The New Mellow sound of Rock KNX FM is back with a 2000's version on 100.3

[LAFMDJ]

Reminds me of the old KNX FM of the late 70's!

Great station, loved listening to it when I was fried on the hits!

Will it get LA Numbers?

HMMMMmmmmmmmmmmmmm?

 

[michael hagerty]

Exactly what I thought when I heard it. I've been listening since the launch and love it.

But...what's the market? Can this fly long-term in a heavily ethnic market?

David?

---Michael Hagerty

 

[davideduardo]

But...what's the market? Can this fly long-term in a heavily ethnic market?

David?

Pros:
1. AAA targests over 35 and the average age is in the mid to late 40's where ethnic population is lower.
2. Initial songs played today seem to be fairly mainstream and not obscure stuff AAA's often play.
3. Bonneville, if commited, has staying power and will stay the course.

Con:
1. Market is hugely ethnic, even in older demos.
2. AAA, however much KSCA is criticized, did not ever work here even when market was less ethnic.
3. 35+ is fairly congested with stations in English, ranging from Go Country to KLOS and Jack and KLOS and such.

I think getting over a 1.8 is going to be tough with a very familiar, shorter playlist. If they go to a more obscure list, a 1.2 is the median share.

 

[kentuckymedia]

I personally think Bonneville made the right move.

Here is the reason why. RESEARCH, RESEARCH, RESEARCH!

They know its an extremely overcrowded market. So they hire a top of the line research company (CC's Critical Mass is a joke, so dont tell me they are decent).
The research company does a market analysis and comes back with the results that..

35-50 year old men and women with a ton of money are tired of feeling too soft with KOST and dont want My or 98-7. KIIS is too rap, KROQ is too alternative and there really is no good home for solid chill music (which is on a rapid rise, especially with PPM).

So you try to design a station that can deliver to the sophisticated, educated and targeted audience.

Bonneville is here for the work. They understand what it takes to win and they understand what it takes to make it happen. Something that Clear Channel has no clue on. They are committed, invested and will do the station great!

Bonneville is quality, community and committed. They are about the music, the people and the employees.

Will AAA be number one in L.A.? I highly doubt that! Will it win in revenue, its going to do well...trust me! Bonneville isnt just going to throw a station on the air cause they want to. They will make money, they will target their listener well and if you break out their exact target, they could be in the Top 3.

 

[davideduardo]

Will AAA be number one in L.A.? I highly doubt that! Will it win in revenue, its going to do well...trust me! Bonneville isnt just going to throw a station on the air cause they want to. They will make money, they will target their listener well and if you break out their exact target, they could be in the Top 3.

AAA is a 35-64 format, with a median age of around 45 to 46.

The current top 10 in that demo are KFI, KLVE, KOST, KRTH, KSCA, KTWV, KRCD, KCBS, KLAX and KLOS. Notice that the two stations that are rock or lean rock have 6.4 shares of the almost 40 shares these 10 stations get.

All the stations in the top 10 have significant Hispanic listenership (around 25% of cume) or are Hispanic Spanish language stations.

Maybe a mid-1 share. KSCA 10 years ago got at best a 1.1. Today, there are less potential listeners than then against a larger population.

But the bigger issue is that we are 6 months from the PPM, and AAA is TSL driven, and will do worse in PPM than in the diary.

At best, they become a mainstream driven station with AAA elements, and frag Jack and KLOS. It's not going to work big, even in the target demo because there just are not enough people here for that.

 

[LAFMDJ]

So far it sounds like a modern version of KNX FM...Easy to listen to, relaxing and perfect for that Mid 40's male.

Will the PPM find them? Or will the PPM pick up the station playing at work or at the mall? Most business's play piped in music or satellite these days and not terrestrial radio.

I have a feeling David is correct about their 1.8 share at the most!

But I like it!

 

[SuperRadioFan]

I think getting over a 1.8 is going to be tough with a very familiar, shorter playlist. If they go to a more obscure list, a 1.2 is the median share.

One can only hope ;D

 

[kentuckymedia]

I dont know why so many people just lump AAA into some Anglo Rock playground.

Its a sophisticated money format. The target is money people, money demos. I listen to AAA and I am in my 30's. My sister listens to AAA and she is 19! I just said that right, 19. The format is gaining ground again and becoming familiar once again.

People want to chill, relax and be able to not fall asleep. This format is a niche target format, but it will make money.

 

[LAFMDJ]

Opps...I forgot to point out that the format will be easy to automate and low cost for an L.A. station, similar to Jack fm.

But........ That is exactley what is wrong with radio today. People can already get smooth, non-offending music stations on their computer, Sat. TV, XM or SIRI radio and soon their cell phone. Wouldn't it be cool if these corporations invested in Big personalities in all shifts. People who were unique and interesting to listen to? Music that you couldn't get anywhere else? Promotions that are fun to listen to? Remotes, parties and events that are fun to attend. A community where people could meet and agree on music, entertainment, news and lifestyle? A station that always had something going on. When you listen you feel like you're listening in on a conversation with a family member or friend. A station where you have to turn it on, first thing everymorning (Instead of the Today show) because you want to know what's happening in So. Ca.? A station where the music and artists are fresh and unique!

