Lastly, the 12+ numbers you see have no value. That's why you see them without having to subscribe to them. KWXY's listners were all 55+ and have little or no value to most advertisers.

It's all in the 25-54 demo, baby!

In the Desert, there is not a lot of agency buying compared to LA or SD or even the IE. And local advertisers are quite aware of the buying power of the 55+ community... if you look at Rancho, Indian Wells, La Quinta, where over half the residents are in that category, you will see that local businesses often cater to that group.

 

[e-dawg]

So.....is that means that I will hear ads for Viagra, the scooter store, depends, polygrip, Desert Cities Funeral Home, Colonial Penn Life Insurance, AARP, Ensure, and premiere baths on KWXY?

 

[e-dawg]

Also, for KWXY listeners, they should do some aerobics exercise like this music video.

http://www.youtube.com/watch?v=L_fCqg92qks

 

[Michael Rivers Kramer]

Lastly, the 12+ numbers you see have no value. That's why you see them without having to subscribe to them. KWXY's listners were all 55+ and have little or no value to most advertisers.

It's all in the 25-54 demo, baby!

In the Desert, there is not a lot of agency buying compared to LA or SD or even the IE. And local advertisers are quite aware of the buying power of the 55+ community... if you look at Rancho, Indian Wells, La Quinta, where over half the residents are in that category, you will see that local businesses often cater to that group.

Yet they sill moved it to a graveyard channel in a market that has poor ground conductivity. With the number of signals in the market, the only FM stations that cater to older demos are KDES and the Smooth Jazz station.

 

[FresnoDave]

Yes, we are very close to streaming here at KDES. The KWXY 3.3 was actually better than what we expected. 1340 is a 1kw "graveyard" AM that only covers half the valley days and even less at night. We beat the new 95.9 FM "Oasis" that got a 1.9, and the smooth jazz 102.3 FM with a 2.9. The massive drop, after 5 "up" books for KDES was the result of lack of outside advertising to promote the move to 98.5 which we will correct. Our time-warner trade became in dispute so we never got the TV ads out there. We didn't have any billboards either.

I am happy to hear that KDES is close to streaming, other than KABX 97.5 in Merced, there is no oldies or classic hits station I like here in Fresno. I would always tune in KDES when I was going to Cabazon to get stuff at the outlets, or was going to Palm Springs when I was living down in Crestline. I could start getting them pretty good in my car around where I-10 Crossed the County Line between Yucaipa and Calimesa. I could also get KDES in San Bernardino, east of Waterman Ave, but with heavy static. I see what you are saying about KWXY, signal strength definetley affects ratings. Too bad on the lack of promotion on the freq switch too. I just know that the Palm Springs area is a big spot for the 55+ set in So Cal, so I would think the 2 formats would pull pretty high ratings there. Hope the streaming gets up soon.

 

[musicman3355]

Off topic, but why does KDES play "The Art Laboe Show"? That show doesn't fit on an oldies/classic hits format.

 

[jonbruce]

I know Laboe doesn't fit the format, but it has always been the highest rating thing we have. We love the lower demos and Hispanics it brings to the table.