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No Pulse

S

secondchoice

I was kind of surprised with announcement, then I looked at the ratings. Citadel / Cumulus did not "buy" the last two releases but based in the Spring 2011 (no demo's released), it looks like the content on an AM station (1150) still beat a FM signal two to one. A class "A" 102.3 beat them (C3) 6 to one. According to the story they are in a "employee reduction mode" so I wonder which satellite format they will pick up?
 
According to radio insight Brewer has registered 953kickscountry.com and catcountry953.com. So are they really going country or is that a smokescreen ?
 
According to Radio Insight, Brewer has registered 953kickscounty.com and catcountry95.3.com. So are they really going country or is that a smokescreen?
 
Smokescreen NO ! Just look at the math and location of the market. Chattanooga is a southern city. Only one country station with a 15 share (12+). Next nearest station is almost half 8.7. In any competitive market with that kind of disparity, someone will take a shot. Even diverse markets super smaller Southern markets:Albany GA market #241 and Parkersburg WV- Marietta OH #248 both have 2 Country stations:

http://www.radio-info.com/markets/albany

http://www.radio-info.com/markets/parkersburg-marietta

IMHO A Satellite country station with a good local morning show and afternoon driver could compete with a station station that has a lot of voice tracking. Or they might staff it with VO talent. 95.3's signal covers most of the market as long as the diaries do not get in Tullahoma or north of Dayton.
 
Gentlemen,

When the Pulse has fewer listeners than an AM station which is not even audible in portions of Chattanooga, ratings are a real problem. When that same AM station's FM partner has even higher ratings, you have a real disaster in the ratings race. So, this means no room for two successful FM talkers in that market. But, there is more than room for two country stations in a country dominated market. Doubly so when smaller competitor offers morning drive and afternoon drive personalities which the big gorilla does not.
 
Brewer made the switch at midnight last night, and they are now "Cat Country 95.3". Brewer previously used the Cat Country branding when it owned suburban 93.9 a few years back. This actually is Chattanooga's 3rd country station (if you count Bahakel's classic country WUUQ "Q97.3 & 99.3", which does very well in the market).

But this once again gives Chattanooga two current based country FM's. (Citadel's WOGT had been country as "107-9 The Duke" up until last year when it flipped to classic hits as "107.9 Big FM).

I think it's a wise move for Brewer. The talk format has been a flop ever since it was launched.
 
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