Each market that converts to the PPM has this "transition" period as advertisers and radio gets used to the new system. My experience so far is that the end result has been good for radio. From a sales perspective radio reaches many more people than we ever thought. In Seattle we have stations like KRWM, KPLZ, KJR-FM and KJAQ reaching 750,000 or more people a week. That is double what anyone thought! That is good for radio.
What also appears to be true is that the stations that are "cool" to listen to or the "in" station really are not that strong. KEXP, KMTT, KUOW, KPLU, KUBE and even KWJZ fit that model but in reality appeal to a much smaller loyal audience. It turns out the audience was loyal by voting for their station in a diary, but really didn't listen as much as they thought. Even worse, they actually find themselves tuning to those "uncool" mainstream stations more than they think. This seems to be holding up in most markets and it isn't just at work, but in their cars and at home.
We are beginning to see change now as KFOG's successful PD comes to KMTT. I hope that stations will look at adjusting their own formats rather than automating. KMTT can learn from KFOG. KWJZ can learn from the San Diego Smooth Jazz station that is number two 25-54, KNDD can learn from KROCK, MOVIN can move to Mainstream CHR inbetween KUBE and KBKS following the lead of Z-100 and so it goes. I hope broadcasters have the guts to improve their products rather than just automate or syndicate. Clear Channel appears to be headed to the syndication mode. KJR-FM should be an example of how a locally programmed Classic hits with long time talent like Heidi May, Randy Lundquist and PD Jay Kelly can outperform a generic automated "choice" format from Clear Channel Syndication. KBKS PPM numbers are driven by nights and afternoons with local shows. The midday Clear Channel Seacrest show is their worst performer in the PPM. Says something about local.
Plus local promotions and talent are easier to sell. Ask any salesperson...Just a perspective in transition.
What also appears to be true is that the stations that are "cool" to listen to or the "in" station really are not that strong. KEXP, KMTT, KUOW, KPLU, KUBE and even KWJZ fit that model but in reality appeal to a much smaller loyal audience. It turns out the audience was loyal by voting for their station in a diary, but really didn't listen as much as they thought. Even worse, they actually find themselves tuning to those "uncool" mainstream stations more than they think. This seems to be holding up in most markets and it isn't just at work, but in their cars and at home.
We are beginning to see change now as KFOG's successful PD comes to KMTT. I hope that stations will look at adjusting their own formats rather than automating. KMTT can learn from KFOG. KWJZ can learn from the San Diego Smooth Jazz station that is number two 25-54, KNDD can learn from KROCK, MOVIN can move to Mainstream CHR inbetween KUBE and KBKS following the lead of Z-100 and so it goes. I hope broadcasters have the guts to improve their products rather than just automate or syndicate. Clear Channel appears to be headed to the syndication mode. KJR-FM should be an example of how a locally programmed Classic hits with long time talent like Heidi May, Randy Lundquist and PD Jay Kelly can outperform a generic automated "choice" format from Clear Channel Syndication. KBKS PPM numbers are driven by nights and afternoons with local shows. The midday Clear Channel Seacrest show is their worst performer in the PPM. Says something about local.
Plus local promotions and talent are easier to sell. Ask any salesperson...Just a perspective in transition.
JACK and KJR are stronger than KZOK and KMTT, that is tough to take for market vets