Imagine if there were 4, 5, 6, 7 stations in L.A. like that? People would turn their radios back on again!

 

[davideduardo]

I dont know why so many people just lump AAA into some Anglo Rock playground.

Because that is what it, in essence, is. In markets where Hispanics are mostly first and second generation, there is going to be nearly no Hispanic listening. Same with Asian listeners. Blacks don't use AAA anywhere in the US (KFOG has 0% Black AQH and 1% Cume). Recent immigrants from Eastern Europe, Persia and the Arab nations don't have any AAA exposure and won't listen. Add those up, and you have 75% of the LA population that has little or no interest in AAA.

Its a sophisticated money format. The target is money people, money demos.

Most transactional buys go by cost per point, not qualitative. And when you get to qualitative, you find things like Hispanics overindexing in buying Lexus cars, to name one. LA is not Des Moines.

I listen to AAA and I am in my 30's. My sister listens to AAA and she is 19!

The median age, however, is around 46. And there is essentially no listening under age 35. The fact that you and your sister (n=2) listen is irrelevant.

The format is gaining ground again and becoming familiar once again.

Actually, in highly ethnic markets it is not gaining groud.

 

[kentuckymedia]

David.

You would find the fault in someone if they just gave you a million dollars because they wanted to. Why are you so extremely negative to anything "new". Your like an old engineer we once had.

Give Bonneville some credit. They didnt listen to "radio" laws. Instead, they spent thousands of dollars on RESEARCH (who would have ever thought of that, what a concept) and are following what RESEARCH says. By the RESEARCH company that has more #1 stations in the country than anyone else. Wow!

 

[nmoore6676]

Opps...I forgot to point out that the format will be easy to automate and low cost for an L.A. station, similar to Jack fm.

But........ That is exactley what is wrong with radio today. People can already get smooth, non-offending music stations on their computer, Sat. TV, XM or SIRI radio and soon their cell phone. Wouldn't it be cool if these corporations invested in Big personalities in all shifts. People who were unique and interesting to listen to? Music that you couldn't get anywhere else? Promotions that are fun to listen to? Remotes, parties and events that are fun to attend. A community where people could meet and agree on music, entertainment, news and lifestyle? A station that always had something going on. When you listen you feel like you're listening in on a conversation with a family member or friend. A station where you have to turn it on, first thing everymorning (Instead of the Today show) because you want to know what's happening in So. Ca.? A station where the music and artists are fresh and unique!

Imagine if there were 4, 5, 6, 7 stations in L.A. like that? People would turn their radios back on again!

I like it and it gives me another alternative. I wear out on Jack but I do listen, the same with KRTH. Usually I'm on KKGO especially when I'm mobile. Yes you can get dependable and safe stuff on a computer, you can load up an I-pod and there is satellite. I find the over compressed sound of satellite and the digital audio channels on Time Warner a bit irritating though so I still prefer over the air FM sound. The problem with satellite is that it is not really portable and you have to pay per receiver. If WiFi coverage becomes more common and you aren't charged by the kilobyte then internet radio could work for mobile people. Listening to streaming audio on a wireless connection with the meter running could get expensive.

I agree that personalities with interesting and entertaining conversation is nice, but that hasn't been doing so good here as the recent cutbacks and loss of long time icons shows. Once a personality has worked up the ladder they want money and that isn't there unfortunately. If it comes back I see it from satellite services. Maybe New York and LA might be the originating stages but it will still be satellite and not market specific.

That leaves automation which I have no problem with during off hours but it has to be well done to work all day and how many Jacks can we have?

 

[davideduardo]

You would find the fault in someone if they just gave you a million dollars because they wanted to. Why are you so extremely negative to anything "new". Your like an old engineer we once had.

I am, as my career shows, opposed to "new" for new's sake. I am opposed to thinking that anything is good just because it is new.

In the case of 100.3, the idea is neither new nor good. KSCA in its AAA era proved that the format is of limited viability in LA, and changing demographics make the idea even less viable today.

Give Bonneville some credit. They didnt listen to "radio" laws. Instead, they spent thousands of dollars on RESEARCH (who would have ever thought of that, what a concept) and are following what RESEARCH says. By the RESEARCH company that has more #1 stations in the country than anyone else. Wow!

There are quite a few good radio research companies doing the normal research products like perceptuals and AMTs and format searches. None are rocket science, either.

The problem is that research companies generally just do what the client asks for... and if the client makes a recruit specification mistake, like not taking into account the ethnicity or demographics of the market... the research will be flawed.

I have seen one of the finest research companies very accurately detrmine the tastes of a specific audience group. The only issue was that the group was too small and too fickle to build a significant station on, and the station floundered for several years.

RESEARCH (as you insist in capitalizing it) is a tool. Give me wood and a took kit and I will create a mess and a monstrosity, while a good carpenter may create a thing of beauty. Same with research. In the hands of people capable of analyzing aspects of the market before the project, specifying the right research, and interpreting the research before implementing it blindly.

