It's coming very soon. All News FM and it's going to greatly damage KYW's revenue and ratings big-time. Women, in my opinion, will be the first to jump ship as Merlin's news format caters more to them, but men will be drawn by the FM Quality Sound. We saw ratings plummet for WIP when two competitors hit the FM waves. It's going to happen to KYW, soon.
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MERLIN TO HAVE KYW FOR LUNCH.
- Thread starter joshzz
- Start date
R
RadioPhillyFan
Guest
Is this some kind of joke?
Josh, have you seen the ratings for Merlin in New York and Chicago?
Back at the start (three seasons ago) there had been talk about Merlin in NYC picking up the Yankees, or Mets, to augment their numbers. Merlin could not have overlooked WCBS 880's ratings dip after the Yankeee season ended, and they could not be unaware of the WPHT dip once that team joined the Yankees on the golf courses.
Thing is, 106.9 in Philadelphia already is blocked from putting sports on FM in any relevant way. Had that strategy been part of their NYC thinking, Merlin will not have that option in Philadelphia.
That situation leaves Merlin 106.9 strictly news to broadcast. Their reach goes farther in some directions than KYW's does. There has to be talk in the Merlin councils whether or not to go jaw-to-jaw with KYW in the actual 1060 home turf .... or try for the suburban audience the way WCBS complements WINS in those directional blank spots.
Consider as well some recent murmurs that Merlin's overall goal is syndication ; that they don't really give a flying one about the Triboro Bridge, Independence Hall or the Loop. They're looking for a national brand in the huge markets.
If true, that strategy very well could have been a backup. 'Let's see if we can take a nice chunk out of things by being on FM. If that lottery ticket doesn't work, well .... you've tried the rest, so here's another one'.
Thing is, 106.9 in Philadelphia already is blocked from putting sports on FM in any relevant way. Had that strategy been part of their NYC thinking, Merlin will not have that option in Philadelphia.
That situation leaves Merlin 106.9 strictly news to broadcast. Their reach goes farther in some directions than KYW's does. There has to be talk in the Merlin councils whether or not to go jaw-to-jaw with KYW in the actual 1060 home turf .... or try for the suburban audience the way WCBS complements WINS in those directional blank spots.
Consider as well some recent murmurs that Merlin's overall goal is syndication ; that they don't really give a flying one about the Triboro Bridge, Independence Hall or the Loop. They're looking for a national brand in the huge markets.
If true, that strategy very well could have been a backup. 'Let's see if we can take a nice chunk out of things by being on FM. If that lottery ticket doesn't work, well .... you've tried the rest, so here's another one'.
If they do things the same in Philadelphia as they did in NYC and Chicago, KYW has nothing to worry about.
Having said that, KYW is very city-centered. They no longer have a reporter who is identified as the New Jersey Correspondent. Their "suburban bureau" seems to consist of one person. And when's the last time you've heard a Delaware story on KYW, despite that their ID says they serve "Pennsylvania, New Jersey and Delaware" at the top of the hour? A less-city-oriented package of news might have some appeal.
Also, KYW doesn't seem to fit in much world and national news. Then again, if you wanted more national and world news, you could tune to NPR.
Since cume seems to be the game now with Arbitron's people meters, why not take a page from music radio and "play the hits" more often? Traffic and weather every five minutes on the 0s and 5s during weekday morning and afternoon drive times. Every ten minutes at other times. "Now you don't have to wait for the next traffic update."
The national syndication idea is interesting, too. But the NYC and Chicago stations seem to be programmed separately. They'd need to pick a city that is going to be the base for the mother ship. They could even offer the programming to smaller markets, kinda like the old NBC NIS.
But so far, Merlin doesn't seem to understand one thing: An all-news format needs a high degree of credibility. You either need to show that credibility from the start, or partner with a brand that already has the credibility. Merlin has done neither.
Maybe Randy & Co. should really be trying to launch WGN-type stations on FM for "the next generation." Engaging talk hosts might attract audience faster than an all-news format.
Having said that, KYW is very city-centered. They no longer have a reporter who is identified as the New Jersey Correspondent. Their "suburban bureau" seems to consist of one person. And when's the last time you've heard a Delaware story on KYW, despite that their ID says they serve "Pennsylvania, New Jersey and Delaware" at the top of the hour? A less-city-oriented package of news might have some appeal.
Also, KYW doesn't seem to fit in much world and national news. Then again, if you wanted more national and world news, you could tune to NPR.
