New 97.1 The River still new??? It sounds dead!

[Goodtimesandgreatoldies]

This station has had this name and format going on three years now. Why do they still call themseolves new???????????

 

[DToTheJ]

Apparently, you yourself are "new" to Cox Radio's promotional practices...

Other Cox-owned stations (e.g. "The New 101.5 The Point" in Tampa) have adhered to calling themselves "new" long after the fact.

Even non-Cox stations do this, most notably Clear Channel-owned WKTU 103.5 in New York - of course, I'm sure their branding as "the new KTU" is likely to distinguish themselves from the original 'KTU at 92.3 FM from the late 70's/early 80's...

Hope this helps!

 

[wooder]

Good topic because, you're right, it's at the point where the station sounds out of touch. I realize we, on this board, follow radio more closely than most, but is there really anyone who listens to Atlanta radio who isn't aware of the River by now?

When I hear those "new 97.1" sweepers I think the station ironically sounds old BECAUSE they obviously haven't updated their imaging in, like, 3 years.

I really can't wait for this station to fail because, to me, The River typifies precisely what is bad about commercial radio today....no imagination, tiny playlist, and no personality. Just vanilla. It has been proven that you can have all three of those qualities and still succeed financially. Hell, True Oldies has a deeper, more imaginative, sound and it's a freakin' oldies station with one DJ!

 

[cowboy cool]

This may be a lame excuse, but I was told by my Rep that they use "New" because it might be new to someone who has never listened to the station. But you are right it is getting "Old" - time to move on!

 

[wooder]

Well, there's ALWAYS gonna be someone who missed it but I think you need to go with what it sounds like to the masses. There are people out there who've never seen American Idol, but you don't see Fox promoting it as their "new hit show". Yeah, big difference between AI and The River, but the point is still valid.

 

[JohnAllan]

Didn't Kelly and Alpha call themselves the "New Kelly and Alpha show" up until the "New Steve And Vickie Show" replaced them? It seems that in Atlanta radio, you call yourself new until you are gone and the NEW new takes over.

 

[jal41]

Didn't Kelly and Alpha call themselves the "New Kelly and Alpha show" up until the "New Steve And Vickie Show" replaced them? It seems that in Atlanta radio, you call yourself new until you are gone and the NEW new takes over.

Kelly and Alpha did say on their last day on-air at B98.5 that their bosses made everyone call the show "new" for 2 1/2 years.

Speaking of which...it is all but certain that B98.5 will be the "New Home of Steve and Vikki" for the next 5 years.

Since their are winds of change at Cox lately...maybe one of those changes is that they will get off of the "new" binge.

 

[X-14]

Hey, my parents were married for 46 years til my dad passed away almost 17 years ago, and he always introduced my mom to people as 'his first wife...'

;D

 

[RoddyFreeman]

I really can't wait for this station to fail because, to me, The River typifies precisely what is bad about commercial radio today....no imagination, tiny playlist, and no personality. Just vanilla. It has been proven that you can have all three of those qualities and still succeed financially.

I agree with you on this one, Wooder. Cox puts such little resources into The River yet has gotten good ratings and commands top dollar from advertisers. And really, if listeners are happy with what they hear, I can't blame Cox. Why spend and do more than you have to?

 

[Goodtimesandgreatoldies]

It is socking that they still call themselves "New". Too bad they can`t get a "new" playlist that has more than 200 of the same songs on it. This could really be a great station if it had new imaging, live local jocks and a much expanded playlist!

 

[jal41]

I agree with you on this one, Wooder. Cox puts such little resources into The River yet has gotten good ratings and commands top dollar from advertisers. And really, if listeners are happy with what they hear, I can't blame Cox. Why spend and do more than you have to?

The River became a success when they launched due to the fact there was no oldies station, and the only other station playing classic music (96 Rock) had Braves baseball and an all-talk morning show. The choice was clear...and 96 Rock was gone by the end of the year.

Cox spends a boatload of money on TV ads for both The River and B98.5 (rather than investing it in their programming). True Oldies 106.7 has an advertising budget of $0.00. Word of mouth is the only way the word about True Oldies will get out (keeping NASCAR will help). Meanwhile, Cox is advertising on every broadcast TV station and almost cable channel that Comcast will allow ad-insertion on.

Cox is putting resources into The River...in advertising, not in programming (where it should be).

 

[RoddyFreeman]

Cox is putting resources into The River...in advertising, not in programming (where it should be).

How do you know the TV advertising is not a trade? TV stations advertise on The River.

 

[taylorengineer]

I must disagree on your statement about advertising vs. programming.
Advertising is essential to success in any business. Correct positioning is the foundation of a successful station - creating "perception" is far more important than who your imaging guy is or what mid day gal is on.
Not to say programming mechanics are not important - they are - but Boy Bob and his teddies have called this one correct, as usual.
Boy Bob is a master of the mechanics of radio research and he really seems to understand the reason people listen to the radio. We are the ones who listen to, and accept what corporate radio offers!!
Don't blame Cox for givin' the people what they want....

 

[wooder]

Very true, Tom. We generally get we ask for. I believe the PPM, however, will have a poor effect on the River because name recognition won't matter anymore and a tiny playlist will also be a negative. PPM is all about actual listening habits, which is why urban stations are suffering. No longer will stations get credit because they are the "top of mind" station people think of when asked what they listen to (which benefited Steve and Vikki for so many years, in my opinion). The River is already seeing decline as Rock 100 and True Oldies become bigger players. They each play a lot of the River's playlist plus way way more.

