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Selana on KRTH

> >
> > You just named the 5th, 7th and 9th highest billing radio
> > stations in LA. That hardly sounds like a confused set of
> > stations. Actually, it sounds like very focused stations.
>
>
> I'll grant you KOST, but I thought KBIG and Star were having
> some trouble recently ratings-wise.

Both have impressive billing as thee deliver specific female targets. In fact, KBIG is the "Hispanic female oldies" station for all practical purposes.
>
> Well, KLAX is tough to beat - little competition and a large
> audience which wants to hear Spanish-language. However, 50
> percent Hispanic for KRLA sounds...pretty Hispanic!

But... it was 50% of a small number. the point being, that there were about 10 stations, half Spanish langauge, that beat KRLA in Hispanic delivery.
>
> It's a little like KLOS: if you grew up listening to KMET or
> KLOS when classic rock was just called "rock," then the
> names Bob Coburn, Joe Benson, and Rita Wilde mean something
> to you. If you're too young, or if you moved here from
> somewhere else, then those are just names, and it's the
> music you're listening for.

You hit a good point. Over half the LA population, evne inthe "oldies" years, came from somewhere else. That makes a lot of the past radio history irrelevant.
>
> They can just throw us a bone.... KOLA has a pretty good
> Sunday night show, which I wish I could pick up better....

Usually stations in a market the size of LA put on specialty shows to attract a different cume to sample the station... a so-called cume magnet. If there is not perceived to be an opportunity bigger than simply holding the existing audience, stations will not do specialty shows.
 
Re: Bias?

As do I. I am a teen and I was raised on oldies. People I know (that are older and younger than I) still listen to KRTH and love oldies. I think people are underestimating the audiance.

> However, I disagree that younger people, even teens, don't
> like, or can't like, "old" music. A friend of mine has a 14
> year old daughter who knows more about the Beatles than I
> do. The fastest selling CD in Starbucks' new series is the
> Sinatra one. How many people of any age know the words to
> (and love) "Respect" or "I Feel Good?" Those songs are
> timeless (albeit overplayed on K-Earth.)

Good point! People think Sinatra is cool.

> I am not so sure that 90's tunes are going to last in that
> way, or 80's tunes either. What's a timeless tune from the
> 80's or 90's, something that appeals to most anybody of any
> age? I'm sure there are some but I can't think of one....

Personially, I don't think they will last. 80s music went in all directions after 1982-83. 90s music doesn't seem to have the appeal that 60s music does. Who really wants to hear the Spice Girls nowadays anyway?<P ID="signature">______________

Member of the Los Angeles, Phoenix Radio, and California TV moderation team</P>
 
Re: Bias?

>
>
> So KRTH has very special challenges due to the ethnicity of
> the market. The broad assumption is that most immigrants did
> not grow up on US CHR songs of the 60's or 70's or later.
>

True, the guy who just crossed the border and speaks no English may not want to hear English radio. However, his kids are there in school speaking English and rapidly assimilating. Sure, they're mostly listening to Power and KIIS, (and a little bit of KROQ) because that is what's current, but that doesn't mean they aren't going to start hearing about lots of forms of American music, from the present and past.

Also keep in mind a big portion of the Hispanic population in L.A. has been here for awhile and is pretty Americanized. There are wide swaths of middle class suburbs in L.A. that are heavily Hispanic, but also pretty Americanized. The computer guy where I work, for example, is a 25 year-old 2nd generation Hispanic and his favorite group is Sammy Hagar-era Van Halen.

But yes, overall it's tougher to have Anglo-oriented radio stations here (witness no AAA) in L.A. Your basic point is true.
 
Re: Sel3na on KRTH

>
>
> Classic hits, unfurtunately, confuses the buyers with
> classic rock. But I aree that it is a better name unless the
> "oldies" position can be changed from "music for
> 60-year-olds" to something else.
> >
>

You know, old people buy stuff too. Don't Geritol, Viagra, and Gold's Medicated Power need somewhere to promote their product?
 
>
> Usually stations in a market the size of LA put on specialty
> shows to attract a different cume to sample the station... a
> so-called cume magnet. If there is not perceived to be an
> opportunity bigger than simply holding the existing
> audience, stations will not do specialty shows.
>

Ha, I'm living proof of that. I had KIIS on my presets in the 90's specifically because they aired "Banana Joe Flashback Show," which featured then seldom-played 80's hits. Same with KZLA when they had a retro country show on Sunday.

I'm currently boosting KLOS' cume by only tuning in the Sunday night album plays and Little Steven on Sunday. The rest of the time the station is intolerably boring.

By the way, totally off-topic, but let's sneak in a plug for the forbidden station on this board: Indie 103. It's two years this month and they're still on the air! No ratings, but still the best station in town, if not the country...
 
