dudeguy said:
2) Check out the numbers for the Movin' format in Seattle. Very successful. #2 A18-34 and a player in both 18-49 and 25-54. You gotta start thinking that it might be the signal holding them back here.
I disagree...there are numerous other markets in which Movin' has been tried on a full signal, and it's been a massive failure. It has more to do with the station/format just not fitting into this market. Here's what I mean...
KQMV/Seattle is one of only TWO stations having any sort of consistent, notable success with the Movin’ format. (The other is WKSL in Raleigh-Durham – more on that below).
KQMV is successful for a number of reasons:
- The music mix is custom-tailored for that market. Unfortunately, the other Movin’ stations, at least early on, essentially copied the KQMV playlist. Some of the stations’ playlists have evolved, but they still don’t sound like they necessarily belong in their markets. For example, KMVA is playing some songs that weren’t hits in Phoenix, yet leaving out other selections that were big.
- Seattle is a very non-ethnic market, with only a 5.3% Black & 5.6% Hispanic population (according to the Seattle Arbitron page on R&R). In many of the other markets where the Movin’ format has been attempted, the Black and/or Hispanic population is much higher. And, as I said above, the playlists have seemingly been copy-and-pasted from KQMV. A Movin’ format with a non-ethnic-oriented playlist is not going to work in markets with high ethnic populations.
- There has been only one Rhythmic CHR in Seattle for a number of years: KUBE – and it’s still that way. (Seattle’s KBKS, until very recently, has been a Rock-leaning Mainstream CHR). With only one station dabbling in the format, the songs haven’t been burned out in the market. On the other hand, Phoenix has had numerous Rhythmic-oriented stations over the years that have played Movin’ type music. In the early 90's, it was Power 92 and Y95. In the mid to late 90’s, it was Power 92 and KBZR/KPTY (Arizona’s Party Station/103-9 the Party); more recently and now, it’s been Power 98.3, 101.5 Jamz, 104-7 Kiss-FM, and Mega 104.3.
- KBKS (Kiss 106.1) has been an underperforming Mainstream CHR for a number of years. This gives KQMV a chance to succeed. A solid Mainstream CHR – or, as is the case in Phoenix, a trio of Rhythmic-leaning Mainstream & Rhythmic CHRs – prevents the Movin’ format from getting much attention.
With regards to WKSL in Raleigh-Durham…this is a Clear Channel “Kiss” station with the Movin’ Rhythmic AC format. I don’t know much about the market, but glancing at their station lineup (on R&R), I believe there are three reasons as to why WKSL has been relatively successful...and it's all related to lack of competition:
- The Mainstream CHR (WDCG “G105” – also owned by Clear Channel) is Rock-leaning, and has been that way for a long time
- While there is a Mainstream Urban and Urban AC station, there is no Rhythmic CHR in the market
- There is no Hot AC in the market.