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So What Is Pall Doing About The Early ’90s?

N

Nu_Roo_2

I just received a mailing from Sean Ross of Edison Research previewing the latest in his ongoing series of always-entertaining and always-insightful perspectives on radio. It seemed germane to recent discussions on this board (although many naturally have minimal or no interest in the topic).

This column is called, “So What Is AC Going To Do About The Early ’90s?”. I took particular note of his mention of a station in Wilkes-Barre, PA currently consulted (or programmed??) by Cary Pall, the PD of WODB until a few months ago. I checked out a monitor of the station, WQFM, on http:/www.yes.com. This is yet another approach that would be great for 93.3 or Columbus in general (albeit a younger demo than 93.3 is now targeting). Here’s a sample hour from this afternoon, followed by Ross’s full teaser, if you’re interested.

Pat Benatar - Shadows of the Night
No Doubt - Just a Girl
Wang Chung - Dance Hall Days
Goo Goo Dolls - Iris
Nu Shooz - I Can’t Wait
Poison - Nuthin’ But A Good Time
Ace of Base - The Sign
Genesis - Invisible Touch
Red Hot Chili Peppers - Soul to Squeeze
Paula Abdul - Opposites Attract
Arrested Development - Tennessee
U2 - Desire

“The listeners who grew up during Top 40’s early ’90s fragmentation and “extreme” music cycles aren’t just in the Hot AC demo now; they’re already moving into mainstream AC’s research screener. So far, few programmers have found the right way to handle the listener whose high school memories could include Snoop Dogg, Brooks & Dunn, Guns ’N Roses, Hootie, or Pearl Jam. But as two new format approaches show, they’re trying. Alan Burns’ new “Movin’” format combines today’s adult rhythmic crossovers and the late ’80s/early ’90s. Cary Pall’s WQFM Wilkes-Barre, Pa., is more traditional AC but more ’90s based. For more on these formats, read "So What is AC Going To Do About The Early '90s?" in this week's Ross on Radio ( http://www.edisonresearch.com/home/archives/2006/03/so_what_is_ac_g.html ).”
<P ID="signature">______________
Nu_Roo_2 formerly Nu__Roo formerly Nu_Roo</P>
 
Interesting read. I fall into this demo having graduated high school in '92 and college in '97. I think that's why a lot of the radio I listen to is frustrating for me and why I find Jack type stations appealing, because they address my "high school memories" better than any other format out there but since "they play everything" even that isn't the nail-on-the-head solution. I guess with any radio format, no one is going to be happy 100% of the time. I have to admit though, I get a charge out of hearing some Pearl Jam, GnR, or early Snoop Dogg when I catch it on the air.

> So far, few programmers have found the
> right way to handle the listener whose high school memories
> could include Snoop Dogg, Brooks & Dunn, Guns ’N Roses,
> Hootie, or Pearl Jam. But as two new format approaches show,
> they’re trying. Alan Burns’ new “Movin’” format combines
> today’s adult rhythmic crossovers and the late ’80s/early
> ’90s. Cary Pall’s WQFM Wilkes-Barre, Pa., is more
> traditional AC but more ’90s based.
 
> Interesting read. I fall into this demo having graduated
> high school in '92 and college in '97. I think that's why a
> lot of the radio I listen to is frustrating for me and why I
> find Jack type stations appealing, because they address my
> "high school memories" better than any other format out
> there but since "they play everything" even that isn't the
> nail-on-the-head solution. I guess with any radio format,
> no one is going to be happy 100% of the time. I have to
> admit though, I get a charge out of hearing some Pearl Jam,
> GnR, or early Snoop Dogg when I catch it on the air.
>
> > So far, few programmers have found the
> > right way to handle the listener whose high school
> memories
> > could include Snoop Dogg, Brooks & Dunn, Guns ’N Roses,
> > Hootie, or Pearl Jam. But as two new format approaches
> show,
> > they’re trying. Alan Burns’ new “Movin’” format combines
> > today’s adult rhythmic crossovers and the late ’80s/early
> > ’90s. Cary Pall’s WQFM Wilkes-Barre, Pa., is more
> > traditional AC but more ’90s based.
>
That sounds like it would be a good station here. Why does Ted-fm not play more 90's? Of course, they might, I haven't listened for a while. That could also be "mix territory" if it wasn't so bland. Hopefully CC will put something like that (90's based) on their new station.

From a listeners point of view: It is more enjoyable to listen to CC stations with the less is more. I hope everyone sees this opportunity, especially by the time the portable people meters come around.
 
