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Tulsa Book

redbullfan said:
KXOJ VS KKCM....Using terms "We Believe" and "Family Friendly" are pandering terms pure and simple. Let the Music, Personalities and excellent jingles and imaging should get listeners without being cheesy. Christian AC is family friendly naturally...why say it...why waste time using that when you can create better imaging to grab listeners imagination. "We Believe," is a pandering term...when music listeners care about a Well put together quality sounding radio station...who cares who owns it...the exact faith of the DJ or inside the hall values.
Click to expand...


Who cares about the values of the DJ? Uh, the listener does in this case. Research bears this out again and again regarding CCM audiences. The whole cornerstone of the format is values.

The assumption that the CCM listener doesn't care about the values of the personality they're connecting with is so fundamentally flawed. You may be correct on this values point with most OTHER music formats. But your statement that 'Christian radio listeners don't care about the beliefs of the personality' would suggest that you haven't studied the CCM format much. Maybe I misunderstand what you say. If this is so, I apologize.

By the way, the reason so many CCM stations image themselves as "Family Friendly" is because perceptual studies show that users of CCM formats list "Family Friendly" as one of their highest 'must haves' for a format. It's no different than mainstream radio imaging itself as 'more music.' Listeners say they want 'more music.' So you TELL them you're giving them MORE MUSIC. You set yourself up for a major fall when you program ANY format without imaging yourself based on your listeners' perception of what they want. Why does CCM radio brand itself as 'family friendly' in so many cases? It's because their P1's have essentially TOLD them to. It's radio 101, dear radio brother.

Now, regarding "We Belive": The jury is still out for some on whether or not the 'We believe' campaign is right on target. Frankly, I find their willingness to take an educated risk on a concept refreshingly bold. Some laugh and scoff. I admit that even I looked sideways at it to start with. I have never seen anything like it. It's true that we mock what we don't understand. But you know what? As it gets further and further into it, people are talking about it. It has created a buzz with listeners in this market. So I'd say it's accomplished at the very least a portion of what it set out to accomplish.

Directly on target with "We Believe" or not, KXOJ is going in the right direction with attempting to connect with the lifestyle of their core audience. And, if nothing else, they should be applauded for thinking outside the box and having the courage to go to the mat on an innovative and format-specific concept.

I suppose they could have just taken chapter and verse verbatim the same promotions and strategic formulas applied to most mainstream programming and then plugged them in to their station. There seems to be an awful lot of that going on in radio right now. Why think for yourself and do something new? Kudos to KXOJ for giving people something to talk about.
 
Thanks for your positive input on the "We Believe" promotion. Like you, we are not sure if it was 100% on target but we tried something new. We didn't have to do focus groups or meet with the corporate president in San Antonio or Atlanta. We just did it.

The staff enjoyed the change as well. I also agree that the CCM listener cares that their DJ is sincere about their faith. Being totally objective, I think both stations have done a good job with choosing the DJs. All seem true about their faith and it does come through to the listener. The good news is that Christian AC in Tulsa pulls 8% of the total share of radio listening. Not bad considering that Tulsa is a country/rock market.
 
That's funny... I've heard differently from people around KXOJ as if they believe if it's 100% on target or not... Interesting how kxojdj would get that wrong... ???
 
There are some that do and some that don't. I would suppose that happens on every team.

The only vote that counts is the team captain when making the BIG decisions and we are behind him 100%.

AGAIN...one of the advantages to being locally owned and operated. We get to actually see the people we work for. Not too many others in the market can say they have met the owner or president. CAN YOU?????
 
I guess I just have a hard time really listening to anything KXOJDJ says since it's been established pretty obviously in the past that he or she doesn't actually work for KXOJ.

Being anonymous is one thing. But claiming to be someone you're not is another. I'm not denying KXOJDJ's knowledge of the biz. He or She is obviously in the market and in radio.

It's been clearly established that this person is not on the staff over at 81st and Lewis. Please forgive my apparent rude attitude here. But based on the fact that this person is obviously an imposter, why would we listen to anything this person says and take it seriously?
 
Re: Tulsa Book and KXOJDJ

Hey gang,

I just got back in town and saw the thread... most of this thread is completely silly because KXOJDJ is not an employee here and yet started the discussion, so that's really weird :)

Anyway- regarding the billboards- it was a very simple decision. We felt it had been a while since we had done any type of cume-building external promotions, but once we decided it was time to do something, we decided if we were going to spend that much money, we wanted the focus to be on Christ and not on ourselves.

Bob
 
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