Does anyone have a guess how the new programming at KFOG will fare ratings-wise? In general, I like the move but wish they would still play an occasional nugget from the 60s now and then. Seems like they've capped their old stuff at the mid-70s. Obviously, they're going for a demographic shift of about 10 years. I assume the previous 50+ audience may flee to KFOX...which leaves the question...will the 35+ audience find KFOG and are there enough of them to keep the station viable? In general, feels like KFOX has turned into what KFOG used to be and KFOG has turned into what Live-105 should be.
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New KFOG sound...will this succeed?
- Thread starter KCPR_Sound of SLO
- Start date
While I don't listen to it on a regular daily basis (spotty reception at my house and my routine driving locations) KFOG is my preferred rock station, and I remain on the Foghead mailing list and even attended one of their private concerts recently. I think they have always had a playlist that is a bit more eclectic than the competition, and I applaud them if they are taking that further. In the early 2000s I know I began listening to them less simply because I found the playlist too repetitive and lacking in representation of newer, younger artists. I am a peak-year baby-boomer (b. 1957) but have pretty eclectic musical tastes and still like discovering new artists and music. Having said that, my tastes in music, TV, food products, etc., don't always pan out in the larger marketplace, so I can't say that their ratings won't suffer. But perhaps there are enough listeners similar to me that you won't see an exodus to KFOX.
TomJF said:
You are out of the demo that is of interest to the station or its potential advertisers.
I'm in the same 'out of demo range'....born in '58, but also like the eclectic stuff, like to stay current, like fresh sounds (but also like to listen to the occasional oldie to keep things varied). Maybe in the Bay Area there are enough of us out there along with newbies from the 30-40 demo that will keep KFOG going. The alternatives in the rock radio space right now are fairly grim.
KCPR_Sound of SLO said:
You are still inside the sales demos... by next year, you won't be.
TomJF said:Well, in that case I guess I won't be considering SleepTrain for that new high-end mattress set I am in the market for!
There's a reason why such stations have 5 mattress companies advertising (Sleep Train, Mancini, Mattress Discounters, European Sleep Works, and Dux) -- older people don't seem to buy much else.
It's fascinating to watch the cable TV channels and figure out what demos they're going for. A lot of the movie channels advertise mainly to shut-ins with ads for insurance, Life Alert, wheelchairs, and those can grippers that get the cans off the high shelves.
So, folks, you gotta buy MORE iPods, MORE Ed Hardy clothes, MORE Axe deodorants and hair gel, MORE beer....
Been wondering when someone would start a thread about the KFOG makeover.
It's been an interesting 6 weeks or so. At first they jettisoned virtually everything pre-1980. They went from being one of the oldest-skewing Triple-A's in the country to one of the youngest almost overnight. Out were the "classic" warhorses they'd been overplaying since before the previous PD left. In came a lot of '90s and '00s stuff that hadn't played previously. And seriously, it was silly to be playing "Sweet Home Alabama" 17 times a week when there are 4 other stations in town doing that. You can't play "Rocket Man" endlessly and attract the people who wanna hear Airborne Toxic Event. They're also trying to give their signature show, 10@10, a demographic makeover: less '60s & early-'70s sets and more '90s; they're adding '00s to the mix for the first time. They spent a weekend broadcasting live from Outside Lands.
In the last week or 2 there seems to be some tweaking and backsliding, presumably based on listener feedback; some of the "oldies" have returned, including Beatle songs that had been thought to have been banished.
Still, the makeover makes sense, given the K-FOX/Bone/Oldies 103.7 bottleneck. Even as one of the older folks KFOG would like to lose, I can't blame 'em. But truth be told they're still a boring repetitive Triple-A; they've just swapped "Rocket Man' for "Closing Time", and they're still playing Adele and Matt Nathanson way too many times a day. I'm real interested to see where this goes, ratings-wise. PPMs tend to be unkind to Triple-As no matter how young they skew.