 

[ercjncpr]

That must be why I like it, because I used to listen to the old KNX-FM all the time. Only THE SOUND isn't always mellow, but it's an interesting blend...I heard Santana's "Oye Como Va" and something from Everclear back to back during the noon hour. Somehow though I think the days of THE SOUND will be short. I'm not sure that enough ratings diaries/machines etc will show it.

 

[goriajk]

LISTENING TO 'THE SOUND' - Glad to hear AAA back on my radios here at home. KNX/FM was my first love affair with FM back in the 70's - Glad to hear the 'mellow' sounds of Eddie Vedder

 

[scooty430]

Opps...I forgot to point out that the format will be easy to automate and low cost for an L.A. station, similar to Jack fm.

But........ That is exactley what is wrong with radio today. People can already get smooth, non-offending music stations on their computer, Sat. TV, XM or SIRI radio and soon their cell phone. Wouldn't it be cool if these corporations invested in Big personalities in all shifts. People who were unique and interesting to listen to? Music that you couldn't get anywhere else? Promotions that are fun to listen to? Remotes, parties and events that are fun to attend. A community where people could meet and agree on music, entertainment, news and lifestyle? A station that always had something going on. When you listen you feel like you're listening in on a conversation with a family member or friend. A station where you have to turn it on, first thing everymorning (Instead of the Today show) because you want to know what's happening in So. Ca.? A station where the music and artists are fresh and unique!

Imagine if there were 4, 5, 6, 7 stations in L.A. like that? People would turn their radios back on again!

So true.

When I listened to 100.3, I instantly thought: I could hear this on XM, online stations, or even on my cable.

The days of assembling a "perfect mix" of non-offensive music and making a splash are over. KOST has that covered. There needs to be a REASON to tune in, a sense of community, SOMETHING.

KFOG, for example, is not simply a success because they play the right rotation of Talking Heads songs per week, or because they appeal to "women over 35 in this salary range" or whatever. They have real live DJs with a VOICE like Dave Morey who give the station some soul. They have longevity. They reflect their city and care about it.

That's also, by the way, why KOST, KIIS, KROQ, and even KRTH to an extent are such warhorses. There is something there besides the music that keeps people coming back.

 

[SuperRadioFan]

The days of assembling a "perfect mix" of non-offensive music and making a splash are over. KOST has that covered. There needs to be a REASON to tune in, a sense of community, SOMETHING.

KFOG, for example, is not simply a success because they play the right rotation of Talking Heads songs per week, or because they appeal to "women over 35 in this salary range" or whatever. They have real live DJs with a VOICE like Dave Morey who give the station some soul. They have longevity. They reflect their city and care about it.

That's also, by the way, why KOST, KIIS, KROQ, and even KRTH to an extent are such warhorses. There is something there besides the music that keeps people coming back.

Scooty IMO you have nailed it! Probably only true AAA fans will agree.

Why do some think that like other aspects in life that its a zero-sum game???

Speaking personally, I have not listened much to music stations in SoCal for many years. I listen to talk, news, and sports. For music, there's CDs and I burn on a CD what I hear on the Internet music stations, oldies and AAA for the most part, and standards to a small extent and then make that Internet station portable in my car. So the zero sum game? Why don't some think that ppl like me won't come back and at least sample what's on 100.3? If the station is done right, with the right promotion, the right AT, the right sweepers, a few specialty shows, the right mix of old and new music while respecting that music and the heritage and the like, combine all that with the cool vibe that is possible, why can't this station get some (I don't mean all!) to turn off their iPods and listen. So radio is not just limited to X number of total available listeners forever (except the mass migration into SoCal by ppl from elsewhere that do not have English as a primary language).

 

[JimmyJames]

The reason that kind of station won't happen is because you can't "format" it with liners and automation. It would require going from "announcers" to presenters. People who had some leeway and knowledge of music. And I don't see commercial stations looking for Nic Harcourt or Jason Bentley. Personality in commercial radio is generally confined to what one says or the stunts one does, for entertainment purposes or press value.

The concept of fostering community, a vibe, a coolness, is great and even financially viable for some people. But it's not on the radar of most commercial stations, and if it involves giving any freedom to any of the air talent on a multi million dollar signal, good luck. They're too impatient and too invested to try such things.

 

[gerald]

People who had some leeway and knowledge of music. And I don't see commercial stations looking for Nic Harcourt or Jason Bentley.

Yeah, really! I only listen to KCRW at night, Jason Bentley and Raul Campos. I know they have a playlist, but I also know they can slip in what they want and say what they want. It's like the "old days" when jocks were arbiters, critics, presenters of new stuff worth hearing. You trusted them to bring you stuff you didn't know about, and would probably like.

But here's the biggest problem with 100.3 -- they're not getting the word out! I had no idea they had flipped, and I follow this stuff more than the average bear. At least when STAR tweaked themselves, they spent money on billboards. Don't just reformat, tell me you reformatted!

 

[SuperRadioFan]

Gerald, they've only been on for just under 30 hours. We all hope they will get the promotion in line for a format on a full market signal 8)

In the meantime, spread the word by e-mailing your friends and they in turn can do the same. Not everyone will dig the format but its all we can do on our own for now.