> > Interesting read. I fall into this demo having graduated
> > high school in '92 and college in '97. I think that's why
> a
> > lot of the radio I listen to is frustrating for me and why
> I
> > find Jack type stations appealing, because they address my
>
> > "high school memories" better than any other format out
> > there but since "they play everything" even that isn't the
>
> > nail-on-the-head solution. I guess with any radio format,
>
> > no one is going to be happy 100% of the time. I have to
> > admit though, I get a charge out of hearing some Pearl
> Jam,
> > GnR, or early Snoop Dogg when I catch it on the air.
> >
> > > So far, few programmers have found the
> > > right way to handle the listener whose high school
> > memories
> > > could include Snoop Dogg, Brooks & Dunn, Guns ’N Roses,
> > > Hootie, or Pearl Jam. But as two new format approaches
> > show,
> > > they’re trying. Alan Burns’ new “Movin’” format combines
>
> > > today’s adult rhythmic crossovers and the late
> ’80s/early
> > > ’90s. Cary Pall’s WQFM Wilkes-Barre, Pa., is more
> > > traditional AC but more ’90s based.
> >
> That sounds like it would be a good station here. Why does
> Ted-fm not play more 90's? Of course, they might, I haven't
> listened for a while. That could also be "mix territory" if
> it wasn't so bland. Hopefully CC will put something like
> that (90's based) on their new station.
>
> From a listeners point of view: It is more enjoyable to
> listen to CC stations with the less is more. I hope everyone
> sees this opportunity, especially by the time the portable
> people meters come around.

Good reminder about Less Is More. Unlike the poor and even strange format choices for their Columbus move-ins, Less Is More is one area where CC's Columbus management seems right in line with the good their cohorts are doing in other markets.<P ID="signature">______________
Nu_Roo_2 formerly Nu__Roo formerly Nu_Roo</P>
 
> Good reminder about Less Is More. Unlike the poor and even
> strange format choices for their Columbus move-ins, Less Is
> More is one area where CC's Columbus management seems right
> in line with the good their cohorts are doing in other
> markets.

I have been screaming to anyone who would listen about shifting to :30 spots since 1990. TV dropped :60 advertising back in the 80's despite pressure from ad agencies. The spineless NAB has never had the cojones to stand up to agencies (or Arbitron, for that matter). "Less Is More" and the initiative to find alternatives to Arbitron are CC corporate initiatives that are worth praise (unlike most of their top-down ivory tower thinking).

Re WQFM...the station that would benefit most from this kind of makeover here in Columbus is WBNS-FM.

BTW...I'm still here in Gahanna. The consultancy is up to six clients now.
 
> BTW...I'm still here in Gahanna. The consultancy is up to
> six clients now.

> Congratulations, Cary, hope that continues to grow.
 
> > Good reminder about Less Is More. Unlike the poor and
> even
> > strange format choices for their Columbus move-ins, Less
> Is
> > More is one area where CC's Columbus management seems
> right
> > in line with the good their cohorts are doing in other
> > markets.
>
> I have been screaming to anyone who would listen about
> shifting to :30 spots since 1990. TV dropped :60 advertising
> back in the 80's despite pressure from ad agencies. The
> spineless NAB has never had the cojones to stand up to
> agencies (or Arbitron, for that matter). "Less Is More" and
> the initiative to find alternatives to Arbitron are CC
> corporate initiatives that are worth praise (unlike most of
> their top-down ivory tower thinking).
>
> Re WQFM...the station that would benefit most from this kind
> of makeover here in Columbus is WBNS-FM.
>
> BTW...I'm still here in Gahanna. The consultancy is up to
> six clients now.
>

I second getme's congrats, and would expect to see your roster continue to grow (if you want it to). It's nice to see some of the deserved trade press you've been getting, such as in the widely-read and respected Ross on Radio columns.

What would really be great is if you could hook up with a local station too, preferably one with a big signal. I know the pickins are slim here, though. Your observation on BNS-FM sure seeems to makes sense, even if it's probably not in the cards given the GM's longtime association with another consultant. (Hope that conclusion is wrong, though.)

To the extent you can or wish to divulge them, what other clients do you have?<P ID="signature">______________
Nu_Roo_2 formerly Nu__Roo formerly Nu_Roo</P>
 
> > > Good reminder about Less Is More. Unlike the poor and
> > even
> > > strange format choices for their Columbus move-ins, Less
>
> > Is
> > > More is one area where CC's Columbus management seems
> > right
> > > in line with the good their cohorts are doing in other
> > > markets.
> >
> > I have been screaming to anyone who would listen about
> > shifting to :30 spots since 1990. TV dropped :60
> advertising
> > back in the 80's despite pressure from ad agencies. The
> > spineless NAB has never had the cojones to stand up to
> > agencies (or Arbitron, for that matter). "Less Is More"
> and
> > the initiative to find alternatives to Arbitron are CC
> > corporate initiatives that are worth praise (unlike most
> of
> > their top-down ivory tower thinking).
> >
> > Re WQFM...the station that would benefit most from this
> kind
> > of makeover here in Columbus is WBNS-FM.
> >
> > BTW...I'm still here in Gahanna. The consultancy is up to
> > six clients now.
> >
>
> I second getme's congrats, and would expect to see your
> roster continue to grow (if you want it to). It's nice to
> see some of the deserved trade press you've been getting,
> such as in the widely-read and respected Ross on Radio
> columns.
>
> What would really be great is if you could hook up with a
> local station too, preferably one with a big signal. I know
> the pickins are slim here, though. Your observation on
> BNS-FM sure seeems to makes sense, even if it's probably not
> in the cards given the GM's longtime association with
> another consultant. (Hope that conclusion is wrong, though.)
>
>
> To the extent you can or wish to divulge them, what other
> clients do you have?
>
Any station with a TSL problem like BNS should be doing all they can do to keep listeners listening.
 
