WBNS-FM ratings

[lovejamminoldies]

Hmm.... here's my 2 cents.

I don't think Mix is quite brave enough to try ANOTHER new format. Was oldies not working? It wasn't Rhythmic Oldies. I didn't see the format dying. Sales weren't good? I don't get it. The "More Music, More Variety" didn't work. It sounded like a alternative to Sunny and with Sunny being a powerhouse, 97.1 would get random tune-ins, and a small cume but not enough to do well enough as they'd like. Now... Mix hasn't always had low books. I remember either earlier this yr or last, Mix beat Sunny in a book! And honestly, I don't think the morning show has anything to do with it. If the station is good and has an audience, they'll stay whether a morning show is established or not. Mornings are tough to win anyway. You'd be surprised how many listeners might listen to The Morning Zoo w/ Dave & Jimmy at WNCI and then go back to Mix when the show's over. Mix needs to find their niche.

In my opinion, they have 3 options:

1. Remain 80's, 90's, & Now and hope it works. Try to advertise and build it the best way you can and be aware that you're going against not only WNCI but Sunny as well. Try to be original and make sure the programming is fresh. This is unfortunately what I see happening. I saw a MIX commercial on TV last night. Would they flip while still advertising? Doubt it.

2. DROP THE DAMN 80'S! You'll still have a bit of Sunny's audience and will steal a portion of NCI. WNCI is not what they used to be. They've been sounding better lately with a fresh imaging package, but Power holds the #1 belt because of it's rhythmic switch. Hits & Hip-Hop is the key to success now. If Mix 97.1 goes 90's And Now it will work! 80's are heard ALL DAY at Sunny AND 93-3. Mix goes 90's And Now with the same strong imaging and it'll boost.

3. Go CHR. WHAT???? Yeah, but they have a shot with WNCI goofing around. Call themselves Columbus' Hit Music (because if you notice, WNCI doesn't use a slogan) and be interactive. Let listeners vote for the song of the hour just like in Pittsburgh and in Houston. It will be a talk of the city and they have a shot at WNCI. Maybe not enough to BEAT them but to be sales' friend and get AT least 5+ shares. Kidd Kraddick in the morning. Run Dees on weekends. Columbus could use a alternative CHR.

Thoughts?

 

[alans613]

I agree totally with lovejamminoldies. Mix is already doing a "Top 5 @9" countdown at night, which no Hot AC that i've ever heard has done. Columbus does need an alternative CHR to 'NCI. Even a hybrid CHR/Hot AC could work. I would basically try to make 97.1 similar to Q102 in Cincy.

 

[KFodor]

Hmm.... here's my 2 cents.

I don't think Mix is quite brave enough to try ANOTHER new format. Was oldies not working? It wasn't Rhythmic Oldies. I didn't see the format dying. Sales weren't good? I don't get it. The "More Music, More Variety" didn't work. It sounded like a alternative to Sunny and with Sunny being a powerhouse, 97.1 would get random tune-ins, and a small cume but not enough to do well enough as they'd like. Now... Mix hasn't always had low books. I remember either earlier this yr or last, Mix beat Sunny in a book! And honestly, I don't think the morning show has anything to do with it. If the station is good and has an audience, they'll stay whether a morning show is established or not. Mornings are tough to win anyway. You'd be surprised how many listeners might listen to The Morning Zoo w/ Dave & Jimmy at WNCI and then go back to Mix when the show's over. Mix needs to find their niche.

In my opinion, they have 3 options:

1. Remain 80's, 90's, & Now and hope it works. Try to advertise and build it the best way you can and be aware that you're going against not only WNCI but Sunny as well. Try to be original and make sure the programming is fresh. This is unfortunately what I see happening. I saw a MIX commercial on TV last night. Would they flip while still advertising? Doubt it.

2. DROP THE DAMN 80'S! You'll still have a bit of Sunny's audience and will steal a portion of NCI. WNCI is not what they used to be. They've been sounding better lately with a fresh imaging package, but Power holds the #1 belt because of it's rhythmic switch. Hits & Hip-Hop is the key to success now. If Mix 97.1 goes 90's And Now it will work! 80's are heard ALL DAY at Sunny AND 93-3. Mix goes 90's And Now with the same strong imaging and it'll boost.

3. Go CHR. WHAT???? Yeah, but they have a shot with WNCI goofing around. Call themselves Columbus' Hit Music (because if you notice, WNCI doesn't use a slogan) and be interactive. Let listeners vote for the song of the hour just like in Pittsburgh and in Houston. It will be a talk of the city and they have a shot at WNCI. Maybe not enough to BEAT them but to be sales' friend and get AT least 5+ shares. Kidd Kraddick in the morning. Run Dees on weekends. Columbus could use a alternative CHR.

Thoughts?

Ok, jammin...for the first time, I pretty much agree with your assessment.

But...BNS wouldn't have to do high 5's to succeed. Remember...a 7 point-something takes the market now. A 4 and a half placed in the right demos would do the job...

