Martini format in Atlanta???????

[JR1967]

Check out www.martiniinthemorning.com

Put this format on 640 AM and move WGST to 94.9.

 

[amlover]

Standards on 640 would work. Even a mixture of standards and talk or just move the talk completly to 94.9 like was sugested.

 

[jabba17]

As I stated before, I'd like to see the "highbrow" AC --mix of standards, smooth (and not so smooth) jazz, and some "regular" AC that blends in well.

Not B98.5 "96 Rock Lite", not Muzak, and not worn-out Ambrosia/Air Supply AC.

 

[OldSchoolWoman]

Can anybody name a city where an adult standards format is working successfully on a major market FM. Not AM nor a rimshot FM. The closest I can think of is WDUV in Tampa and it is really soft AC anyway.

 

[Biz Listener]

Can anybody name a city where an adult standards format is working successfully on a major market FM. Not AM nor a rimshot FM. The closest I can think of is WDUV in Tampa and it is really soft AC anyway.

I'm not aware of any markets where it has even been tried. It seems that conventional wisdom says it will fail, so no one even gives it a try.

 

[jabba17]

Can anybody name a city where an adult standards format is working successfully on a major market FM. Not AM nor a rimshot FM. The closest I can think of is WDUV in Tampa and it is really soft AC anyway.

I'm not aware of any markets where it has even been tried. It seems that conventional wisdom says it will fail, so no one even gives it a try.

I wonder if you could back your way into this format by starting out with just the AC part, and then slowly adding standards and jazz. That way you could easily reverse course if your research finds it's a dud...as well as getting people used to a format that they might not have considered or have negative preconceptions about.

 

[Biz Listener]

I wonder if you could back your way into this format by starting out with just the AC part, and then slowly adding standards and jazz. That way you could easily reverse course if your research finds it's a dud...as well as getting people used to a format that they might not have considered or have negative preconceptions about.

I'd recommend against trying it. For a new format to work, it takes a lot of expensive promotion and advertising in other media. If all you do is hope that people will stumble on your new sound by accident, there's no point in even bothering with a new format. So, to succeed you have to get it right from day one.

As for negative preconceptions, remember it's only radio geeks who pay attention to strict format names and definitions. Listeners pretty much only care if they like what they hear or not. What the format is called means almost nothing to them.

So, if a station is going to try either the Martini brand name format or come up with their own mix of music that makes sense for what the market might like and that doesn't bump heads directly with any other stations in town, they should figure out what they're going to do and then do it.

If I was making the call, I'd mix old standards, new recordings of old standards, jazz with vocals, and maybe even lounge-style blues. Mix Sinatra, Billy Eckstine, Robert Goulet, Peggy Lee, Nat King Cole, Billie Holiday, Ella Fitzgerald, Micheal Buble, Harry Connick Jr, even cuts from Rod Stewart's and Linda Rondstadt's collections of old standards. If you aren't going to pay to use the Martini brand name call it "Tuxedo Music" or "The Electric Lounge". Use a cute little lizard cartoon character in a tuxedo (A lounge lizard) as the advertising mascot.

Given the ethnic, racial, and demographic mix here in Atlanta, a hybrid jazz vocals & standards format might work that wouldn't work in any other city in the country.

 

[TheRealOtherNeil]

I wonder if you could back your way into this format by starting out with just the AC part, and then slowly adding standards and jazz. That way you could easily reverse course if your research finds it's a dud...as well as getting people used to a format that they might not have considered or have negative preconceptions about.

Mix Sinatra, Billy Eckstine, Robert Goulet, Peggy Lee, Nat King Cole, Billie Holiday, Ella Fitzgerald, Micheal Buble, Harry Connick Jr, even cuts from Rod Stewart's and Linda Rondstadt's collections of old standards. If you aren't going to pay to use the Martini brand name call it "Tuxedo Music" or "The Electric Lounge". Use a cute little lizard cartoon character in a tuxedo (A lounge lizard) as the advertising mascot.

Don't forget Connie Francis. She is the biggest recording artist ever.

 

[RoddyFreeman]

This kind of format will not happen on a major FM signal in Atlanta for one reason, demos. Few advertisers buy older demos, and the billings potential would not be commensurate with the value of the signal.