> Any station with a TSL problem like BNS should be doing all
> they can do to keep listeners listening.
>

Maybe they can start by ditching the damn crossover Country. <P ID="signature">______________
Incognito!

You don't know me.</P>
 
> > > > Good reminder about Less Is More. Unlike the poor and
>
> > > even
> > > > strange format choices for their Columbus move-ins,
> Less
> >
> > > Is
> > > > More is one area where CC's Columbus management seems
> > > right
> > > > in line with the good their cohorts are doing in other
>
> > > > markets.
> > >
> > > I have been screaming to anyone who would listen about
> > > shifting to :30 spots since 1990. TV dropped :60
> > advertising
> > > back in the 80's despite pressure from ad agencies. The
> > > spineless NAB has never had the cojones to stand up to
> > > agencies (or Arbitron, for that matter). "Less Is More"
> > and
> > > the initiative to find alternatives to Arbitron are CC
> > > corporate initiatives that are worth praise (unlike most
>
> > of
> > > their top-down ivory tower thinking).
> > >
> > > Re WQFM...the station that would benefit most from this
> > kind
> > > of makeover here in Columbus is WBNS-FM.
> > >
> > > BTW...I'm still here in Gahanna. The consultancy is up
> to
> > > six clients now.
> > >
> >
> > I second getme's congrats, and would expect to see your
> > roster continue to grow (if you want it to). It's nice to
>
> > see some of the deserved trade press you've been getting,
> > such as in the widely-read and respected Ross on Radio
> > columns.
> >
> > What would really be great is if you could hook up with a
> > local station too, preferably one with a big signal. I
> know
> > the pickins are slim here, though. Your observation on
> > BNS-FM sure seeems to makes sense, even if it's probably
> not
> > in the cards given the GM's longtime association with
> > another consultant. (Hope that conclusion is wrong,
> though.)
> >
> >
> > To the extent you can or wish to divulge them, what other
> > clients do you have?
> >
> Any station with a TSL problem like BNS should be doing all
> they can do to keep listeners listening.
>
I'd imagine they're hoping the new "Phrase That Pays" forced-listening contest will boost TSL. Remains to be seen. I think contesting is something new for them. <P ID="signature">______________
Nu_Roo_2 formerly Nu__Roo formerly Nu_Roo</P>
 
> > Any station with a TSL problem like BNS should be doing
> all
> > they can do to keep listeners listening.
> >
> I'd imagine they're hoping the new "Phrase That Pays"
> forced-listening contest will boost TSL. Remains to be
> seen. I think contesting is something new for them.
>
Yeah, it's a relaetively new thing. They used to talk about how they didn't do annoying contests, etc...oops.

That station so boring to listen to. Then you have the standard 2 6-8 minute breaks an hour. You are trained to flip the channel as soon as the dj comes on because that will be boring, then there a 6 to 8 minutes of commercials (of homebuilders and grociery stores). Hey Mix, mix it up will ya. Have a dj come on and go back into a song, seak in the commercials. 3 short breaks an hour, run 30's and the occasional :60.
 
> > BTW...I'm still here in Gahanna. The consultancy is up to
> > six clients now.
>
> > Congratulations, Cary, hope that continues to grow.
>
Thanks for the good words, as always. You guys on the Columbus board have really been kind to me, and I appreciate it more than you know.

BTW, NuRoo...there are details on the company website.
 
> >
> Any station with a TSL problem like BNS should be doing all
> they can do to keep listeners listening.

I dont trust their current GM to make the right call on anything,,I know,,I've been there. He "aint" no Dana Harmon.
>
 
> > > BTW...I'm still here in Gahanna. The consultancy is up
> to
> > > six clients now.
> >
> > > Congratulations, Cary, hope that continues to grow.
> >
> Thanks for the good words, as always. You guys on the
> Columbus board have really been kind to me, and I appreciate
> it more than you know.
>
> BTW, NuRoo...there are details on the company website.
>
D'oh! Guess that was just too obvious for me to figure out!

Anyway, nice site! Unlike some high-profile radio consultants that shall remain nameless, you're an excellent writer. Logical, compelling, and even entertaining...yet clear and concise. But I already knew that from your posts.

BTW, I'm trying to recall something, and you may know the answer. Didn't the group that fired up Docket 80/90 98.9 WMMO Orlando also buy then-young 80/90 98.9 WXMX in Columbus? I recall thinking, "here we go again" when yours and Bolton's great new Rock AC format ended up on WMMO, while Columbus got another country station instead. (Although I have to admit that "hot country" 98.9 the River did pretty well in its first years, unlike the super-soft AC and "Hot AC" (!!??) formats that preceded it under founder Mary Mahaffey.)<P ID="signature">______________
Nu_Roo_2 formerly Nu__Roo formerly Nu_Roo</P>
 
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