But (and this is a big but)...will the Radiohio Board Of Directors (who pretty much give thumbs up/thumbs down on everything there) see it that way? Remember, these were the guys who went oldies on the station (or so the story has been told) because "we like oldies". (Not because there was necessarily a hole in the market for such a station...)

Not everyone there in the ownership/management chain is a real broadcaster. Some, of course, are...but not all.

 

[MichaelMcCoy]

Good luck.

 

[Nu_Roo_2]

I can't believe everyone seems to be readily buying into the idea that SNY and BNS-FM are -- or ever were -- similar in any way other than targeting some overlapping female demos.   ???  ???

When was the last time you heard AC-DC on Sunny, even in specialty programming?  (Try, "never.")  Or even Shaggy?  Or a 67+ % current/recurrent music mix? 

BNS-FM and SNY couldn't be more different.  SNY's continuing heritage is as soft AC masquerading as mainstream.  They even admitted as much in a trade interview in the 90's.  Once in awhile these days they'll play stuff that's just a tad edgier, but this is very much the exception to the "refreshing snooze" rule.  You'll hear far edgier music in the grocery store.  In fact, overall SNY has even less tempo than WLZT. (Note that I did not say it's "less contemporary" than LZT...while Sunny is decidedly gold-based, its median era isn't as old as LZT's.)

There is in fact tons of room between BNS-FM and the other two AC's musically, and a pretty fair amount of room presentationally.  No station in Columbus has ever made a serious attempt at filling this void, especially with a good signal.  (NCI's laughably snoozy "Hot AC" period in the early 90's certainly didn't fill the void -- it even out-softed Sunny.  And 98.9 WXMX likewise managed to out-soft "Snoozy 95" during XMX'x own purported "Hot AC" period.)

 

[lovejamminoldies]

Okay. WBNS and Sunny may not be exactly alike or even closely alike but it's the same audience! Yes, I love saying this-- "You'd be surprised." You'd be surprised on how many women will switch back and forth from Sunny and Mix. Very similar to any market. FLY 929 and MIX 1077 in Dayton. Nothing alike. Not even closely similar, but I bet many have both on their presets. You can still steal listeners. 1075 and WNCI... nothing alike? But they are going at it. MIX can lean CHR or flip CHR and make it. Guarenteed. WNCI isn't THAT good. They aren't pulling anything close to a 9+ share. I view it like this. You're #1 or pulling big shares-- then call yourself unbeatable. WNCI has a huge share of audience and a killer signal, but they are capable of losing a few listeners. It's quite simple.

Kidd Kraddick Mornings and most of the same air staff. Run Dees on weekends and keep the station Mainstream. Don't lean Rhythmic or it won't work and you'll catch hell from WCKX. Mainstream CHR is needed. Because believe it or not, WNCI's not exactly full-blown Mainstream. It's very rock/pop-leaning. Hot AC-leaning almost. Play the hits, you'll win. Be interactive and fun. Radiohio can do it. Will they?

 

[V.Riley]

As a listener, I actually like the mix of music they play on BNS, much better than NCI (even my daughter doesn't listen to them anymore). The only other FM music station that I listen to is Sunny 95.

However if they want to change to fill an opening in the market, they could switch to Polka music. While a few mentioned BNS switching back to Oldies, they could switch back an even earlier format... what was it... some of my friends called it Elevator music.

 

[lovejamminoldies]

As a listener, I actually like the mix of music they play on BNS, much better than NCI (even my daughter doesn't listen to them anymore). The only other FM music station that I listen to is Sunny 95.

However if they want to change to fill an opening in the market, they could switch to Polka music. While a few mentioned BNS switching back to Oldies, they could switch back an even earlier format... what was it... some of my friends called it Elevator music.

On a serious note...

Understandable. WNCI isn't what it used to be. So not listening to them is typical and apparently, a lot of people aren't listening to them as much anymore judging by the ratings. WBNS's music is alright. It's good for a HOT AC. But HOT AC's not working for them. At least the way they're programming. I'll stand by my first theory. Go with something current.

 

[radiokiller]

As a casual listener..umm, whatever that is, 97.1 is BORING and if they had any direction then they would stop trying to please everyone and decide which listener they love the most..this market has a legendary AC with an identity crisis, a killer CHR, a so-so AC, an 80's station with no personality and an alternative with no budget. I think they could find a way to put a GOOD, FUN HOT AC on the air with good promotions but maybe that is too much to ask?

<sigh>
Gonna go play my cellpone now..got cool new tunes on there!

 

[pbf1]

I think they could find a way to put a GOOD, FUN HOT AC on the air with good promotions but maybe that is too much to ask?

Yep. It would get slaughtered by WNCI.

