Movin Getting Emmis' Biggest Ever Marketing Budget....BUT

[ronkaram]

I think I posted this once before but I can't find it so I appoligize if it turns up twice. Since Movin gets about a 1 share with its signal, and 103.1 got almost as much, twice as a dance station with its weak signal, Movin could switch to dance and move up in the ratings. I know all about the dance is a niche format but Movin with a strong signal isn't doing any better and I haven't heard anyone calling thier format a niche format. Speaking of 103.1 they have managed to keep the same format for a while now with ratings lower than when they played dance. I'm not in radio but the only guess that I have about this has to do with a difference in the type of advertisers they get. Maybe David could a comment on this since he has been in the business for a long time and sees things from many different sides.

 

[henry]

The question isn't so much about Dance's signal, but the format.

I hate to say it, but about a 1.0 is all that like dance. A pity, since I'd listen to it 24/7. But gen-Y is so picky in what we want that no radio station can truely niche itself to fit the variety of tastes.

The baby boomers liked Top 40.

Gen X was okay with a half-dozen formats (alternative, rock, rap, AC, etc.)

Gen Y likes their iPods. This fact scares me to death, and tells me I am pursuing the wrong industry. But radio is WAY too much fun ... so I am trading tommorrow for some fun today.


But back to the topic at hand.... I'd say if it wasn't Emmis, they'd be crazy NOT to try all-dance for a few months as a last ditch effort. We all pretty much agree Dees should be at KRTH or KBIG or KYSR.....anywhere but Movin. Nothing against Dees ... he's a great jock, but he's on the format. He doesn't connect with Gen Y. He connects with Gen X.

I'd say if I were Emmis ... let Dees go at the end of his contract ... reimage as a "pure dance station" ... give it 6 months and see if it sells. If it doesn't ... dump it, flip to AC and then quit.

 

[Radio_bored-Op]

summer vacation:

a gen_Y_dream come true:

-(station name, tba?) either after movin, or on the current movin' format:

- playing deeper album cuts, or the song "they can't play"
( u know the 'kids' today, how they feel about certain songs, and
why they never get air play)

-the other idea: have ( radio employee) some one pre-record
aLOT of callers, *NOW* as movin' is "summer vacation" a
constant "guest dj" ( but *NOT * how jack-FM does it)

generic voice...", hey i am cruising the 101-freeway, and i just discovered movin'
too bad the traffic, aint movin..."

but a REAL caller:
"..hey, its jessie, and i wanna give a shout out to my friends, at ____(work)
....yea, i know i called in sick, i got a fever! ha,ha and am going to the santa monica pier!...
as i drive there, i wanna hear ( and, then a song, that is a REAL REQUEST)...!"

hey,
as long as it is able to be on-aire, why not play...some thing that some one *JUST* requested.
-Or, a song , well, that doesnt fit the other formats...say a hit from last year, or a song,
on a promo only CD, that didnt have as much success as the other cuts....i mean,
dont play *CRAP* but, be a little more daring, what is there to lose.....and
to gain, how about some listeners.

 

[ceejay]

this format is a loser. all it is is jammin oldies with a few more recent tunes and fewer old school early 70s

this is a bigger failure than jack in most markets

I DISAGREE. Give MOViN a chance. They finally dropped the lame stick commercial and got the butt shaking ones (which I LOVE).. the word is just getting out there.

I GUARANTEE KMVNs next book will show significantly better ratings

With all the marketing that they've had since March it better go up. That said, it could double its current rating, which won't happen, and it would still be a loser. This station has been on for nearly 9 months and still hasn't cracked a 1 share. That's a loser. Yet Go Country 105 has nearly a 2 share during its first monthly. Read the various statements from Jeff Smulyan in the articles I posted in this thread. Not one is encouraging for Movin. Not one. Movin was DOA. Only question now is will they sell it or change the format? I think they're considering a sale. Might be the only way to finally get the company to go private.

The Movin spot is EMBARRASSING for an old, unhip guy like Rick Dees. The Grey's Anatomy spot on ABC 7 (Dr. McDeesie) really shows Dees age. Terrible lighting and make-up.

It must be soooooo embarrassing for Disco Duck Dees to be losing his tail feathers to the group he replaced! Especially, since they don't even need advertisement ..... all word of mouth thus far.