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Making A Clear Point

R

radiolover78

To all that despise Jack: Just because some stations are going down a little in ratings, doesn't mean its a failure. The "honeymoon" period for some Jack stations may have worn off, but it doesn't automatically mean Jack's a failure. Tibbs pointed out a good question: Whenever AC, Hot AC, Classic Rock, Oldies, Alternative, Dance, whatever, begins to slide a little in ratings, people don't assume its a failure, but when Jack slides down, a lot of people assume its over, even though its not. Yes, Jack is new, but we must give it time.

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Good Point

It's a great point.

And, in fact ALL RADIO STATIONS go up and go down in the ratings. If a Jack station goes down a half-point, the boo-birds come out. There isn't any radio station in any market in America that doesn't go up and go down from book to book throughout it's format history. For instance, in Seattle KMPS went from over a seven share to just over a six (a 1.3 share dip), but I don't hear anybody saying the country format in Seattle is in trouble. There's never been a radio station in American history that's hit a 7-share, for instance, and stayed at that share book after book after book for years on end. Ratings go up and down, just like the weather.

All this really is, though, is the Jack haters DESPERATE for any way to rag on the format. The light-at-the-end-of-the-tunnel they think they're seeing is an oncoming train 'bout to run 'em over.



> To all that despise Jack: Just because some stations are
> going down a little in ratings, doesn't mean its a failure.
> The "honeymoon" period for some Jack stations may have worn
> off, but it doesn't automatically mean Jack's a failure.
> Tibbs pointed out a good question: Whenever AC, Hot AC,
> Classic Rock, Oldies, Alternative, Dance, whatever, begins
> to slide a little in ratings, people don't assume its a
> failure, but when Jack slides down, a lot of people assume
> its over, even though its not. Yes, Jack is new, but we must
> give it time.
>
 
Re: Good Point

> It's a great point.

Also, Jack is tweakable through music tests etc anyway, before just being tossed away.

My worry is that, IF a Jack decides to change to another music format...how long before people notice? (excluding country)...and even then, does the button pusher hear country then push another button assuming that Jack felt like playing a country tune?...there goes the word of mouth about a change...?
<P ID="signature">______________
"If you never say NO, How much is your YES worth?"
</P>
 
Point

Moot point. Most major big-time format flips are done with accompanying media campaigns. For any station changing format that does so with very low listenership, it means few people will care cause few were listening in the first place. New cume would cycle in once the buzz begins or the media campaign starts.

Besides, we're getting way ahead of ourselves here. I know there's a big wish on the NY board that Viacom takes 101.1 FM back to Oldies- only a dramatic, stunning change in leadership at the top would all such a move and on top of that, the whole Jack thing was not intended to be a short term, immediate success type of thing- it was done for the long-term and they have invested a lot of time, effort and money to suddenly reverse course and go back (not to mention being a total embarrasment and major hit to their stock price).
>
> My worry is that, IF a Jack decides to change to another
> music format...how long before people notice? (excluding
> country)...and even then, does the button pusher hear
> country then push another button assuming that Jack felt
> like playing a country tune?...there goes the word of mouth
> about a change...?
>
 
Re: Point

> Moot point. Most major big-time format flips are done with
> accompanying media campaigns. For any station changing
> format that does so with very low listenership, it means few
> people will care cause few were listening in the first
> place. New cume would cycle in once the buzz begins or the
> media campaign starts.

A great point. Take it to the next level, OC. I think you should
always be tweaking and playing the odds of growing playlists and
audience variation to continue to grow your listenership. If and
when the lifecycle of the product begins to wear down, you should
react quickly and effectively long before you have lost everyone.
While TV and Billboard advertising is a must, nothing replaces
the positive or negative word of mouth among listeners. Jack
has done the best job I have seen in being "talked about" around
the office, among friends, etc.
>

> Besides, we're getting way ahead of ourselves here. I know
> there's a big wish on the NY board that Viacom takes 101.1
> FM back to Oldies- only a dramatic, stunning change in
> leadership at the top would all such a move and on top of
> that, the whole Jack thing was not intended to be a short
> term, immediate success type of thing- it was done for the
> long-term and they have invested a lot of time, effort and
> money to suddenly reverse course and go back (not to mention
> being a total embarrasment and major hit to their stock
> price).

I posted that on NY board just to see who would bite. Jack is not
going away, but Jack may get a little smarter and use common sense
and reposition itself. I have to admit, I have never seen such a
delay in taking action. It's amazing. How hard is it to get that
station in the top 5, really??? I'm tempted to offer to pay them
to show them how to pull it out of the basement. SOOOOOOO SIMPLE>

Look at the smart companies who have adjusted and gone back to
the original formulas. You don't see alot of "new" taste products
anymore, do you? I agree it's ego that will keep the Jack reverse from
happening (along with the need to move into a younger demo - which
is all that this is really about.) But, the time, effort and money
spent to launch have not exceeded the lack of success and decrease
in revenue since they flipped. Simply, keep Jack on CBS, just
update...
 