 

[Radioma18]

Just have 97.1 go back to oldies and 107.9 go back to 80's

 

[lovejamminoldies]

Just have 97.1 go back to oldies and 107.9 go back to 80's

Not that simple. Who would flip to oldies? Especially now. Mix and WODB aren't owned by the same corporation so for MIX to flip to oldies and WODB flip to 80's both is unlikely. If MIX flipped to oldies, WODB would probably take advantage of that and do a HOT AC type of station, especially since oldies it's not working for them. If WODB flipped to 80's, MIX would probably go CHR. If WODB flipped back to 80's, it wouldn't make sense for to stay HOT AC. Well, they could considering WODB has a weak signal. But 2 HOT AC stations? Puke. Give WODB a try if they wanted. What MIX needs to do is find their niche. Do some interviewing and research. What do the listeners want in Columbus? MOViN? Love the format but many believe it's dying. So you have CHR. Is anybody sick of WNCI? Urban? Hmm.... I know lots who would love an alternative to Power.

 

[TANK1]

Ask someone who knows, or think they know how BNS does in female ratings. Break out the "real core" of the demo - rather it be 25-34F or whatever.
I bet they do good - and the stations in the market have changed over the last 6 months. What happened to 106.7? So much talk at the beginning.........and they lost a hell of an audience - I would call it the "pancake effect". NOT surprised. That's another station missing an "op" to go where 99.7 moved away from.

Sunny and Mix - not the same - Sunny audience is 60 - Mix is in the 30s, and NCI is younger. Take away the morning show, and it's young and I'm not sure, but could be sharing alot with CKX?

106.7 did hit MIX - but I bet they begin to re-bound - if you hear most hot ACs, Mix is more contemp - not like Q, but more than the Dayton station..

And agree, a 5 share does not mean success - all about rank and sales.

 

[Nu_Roo_2]

Ask someone who knows, or think they know how BNS does in female ratings. Break out the "real core" of the demo - rather it be 25-34F or whatever.
I bet they do good

I understand they have dropped a lot in the key demos, not just 12+.

 

[dawg4life]

If it was up to me, this is how I'd overhaul mix in 5 easy steps.

1 - Add rhythmic to the playlist and truly, actually, finally compete with NCI
2 - Be a little bit more risqué - Mix comes off to me as being really, really square and somewhat cheesy at times (IMO)
3 - Turn into an upbeat and fun to listen to radio station (remember those?)
4 - Improve the DJ's, jingles, and sound quality
5 - Finally.... Drum roll.... Slightly change the name from Mix 97.1 to............ 97.1 The Mix!

Seems simple enough to me. I think Columbus is HUNGRY for something new and an alternative to the same old, same old.

 

[lovejamminoldies]

If it was up to me, this is how I'd overhaul mix in 5 easy steps.

1 - Add rhythmic to the playlist and truly, actually, finally compete with NCI
2 - Be a little bit more risqué - Mix comes off to me as being really, really square and somewhat cheesy at times (IMO)
3 - Turn into an upbeat and fun to listen to radio station (remember those?)
4 - Improve the DJ's, jingles, and sound quality
5 - Finally.... Drum roll.... Slightly change the name from Mix 97.1 to............ 97.1 The Mix!

Seems simple enough to me. I think Columbus is HUNGRY for something new and an alternative to the same old, same old.

Bingo.

#1 Mainstream CHR the damn thing. Yes, we do need an alternative. Hot AC's not working.
#2 Be risque but don't play stiffs. Only ones you think will test well in Columbus.
#3 Upbeat and fun... YES. WNCI won't cut it. Give 'em interaction.
#4 You're going to need CHR DJ's, Jingles, and Sound Quality
#5 The Mix? Ehh... what about HOT 97-1. B97-1. Something CHR-ish.

Just my 2 cents.

 

[dawg4life]

Shoot... Call it anything as long as it would just change.

 

[Nu_Roo_2]

I'd be very surprised if they make significant changes in that direction. Or any other direction. I suspect they'll keep plodding along, with the usual fantasy that the umpteenth new morning show will turn things around. It's kind of sad. In a way it's fitting that they're assoociated with the set-in-its-ways, hemmorhaging newspaper industry.

 

[lovejamminoldies]

I'd be very surprised if they make significant changes in that direction. Or any other direction. I suspect they'll keep plodding along, with the usual fantasy that the umpteenth new morning show will turn things around. It's kind of sad. In a way it's fitting that they're assoociated with the set-in-its-ways, hemmorhaging newspaper industry.

Wouldn't be surprised either. However, they have made lots of programming changes in the last ten years. Oldies to 971 to Mix to Mix Morning Show 1, 2, 3, etc. To that Friday night show in which they made changes to. They should read the boards. Might get the numbers they want.

 

[kentuckymedia]

Problem A has been the lack of keeping morning shows. Thats a major issue...you have to build your brand.

If I were Mix, I would be getting major pointers from The Mix in Chicago. That station is owned by Bonneville and is eating up the market! Did you see the PPM numbers...holy crap. Mix was in the top 5 in every single demo.