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The Lite has been relit... plus Fresh playing stale songs

K

kevtronics

Anyone else notice that since the all-Christmas music began, WLTW has ditched the "New York's 106.7" slogan and gone back to "106.7, Lite FM"?

Also, ironically, in one of their "Not like the old 'Lite' station" sweepers, Fresh 102.7 uses Joe Cocker & Jennifer Warnes' "Up Where We Belong" as an example of an "old Lite" song they don't play. Keep in mind that song is from 1982. Now today, I heard them play Phil Collins' "In The Air Tonight"... a hit from 1981. Is that the oldest song "Fresh" has played so far? They do seem to have "Every Breath You Take" (1983) and a few other early '80s songs in regular rotation.

Oh, and I just heard Dido's "Thank You" played on CD 101.9. They seem to be getting more ACish than normal, now that the all-Christmas Lite has left regular AC fans looking for alternatives until the 26th.
 
wgliradio said:
Actually, this has been going on since the end of September.

http://www.radio-info.com/smf/index.php/topic,81352.0.html
Click to expand...
Yes, but during that transition period, they either combined the two slogans, as "New York's 106.7, Lite FM", or used them alternately. But now, all I hear is "Lite FM" -- no more "New York's 106.7".

"New York's 106.7" was a lame cop-out anyway. It reminds me too much of 105.1 circa 1996-1998 when they were spinning the format wheel every few months, and one of the stops along the way was the generic "FM 105.1" AC format, with call letters that stood for "New York's Soft Rock" (WNSR) but they never actually used that slogan. The presentation was dull and lifeless, and paled in comparison to the former "Mix 105".

Speaking of which, "Mix 106" would be a great name for an AC station, except that it's totally cheesy, and just like when "Power 95" became WWPR but everyone still called it "WPLJ", if WLTW ever really changes their slogan without totally abandoning the format, everyone will still call it "Lite FM" anyway.
 
Kevin Tekel said:
everyone will still call it "Lite FM" anyway.
Click to expand...

You'd think so, and I probably would've agreed... UNTIL a buddy hung out AT Arbitron for a day and found the VAST majority of diaries listed numbers/dial position and NOT call letters/slogans. At the time, he was even at a heritage station with the most memorable letters imaginable.

So maybe the test pool was skewed... maybe PPM changes everything... maybe only billing really matters, not ratings... etc. Or maybe we radio geeks tend to see the game differently from the common listener.
 
My feeling about that is that, when people talk with one another and discuss the stations they listen to, they are more likely to refer to the station by its "brand name"....think Z100 or CBS-FM or KRock or Hot 97 or KTU. I don't know many people that will tell their friends that they listen to "103.5" or "100.3." Also, the way people discovered the stations they now listen to may be influenced by the name of the station, which can in some cases give a strong hint as to what the station's format is (like the name "Lite FM") or gives it an instantly recognizable brand name that would be easy to remember (and thus look for) the next time you're listening to the radio.

So while the data suggests that most people identify the station by dial position in the diaries, I feel that the research should go one step further and see how people actually find and tune in to that dial position in the first place. I'm willing to bet that a station's branding has a lot to do with it in many cases. I'm also willing to bet that the reason why, in many cases, dial position is used in most people's diaries instead of another identifier about the station is that the dial position is probably the simplest to write in....106.7 is simpler to write than "Lite FM" or "Light FM" as I am sure some people would write it as.
 
Re: Fresh = Not very Fresh

I have heard that Mix 102.7 is going to be coming back early next year. I can't confirm it as the info doesn't come from the most reliable of sources. The guy is a little crazy. But he has had some interesting information in the past that has panned out.

As for 102.7, their most successful format was when they went All Christmas a few years ago. They were the first in New York to do so, at least as far as I recall, and in my opinion should have kept it a holiday tradition, regardless of the current format(s). At least then they could have at least one month a year with good billing. "Back by Popular Demand, The Christmas Station, 102.7 FM..."
 
Re: Fresh = Not very Fresh

Ted Russell said:
I have heard that Mix 102.7 is going to be coming back early next year. I can't confirm it as the info doesn't come from the most reliable of sources. The guy is a little crazy. But he has had some interesting information in the past that has panned out.

As for 102.7, their most successful format was when they went All Christmas a few years ago. They were the first in New York to do so, at least as far as I recall, and in my opinion should have kept it a holiday tradition, regardless of the current format(s). At least then they could have at least one month a year with good billing. "Back by Popular Demand, The Christmas Station, 102.7 FM..."
Click to expand...

Why would they bring back Mix 102.7? Fresh's numbers, even though they have now plateued, are better than those of Mix 102.7 even at its best. I liked Mix, but I don't see it happening.

As for the christmas music on 102.7 back in 2002 or 2003, I think at the time, no one else in NYC had done the format 24-7 for a month or so leading up to Christmas. It's ratings success probably showed the way to everyone else, which is why we now have stations across the country switching to Christmas music weeks in advance. I don't think 102.7 would be as successful now because it would not be the only game in town doing it at this point.
 
Re: Fresh = Not very Fresh

Ted Russell said:
I have heard that Mix 102.7 is going to be coming back early next year.
Click to expand...

Blink - and you'll miss it... ;D
 
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