Since cume seems to be the game now with Arbitron's people meters, why not take a page from music radio and "play the hits" more often? Traffic and weather every five minutes on the 0s and 5s during weekday morning and afternoon drive times. Every ten minutes at other times. "Now you don't have to wait for the next traffic update."
The national syndication idea is interesting, too. But the NYC and Chicago stations seem to be programmed separately. They'd need to pick a city that is going to be the base for the mother ship. They could even offer the programming to smaller markets, kinda like the old NBC NIS.
But so far, Merlin doesn't seem to understand one thing: An all-news format needs a high degree of credibility. You either need to show that credibility from the start, or partner with a brand that already has the credibility. Merlin has done neither.
Maybe Randy & Co. should really be trying to launch WGN-type stations on FM for "the next generation." Engaging talk hosts might attract audience faster than an all-news format.
KYW is going to be a tough act to damage, hope Merlin has their act together on this one. Have they done anything to WINS or WCBS in NYC? How about Chicago to WBBM?
One thing Merlin does well is offer comprehensive traffic, while Philly has a lot less traffic to report than New York, still if they did reports every five minutes they would have little time left for anything else.
The national syndication idea would probably start as a way to re-package reports that it already pays to produce and make them available to other stations. Ultimately, it could offer stations in smaller markets enough "network" news content for them to fill in with local news, traffic and weather and have a local all news station. Using the usual, trade deal, or in-cluster sources for the local reports. In the meantime, Merlin would have as many major markets as it can covered by stations it owns.
One advantage Merlin's Philly operation will have over New York, is that the Philly station isn't a union shop so they may do more experimenting and production in Philly.
In New York, Merlin started out targeting "younger women" but now seems to have moved to include men too. And they went from a very one-on-one personality anchor delivery with two person teams making small talk and jokes to what now seems like straighter news recorded into a computer and played automatically. So the focus may now be using the computer to repeat segments so as few people as possible can do the writing, producing, and anchoring.
They also planned lots of suburban bureaus in the New York area, and hired several street reporters who have since departed.
So, its any body's guess what they will do in Philly, but they will probably be targeting much different demos than KYW, and the two operations may not be as much of a threat to each other as you might first think.
R
RadioPhillyFan
Guest
I'd imagine the traffic would be about same... Philadelphia is the nations forth largest metro... All Merlin needs to do is go "Traffic only" and they can get a 1 or something minor... It took two years to get Mix to take a chunk from B101 and Q102 (at least 1.0 from each) Mix (it's like KTU for you new yorkers) certainly having it be music, is an easier game then a new news or talk station, generally they can only be in cities with one or two other talk formats...
I'm expecting 106.9 to be flipped to music at the same time as all of Merlins other fAiling ones.
I'm expecting 106.9 to be flipped to music at the same time as all of Merlins other fAiling ones.
I recall a conversation with Susan Murphy years ago. She helped to set up Shadow Traffic in both New York and Philly, and as she explained it "Philadelphia has only two main roads, I-76 and I-95," and they "usually" behave in predictable ways. While the New York Market is three times the size and you have all the roads in North and Central Jersey, the Jersey Shore, Long Island, Westchester, and the five boroughs of New York City to worry about. There are three major airports, not one etc. It's just a crazier mess to compress into a regular traffic report. Merlin offers the most comprehensive traffic in New York, and it will be easier to be comprehensive in the Philly market.
They apparently want to do a foreground format that appeals to younger demos than traditional news or talk radio. All news gives them the opportunity to drop in more paying spots. If that doesn't work, look for them to go to some kind of talk, but that would be giving up their big and profitable national dream. It's going to take a while for them to come to that decision, and something tells me that Philadelphia is the place where they will figure out how to make the format click.
R
RadioPhillyFan
Guest
TimeIsTight said:
True, but i-76 runs much smoother, and I'd imagine when that happened Philly wasn't growing like it is nowadays. Traffic's became a bit more of an issue on 495 and 422, becayse most of our roads were designed in the 70's and built in the 80's/90's.
I agree it's not close, but the difference (having listened to a New York traffic report many times via streaming ktu to compare it to our mix 106.1) is five, ten, fifteen seconds.
And, our traffic covers our MSA (metropolitan statistic area), which is the 4th largest in America) your msa is twice as big. Our market is cut because of Wilmington, Reading, Trenton, Vineland and Allentown taking some of it. It cuts our Market size by at least 2-million.
