Nashville's Rock and Roll Hits of the 60's and 70's the NEW WRQQ 97.1

[Journeyman]

What they haven't considered (apparently) is that we are the "paid-off" generation. Our houses are paid off, our cars are paid off, our kids are paid off, and we have all the disposable income that a radio advertiser might want.
So what do they do - cater to a group a half-generation younger than us who still have a mortgage (or two), car payments, and kids in college - and are in debt up to their eyes. Let the radio advertisers scramble for their (limited) funds, I won't listen to their station. I can't prove it, but I think I speak for a lot of people in my generation (the early baby-boomers).
Also, in addition to having lots of money, we are the most populous. Soooo, the radio station deliberately discards the most people with the most money. (That's one business plan I'd like to see!)
If someone wakes up and (re)starts a real Oldies Station, I'll gladly listen, otherwise I won't.

Oh, it has been considered, but there is a problem. An advertising agency will absolutely not place a buy on a station that caters to listeners over 50, unless it's for Depends and Preparation H, and even those buys are limited. Seems ad agency buyers are all in nthe 25-54 demo, that gets the buys, that's why evveryone is trying to appeal to them.

I'm not saying a creative seller couldn't get some ads on a 50+ station, but seriously how many of THOSE do you know? A 50+ station, an 12-17 station, and in this market an Hispanic station would probably all garner a huge audience, but their coffers would go begging, and they'd soon change format.

BTW, the reason Hispanic stations usually won't work? The listeners are afraid to fill out their diaries. It seems many of them don't want to admit they're here (true story).

 

[Mr. Old Guy]

All I got to say is "I like the music on 97.1 WRQQ." the mix has more variety than "Oldies 97" had, it seems they play music that has been missing on Nashville radio since befors 104.5 went Sports Talk. I for one will be listening more but then again I'm Old.

 

[Tibbs4]

I agree. The problem with radio marketing is that it still uses the pre-1980's mindset that "old people"
over 54 want elevator music. That was true 25 years ago because the era of music those people grew
up during reflected their listening. Same is true today, but it seems to go unnoticed. Today's "old
people" want to rock and feel young. Advertising agencies are missing a huge op, but they (heck, we)
all follow the preset "rules." The thought that it's Depends and Retirement Homes is just false. Bring
on the Viagra. Hmm, interestingly enough, isn't it the number #1 revenue source for 50+??? Old
people ain't just sitting around waiting to die!!!

Seriously, why hasn't the 54 age cutoff been increased to 55 or 60? It would be interesting to see
how many 60 year olds would pick the rockin' hits. Dunno really if they would? Thoughts? I'm sure
Romer will chime in on this --- if he can remember the question.

 

[courier37027]

Somewhere I recall the reason Oldies 96.3 went to Jack FM was the money demo. Oldies 96.3 had very good overall listenership numbers (maybe as high as fourth or fifth) but their money demographic was somewhere around tenth.

 

[jwk1979]

From what I have heard on 97.1 WRQQ this weekend isn't that much different from what they were playing as an oldies station. I was out of town most of the weekend but I did hear the change on Friday afternoon and did listen yesterday afternoon on my way back into town. Other than "Sweet Home Alabama" by Lynyrd Skynyrd, "Ramblin Man" by the Allman Brothers Band and "Walk This Way" bt Aerosmith, the rest of the songs I heard were being played when they were calling themself "Oldies 97.1". I've even heard "Moving Out (Anthony's Song)" by Billy Joel, "Baby Hold On" by Eddie Money, "Reelin' in the Years" by Steely Dan and "One of These Nights" by the Eagles being played on oldies radio even back when it was Oldies 96.3.

 

[the_scoop]

I had this discussion with a very knowledgeable radio host after a very popular oldies station changed to Jack in another market(Indianapolis). It is true that agencies won't or are very reluctant to buy ads on stations that attract primarily older audiences-- in this day and age the Oldies stations. The national ad agencies are VERY reluctant. The reason explained to me for this policy is supposedly the older listeners do have much more money to spend but they are the hardest to convince and get them to change their ways. Another words, they don't like to change and thus the ad dollars spent on anyone over age 55 are wasted -- or not used effectively-- because that age group is set in their attitudes and nothing is going to convince them.

I don't personally believe all that. If a person has money to spend they will get swayed by what they hear. I think times have changed in that respect but the ad agencies haven't caught up to the reality. Heck the advertising for erectile disfunction ads are through the roof on TV! The stations have to change because if they continue down the road they're on they not gonna get the money and someone else will. As I heard one CC executive lament a few years ago: " I'd love to have a staion playing Dean Martin, Sinatra, Sammy Davis and other talents of the time and call it Vegas Radio. It would be great but there is no way I would ever try it. It's too big of a risk without a reward."

Fact is, it would probably work, but advertisers simply wouldn't put a buck to it.

