Perfect "underserved" format for Saul to "save" next - AM version.

[scooty430]

Perfect "underserved" format for Saul to "save" next - AM version.

Why doesn't Saul convert his AM outlet to a 1955-1964 Oldies station? Perfect place for it on the AM dial, it's a format currently not on the air in LA, KUSC is handling classical, and classical doesn't sound good on AM. What more reasons could one need?

 

[mostb1]

Re: Perfect "underserved" format for Saul to "save" next - AM version.

Why doesn't Saul convert his AM outlet to a 1955-1964 Oldies station? Perfect place for it on the AM dial, it's a format currently not on the air in LA, KUSC is handling classical, and classical doesn't sound good on AM. What more reasons could one need?

He's already done oldies on 1260. It did poorly. No reason to return to another of his failures.

Give it a few weeks and classic country will be on 1260. That's his m.o. when he changes either 540 or 1260.

 

[RadioFanBoy]

Re: Perfect "underserved" format for Saul to "save" next - AM version.

Of course. After all, L.A. has a "Zoo" as well

 

[scooty430]

Re: Perfect "underserved" format for Saul to "save" next - AM version.

Classic country is a good prediction, but do you really think a country fan is going to listen on AM? At least with oldies (or standards) AM is where those songs originally played.

Frankly, unless he went all-talk and hired some charistmatic talent (which would be too expensive) he'll never get huge ratings with his AM stations. Might as well do something that makes sense. (I know the obvious response to that. )

Something bizarre like the "Shuffle" stunt might be interesting as well. I heard some never played tracks those few weeks. Bet the jocks had fun.

 

[dbdigital]

Re: Perfect "underserved" format for Saul to "save" next - AM version.

Classic country is a good prediction, but do you really think a country fan is going to listen on AM?

In a mid-60's Ford pick-up, with a gun rack and a wire coat hanger for an antenna, maybe.

db

 

[SuperRadioFan]

Re: Perfect "underserved" format for Saul to "save" next - AM version.

do you really think a country fan is going to listen on AM? At least with oldies (or standards) AM is where those songs originally played.

Well The Toad (KTDD 1350 AM San Bernardino) has done fair with a Classic Country format for quite a few years now in the Inland Empire. They actually make every book and I believe in the past peaked at a 1 share but usually below. So "country fan" might listen even if he/she lives in LA.

 

[nmoore6676]

Re: Perfect "underserved" format for Saul to "save" next - AM version.

The "Classic" Country format could work on AM as should have also "Oldies" as most of the original recordings of that era were mixed for AM radio. It would require opening the bandwidth backup to 10K as it was in the 50's and that could be a problem if AM-HD becomes more prevalent. What does not work at all is Classical Music on AM, if Mt. Wilson's sponsors were bailing from the FM station I don't think they jumped back onto the AM station.

When I was at the WOSU stations during the sixties there was listener outcry to put Classical music programs on the AM side as well. WOSU FM is at 89.5 in a city with a local commercial TV station on channel six. Because The FM power was restricted (15K ERP) and people living near the TV transmitter couldn't get the music on FM clearly. The engineers determined that they could not broadcast classical music on the AM station successfully because of the dynamic range limitations and narrower frequency response. The reception problems were eventually resolved somewhat by relocating the TV and FM transmitters to the same site on the North Ohio State Campus which also benefited WOSU TV with a higher antenna.

I think the problem for the Oldies and Classic Country formats has been that the ratings don't accurately track the listeners plus the demographics aren't what ad agencies salivate over. All sports stations typically rate low but they stay on ("The Ticket" as an exception) because they have mainly an audience of 24 to 50 year old men with the money to spend on the sponsor's merchandise.

 

[davideduardo]

Re: Perfect "underserved" format for Saul to "save" next - AM version.

I think the problem for the Oldies and Classic Country formats has been that the ratings don't accurately track the listeners plus the demographics aren't what ad agencies salivate over.

An AM that gets a 1 share is not going to attract much agency business... it will be mostly local direct sales, and demos are not as big a concern. And an AM that does not fully cover the market is going to be even more challenged to get any kind of share with music.

There is not that much criticism of ratings per se inside the industry. Most of us feel that Arbitron does a good job, although on occasion they have to be asked for certain improvements and refinements. The accuracy of ratings is adequate for the ad industry to base huge campaign decisions on them, which is good enough for me.

All sports stations typically rate low

No, they get low 12+ ratings, but do very well in 21-44 or 21-54 male delivery with very little spillage, so they can command high rates for buys in those male demos.

but they stay on ("The Ticket" as an exception) because they have mainly an audience of 24 to 50 year old men with the money to spend on the sponsor's merchandise.

And they also have nice ratings in the target to justify those buys.

 

[dbdigital]

Re: Perfect "underserved" format for Saul to "save" next - AM version.

Why doesn't Saul convert his AM outlet to a 1955-1964 Oldies station? Perfect place for it on the AM dial, it's a format currently not on the air in LA, KUSC is handling classical, and classical doesn't sound good on AM. What more reasons could one need?

There is great article here that, somewhat, supports what you're saying: http://www.poconorecord.com/apps/pbcs.dll/article?AID=/20070827/NEWS/708270323/-1/news

It talks about AM 1360 WNNJ, a Clear Channel station out of Newton, N.J. changing its programming from oldies to adult standards to appeal to the over-45 crowd.

Quote:

"The artist mix includes Frank Sinatra, Tony Bennett, Barbra Streisand, Kenny Rogers, Anne Murray, Perry Como, Johnny Mathis, Nat King Cole, Engelbert Humperdink, Andy Williams, Barry Manilow, Neil Diamond, Herb Alpert and the Tijuana Brass and others.

WNNJ Market Manager Dick Taylor said the new format "is a great mix of music not heard on the radio anywhere in Sussex County."..."said Taylor. "If listeners appreciate having this music back on local radio, they need to tell their friends, but even more importantly they need to tell our local advertisers." Other than talk, there is not much on the air targeting older listeners around here. Despite the lack of local voices, this might work."

If it is true, as some maintain, that only older demos are listening to AM, why not program more to their tastes and focus on local advertisers.

After all, if young people are not listening to AM there is nothing to indicate that the trend will change even with the advent of HD Radio.

db

 

[davideduardo]

Re: Perfect "underserved" format for Saul to "save" next - AM version.

It talks about AM 1360 WNNJ, a Clear Channel station out of Newton, N.J. changing its programming from oldies to adult standards to appeal to the over-45 crowd.

Actually, the appeal is 65+, not 45+. But for a station in a small suburban market on the outskirts of a major metro, the only advertisers are going to be local and direct. This is a perfect situation for standards, oldies, or even classic country depending on the market. There are no ad buys based on specific demos, so it is up to the station to show results to advertisers. The nice thing about the direct account is that most don't care about age if the person through the door spends.