Radio Station Names and Signal Frequencies - Marketing/Branding

[blowtorch50k]

I noticed within the last month that KIRO-FM/Seattle has rebranded themselves, and no longer include the station's frequency in their official title. Previously known as "NewsTalk 97.3 KIRO-FM," they are now simply branding themselves as "KIRO Radio."

The ESPN Radio O&O stations recently placed less emphasis on their station frequencies... so what was once "ESPN 1000" in Chicago is now "ESPN Chicago."

Obviously as more people use their mobile devices or a live stream on their computer to listen to their favorite stations, the actual frequency becomes less relevant. That said, when PPM came out, stations did place greater emphasis on their frequency, both verbally and visually (station logos often were altered to increase the font size of the frequency).

For the 60 year old who only listens to OTA stations, if they are listening to WABC in New York, they likely know that they are listening to 770 AM, right?

So is a station like KIRO or the ESPN Radio O&O being silly to not include frequencies in their branding? Interested in all of your opinions.

 

[landtuna]

The obvious question is how many people listen to frequency-driven devices (radios) as opposed to URL-driven devices (computers etc.)?

Recent posts have told me that most people listen in their cars so, at some point, they need to know the proper frequency for their desired station. Once the pre-set is established then probably not as they can just remember which button to push.

It's probably not a huge deal unless you are new to the area and are searching for a specific station but don't know the frequency. Perhaps that's why the flurry of billboards appear on the freeway approaches to the city.

 

[secondchoice]

I agree the Frequency is important, I have not seen a web-stream break into the top 20 6+ in any market. There might be one but I do not study every market. Maybe listeners are "smarter" that we give them credit for. They might be able to remember that ESPN Chicago is AM 1000. I doubt it. My best guess is the stations might be going to new frequency (FM for ESPN Chicago?). PPM is unforgiving so the "re sloganeering" must have been tested or someone risks being fired!

 

[blowtorch50k]

For music stations, you have had generic names like KISS-FM, JACK-FM, The Mix, etc. Add your frequency in front of the name, and you got a brand. "104.3 JACK-FM" was a brand name, but anyone on the street would call it "JACK-FM."

In Chicago, we have B96, and we had Q101. Those were brand names and those are what people called them. ESPN Chicago, people would call ESPN 1000. 670 The Score, people just call it The Score.

Not sure I have a point in this individual post, so I'm rambling.

 

[cough]

i don't see any problem using the call letters more than just one time than at the top of the hour.... stations change formats so much sometimes
a person might refer to a station by an old format name... identifying the station by calls and freq is a good deal...

 

[davideduardo]

For music stations, you have had generic names like KISS-FM, JACK-FM, The Mix, etc. Add your frequency in front of the name, and you got a brand. "104.3 JACK-FM" was a brand name, but anyone on the street would call it "JACK-FM."

If you look at the Arbitron diary entries, more of them are "frequency only" than anything else.

Name and/or frequency account for about 80% of all diary entries. Call letters, program names, etc. account for the rest.

 

[secondchoice]

I thought we were discussing PPM markets. In a diary market Dave is correct Brand Names and freq. are all we could expect an "non geek" listener to remember.

 

[davideduardo]

I thought we were discussing PPM markets. In a diary market Dave is correct Brand Names and freq. are all we could expect an "non geek" listener to remember.

My point is that people remember a station's dial position much more than they remember its name. And much, much more than the call letters except among the geezer demos.

 

[cough]

the reason for that is that it's the freq numbers is all they hear along with their brand... some people don't bother to call a station because
they don't know the call letters to find them in the phone book...with the exception of maybe a big add...

 

[secondchoice]

I remember working in an "open" office were three of us had desks in the same room in Atlanta. It was a nice 19th story corner room without cubical walls and we could see Piedmont Park. It was a three year project which required us to work together. We "shared" the radio so every day a different station was played. One day was "smooth jazz" the next was Urban, then AC, Country etc. I wonder what effect if I was a PPM wearer would that have had considering this would have showed an 49 Year white guy listening to Urban V103 at least 4 times a month or my black 24 year old CAD guy listening to Country. I totally agree the "name" and dial position be extremely important so back to the original question why would ESPN in Chicago drop dial postion? I know you can't fool the PPM but the listener has to still "find" the station.

 

[PTBoardOp94]

I totally agree the "name" and dial position be extremely important so back to the original question why would ESPN in Chicago drop dial postion?

Branding synergy with their "ESPNChicago" web site. There are a bunch of these web sites and ESPN promotes them on TV regularly.

 

[davideduardo]

the reason for that is that it's the freq numbers is all they hear along with their brand... some people don't bother to call a station because
they don't know the call letters to find them in the phone book...with the exception of maybe a big add...

Does anyone use the phone book any more?
Does anyone call a radio station any more?

Most station communication is via email, texts, etc.

Phones are really old school.