Re: Sel3na on KRTH

> You know, old people buy stuff too. Don't Geritol, Viagra,
> and Gold's Medicated Power need somewhere to promote their
> product?

Finding enough of those companies and get them to buy enough advertising to make a station profitable, though, is the hard part.

Most people associate Geritol with Lawrence Welk. Does KRTH play any of his music?<P ID="signature">______________


</P>
 
Indie (I wish this had been a new thread, but oh well)

> By the way, totally off-topic, but let's sneak in a plug for
> the forbidden station on this board: Indie 103. It's two
> years this month and they're still on the air! No ratings,
> but still the best station in town, if not the country...

We can only hope that Indie's owner -- Entravision, which has been selling their radio properties in markets where they don't own television stations -- doesn't sell their L.A. stations as well. As long as Entravision doesn't have anything better, in Spanish, to run on the 103.1s (and keeps them), Indie is safe.<P ID="signature">______________


</P>
 
Re: 55+ again... arrrrgh.

> >
> >
> > Classic hits, unfurtunately, confuses the buyers with
> > classic rock. But I aree that it is a better name unless
> the
> > "oldies" position can be changed from "music for
> > 60-year-olds" to something else.
> > >
> >
>
> You know, old people buy stuff too. Don't Geritol, Viagra,
> and Gold's Medicated Power need somewhere to promote their
> product?

Looking back on the LA market's agency account advertising for 2005, there is essentaially not a single buy against adults 55+. and this isa very typical of agency buys, since the clients they represent do not market via radio to 55+

I hope we are not going on another long thread trying to explain the FACT that there is no money in transactional markets for 55+ listening.
 
Re: Bias?

> >
> >
> > So KRTH has very special challenges due to the ethnicity
> of
> > the market. The broad assumption is that most immigrants
> did
> > not grow up on US CHR songs of the 60's or 70's or later.
> >
>
> True, the guy who just crossed the border and speaks no
> English may not want to hear English radio. However, his
> kids are there in school speaking English and rapidly
> assimilating. Sure, they're mostly listening to Power and
> KIIS, (and a little bit of KROQ) because that is what's
> current, but that doesn't mean they aren't going to start
> hearing about lots of forms of American music, from the
> present and past.


Nope. Only from present. 99.99% of listeners like music they themselves relate to. Very few immigrants ever take to American music, and the kids take to the music their peers in school take to. Since there is no home influence for English language music, the kids will either like hip hop and pop or gravitate to the music of thier parents... or make a midway stop, with stations like KXOL.
>
> Also keep in mind a big portion of the Hispanic population
> in L.A. has been here for awhile and is pretty Americanized.

Immigrants do not change music taset. Becoming assimilated in the first generation means, mostly, learning the rusles and speaking a little English to get by. Second generation will be bicultural, but not whitebread American. They will be Hispanic Americans.

60% of LA Hispanics are Spanish dominant. 74% of those over 25 were born abroad. There are very few who were here 30 years ago... 75% of today's population was not in LA in 1980, so they cambe by birth (and are under 25 and bicultural) or came as immigrants.

The third generation Hisapnics listen to everything from KZLA (yeah, really) to KFWB. There is no consensus station for older latter generation Hispanics.

> There are wide swaths of middle class suburbs in L.A. that
> are heavily Hispanic, but also pretty Americanized. The
> computer guy where I work, for example, is a 25 year-old 2nd
> generation Hispanic and his favorite group is Sammy
> Hagar-era Van Halen.

And that group is in the mainority in LA, where Hispanic population nearly quadrupled from the end of the 70's to today. There are lots of assimilated English dominant Hispanics, but they have widely diverse musical and radio tastes. KRTH is only an option if they grew up here in the 60's.
>
> But yes, overall it's tougher to have Anglo-oriented radio
> stations here (witness no AAA) in L.A. Your basic point is
> true.

AAA did not work because it works in very few markets. Having the core demo very Hispanic did not help, but it was a bad format idea to begin with. Even dance would have done better, but we know that from the KUTE days.
 
Re: Bias?

I believe KRTH is usually the 9th or 10th station with teens. I know that means zero in regards to advertising, revenue etc.

I just think it is interesting that out of 70+ stations, KRTH is in the top ten among teens.
 
Re: Bias?

> I believe KRTH is usually the 9th or 10th station with
> teens. I know that means zero in regards to advertising,
> revenue etc.
>
> I just think it is interesting that out of 70+ stations,
> KRTH is in the top ten among teens.

Actually, it is around 14th to 15th in the last year. the level is so low that it is basically insignificant, as the first 5 stations in teens have over 60% of the shares.

Remember, the reason why most extreme out of demo listening is reported is the "captive" listening to staitons others have tuned in... like a teen listening to KRTH while thier mom drives them to school.
 
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