possible cbs-fm flip

[fang39]

where I had to rate several hundred songs by "my listening preference" and was then invited to join the ensuing focus group.

A breakout session is not that common, so you had an interesting experience. Many stations will not use focus groups due to the group dynamic generated in them, but a break out generally identifies a subset of the participants in the ATU (based on sign-in data or recruit data) which is consulted about some station concern that requires verbatim responses. Typical would be music mix issues, changes in themorning show, interest in a contest or to preview a potential TV spot. What did they ask you in the post-test session?

Exactly that. They also asked about things like "how important are local news, weather and traffic reports?"

For these tests, I was paid $100 each.

Incentive can run from $40 to over $150, based on the level required to get people to show up. In Boise or Fresno, where traffic is not so bad, $40 might work. On Long Island, less than $125 and nobody shows.

Like I said, it was the early 90's, so $100 was pretty good.

And so, I stand by my statement, although slightly ammended..."when you come right down to it, that's exactly what it is because the diagnostics indicate if song A "tested" better than song B, then song B should not be played (or played less frequently)" 'Nuff said!

You are oversimplifying. Once a station has tested a few times, there are not that many songs that do not make the "playable" categories. It's all about adjusting spins... songs that are getting a bit burnt get slowed down (or rested) and ones that score high may get pushed up. Since there is a margin of error of several percent, even with a dial (paper tends to divide scores into quintiles, while dials are 0 to 100 usually) there is a gray area between rotation categories where the PD has to look at many different scores on a song (men, women, young, old, heavy listeners, etc.) to decide where a song belongs. This is where the difference between a paint by numbers PD and a good, intuitive, talented, creative PD come into play.

The latter part of your statement is where the problems come into play. Young or inexperienced PD's who really don't have the knowledge or creativity to disseminate the data effectively. I once had a PD at an AC station I worked for actually tell me that "Phil Collins is the King of the AC format." While this may have been true in 1990, this statement was made in 2005!

 

[davideduardo]

The latter part of your statement is where the problems come into play. Young or inexperienced PD's who really don't have the knowledge or creativity to disseminate the data effectively. I once had a PD at an AC station I worked for actually tell me that "Phil Collins is the King of the AC format." While this may have been true in 1990, this statement was made in 2005!

That's really an insigtful statement. Music testing began back in the 70's when juke box play and singles sales were no longer a good or available barometer on song preferences. The technology is quite basic and simple, and all the companies that do tests master it well.

It's implementation that makes the difference.

 

[fang39]

The latter part of your statement is where the problems come into play. Young or inexperienced PD's who really don't have the knowledge or creativity to disseminate the data effectively. I once had a PD at an AC station I worked for actually tell me that "Phil Collins is the King of the AC format." While this may have been true in 1990, this statement was made in 2005!

That's really an insigtful statement. Music testing began back in the 70's when juke box play and singles sales were no longer a good or available barometer on song preferences. The technology is quite basic and simple, and all the companies that do tests master it well.

It's implementation that makes the difference.

Thank you, David!

 

[OldiesCat]

While agree with most of your statement, Cat, I have to firmly disagree with the part about the "over-done Oldies trappings." If the company wanted to present a new "Classic Hits" format and not "your parents" oldies station, they wouldn't employ the WCBS-FM call letters at all. The branding itself represents a heritage. That alone tells me there will be ties to the former "Golden 101." If not, then they will quickly be dismissed by the listening audience they lost when they flipped to Jack and are trying to win back. And if you tell us they don't want those listeners and their spending power back, you're mistaken. I also wouldn't be surprised if they re-instate the term "Oldies" into their imaging.

Really, I think the CBS-FM identifier still has great value- KRTH made the successful transition, as did KOOL in Phoenix and WOGL. #1 market, legendary call letters- and a huge mistake (in retrospect) blowing up the original product. While using KFRC didn't do a thing for them in S.F., I think it works to their advantage in New York City.

 

[fang39]

While agree with most of your statement, Cat, I have to firmly disagree with the part about the "over-done Oldies trappings." If the company wanted to present a new "Classic Hits" format and not "your parents" oldies station, they wouldn't employ the WCBS-FM call letters at all. The branding itself represents a heritage. That alone tells me there will be ties to the former "Golden 101." If not, then they will quickly be dismissed by the listening audience they lost when they flipped to Jack and are trying to win back. And if you tell us they don't want those listeners and their spending power back, you're mistaken. I also wouldn't be surprised if they re-instate the term "Oldies" into their imaging.

Really, I think the CBS-FM identifier still has great value- KRTH made the successful transition, as did KOOL in Phoenix and WOGL. #1 market, legendary call letters- and a huge mistake (in retrospect) blowing up the original product. While using KFRC didn't do a thing for them in S.F., I think it works to their advantage in New York City.

Agreed. According to a press release by VP/GM Jennifer Donohue, the "new" CBS-FM will include features to honor the station's musical legacy like:

→ Hall of Fame: thousands of digitally re-mastered cuts highlighting artists that have historical significance in New York and are not featured in the station’s day to day playlist;

→ CBS-FM Vault of Classics: rare artist interviews, live concert tracks and specialty shows previously broadcast on the station;

Add to that a lineup of veteran "NYC Friendly" Jocks, I think the station will launch successfully and will be welcomed back by previous listeners, while the buzz surrounding it will attract new ones.

 

[OldiesCat]

I think the station will launch successfully and will be welcomed back by previous listeners, while the buzz surrounding it will attract new ones.

Correct. And, imagine this: CBS introducing a radio station and getting it right!

(Joel, are you taking notes?)