The oldies stations that still exist are getting by on local advertisers. I've noticed that an AM station in Cincy is doing fairly well with local advertisers and WRKA in Louisville is still getting by with almost entirely local spots as well-- some of which are from ad agencies.

I have noticed the one thing about the oldies formatted stations still around: they're playing a lot more 70's pop hits in addition to the 60's classics. An example: The Carpenters. I used to NEVER hear their music, even on AC stations. I hear it A LOT now in Louisville, and I'm assuming that's because it tested well and people WANT to hear it. There are a lot of groups and songs that people grew up with that are still not played. I'm in my middle 30s and all this music is just slightly ahead of my time, but I love to listen to it. I like the classic rock and 80's tunes as well, but the 60's and 70's stuff is my favorite. Nothin' beats the sound. Unfortunately, I'm a small minority and the stations are going the way of the dinosaur.

 

[TheLaffer]

I agree about the Rolling Stones!
A little stones in fine but I hear them every time I turn it on. I hear THREE Stones cuts in the first three hours of the flip. Steve Dickert, are you reading this?

Why all the Stones? It test well in research of course

 

[kr0nic]

Then Fleetwood Mac must REALLY test well. They're wearing it out.

 

[Tibbs4]

And they will wear their welcome and ratings out along with the "tired and true" follow-the-pack radio mentality. It's already another
mismatched mediocre sounding radio station. If this weekend was the fireworks, then the party is over. Dickert and the team better
re-think their approach on this station or it will be 3.4 for two years and flip to Urban AC for a better signal than 'QQK and take 'QQK
to a lesser format like Rock and Rolls Hits of the 60's and 70's.

I lost faith last night when I heard commercials in the middle of "If I Can't Have You" by Yvonne Elliman on some waste of programming
off the bird. Sorry, I had faith. Here we go again. How hard is this???

No one has anything to worry about. CC team ought to be laughing. Listeners have to be wondering or not to interested.

They won't have a lot of under 55 advertisers that aren't give aways either. Mix, Jack and Rock won't see much change afterall
in my humble wrong opinion.

 

[radioelizabeth]

My question....

After years of successfully branding two personalities....that are linked to a format...

How to effectively eliminate the top of mind that comes to the listener?

Wouldn't it be a little like (and this is a big stretch) Delilah doing rock?

 

[Tibbs4]

You have to remember that Coyote has been through mostly Top 40 formats over the years. I think he tends to
fit rather well with this format, especially with men who grew up listening to him. I don't think the format is such a
stretch to force all the women away, although it might help you at Mix a little. To me the real question is rather people still
enjoy listening to him at this stage of his career. Imagine him on Y-107 or The River today. Wouldn't be right.

Elizabeth, do you know how much longer has Coyote been on the air than Sarge (who's been on-air in Nashville for 25 years?)
AMAZING>>>>how can he still work a board??? (just kidding, love ya bro....)

Seems like Coyote was around in the early 70's? He's just always been around since I can remember.

Even though Delilah seems to have rebounded on nights at Mix, I am disappointed that WRQQ didn't do live and local
from 7-12. That'll hurt them, I think. The format changes at night to much when they should be about more rock and
they claim less talk and clutter and then they have this talk-a-thon phone in attempt at 80's sounding on-air humor.
Mind you, it's not horrible. It just doesn't seem to fit with the "we are all about the music" approach Dickert promised
on Sept 1 at 5 pm.

While slightly off the original subject, I cannot see how WRQQ can build a brand with less than a consistent approach.
Same is true for Venus with a complete format switch at night when they flip to that satellite garbage...
it kills ratings. To save $50. Then again, radio isn't about being warm and fuzzy as much as years past.

You guys at Mix could go on vacation and be off the air for a month and get better ratings that WRQQ and WVNS
are going to get. It's incredible that the competition is dealing you cards like these. I go on record that I do
listen to Mix ALOT more than I used to, which was never, when you added artists like U-2, etc.

Still, I gotta wonder how Sarge can play "Say You, Say Me" for 20+ years without hanging himself from the microphone.

I'll leave the Pina Colada song out of this, since it was such a hot topic (for weeks) a year ago!

 

[radioelizabeth]

You have to remember that Coyote has been through mostly Top 40 formats over the years. I think he tends to
fit rather well with this format, especially with men who grew up listening to him. I don't think the format is such a
stretch to force all the women away, although it might help you at Mix a little. To me the real question is rather people still
enjoy listening to him at this stage of his career. Imagine him on Y-107 or The River today. Wouldn't be right.

Elizabeth, do you know how much longer has Coyote been on the air than Sarge (who's been on-air in Nashville for 25 years?)
AMAZING>>>>how can he still work a board??? (just kidding, love ya bro....)

Seems like Coyote was around in the early 70's? He's just always been around since I can remember.

