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Q100's Moniker Strategy

Well, 99.7 is closer to 100 than 100.5 was, so I think they'll just keep the Q100 branding. The reason why they're saying "Q100 at 99.7" is because they've just made the switch, and they want people to know about it.
 
Mark77 said:
Well, 99.7 is closer to 100 than 100.5 was, so I think they'll just keep the Q100 branding. The reason why they're saying "Q100 at 99.7" is because they've just made the switch, and they want people to know about it.
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Agree, basic math. Most station's at 100.5 will round up to 101. Or just say 100.5. Q100 will not be Q99.7.
 
Well, 99.7 is closer to 100 than 100.5 was, so I think they'll just keep the Q100 branding.
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Yeah...except that the radio the listeners are looking at will read 99.7 with no mention of 100. The math thing worked before digital displays. We will see.
 
And once the PPM's are in place and all listening is recorded digitally - human recall will become completely irrelevant. They could call the station Q243 and it wouldn't affect their ratings one iota.
 
I'd venture to guess that the "Q100 at 99.7" branding is temporary. It wouldn't surprise me if, in the long term, they ran liners like "99.7 is Q100" or mentioned to listen to "99.7" every so often... hell, even before the switch they'd run liners like "Keep your radio locked to 100.5 FM for more details" and some of the jocks on Star will even say things like "94.1, Star 94." However, I'm sure 99.7 will be mentioned less and less as time goes on.

I still think the name should be switched to "Q99-7." Keeping Q100 retains familiarity, but also creates potential for confusion with whatever new station will be launched on 100.5.
 
In Charleston, SC they call the CHR station B 92 which is at 92.5 on the dial. Even if the station was at 92.1 they could still call it B 92. Also in Pittsburgh where they just got B 94 back on the dial B 94 is at 93.7 not on 94.1.

Im surprised after all these years 99x was called that after being at 99.7. I could see if they were at 99.9 on the dial or 99.1. Not 99.7
 
OutOfTheBiz said:
And once the PPM's are in place and all listening is recorded digitally - human recall will become completely irrelevant. They could call the station Q243 and it wouldn't affect their ratings one iota.
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As far as the PPM picking up listening, you're correct. As far as branding the station, you're not.
 
Ken said:
In Charleston, SC they call the CHR station B 92 which is at 92.5 on the dial. Even if the station was at 92.1 they could still call it B 92. Also in Pittsburgh where they just got B 94 back on the dial B 94 is at 93.7 not on 94.1.

Im surprised after all these years 99x was called that after being at 99.7. I could see if they were at 99.9 on the dial or 99.1. Not 99.7
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Those are all heritage monikers. Dylan once told me that if he were there at the start, it would have been Q100.5.
 
Branding is a completely different issue. Any type of change from anything other than Q100 would HURT their brand at this point.

I wonder how long before current programmers actually start thinking about how to program in a PPM world, and not just doing the "same-ol same-ol" that's been ingrained into them for decades.
 
Right. Q (and P, R and S for that matter) = 7 when you're dialing. So the number is actually 404-741-7100, but they say 741-Q100 because it fits with the branding.

Also, what's with the "exactly" in some of the liners hyping up the frequency change? "Q100, at exactly 99.7." I guess the extra word is intended to quash any confusion over the location, but it just sounds a bit funny to my ears.
 
Weren't the last 4 digits of the old number 1005? They can't continue using them. They had to change it to something. It might or might not be permanent.

When WRQX-FM in Washington (at 107.3) was Q107, the jocks would give the telephone number as 432-107point3. Someone called and said he couldn't find the point on his phone.
 
I posted an interesting story about how Warm 100 became 99.7 and the origin of B98.5 on the WRNG thread.

Here's what I have seen over the years, elsewhere:

Before digital displays, you could round your frequency up or down to make your moniker. Today, you can round your frequency DOWN to make your moniker, but not UP, unless your moniker pre-dates digital radios and you don't want to bother with a change. Some examples:

92.9: Was Z93, now "92.9 Dave FM"
94.1: Has always been "94" (94Q, Star 94)
94.9: Was Peach FM 95, then Peach 94.9, etc.
96.1: Has always been "96-something" (96Rock, Project 9-6-1)
97.1: Has always been "97-something" (Fox 97, 97.1 The River)
98.5: Went from "WSB FM 98" to "WSB 99 FM" to B98.5
99.7: Was WLTA/WARM 100, then WARM 99.7/Power 99/99X
101.5: Has always been "101-something" (WBIE FM 101, then Kicks 101, then Kicks 101.5)
103.3: Has always been "103-something" (V-103)
104.1: Has always been "104-something" (Joy 104, Y104, etc.)
106.7: Was WWID "Wide 107", then "Lite 106", then Y106, then Y106.7, then Eagle 106.7

If Q100 stays with Q100, it would defy what all other ATL radio stations have done, as well as possibly result in another Warm99.7/WSB 99FM Arbitron issue (although it would be robbing Cumulus's right hand to pay their left hand).
 
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