Next Format for 106.7 FM?

[itburnswhenipee]

Yes, there's been much speculation about the format that Citadel WILL select for 106.7 FM.

But, what format SHOULD be implemented?

What's the largest format void in Atlanta, and which format stands the greatest chance for success?

Oldies - This could vary widely depending on your definition of Oldies. A traditional 50's and 60's based "Gold" station (Supremes, Temptations, Ben E. King, the Bill Haley & The Comets) is absent from Atlanta airwaves, but would the demographics be too old for advertisers?

FM Talk - This format failed in Atlanta (Real Radio 105.3), but could it work with Imus and the proper talent? Could a southern, Bible-Belt market embrace edgy, FM talk targeting 18-34 males? The legendary Howard Stern could never get a deal in this market!

106.7 The X - Modern Rock in the tradition of 99-X, with a heritage library from the 1990's (Nirvana, U2, etc...). There is still a very large, partisan, and loyal 99-X crowd in Atlanta that could form the P-1 core for a new version of 99-X. But is this a risk given the steady erosion of TSL, cume, and share of this format in Atlanta?

Beautiful Music - Somebody made the argument for this, but it's not realistic given the geriatric demos and the impossibility of selling ads (Depends Adult Diapers, Metamucil,etc.). In the 21st Century, Smooth Jazz 107.9 and B-98.5 are the proxy for Beautiful Music.

Spanish CHR / Pop - Enrique Iglesias, Shakira, etcetera. Please, no racist diatribes on this. From a purely business vantage point, there is a very large market share and revenue that is not tapped for 18-34 Latina females.

FM Sports - This could work, since 680 and 790 are both mediocre and poorly programmed. It would also be extremely cost-effective if it utilizes syndicated programming (Mike & Mike, Colin Cowherd, etc...) where the only overhead is one or two part-time board operators.

***Remember, we're not talking about predictions of what Citadel will do, or your personal taste in music, but which format would make the most money?

 

[jabba17]

Yes, there's been much speculation about the format that Citadel WILL select for 106.7 FM.
....
Oldies - This could vary widely depending on your definition of Oldies. A traditional 50's and 60's based "Gold" station (Supremes, Temptations, Ben E. King, the Bill Haley & The Comets) is absent from Atlanta airwaves, but would the demographics be too old for advertisers?

FM Talk - This format failed in Atlanta (Real Radio 105.3), but could it work with Imus and the proper talent? Could a southern, Bible-Belt market embrace edgy, FM talk targeting 18-34 males? The legendary Howard Stern could never get a deal in this market!

106.7 The X - Modern Rock in the tradition of 99-X, with a heritage library from the 1990's (Nirvana, U2, etc...). There is still a very large, partisan, and loyal 99-X crowd in Atlanta that could form the P-1 core for a new version of 99-X. But is this a risk given the steady erosion of TSL, cume, and share of this format in Atlanta?

Beautiful Music - Somebody made the argument for this, but it's not realistic given the geriatric demos and the impossibility of selling ads (Depends Adult Diapers, Metamucil,etc.). In the 21st Century, Smooth Jazz 107.9 and B-98.5 are the proxy for Beautiful Music.

Spanish CHR / Pop - Enrique Iglesias, Shakira, etcetera. Please, no racist diatribes on this. From a purely business vantage point, there is a very large market share and revenue that is not tapped for 18-34 Latina females.

FM Sports - This could work, since 680 and 790 are both mediocre and poorly programmed. It would also be extremely cost-effective if it utilizes syndicated programming (Mike & Mike, Colin Cowherd, etc...) where the only overhead is one or two part-time board operators.

In order:

Oldies: Defining "oldies" traditionally as 1950s-1960s pop and adding AM gold (pre-disco 70s pop)-that is, no nostalgia/crooners, no classic AOR, and no 80s, is probably the best bet--because it can be done for cheap and no one cares if you voicetrack. Problem is, the "loyal" listeners are too old and the younger listeners (like myself; I'm 40) are button-pushers (not set it and leave it on all day) when it comes to this format.

FM Hot Talk: You mentioned the key, proper talent. I don't think that the "Bible belt" stereotype is really a factor here in the ATL. RR 105.3 didn't have the talent. The story (urban legend?) goes that Jesse Helms threatened to block Infinity's purchase of several stations unless they promised to not put Stern on them. Can anyone affirm or dispute this? Naturally, Infinity wouldn't let a competitor pick Stern up if they couldn't put him on Z-93 or V-103. Having said that, I don't think that the ATL has room for another talker--we don't listen to the ones we have (WGKA, WFOM/WALR).

