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Sunny or Lite?

L

lfuss

Not long ago, the suits at Clear Channel decided to re-brand their soft AC in Atlanta from "Peach" to "Lite." Never mind the fact that "Peach" had a 30-year heritage and that the "Peach" brand meant far more in the Peach State (there are even peaches on the license plates) than the more generic "Lite."

Some CC dimwit was quoted at the time as saying they wanted the station to be more like their Soft AC in New York, "Lite 106.7."

Soooo... now that Infinity has abandoned the "Lite" brand in Sin City, how long will it be before CC re-brands KNSE as "Lite?"

LF
 
> Not long ago, the suits at Clear Channel decided to re-brand
> their soft AC in Atlanta from "Peach" to "Lite." Never mind
> the fact that "Peach" had a 30-year heritage and that the
> "Peach" brand meant far more in the Peach State (there are
> even peaches on the license plates) than the more generic
> "Lite."
>
> Some CC dimwit was quoted at the time as saying they wanted
> the station to be more like their Soft AC in New York, "Lite
> 106.7."
>
> Soooo... now that Infinity has abandoned the "Lite" brand in
> Sin City, how long will it be before CC re-brands KNSE as
> "Lite?"
>
> LF
>


Despite the heritage, the ratings for Peach weren't good. They were underperforming compared to most large market ACs. My guess is if the station was doing well, they wouldn't have changed the name.

Atlanta is a fast growing market. CC probably figured many of the people who moved there in recent years don't have appreciation for the heritage of the "Peach" name (at least for a radio station) and that "Lite" is a better description of the music they play. They might have also figured that "Peach" carries baggage from their elevator music days for the long time residents of Atlanta.
It's also worth noting that CC has several ACs named "Sunny", KODA/Houston for example.

My prediction is that KSNE will soon consistently be #1 or #2 each and every book with a huge share of 25-54 females. I would be shocked if CC messes with them in any way including doing something as extreme as changing their name.
 
> Despite the heritage, the ratings for Peach weren't good.
> They were underperforming compared to most large market ACs.
> My guess is if the station was doing well, they wouldn't
> have changed the name.

If a McDonald's franchise is doing poorly, do they a) remodel the building, build a new playground and pour more money into marketing; or b) change the name to something else?

> Atlanta is a fast growing market. CC probably figured many
> of the people who moved there in recent years don't have
> appreciation for the heritage of the "Peach" name (at least
> for a radio station) and that "Lite" is a better description
> of the music they play. They might have also figured that
> "Peach" carries baggage from their elevator music days for
> the long time residents of Atlanta.

See above. Would KOST in LA drop their "Coast" moniker just because they had a few bad books? (Maybe so, they are a CC station).

> My prediction is that KSNE will soon consistently be #1 or
> #2 each and every book with a huge share of 25-54 females. I
> would be shocked if CC messes with them in any way including
> doing something as extreme as changing their name.

Maybe so. As the only AC left in the market, they find themselves in the eviable position of sister-station KWNR.

And here's something to think about - what does Infinity do with KKJJ ("it doesn't spell Jack, but is has some of the same letters, but not in the same order") in a few years after Jack tanks?

LF
 
> > Despite the heritage, the ratings for Peach weren't good.
> > They were underperforming compared to most large market
> ACs.
> > My guess is if the station was doing well, they wouldn't
> > have changed the name.
>
> If a McDonald's franchise is doing poorly, do they a)
> remodel the building, build a new playground and pour more
> money into marketing; or b) change the name to something
> else?
>
> > Atlanta is a fast growing market. CC probably figured many
>
> > of the people who moved there in recent years don't have
> > appreciation for the heritage of the "Peach" name (at
> least
> > for a radio station) and that "Lite" is a better
> description
> > of the music they play. They might have also figured that
> > "Peach" carries baggage from their elevator music days for
>
> > the long time residents of Atlanta.
>
> See above. Would KOST in LA drop their "Coast" moniker just
> because they had a few bad books? (Maybe so, they are a CC
> station).
>
> > My prediction is that KSNE will soon consistently be #1 or
>
> > #2 each and every book with a huge share of 25-54 females.
> I
> > would be shocked if CC messes with them in any way
> including
> > doing something as extreme as changing their name.
>
> Maybe so. As the only AC left in the market, they find
> themselves in the eviable position of sister-station KWNR.
>
> And here's something to think about - what does Infinity do
> with KKJJ ("it doesn't spell Jack, but is has some of the
> same letters, but not in the same order") in a few years
> after Jack tanks?
>
> LF
>


K-J goo goo? sorry...couldn't resist.<P ID="signature">______________
"...on a scale of 1 to 10, I give her a 2 - that's only because I've NEVER seen a 1."</P>
 
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