It's been an interesting 6 weeks or so. At first they jettisoned virtually everything pre-1980. They went from being one of the oldest-skewing Triple-A's in the country to one of the youngest almost overnight. Out were the "classic" warhorses they'd been overplaying since before the previous PD left. In came a lot of '90s and '00s stuff that hadn't played previously. And seriously, it was silly to be playing "Sweet Home Alabama" 17 times a week when there are 4 other stations in town doing that. You can't play "Rocket Man" endlessly and attract the people who wanna hear Airborne Toxic Event. They're also trying to give their signature show, 10@10, a demographic makeover: less '60s & early-'70s sets and more '90s; they're adding '00s to the mix for the first time. They spent a weekend broadcasting live from Outside Lands.
In the last week or 2 there seems to be some tweaking and backsliding, presumably based on listener feedback; some of the "oldies" have returned, including Beatle songs that had been thought to have been banished.
Still, the makeover makes sense, given the K-FOX/Bone/Oldies 103.7 bottleneck. Even as one of the older folks KFOG would like to lose, I can't blame 'em. But truth be told they're still a boring repetitive Triple-A; they've just swapped "Rocket Man' for "Closing Time", and they're still playing Adele and Matt Nathanson way too many times a day. I'm real interested to see where this goes, ratings-wise. PPMs tend to be unkind to Triple-As no matter how young they skew.
goriajk said:
Generally speaking, the age range of 18 to 54 covers nearly all ad buys. Some are 18-49, many are 25-54, some are 18-34, and some are so specific as to be Hispanic Assimilated females 25-44. But there are essentially no buys for over-55, nor are there for under 18.
TomJF said:semoochie said:
You are correct. I have six more months of being 54, then after that it's Matlock reruns on the Hallmark channel and mashed peas for dinner.
Yes, as I speed through my late 50s, I already find myself listening more and more intently to Cialis and TempurPedic commercials, and I have this irresistible urge to go buy a Buick
Lkeller said:
I actually believed you up until the Buick part.
DavidEduardo said:
There is strong momentum to begin selling 35-64 as the new prime money demo. Current based stations of the 70's were focused on 18-24, in the 80's they chased 25-34, in the 90's they went after 35-44 and in the '00's they still courted 45-54 to remain viable 25-54. Well guess what...follow the money because it's following the demo: 55-64 is still a potent demo filled with pre-retirement workers and more important but less discussed - boomers who are inheriting their share of the $8 TRILLION dollars in inheritance. About 25% of that has been distributed, but believe it - advertisers want those consumers who will be in line for the remaining $6 trillion dollars.
This welath transfer will keep 35-64 healthy and give the ownerships another decade or so to chase the cash
USA Radio Expert said:
That's the fervent wish of station management, but it has not been adopted as an attitude by media buyers.
As long as advertisers from P&G on down look at return on investment and see that it takes far more impressions to sell a 55+ consumer than a younger one, the attitude won't be adopted.
It's not about buying power. It's about how much has to be spent on advertising to create a sale; if the cost of the sale exceeds the profit, then there is no future for the idea of selling to more resistant, hesitant or skeptical consumers.
DavidEduardo said:
Indeed. One could say that as people get older they get more crotchety and set in their ways. Or another way of looking at is that they've heard all the lies before and are less likely to fall for them as they get older.
I think I fall into the latter category. I know that buying a 12-pack of Budweiser isn't going to make me part of the dude crowd. I know that buying Axe products won't make me a hit with the women. Having an all-in-one Android phone isn't going to make me more successful in business or a better nerd than the next guy.
It depends on what you're selling, David & David. Had a station on and the morning man did a remote from a car dealer. He sold 15 cars to people who came in and bought because that morning personality asked them to. Later, the same guy generated 3 Jag sales in one day at a dealer. Advertising is still not an exact science. I could give numerous other examples.
BTW, health products may not be the most glamourous items, but ads for them work like crazy with the older set. Everyone's trying to buy a little more youth!
BTW, health products may not be the most glamourous items, but ads for them work like crazy with the older set. Everyone's trying to buy a little more youth!
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