"Walk" Debuts at Noon Tomorrow...We Think

[agentUrge]

Well, this just frees up another preset for white noise.

 

[stevensonair]

From a business standpoint I find this decision odd.

If I'm deciding what to put on a translator in a metropolitan market and I have two existing brands with history in the market - AAA and Alternative (alternative which I was doing on that translator not terribly long ago) then what makes me go "forget those, we're going Christian country?"

It seems a niche of a niche. With successful Christian and Country stations at full power, was this really the best pick? This format has failed on both commercial and non-commercial signals, and I don't see how it fits into Cumulus' overall strategy - do they own other CCM/Christian stations?

Also, it strikes me as a primarily suburban format. How is the signal of 98.9 in the areas where its audience would be most likely to live?

 

[RoddyFreeman]

Cumulus/Atlanta's best translator signal is by far 97.9. I'm wondering how long the Q100 20 will stay there. That would be the frequency for AAA.

 

[AlsoRan]

98.9.... wasted. Or to paraphrase the song: you can walk your station, baby, right outta my life.

 

[caller10]

"Songs about drinkin' beer or chasing women are out."

Well there might be one they'll play: Thomas Rhett's "Beer With Jesus"

https://www.youtube.com/watch?v=zxqZL1W4BpE

 

[ShawtyBlack_ATL]

How may formats has Cumulus ran on these translators (97.9 and 98.9)? The format wheel seems to spin every season.

 

[awp69]

Entercom tried this format in Greenville, SC for several years in the mid-2000s.  It was an epic failure.

Well, this is going on a translator, so there is not a huge risk.  It will be easy to sell as Cumulus already has a sales staff targeting customers who will be interested in this format.

The signal used in Greenville seems to be cursed as nothing has done well on it. That said, where is this translator's radius? If it's anywhere within I-285, I think even on a translator, it isn't going to do well. Tried and true "positive" country probably would work best in the more suburban/rural areas.

Greenville also has two big country stations hogging the ratings and the Christian radio listeners already had a choice of either more contemporary or gospel religious programming in the area. So I don't think the mix had much of a chance.

Had hoped for the alternative rockers in Atlanta that perhaps yet another 99X revival was on tap.

 

[carolinaradio]

Entercom tried this format in Greenville, SC for several years in the mid-2000s. It was an epic failure.

Well, this is going on a translator, so there is not a huge risk. It will be easy to sell as Cumulus already has a sales staff targeting customers who will be interested in this format.

The signal used in Greenville seems to be cursed as nothing has done well on it. That said, where is this translator's radius? If it's anywhere within I-285, I think even on a translator, it isn't going to do well. Tried and true "positive" country probably would work best in the more suburban/rural areas.

News/talk seems to be doing well for them. Better than when it was just AM.

 

[Kent]

If I'm deciding what to put on a translator in a metropolitan market and I have two existing brands with history in the market - AAA and Alternative (alternative which I was doing on that translator not terribly long ago) then what makes me go "forget those, we're going Christian country?"

Alternative would probably bleed too many listeners off of the new sound of Rock 100.5. There was really no upside to bringing back alternative.

It seems a niche of a niche. With successful Christian and Country stations at full power, was this really the best pick? This format has failed on both commercial and non-commercial signals, and I don't see how it fits into Cumulus' overall strategy - do they own other CCM/Christian stations?

It's very much a niche. My ex would probably listen to it, but, unfortunately for Cumulus, she's in Springfield, MO! Then again, she's also a 25-54 female with a fairly high disposable income and no problems spending it. If they can get a few of those, they'll have the right demo. It fits into Cumulus's overall strategy because it can easily be sold in combo with Kicks 101.5, and, as another poster points out, it's not a huge stretch to think it could be packaged with Q-100.

 

[taylorengineer]

"Songs about drinkin' beer or chasing women are out."

Well there might be one they'll play: Thomas Rhett's "Beer With Jesus"

https://www.youtube.com/watch?v=zxqZL1W4BpE

Great song!!
Thanks for the link, Caller 10

 

[jabba17]

That said, where is this translator's radius? If it's anywhere within I-285, I think even on a translator, it isn't going to do well. Tried and true "positive" country probably would work best in the more suburban/rural areas.

Here is 97.9:
http://www.radio-locator.com/cgi-bin/pat?call=W250BC&service=FX&status=L&hours=U

and 98.9:
http://www.radio-locator.com/cgi-bin/pat?call=W255CJ&service=FX&status=L&hours=U

I think that Cumulus's goals with this station is less filling a niche and more going after WFSH and seeing what they can grab. Fish is probably the highest-rated station with no direct competition (I'm not counting stations like J-93, Love 86, and WWEV). In fact, Fish has been doing better than either of the big country stations, and not just during the Holiday book. Formatically, Fish's closest meaningful competition is B98.5, which also competes with Cumulus's Q100 at the "other end" of the AC format.