Re: Good Point

> ALL RADIO STATIONS go up and go down in the
> ratings. If a Jack station goes down a half-point, the
> boo-birds come out. There isn't any radio station in any
> market in America that doesn't go up and go down from book
> to book throughout it's format history. There's never been
> a radio station in American history that's hit a 7-share,
> for instance, and stayed at that share book after book after
> book for years on end.

You see, Oldies Cat, that's how we know that you're either new to radio or you work for Susquehanna Radio and need to justify their dead-end choice of the Jack format til the company's sold. Because Susquehanna's own WFMS, Indianapolis' #1 station, has been number one with its country format FOR YEARS AND YEARS with around an 11 in the ratings.
 
"dead-end"?

I've worked in radio for parts of 3 decades and have no ties to Susquehanna (and am especially glad about the latter, since Lord knows who'll they'll sell to).

Uh, "dead-end choice"- aside from your biased opinion about the Jack format's merits, how can you call it a "dead-end choice"? Really, only NY has been a complete bomb-Chicago's had one bad phase since spring and most of the other Jack- type stations have seen stunning early results.

Can you back up your assertion with FACTS and EVIDENCE? "I don't like this hodge podge format" and "because it makes no sense" and similar statements won't be answers to my challenge and will be viewed by real radio people as a joke.

Your turn.

:-
>
> You see, Oldies Cat, that's how we know that you're either
> new to radio or you work for Susquehanna Radio and need to
> justify their dead-end choice of the Jack format til the
> company's sold. Because Susquehanna's own WFMS,
> Indianapolis' #1 station, has been number one with its
> country format FOR YEARS AND YEARS with around an 11 in the
> ratings.
>
 
Re: "dead-end"?

You didn't answer my question. You make statements like "no station has ever had a 7 in the ratings for decades" (or something close to that assertion) and when I confront you with your error by citing the example of Susquehanna's own WFMS, you avoid the question. How can we believe the equally absurd "facts" you present about the Jack format when it's clear that you don't know the facts?

> I've worked in radio for parts of 3 decades and have no ties
> to Susquehanna (and am especially glad about the latter,
> since Lord knows who'll they'll sell to).
>
> Uh, "dead-end choice"- aside from your biased opinion about
> the Jack format's merits, how can you call it a "dead-end
> choice"? Really, only NY has been a complete bomb-Chicago's
> had one bad phase since spring and most of the other Jack-
> type stations have seen stunning early results.
>
> Can you back up your assertion with FACTS and EVIDENCE? "I
> don't like this hodge podge format" and "because it makes no
> sense" and similar statements won't be answers to my
> challenge and will be viewed by real radio people as a joke.
>
>
> Your turn.
>
> :-
> >
> > You see, Oldies Cat, that's how we know that you're either
>
> > new to radio or you work for Susquehanna Radio and need to
>
> > justify their dead-end choice of the Jack format til the
> > company's sold. Because Susquehanna's own WFMS,
> > Indianapolis' #1 station, has been number one with its
> > country format FOR YEARS AND YEARS with around an 11 in
> > the ratings.
 
"dead-end"?

You're as bad as the dipsticks on the Pittsburgh board- I'm quoting true, current Arbitron ratings information as facts while you rant about Jack being "a hodge podge" format with "no costs, no DJs" and "Jack is a time-killer" which is opinion.

I do know the facts- I have no trouble reading Arbitron ratings and presenting the information accurately.

(and I don't know what the heck you mean about WFMS- and it doesn't matter. All stations go up and all stations go down. WFMS had over a 12 share a year ago and right now they're barely above a 10. TWO WHOLE POINTS- are they on a "slide"? Heck no).



> You didn't answer my question. You make statements like "no
> station has ever had a 7 in the ratings for decades" (or
> something close to that assertion) and when I confront you
> with your error by citing the example of Susquehanna's own
> WFMS, you avoid the question. How can we believe the
> equally absurd "facts" you present about the Jack format
> when it's clear that you don't know the facts?
 
Re: "dead-end"?

> You're as bad as the dipsticks on the Pittsburgh board-

That's funny. I'm serious. I think I'll sign up as another Radio-Info user using the name, Dipstick.
 
"dead-end"?

If the shoe fits.

What I don't get is how you can look at hard, black & white Arbitron data and still say, "well, duh, it's broke". Guess it's that whole denial thing.


> That's funny. I'm serious. I think I'll sign up as another
> Radio-Info user using the name, Dipstick.
>
 
Facts are facts buddy...

...and just because you don't like the format, doesn't mean it won't do well. OldiesCat's facts are right. Last time I checked, Jack is doing well in MOST markets. Thats a fact. Yes, Jack is new and its the "honeymoon" period, but who cares. Its doing well! Thats a fact.<P ID="signature">______________
The Place for the Latest Happenings in Radio
www.freewebs.com/radiostuffandnews
</P>
 
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