Alternative: The question remains whether alternative died in ATL due to bad programming at 99xcrement, or the seeming nationwide collapse of the format. In a way, it has the same problem that an 80s format has-how do you define "Nineties alternative"? Is "80s" pop, new wave, or hair metal? Is "alternative" AAA, grunge, new wave, active rock, postpunk, or what? Many of these subformats are quite incompatible with each other, which results in a very narrow playlist. That's what killed WMAX 105.3--repetition of basically a pop format that B98.5 did better with anyway, without the pigeonholing of "80s" versus generic AC with a broader timeline. Heck, Cox's Point 80s format isn't strictly 80s anymore.

Beautiful Music: I was being facetious, although there are still some stations left that do quite well with it. Good point--smooth jazz is the modern-day Peach. Soft AC is another more modern incarnation; B98.5 offers it on HD2.

Latino CHR-Nobody is really covering this. Eventually, someone will, for the reasons you state. BTW: "Latina females" is redundant ;D ;D ;D

FM Sports-All of the AM stations in ATL (except for WSB) are hobbled with weak and/or highly directional night signals. That limits what you can do with sports after dark--especially game coverage. An all-sports FM could really give CC/WGST and whatever FM they choose to simulcast on a run for its money. Question is--would syndicated programming work in a major league market with plenty of local teams to talk about? If not, what's the point? You can always carry games within another format (WUBL).

 

[BIGSTICK]

http://webclust1.liquidcompass.cc/sos4stnrd/audio_player.php?id=WYDE



I love this kind of station.

 

[itburnswhenipee]

http://webclust1.liquidcompass.cc/sos4stnrd/audio_player.php?id=WYDE



I love this kind of station.

Would this work on 106.7 FM? The closest we've had to that was Clear Channel's Kool Gold, which could not generate ratings or revenue.

 

[winreader]

Yes, there's been much speculation about the format that Citadel WILL select for 106.7 FM.

But, what format SHOULD be implemented?

What's the largest format void in Atlanta, and which format stands the greatest chance for success?

Oldies - This could vary widely depending on your definition of Oldies. A traditional 50's and 60's based "Gold" station (Supremes, Temptations, Ben E. King, the Bill Haley & The Comets) is absent from Atlanta airwaves, but would the demographics be too old for advertisers?

FM Talk - This format failed in Atlanta (Real Radio 105.3), but could it work with Imus and the proper talent? Could a southern, Bible-Belt market embrace edgy, FM talk targeting 18-34 males? The legendary Howard Stern could never get a deal in this market!

106.7 The X - Modern Rock in the tradition of 99-X, with a heritage library from the 1990's (Nirvana, U2, etc...). There is still a very large, partisan, and loyal 99-X crowd in Atlanta that could form the P-1 core for a new version of 99-X. But is this a risk given the steady erosion of TSL, cume, and share of this format in Atlanta?

Beautiful Music - Somebody made the argument for this, but it's not realistic given the geriatric demos and the impossibility of selling ads (Depends Adult Diapers, Metamucil,etc.). In the 21st Century, Smooth Jazz 107.9 and B-98.5 are the proxy for Beautiful Music.

Spanish CHR / Pop - Enrique Iglesias, Shakira, etcetera. Please, no racist diatribes on this. From a purely business vantage point, there is a very large market share and revenue that is not tapped for 18-34 Latina females.

FM Sports - This could work, since 680 and 790 are both mediocre and poorly programmed. It would also be extremely cost-effective if it utilizes syndicated programming (Mike & Mike, Colin Cowherd, etc...) where the only overhead is one or two part-time board operators.

***Remember, we're not talking about predictions of what Citadel will do, or your personal taste in music, but which format would make the most money?

It will remain country with VTers on the station.

 

[jabba17]

It will remain country with VTers on the station.

And get eaten for lunch by Bull, with Kicks cannibalizing the bones, and WNGC/WTSH getting the crumbs.

 

[Nate Wesley]

And get eaten for lunch by Bull, with Kicks cannibalizing the bones, and WNGC/WTSH getting the crumbs.

WNGC & WTSH barely belong in the discussion. WTSH is a suburban station and WNGC is in a totally different market.

 

[Nate Wesley]

It will remain country with VTers on the station.