This could also be Cumulus's attempt to kick B98.5 down a notch in the AC market by stealing some of its listeners, while also going after the Fish, and also carve out an alternative to a LWYW soft AC.

If this is what Cumulus is trying to do, their next step may be to beat on River (which competes with Rock100.5) and a lesser extent B98.5 by putting a 70s/80s classic/variety hits station on 97.9.

Speaking of variety hits, does anyone have any info on how Chuck-FM (WXKT) is doing?

 

[awp69]

News/talk seems to be doing well for them.  Better than when it was just AM.

Opps. I don't know why I always get 106.3 and 96.7 confused. I was thinking of 96.7, with "Shine" and now "The Road".

 

[atlantaboy]

If I'm deciding what to put on a translator in a metropolitan market and I have two existing brands with history in the market - AAA and Alternative (alternative which I was doing on that translator not terribly long ago) then what makes me go "forget those, we're going Christian country?"

Alternative would probably bleed too many listeners off of the new sound of Rock 100.5.

This - are there any co-owned Rock and Alternative stations in the same market, anywhere?

 

[chrocket87]

Absolutely. How about KNDD/KISW of Seattle, KKDO/KRXQ of Sacramento, KDGE/KEGL Dallas, KRBZ and an active rocker out of KC? I know 3 out of the 4 are owned by Entercom, but having both would allow the company to sell itself on having a hold on the young men demos, which I've seen Entercom directly brag about in Sacramento. If anything, putting Alternative on a translator would make the most sense in Atlanta because Cumulus could use it to add some value-added buys for Rock 100.5. I don't think the Alternative format in it's current state would siphon off too many listeners from Rock.

 

[trusty]

Atlanta metro is far bigger than Atlanta translator coverage. Most listening is done while commuting, and presets are not set on stations that can't also be picked up at home.

That's the NORMAL listener - not us. - so you would really have to promote a format on a translator (kinda like the WGST/640 billboard in Dawsonville a few years ago - you KNOW they bought it as a package.).

 

[carolinaradio]

Jacksonville has WFYV (Mainstream) and WXXJ (Alternative)

Kansas City has KQRC (Active) and KRBZ (Alternative)

Not sure about the ratings, though...

 

[chrocket87]

Well, in KC, both are in the top 10 6+.
In Denver, both KTCL and KBCO are top 10 6+.
In the other markets, one does well and the other doesn't do very well.

 

[xmusicmatt]

Never fails... People complain when it's another "station" that already is in the market.. but when a broadcaster tries something 'different' they still complain.

I can't say Cumulus will have success with this format.. The typical "core" CCM listener (say to the Fish) isnt usually a listener who dabbles in mainstream music.. so it will be interesting to see how the genres mix.

However with that saying.. I give them credit for trying something different in today's world of 5 country stations, 3 CHR's, 4 rock stations in a lot of markets.

 

[Rick Rose 2.0]

I think its an interesting format and sampled it when i was around Greenville when it was on but will agree its unique and probably not viable here either. It was said that both country and contemp Christian stations shared a lot of audience and the goal was to go after those people. The upstate south carolina market has an even higher rated Christian AC station than the fish is and if this format would work anywhere than that was the place. My concern with the format is the 98.9 signal reaches best inside 285, how many country or christian ac fans live inside 285? Cumulus knows how well Kicks and the Fish do in the ratings inside 285 so some audience might live there. I have considered developing a true Christian country station without southern gospel but it would have to be mostly Christian friendly songs by mainstream country artists.

I will have to rely on 99.7 HD for the station at home and 98.9 when i go to work. So when i break from 106.7 or 92.9 i will give 98.9 a listen on my commute

 

[radioboy]

Rick Rose:

This is the closest to true Christian country that I know of:

http://www.lifecountryradio.com/



In general,
My family in Greenville loved the Walk station when it was there, and my wife and I liked it pretty well too. My wife will be traveling through Atlanta soon and will probably listen to 98.9. She listens
to K-Love here but often says she wishes there was an alternative. She does not like the, as she calls it, "harder edged Christian contemporary."

We both like country, but when we have grandkids in the car, usually listen to our own CDs, etc.
The rest of the world may like 4 letter words, but we don't, and not with little ears. So we usually listen to K-Love or personal music on long trips.

I like this idea, and I hope Cumulus is able to make it work.