Nashville Public Radio to flip 91.1 to Local Music format later this fall

[Tibbs4]

It is funny, BigA. You post is good. I think what listeners generally have thought (and some still think) is NPR is a national news and entertainment source highly focused on informing well-educated, higher wealth demographics, while appearing to be relevant enough and cool enough to reach into a variety of ages and sub demographics without appearing to be overly elite. I have seen some interesting online content (videos) in the last week that have had to have warning labels for language that would never be possible on radio. In fact, I have read some online discussions in the commercial segment of radio have noted that only NPR could get away with such content and not be called out and yet there is the question of federal "funding" that should be questioned based upon similar content. (Note: that content is Not on radio.) I honestly could not imagine radio in America without NPR. I agree, they will continue to properly market their content. Whether radio listeners engage in listening to this content on the radio vs. online is the issue. Will there be enough and will they be enough to satisfy fund-raising and corporate sponsorships, etc.?

 

[TheBigA]

Will there be enough and will they be enough to satisfy fund-raising and corporate sponsorships, etc.?

One more thing...the non-commercial rules only apply to on-air.

 

[Tibbs4]

No doubt. So, trying to apply this to radio and keeping it local, are you thinking the smart trend and brighter financial future will generated by the WPLN/WNXP websites over the actual on the air station? Or do you see NPR as a powerful online source that has such great content that it actually strangles the stations that have basically built the beast and these stations now have no choice but to stay and be consumed by the content provider that took their listeners away? Or am I missing your point totally? I love thinking about this, but never have time to dwell on it, so appreciate your vision and expertise.

 

[TheBigA]

Or do you see NPR as a powerful online source that has such great content that it actually strangles the stations that have basically built the beast and these stations now have no choice but to stay and be consumed by the content provider that took their listeners away?

The stations own NPR. They run the board of directors, and that issue has come up. The stations will not allow that to happen. It's a more collaborative process. When you log into NPR.org, your browser will automatically remind you about your local station. Try it now. What do you see?

 

[Delete My Account]

I'm not sure WNXP is "too cool" for the room any more than say, The Current. My guess would be:

1. Likely listeners to this station may already be more aware of digital platforms. So they'd have to be aware of and interested in the station.
2. Some of their likely listeners are already at 100.1 and may be happy with it.
3. Fewer commuters = less sampling of a new station/format.

So, all things considered, I'm not surprised at the low ratings - and didn't expect them to be impressive tbh.

All that aside, I enjoy it.

 

[TheBigA]

1. Likely listeners to this station may already be more aware of digital platforms. So they'd have to be aware of and interested in the station.

I think their intent is to provide a social experience that will augment the radio station. By social experience I mean one that combines in-person engagement with social media and on-air reinforcement. At least that's what I read into their goals. If it works it could provide a roadmap to the next phase of radio in the new century.

 

[TheBigA]

WNXP has signed Amazon as a partner for their Nashville Artist of the Month:

WNXP Nashville Teams With Amazon - Radio Ink

'Nashville Artist of The Month', a feature of 91.ONE, WNXP: Nashville’s New Music Experience; is partnering with Amazon to support the feature. NAOTM highlights a Nashville-based artist each month.

radioink.com

 

[Murfradiojim]

WNXP has signed Amazon as a partner for their Nashville Artist of the Month:

WNXP Nashville Teams With Amazon - Radio Ink

'Nashville Artist of The Month', a feature of 91.ONE, WNXP: Nashville’s New Music Experience; is partnering with Amazon to support the feature. NAOTM highlights a Nashville-based artist each month.

radioink.com

Nice sponsorship for a station that no one is listening to.

 

[BRH]

I’m kind of surprised that the numbers aren’t at least a little better so far. Looking at other stations doing similar non-com indie or AAA formats in “hip” cities, you have examples like KUTX & KEXP setting records. Also Indie 102.3 in Denver keeps expanding statewide as well. I would’ve thought w/ Nashville being one of the “trendy” millennial hot spots that WNXP would’ve had a least slightly better numbers. But maybe it’ll pay off in donations/sponsorships that mean more than commercial ratings do for such stations. Overall though, I think the station sounds great personally. I fail to see why this sort of indie based format hasn’t caught on commercially & replaced the tired old stuff that commercial Alt formats have spun for years on end.

 

[TheBigA]

I’m kind of surprised that the numbers aren’t at least a little better so far. Looking at other stations doing similar non-com indie or AAA formats in “hip” cities, you have examples like KUTX & KEXP setting records.

Those two stations have been around a long time and do a lot of community outreach. KEXP has a multi-million dollar performance theater in their building, so people interact directly with the station that way. I've read that the WNXP folks have similar goals, although they'll use existing facilities around town rather than building an in-house theater. But of course all of the community interaction has been limited by Covid.

I fail to see why this sort of indie based format hasn’t caught on commercially & replaced the tired old stuff that commercial Alt formats have spun for years on end.

Because the audience is turned off by all the things that make up commercial radio. Starting with commercials.