Even though Delilah seems to have rebounded on nights at Mix, I am disappointed that WRQQ didn't do live and local
from 7-12. That'll hurt them, I think. The format changes at night to much when they should be about more rock and
they claim less talk and clutter and then they have this talk-a-thon phone in attempt at 80's sounding on-air humor.
Mind you, it's not horrible. It just doesn't seem to fit with the "we are all about the music" approach Dickert promised
on Sept 1 at 5 pm.

While slightly off the original subject, I cannot see how WRQQ can build a brand with less than a consistent approach.
Same is true for Venus with a complete format switch at night when they flip to that satellite garbage...
it kills ratings. To save $50. Then again, radio isn't about being warm and fuzzy as much as years past.

You guys at Mix could go on vacation and be off the air for a month and get better ratings that WRQQ and WVNS
are going to get. It's incredible that the competition is dealing you cards like these. I go on record that I do
listen to Mix ALOT more than I used to, which was never, when you added artists like U-2, etc.

Still, I gotta wonder how Sarge can play "Say You, Say Me" for 20+ years without hanging himself from the microphone.

I'll leave the Pina Colada song out of this, since it was such a hot topic (for weeks) a year ago!

I think my question was confused....

When 97.1 switched to Oldies... they grabbed the personalities too....and I'm guessing that was in part, due to branding...and the team.

Not a negative at all...but... it raises a question with me now... in part because just a year ago...their tie to Oldies was beneficial, was it not?

If it was just to grab the legends who would be available for work... makes sense...but... I didn't get the sense that it was that, due in part to some of the campaigning when the flip occurred.

Again, it's not to discount the overall career or talent... but simply in regards to the branding and the top of mind to a listener....

and consistency... good point there.

The reference to Delilah had only to do with the branding issue.

Thanks for your reply.

I don't speak for SC posting here... (hense the screen name)...but I'll say...

Sarge rocks.

As do the rest of team here.

Just a great place.

 

[BobSacamano]

My question....

After years of successfully branding two personalities....that are linked to a format...

How to effectively eliminate the top of mind that comes to the listener?

Wouldn't it be a little like (and this is a big stretch) Delilah doing rock?


Well, from what I've heard so far, 97.1 is playing about 60% of the same titles they were when they were Oldies, so it's not THAT much of a stretch..no matter what they play it's still one of the best airstaffs in town

 

[radioelizabeth]

Well, from what I've heard so far, 97.1 is playing about 60% of the same titles they were when they were Oldies, so it's not THAT much of a stretch..no matter what they play it's still one of the best airstaffs in town

Nothing negative about the talent from me...

I guess the question was simply a more specific one, regarding elements of the flip...

merely one aspect of how the campaign was done.

 

[PaulO]

I lost faith last night when I heard commercials in the middle of "If I Can't Have You" by Yvonne Elliman on some waste of programming
off the bird. Sorry, I had faith. Here we go again. How hard is this???


No one has anything to worry about. CC team ought to be laughing. Listeners have to be wondering or not to interested.

They won't have a lot of under 55 advertisers that aren't give aways either. Mix, Jack and Rock won't see much change afterall
in my humble wrong opinion.





I really haven't changed my mind aabout this format. It has evolved some. They are starting to play longer versions of a few songs. If they want to play longer versions of songs; Traffic every 10 minutes may not be a good idea.

Why are they still running Tom Kent, Super gold and American Gold? Are they under some contractual obligation to run these programs?

 

[jetfli]

Why are they still running Tom Kent, Super gold and American Gold? Are they under some contractual obligation to run these programs?

I thoroughly enjoy Tom Kent's show. I'm glad it's still around. If the energy he brings to his show were a whole lot more evident on all of WRQQ, I'd listen a lot more. I truly miss the high-energy DJs from the '60s and '70s. The music by itself just isn't enough to help me reclaim the radio experience of that era.

 

[radionekkid]

These formats wind up getting moved to stations with poor coverage areas. RQQ seems to be the trash can or nursing home where old formats go to die a horrible death. What will be the next format that will fall out of the main tier, only to resurface on RQQ???

 

[romer979fm]

These formats wind up getting moved to stations with poor coverage areas.

and how does 97.1 qualify as a station with a "poor coverage area"?

 

[radionekkid]

It drops out real fast when going south on i65. Sound like 3000 watt fm. Other Nashville FMs will go all the way to Ala line like 105.9, 103.3 and 95.5. Radiolocator says its 50000 watts tho.

 

[romer979fm]

Other Nashville FMs will go all the way to Ala line like 105.9, 103.3 and 95.5.

the 105.9 and 103.3 site is Brentwood...SOUTH of Nashville...
95.5 is in west Nashville...
giving them good coverage towards Alabama

the 97.1 site is north of downtown...just south of Goodlettsville
giving them not-so-good coverage toward Alabama

however: who cares about reaching Alabama?
thay all have good metro signals