Or, in a not-to-different scenario, ABC/Citadel simply uses its "Real Country" service there.

 

[itburnswhenipee]

It will remain country with VTers on the station.

And get eaten for lunch by Bull, with Kicks cannibalizing the bones, and WNGC/WTSH getting the crumbs.

Well, again, the question isn't what WILL happen, but what SHOULD they do for a commercially successful format in ratings and revenue?

 

[vinny]

Hey Nate,
WNGC DOES stand to gain something out of Eagle's demise. Check WYAY's coverage map, it's in the same market as WNGC.

 

[jabba17]

Hey Nate,
WNGC DOES stand to gain something out of Eagle's demise. Check WYAY's coverage map, it's in the same market as WNGC.

Agreed. You can easily pick up WNGC in many parts of the metro area, including North Fulton and all of Gwinnett. Listeners don't care what "market" a station is officially in in Arbitron. You don't have to DX it to listen to it.

Also, WTSH was getting a 1+ share in the ATL book off and on a few years back.

They won't take great gobs of share, but they will pick up some loyal listeners (especially those who might like Moby as an alternative to Rhubarb).

 

[itburnswhenipee]

Alternative: The question remains whether alternative died in ATL due to bad programming at 99xcrement, or the seeming nationwide collapse of the format. In a way, it has the same problem that an 80s format has-how do you define "Nineties alternative"? Is "80s" pop, new wave, or hair metal? Is "alternative" AAA, grunge, new wave, active rock, postpunk, or what? Many of these subformats are quite incompatible with each other, which results in a very narrow playlist. That's what killed WMAX 105.3--repetition of basically a pop format that B98.5 did better with anyway, without the pigeonholing of "80s" versus generic AC with a broader timeline. Heck, Cox's Point 80s format isn't strictly 80s anymore.
[/quote]

There is potential for an Alternative/Modern Rock station targeting 18-34 males, and even using the 106.7 The X moniker. However, just remember, this would NOT be a clone of the recently deceased 99X, which was basically playing "Classic Rock from the early 1990s."

The new 106.7 The X would target TODAY's 18-34 males, be positioned between Project 96.1 and the college stations, have hip imaging, and probably no deejays.

Is anybody serving this audience right now?

 

[Mr_Place]

There is no new format for 106.7. It's still Country with Dallas alone on the morning shift. Check the website.

 

[amlover]

For Now!

 

[Nate Wesley]

Hey Nate,
WNGC DOES stand to gain something out of Eagle's demise. Check WYAY's coverage map, it's in the same market as WNGC.

There is some Atlanta-market listening, but not enough for WNGC to brag about. WYAY covered the metro better, and most of its listeners (the ones that matter) will fold into WKHX.

 

[jeffdfw]

Great talk station - ATL could use something like this... http://www.live1053.com

 

[RTibbs]

My money says they are going to do True Oldies with Imus in the Morning. Just rolled it out in D.C. and will probably do the same come Monday morning here. They are not going to pay for local talent. They are going to take their two properties plug it in on this station and have limited expense. By far the best signal Imus has been on in this market. He won't tear up the ratings but his grumpy old man schtick will fit with the grumpy old man playlist. "Why can't they just play good music not this loud guitar crap."

 

[Inside your head]

There is potential for an Alternative/Modern Rock station targeting 18-34 males, and even using the 106.7 The X moniker. However, just remember, this would NOT be a clone of the recently deceased 99X, which was basically playing "Classic Rock from the early 1990s."

The new 106.7 The X would target TODAY's 18-34 males, be positioned between Project 96.1 and the college stations, have hip imaging, and probably no deejays.

Is anybody serving this audience right now?

burns i hope u r right. xcept djs too would be good. but if it gets new alt on the air i'll take what i can get

 

[radiolives]

I say 106.7 goes Sports "Sports Radio 106.7" Imus In The Morning, Nascar. Not sure what stations in Atlanta have the rights to the sports teams. Only one I know is that Dave-FM has the Falcons. I think it would work well and it will bring Imus to Atlanta which I think Citadel wants to do. Also Citadel just started a sports radio station in Columbia, SC as they have the rights to USC Gamecock sports.

 

[caller10]

Imus in the morning and Rhythmic Yiddish Lithuanian Folks tunes all day! Oh yeah and they'll keep NASCAR. That's the next format. A format that fills in a niche that appeals to Ultra-Orthodox Jews who like NASCAR.