I know someone from Citadel corporate who expected WMPW would be #1 when they launched. They told me that Citadel had a lot of confidence in this station and expected it to be a huge success. Of course it's been anything but a success. I'm not surprised considering how saturated Urban is in Memphis and that Power hasn't offered anything special or unique. My question is what did they see lacking in the Memphis radio landscape that made them think the station would do so well?
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The failure of Power 99
- Thread starter Jay F
- Start date
Jay F said:I know someone from Citadel corporate who expected WMPW would be #1 when they launched. They told me that Citadel had a lot of confidence in this station and expected it to be a huge success. Of course it's been anything but a success. I'm not surprised considering how saturated Urban is in Memphis and that Power hasn't offered anything special or unique. My question is what did they see lacking in the Memphis radio landscape that made them think the station would do so well?
I've said it before, and I'll say it again. Memphis is not oversaturated with urban stations. To you and me, it might seem like there are too many urbans in the market, but the demographics don't back that up. Memphis is almost half African-American according to Arbitron. So, the market should, in theory, be able to support a greater number of urban-oriented stations than it has now. Forty-two stations city grade Memphis; only 10 specifically target the African-American audience. Not even 25% of the stations target roughly 45% of the audience. The percentages don't get much better when you add rimshots. The problem with Power 99 clearly is not that it's doing urban. It's that it offers absolutely nothing different from its competitors and lacks compelling content. Think about it. It has, or at least had, a morning show out of New York as well as a syndicated afternoon show. Its direct competitors in those all important slots are Memphians; the only other urban-oriented station that has a syndicated morning show is V-101.1, which is not a direct competitor. K-97 has Memphis heritage and an incredible street team. Hot 107 has a clear Memphis sound that emphasizes southern hip-hop. What does Power 99 do that the competition doesn't? Why would anyone listen to it when the competition does exactly what it does and more, and the competition does it better? There is absolutely no reason to turn it on. Even Power 99's sister station down the hall, Soul Classics 103.5, has done an excellent job at capturing a unique part of the Memphis sound. Power 99 could learn a lot if it just looked down the hall. Citadel forgot what Barnstable remembered. Look at the most successful stations in Memphis; they have a Memphis heritage. Trying to clone the heritage station (K-97 in this case) with a bunch of outsiders won't work.
Billboards and Bumper stickers will never make up for lack of Creativity and Originality nor will they put you in #1
The success of Power (or lack of at this point) speaks volumes about the little station that could... Hot 107
107's signal is chicklett sized compared to Power & 97 yet it hasn't budged.
Citadel should have saved the money and left Smooth Jazz alone. I think it was doing pretty well and was developing a loyal niche. I wouldnt call the numbers Smooth Jazz had a failure but they never let it have a go on the new stick where it could penetrate into the offices and clock radios accross town. I know the concern of it pulling RBO down but I don't think it was doing much damage. What can you say though they flipped 98 and put syndicated stuff on it to compete with live and local also and how is that working for them?
The success of Power (or lack of at this point) speaks volumes about the little station that could... Hot 107
107's signal is chicklett sized compared to Power & 97 yet it hasn't budged.
Citadel should have saved the money and left Smooth Jazz alone. I think it was doing pretty well and was developing a loyal niche. I wouldnt call the numbers Smooth Jazz had a failure but they never let it have a go on the new stick where it could penetrate into the offices and clock radios accross town. I know the concern of it pulling RBO down but I don't think it was doing much damage. What can you say though they flipped 98 and put syndicated stuff on it to compete with live and local also and how is that working for them?
R
radio_head
Guest
I agree, overall Citadel should've keep Smooth Jazz on that frequency and gave it time, money, and mega wattage to really truly work. Now, Power 99 has just barely rose above the numbers that smooth jazz maintained consistanly.
It appears they lacked the proper market research and personell from the very launch of Power. Since Citadel choose to put their name in the hip hop hat here with the other two strong urban powerhouses, they should've brought in a solid/creative programmer along with entertaining personalities.
Who's ever idea it was to put a non-compelling sydnicated personalitiy based out of New York here in the afternoon should be ashamed. *Hence the non-compelling part.. syndication can be tolerated ONLY if it's compelling. (ie- Joyner and Basiden) Wendy W. doesn't serve the station's core demo. nor the daypart, considering the number of live and local urban afternoon talent with local content here.
In conclusion, Power 99 can be saved with a bit of direction, market monitoring (to see what's missing here in the urban market), and fresh/local personalities that appeal to their demo.
It appears they lacked the proper market research and personell from the very launch of Power. Since Citadel choose to put their name in the hip hop hat here with the other two strong urban powerhouses, they should've brought in a solid/creative programmer along with entertaining personalities.
Who's ever idea it was to put a non-compelling sydnicated personalitiy based out of New York here in the afternoon should be ashamed. *Hence the non-compelling part.. syndication can be tolerated ONLY if it's compelling. (ie- Joyner and Basiden) Wendy W. doesn't serve the station's core demo. nor the daypart, considering the number of live and local urban afternoon talent with local content here.
In conclusion, Power 99 can be saved with a bit of direction, market monitoring (to see what's missing here in the urban market), and fresh/local personalities that appeal to their demo.
I agree, but WJZN was the ONLY smooth jazz station in the whole company when they bought the Memphis Radio Group.
they didn't know what to do with it, and they couldn't leave it alone for that reason.
But you're right, the only thing they needed to do was put it on the stick that Power 99 has now, and it could have teamed with 103.5 to flank each other perfectly...
they didn't know what to do with it, and they couldn't leave it alone for that reason.
But you're right, the only thing they needed to do was put it on the stick that Power 99 has now, and it could have teamed with 103.5 to flank each other perfectly...
C
Charilie Murphy
Guest
when im driving in orange mound and see a billboard for power 99 with kanye west on it its a problem. seriously, people in the hood dont listen to kanye.. do you know how few people showed up for his show at the forum?
you put a pic of three six and then your talking.
which btw, k-97 did a great job with their billboards congratulating them.
side note. my buddy computer from three six let me see a snip it of the new reality show they are shooting for mtv and it was funny as hell! those guys are going to be huge MAINSTREAM once the show hits the air.
tw
you put a pic of three six and then your talking.
which btw, k-97 did a great job with their billboards congratulating them.
side note. my buddy computer from three six let me see a snip it of the new reality show they are shooting for mtv and it was funny as hell! those guys are going to be huge MAINSTREAM once the show hits the air.
tw
I agree they don't really identify with a large segment of our demo here...Charilie Murphy said:when im driving in orange mound and see a billboard for power 99 with kanye west on it its a problem. seriously, people in the hood dont listen to kanye.. do you know how few people showed up for his show at the forum?
you put a pic of three six and then your talking.
which btw, k-97 did a great job with their billboards congratulating them.
side note. my buddy computer from three six let me see a snip it of the new reality show they are shooting for mtv and it was funny as hell! those guys are going to be huge MAINSTREAM once the show hits the air.
tw
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