And - Philadelphia has two PHL and Northwest Philadelphia Airport - both are international, but NPA (not it's code, just short for it) is limted to much less of a market. It's mostly because the drive from North Philadelphia to PHL is almost an without traffic, via highway. It's just that big. Thereby most NPA flights go to Pittsburgh, PHL, Harrisburg, Baltimore, Atlantic City to connect to a much larger city (the ones I listed are large, but you know what I mean - farther away large city like Orlando, Denver, LA)
I'm not debating the comprehensive traffic reports, but there is at least 10 "usuals" in the Philadelphia area, Vine (676) Blue route (495) 202, 422, 95, 295, 76, Gerard, Benjamin Franklin, then our bridges.
Not to mention, most people just listen to KYW for traffic, Merlin may need to secure a traffic program. Merlin needs to cover it's ass in the entire PA side, and then the New Jersey side to beat KYW.
Don't underestimate Philadelphia traffic, it's not NYC, but it's still a huge city.
KYW has nothing to worry about. Based on Merlin's successes in NYC and Chicago, CBS shouldn't even acknowledge them, or else the Merlin Marlin will strike back.
New York and Chicago also have a lot more roads which get backed up in rush hour. Maybe FM News 101.9 would have much better ratings if they flipped to Traffic 101.9, all traffic all the time. Imagine the cume from all the people stuck in traffic every day. It would pretty much make traffic reports on other stations useless.
New York and Chicago also have a lot more roads which get backed up in rush hour. Maybe FM News 101.9 would have much better ratings if they flipped to Traffic 101.9, all traffic all the time. Imagine the cume from all the people stuck in traffic every day. It would pretty much make traffic reports on other stations useless.
RadioPhillyFan said:
First off you mean Northeast Philadelphia Airport. If I recall PNE (that's its code) is not an international airport and there aren't any commercial carriers that serve it so I dunno what you're talking about. I hope Merlin isn't hiring you to be anchor.
After listening to "FM News" from Merlin, I would say that KYW has nothing to worry about. Seems very bland, almost a bit boaring to listen to so I don't see any problems for KYW. Hey, it's philly and we don't like change they will stick with KYW and don't you change the action news theme!
I still have very strong doubts. WPEN-FM took a bit chunk of WIP's audience.
FM NEWS versus KYW AM NEWS. Here is how, I believe it will play out. Within six months, Merlin's FM News will garner a minimum of a 2.3 share. At that point, KYW will always trail, WBEB, WOGL and WDAS-FM until it secures a spot of the FM dial. Country King, WXTU will pass KYW and never look back.
Just my thoughts.
FM NEWS versus KYW AM NEWS. Here is how, I believe it will play out. Within six months, Merlin's FM News will garner a minimum of a 2.3 share. At that point, KYW will always trail, WBEB, WOGL and WDAS-FM until it secures a spot of the FM dial. Country King, WXTU will pass KYW and never look back.
Just my thoughts.
josh said:
Thing is WIP at the time had alot of haters, espeically among Phillies fans. They hated how it was all eagles, but most of all they hated how Howard Eskin would always no matter what dump on the Phillies. When wpen fliped to sports I remember people the Phillies message board for example telling everyone to start listening to them, because they talked Phillies, and weren't haters. Now in the last year the opposite has happened. Even before WIP went to FM, i've seen people complain that WPEN has become like like wip in the too much eagles talk.
Anyway, KYW doesn't have any mass hate, and everything about it from its jingles to school closings makes it a heritage station. We know how Philly doesn't like change, well this is the action news of radio.
Sure obliviously some people will listen to the new FM news, which inturn will be less listeners for KYW, but I would be shocked if it was enough to hurt KYW, or warrant them to rush KYW to the FM.
putting KYW on FM? CBS blowing up WOGL? i dont see that.
if they did then someone would have to go Oldies as in 106.1? Who knows. WOGL has been around a while though but ya never know.
WOGL isn't #1 so perhaps they'd think of it as we would get more listeners for KYW-FM then we would have gotten with WOGL.
Kinda like how Andy Bloom explained the blowing up of WYSP.
if they did then someone would have to go Oldies as in 106.1? Who knows. WOGL has been around a while though but ya never know.
WOGL isn't #1 so perhaps they'd think of it as we would get more listeners for KYW-FM then we would have gotten with WOGL.
Kinda like how Andy Bloom explained the blowing up of WYSP.
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