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SoJo... let's be objective here, folks!

S

Starscream

SoJo is growing... Let's understand that SoJO is a regional station and has the same strategy that brought us 101.5, so they know what formula works and what doesn't.

I don't think over 90,000 listeners is a failure for a brand new station. That is bigger than any established Atlantic City station!

It's only SoJO's first REAL book as well.

SoJO is obviously targeting women, and from what I'm hearing, they had outstanding growth in that area. So again, let's be a little objective when chewing the numbers.
 
From the get-go, I've noticed that a lot of message board folks have wanted SoJo to fail. Maybe this isn't the format they were wishing for on 104.9 FM? Who knows. One thing I do know: the forecasts of SoJo's impending doom have always seemed grossly premature.

> SoJo is growing... Let's understand that SoJO is a regional
> station and has the same strategy that brought us 101.5, so
> they know what formula works and what doesn't.
>
> I don't think over 90,000 listeners is a failure for a brand
> new station. That is bigger than any established Atlantic
> City station!
>
> It's only SoJO's first REAL book as well.
>
> SoJO is obviously targeting women, and from what I'm
> hearing, they had outstanding growth in that area. So
> again, let's be a little objective when chewing the numbers.
>
 
> From the get-go, I've noticed that a lot of message board
> folks have wanted SoJo to fail. Maybe this isn't the format
> they were wishing for on 104.9 FM? Who knows. One thing I
> do know: the forecasts of SoJo's impending doom have always
> seemed grossly premature.

EXACTLY! The station is less than a year old - with an intriguing concept - and people are already clamoring for its implosion. Let's be real, this isn't WNEW. Millennium knows what they are doing.
 
> > From the get-go, I've noticed that a lot of message board
> > folks have wanted SoJo to fail. Maybe this isn't the
> format
> > they were wishing for on 104.9 FM? Who knows. One thing
> I
> > do know: the forecasts of SoJo's impending doom have
> always
> > seemed grossly premature.
>
> EXACTLY! The station is less than a year old - with an
> intriguing concept - and people are already clamoring for
> its implosion. Let's be real, this isn't WNEW. Millennium
> knows what they are doing.
>

Anyone who judges the success or failure of any station after only 2 books has no clue of how ratings work. The jury is still out on SoJo. Let's discuss it after 4 full books.
 
> From the get-go, I've noticed that a lot of message board
> folks have wanted SoJo to fail. Maybe this isn't the format
> they were wishing for on 104.9 FM? Who knows. One thing I
> do know: the forecasts of SoJo's impending doom have always
> seemed grossly premature.
>

Some people also have come on here and acted like SoJo is the second coming. I listen some when I'm in South Jersey and I like the sound. I don't think it's realistic to expect to SoJo to become a major force in the Philly market. And these are not good days for the AAA format in general. They have their work cut out for them and I wish them well. Millennium is a prime example of what can be done in radio with a little creativity and original thinking. If only they treated their people better...
 
> Anyone who judges the success or failure of any station
> after only 2 books has no clue of how ratings work. The jury
> is still out on SoJo. Let's discuss it after 4 full books.

The station has been around for 9 months now. It's been heavily advertised on billboards and in malls, and it has one of the best signals in the area. It even got a bit of a head start when Mix 97.3 told all of its listeners to go up the dial to 104.9.

And yet, the station has about half the listeners 97.3 did in Atlantic City. The station covers about a quarter of the Philly market and can't even score the 0.4 needed to show up in the 12+ ratings (In Philly it's been 4 books). It's definitely not too early to wonder why the station isn't living up to potential.
 
> > Anyone who judges the success or failure of any station
> > after only 2 books has no clue of how ratings work. The
> jury
> > is still out on SoJo. Let's discuss it after 4 full books.
>
>
> The station has been around for 9 months now. It's been
> heavily advertised on billboards and in malls, and it has
> one of the best signals in the area. It even got a bit of a
> head start when Mix 97.3 told all of its listeners to go up
> the dial to 104.9.
>
> And yet, the station has about half the listeners 97.3 did
> in Atlantic City. The station covers about a quarter of the
> Philly market and can't even score the 0.4 needed to show up
> in the 12+ ratings (In Philly it's been 4 books). It's
> definitely not too early to wonder why the station isn't
> living up to potential.

Slinky Didn't SoJo start up around last Thanksgiving ? That means they missed the fall book. I would wait till after this fall book to make a judgement call.
>
 
> Didn't SoJo start up around last Thanksgiving ? That
> means they missed the fall book. I would wait till after
> this fall book to make a judgement call.

November 5th, so they made about half of the Fall '04 book. I agree that was a throwaway though. Too many listening patterns shifting around.

I don't think Sojo is in danger of flipping right this instant, but 6-9 months of heavy promotion on a solid signal that had a built-in audience (from 97.3)should be enough to see some gains. Those gains haven't materialized at all in Atlantic City, and while Starscream mentioned some overall cume gains, it wasn't enough to show up in Philly.
 
> > Didn't SoJo start up around last Thanksgiving ? That
> > means they missed the fall book. I would wait till after
> > this fall book to make a judgement call.
>
> November 5th, so they made about half of the Fall '04 book.
> I agree that was a throwaway though. Too many listening
> patterns shifting around.
>
> I don't think Sojo is in danger of flipping right this
> instant, but 6-9 months of heavy promotion on a solid signal
> that had a built-in audience (from 97.3)should be enough to
> see some gains. Those gains haven't materialized at all in
> Atlantic City, and while Starscream mentioned some overall
> cume gains, it wasn't enough to show up in Philly.
>
Slinky,

Heavy promotion where ? The only thing I ever saw was the ineffective billboards and I remember someone pointing out that the billboards a while back didn't even say what the station was. I just feel it's not fair to beat up a station just after a full winter and spring book. After the next fall book we will know more.
 
> I don't think Sojo is in danger of flipping right this
> instant, but 6-9 months of heavy promotion on a solid signal
> that had a built-in audience (from 97.3)should be enough to
> see some gains. Those gains haven't materialized at all in
> Atlantic City, and while Starscream mentioned some overall
> cume gains, it wasn't enough to show up in Philly.

Again. It's *South Jersey*. To paraphrase the imaging from 101.5, it's NOT Atlantic City, it's NOT Philadelphia - it's South Jersey. Which encompasses Ocean, Burlington, Camden, etc.

It's got cume, it'll build.

> I don't think Sojo is in danger of flipping right this
> instant

With the amount of format changes 104.9 has been through, why would you even SUGGEST such a thing?
 
> > > Didn't SoJo start up around last Thanksgiving ? That
> > > means they missed the fall book. I would wait till after
>
> > > this fall book to make a judgement call.
> >
> > November 5th, so they made about half of the Fall '04
> book.
> > I agree that was a throwaway though. Too many listening
> > patterns shifting around.
> >
> > I don't think Sojo is in danger of flipping right this
> > instant, but 6-9 months of heavy promotion on a solid
> signal
> > that had a built-in audience (from 97.3)should be enough
> to
> > see some gains. Those gains haven't materialized at all
> in
> > Atlantic City, and while Starscream mentioned some overall
>
> > cume gains, it wasn't enough to show up in Philly.
> >
> Slinky,
>
> Heavy promotion where ? The only thing I ever saw was the
> ineffective billboards and I remember someone pointing out
> that the billboards a while back didn't even say what the
> station was. I just feel it's not fair to beat up a station
> just after a full winter and spring book. After the next
> fall book we will know more.
>

I never saw heavy promotion for SoJo. Maybe they are banking on word of mouth which could take a while to attain results.
 
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