 

[taylorengineer]

Right you are, Wooder - PPM IS going to change the game plan and perceptuals will/may not impact the numbers as before.
But.....
Starting with the premise that radio listening is a "habit" - how does programming drive "demand" for a station's programming. How do they break "The Habit" and get these "quitters" to sample their station?
Positioning......via advertising on other media. This is showbiz - you gotta create some noise - make a lil' rain -you gotta get curious George and Jane to overcome habit and change their behavior.
Ever quit smoking? I have.....hardest thing you'll ever do(besides remembering to put the seat down.)
People do not like to break routine - we are creatures of habit. To get people to change stations takes some powerful motivation- proper positioning with tons of exposure is a must!
I wonder if we will see any of the big contests from the 90's come back? House giveaways.....Million dollar Mondays (guess it won't have to be Thursdays with PPM)....really big prizes and lots of hype to go with it?

 

[RoddyFreeman]

I believe the PPM, however, will have a poor effect on the River because name recognition won't matter anymore and a tiny playlist will also be a negative.

That one is hard to call because The River also works good as a background music station, a station easy to keep on at work. That might help them with the PPM.

 

[Goodtimesandgreatoldies]

Is it just me or does the River just sound SO dead!!!!!!!!!! I will flip by the station and I always hear the same songs over and over again!!!!!!!! I really think that their playlist now must be about 97 songs! As the imaging is horrible!!!!!! That voice is so whining and doesn`t fit well with the format. They should get someone like Charlie Van Dyke to do the imaging. They also don`t have ANY weather and news that I can hear. Even Clear Channel stations in most markets are doing that now! I really can`t stand to have the River 97.1 playing in the background or any where else. I really have to say that True Oldies 106.7 WYAY is much better station because they have a MUCH larger playlist, better music and lots of great INFO about the artists and the music along with mini-countdowns of "#1 on this day in year". The River 97.1 has none of this. I think that it is an embassment to Cox Radio. 97.1 is really about the WORST radio station that I have EVER heard! And that is saying alot, as I grew up in radio and have been in it all of my life. At least 97.1 could pick up a nightly Classic hits synicated show like "Marty with the Party" or Mike Harvey`s nationally nightly Classic Hit show. This would really help alot!

 

[BIGSTICK]

This station really is a joke and does NOT belong in a top 10 market.
Come on Annie, with all your BILLION'S.

 

[RoddyFreeman]

Is it just me or does the River just sound SO dead!!!!!!!!!! I will flip by the station and I always hear the same songs over and over again!!!!!!!! I really think that their playlist now must be about 97 songs! As the imaging is horrible!!!!!! That voice is so whining and doesn`t fit well with the format. They should get someone like Charlie Van Dyke to do the imaging. They also don`t have ANY weather and news that I can hear. Even Clear Channel stations in most markets are doing that now! I really can`t stand to have the River 97.1 playing in the background or any where else. I really have to say that True Oldies 106.7 WYAY is much better station because they have a MUCH larger playlist, better music and lots of great INFO about the artists and the music along with mini-countdowns of "#1 on this day in year". The River 97.1 has none of this. I think that it is an embassment to Cox Radio. 97.1 is really about the WORST radio station that I have EVER heard! And that is saying alot, as I grew up in radio and have been in it all of my life. At least 97.1 could pick up a nightly Classic hits synicated show like "Marty with the Party" or Mike Harvey`s nationally nightly Classic Hit show. This would really help alot!

As much as I bemoaned the lack of investment in on-air resources on The River, I do want to point out that The River is not an oldies station. Classic Hits can mean different things, but in the case of The River, it does not mean oldies in the old-top-40-hits sense.

Charlie Van Dyke is one of the best at what he does, but I don't think he would be right for The River. Doug Paul's tenor is more in line with The River's sound, not that he is the only VO guy who is appropriate for them. And Marty With the Party and Mike Harvey are oldies shows, and are not consistent with The River's music. I agree The River could be better, but you're never going to be happy with it in its current format. Your station should be 106.7.

 

[Goodtimesandgreatoldies]

I do agree that I perfer True Oldies 106.3 WYAY-FM. But, I do think that their is a place for Classic Hits. Yes, shows like Marty and The Party do have some Oldies, but alot of the music is 1970`s-1980`s Classic Hits. Take the Classic Hits station in Asheville, NC for an example. They call themselves Classic Hits and play many of the same songs as Marty and The Party and Mike Harvey-weeknights (not his Oldies Saturday Night Super Gold Show). Roddy, you must admit that 97.1 The River sounds pretty bad. The same 97 songs played over and over again. It actually is quite depressing to listen to. That voice on the imaging is a nightmare to me. It actually in my Opinion should be renamed Death House 97.1 because the station is so gloomy and has no life to it. no d.dj.` (to speak of most of the day and night). I wish 97.1 the best, but that is my heartfelt opinion about it. Listen to it and voice your opinions here. Then, listen to True Oldies 106.7 and hear the difference. It is SINFUL how Cox radio killed Fox 97-WFOX. The 97 song playlist over and over again killed the ratings and the station. Getting rid of j.j. Jackson really hurt too. Cool 105.7 was a very close clone of Fox 97 and the very small limite Oldies playlist killed them too.