It could be done on a station with a heavily-disadvantaged signal or on an AM, but it will never happen on 94.9.

Another point is that as much as we radio geeks complain about lack of variety in playlists, and in fact listeners complain, tight playlists win in ratings every time.

 

[Biz Listener]

This kind of format will not happen on a major FM signal in Atlanta for one reason, demos. Few advertisers buy older demos, and the billings potential would not be commensurate with the value of the signal.

It could be done on a station with a heavily-disadvantaged signal or on an AM, but it will never happen on 94.9.

Another point is that as much as we radio geeks complain about lack of variety in playlists, and in fact listeners complain, tight playlists win in ratings every time.

You're probably right, which is a shame. Few advertsiers do buy older demos, yet for many high-ticket products, reaching the older demos would be extremely profitable. Imagine being able to sell a station that only appealed to upscale middle-aged and senior looking to make high-end retirement investments, or to buy luxury cars. That would be too much work for the order-takers who call themselves radio salespeople nowadays.

However, as was discussed on the PPM thread, maybe tight playlists might be proven to be less desireable than "loose" but well-selected playlists.

 

[romer979fm]

Few advertsiers do buy older demos, yet for many high-ticket products, reaching the older demos would be extremely profitable. Imagine being able to sell a station that only appealed to upscale middle-aged and senior looking to make high-end retirement investments, or to buy luxury cars. That would be too much work for the order-takers who call themselves radio salespeople nowadays.

the problem is...as I understand it...the upper demos are set in their purchasing patterns:
brand loyalty is very high...and it takes too many impressions to change 'em. not profitable for the advertiser.
the money and audience is there...they just aren't inclined to be swayed out of established buying patterns.

 

[RoddyFreeman]

Few advertsiers do buy older demos, yet for many high-ticket products, reaching the older demos would be extremely profitable. Imagine being able to sell a station that only appealed to upscale middle-aged and senior looking to make high-end retirement investments, or to buy luxury cars. That would be too much work for the order-takers who call themselves radio salespeople nowadays.

the problem is...as I understand it...the upper demos are set in their purchasing patterns:
brand loyalty is very high...and it takes too many impressions to change 'em. not profitable for the advertiser.
the money and audience is there...they just aren't inclined to be swayed out of established buying patterns.

The other huge factor is the kids have moved out of the home. Households with kids buy more of almost everything.

 

[RoddyFreeman]

Imagine being able to sell a station that only appealed to upscale middle-aged and senior looking to make high-end retirement investments, or to buy luxury cars.

You're describing 1690 AM. Mr. Weber will love you.

 

[MsMusicRadio]

If b98.5 does go hot ac, 94.9 could return to mainstream/soft ac. however, cc flipped their station in w.palm beach from soft ac to spanish and it was #1 12+. i could never see cc doing anything so off the wall as martini on 94.9. maybe somebody else. i could see cox flipping something to soft ac to outflank cc like they do in tampa.

 

[RR Piper]

You nailed it Biz Listener. A perfect mix.

 

[Biz Listener]

the problem is...as I understand it...the upper demos are set in their purchasing patterns:
brand loyalty is very high...and it takes too many impressions to change 'em. not profitable for the advertiser.
the money and audience is there...they just aren't inclined to be swayed out of established buying patterns.

That's only a problem for order-takers, not for a salesman. There are plenty of businesses that cater to mostly those of advanced years, especially those with money. But it takes a real salesman with skill and imagination to locate such businesses, and more salesmen with such skills are working in fields other than radio.

Remember, he who dares, wins!

 

[Goodtimesandgreatoldies]

Hard to believe that there isn`t any FM`s in Atlanta that would be a good fit for Martini format. I still say 94.9 most likely would be best.......

 

[agentUrge]

no, you call it WGST.

and bring back Johnny Midnight.

 

[Goodtimesandgreatoldies]

From the look of the latest ratings book.... several FM stations like 92.9-Dave fm and 96.1 (please don`t call me 96 Rock anymore) would be better if trying the Martini format than the formats that are now getting them very low ratings!