What happened in the trends?

[Tibbs4]

Here's a touch of RATIONAL radio --- instead of the butchered by pencil pushing "financial" analysts that COST stations billions in lost
revenues and CONsultants who have no real knowledge of a local market --- WOGC flipped BACK to oldies in Savannah, GA today. They
canned the canned Jack! Bravo to the team who had the guts to admit defeat and huge mistake and give the actual listeners a rare
radio win ---

Interesting that this happened while all this debate is going on about Oldies in Nashville.

Doubt we'll be seeing Coyote, Cathy, Bobby and the gang getting a second (or make that third) chance here. I believe that it would
be a questionable move. But, what gets me is the continuing conversation that KDF ought to re-rock. We all know that it would be
huge with listeners and be the talk of Nashville. But the "we're right and we're gonna prove it" despite the obvious truth has indeed
cost Citadel countless millions, especially tying in a male driven Sports format.And, I never liked KDF, so it's not a result of a preference
for anything more than the customer PAYS ALL THE BILLS and PROFITS. And WKDF is running at 30%.

 

[jetfli]

But, what gets me is the continuing conversation that KDF ought to re-rock. We all know that it would be huge with listeners and be the talk of Nashville. But the "we're right and we're gonna prove it" despite the obvious truth has indeed cost Citadel countless millions, especially tying in a male driven Sports format.And, I never liked KDF, so it's not a result of a preference for anything more than the customer PAYS ALL THE BILLS and PROFITS. And WKDF is running at 30%.

Care to reiterate? I'm not sure I'm understanding all of your points, in the way you may mean them. I'm not trying to be a smart aleck, just not sure I get:

1. Who is saying "we're right and we're gonna prove it"?
2. What is the "obvious truth"?
3. How has Citadel been costed "countless millions"?
4. What are you trying to say about tying in a make-driven Sports format (The Zone, I assume)?
5. Who is "the customer" and how is it that "the customer PAYS ALL THE BILLS and PROFITS"?
6. And what is WKDF running at 30%? Their transmitter? Their billing? Their inventory? Their budget? Their potential?

 

[Tibbs4]

Jet --- some of it was tongue in cheek, although I really do have my own personnal (and competitive) thoughs on the overall 103/104
situation. First, understand, I as a competitive individual, truly believe that being even #5 or #6 in the 25-54 demo, etc., is shy of where
it is acceptable to be.

1.) The "we're right" comment is based on some memos from the Citadel HQ (about a year ago) discussing the overall performances of
their stations and markets and the plan to improve overall performance by giving more direction to average to poor stations and/or
markets from the home office. For Nashville, I am not sure how much improvement has been made from this "directive." But the basic
plan was to evaluate and improve within a series of books. I must admit I never saw a flip it formula. Rather just a get the job done
initative. I don't consider being a middle of the numbers station to be acceptable. Looking at the current situation, don't you think
KDF has tried long enough to win and hasn't? Again, it's not supposed to be "we'll settle for top 5 or 10, etc." Staying in this position
as long as Citadel has allowed has cost them lost potential to be #1-#3. Sticking to the same plan year after year and expecting
different results (and offering a less than stellar product and performance) is hardheaded. I do see the point of "keeping it country"
to keep the numbers from being split by WSIX and WSM, but that's a tactical move rather than aggressive stand. I hope that makes
sense...what I was thinking. The were right thing is purely my own way of putting --- like saying we accept our position, we're gonna
stay here and ride the ripples instead of take on the big waves.

2.) The obvious truth (which has sort of been the point of countless posts to go back to the good ole days of Rock) is that I think it's
clear that the way to go is not settling for a third-rate, nearly invisible country station, when a huge percentage of Nashvillians still
remember and have glorified the days when KDF rocked. WNRQ has been given the keys and I don't think they have won the hearts of
listeners, rather they are just the only decent Classic Rock station. If you look at the available shares that could be taken from 102.9,
100.1 (I know what you think there, but a half or third of a share can make a huge difference) along with 97.1, 105.9 and even 96.3,
you've got the potential to do some devestating share stealing if you program it right. By pure default KDF, reborn, would be 25-54 6.0+
book one.

3.) Countless millions in revenue. Is WKDF billing all it can at rates of WNRQ or WJXA and selling out? No. Citadel has, over the years,
invested tons of money in advertising, imaging and time to only flounder and waffle of what the name and music and imagine is. That
looks bad to listeners when it's Music City this and boringly WKDF that. Yet, the Wolf instantly set it's course and future success on
a understated planned non-flip and effective advertising campaign. Meanwhile, the WKDF billboards and TV ads look like they took all of
15 minutes to design. Hence, lost revenue potential since 1999 in where it could have been. I stand corrected if 103/104's soldout
and getting top dollar.

4.) A male driven, 30-35+ rock station that cross promotes The Zone is a natural. Country is not the perfect match, but certainly not
a horrible match either. Look at the marketing drive you could have. CC can't do it as effectively. Cumulus with 99.7 and 97.1 would
be a joke. It's a natural opportunity here.

5.) I hope that points obvious. Seriously, ad agencies don't pay the bills. In fact, knowing the simple fact that many Nashville business owners are male, in the target demo, who hated the KDF change, think of how a little good PR can generate huge dollars very easily. I hope that you get what I am saying here.

6.) Seriously, IMHO, which means nothing to anyone at Citadel, I see the potential for a crazy and easy slam dunk
of 103 as Rock, directly next to 104.5 The Zone. Imagine the response and cross marketing at all the sporting events in Nashville. Become
a leader and driving force. I think that WKDF, as it stands today, is settling for less than it can be or should be. Pure and simple. I am
not a "bring back the rock" fan in general, but here, it just think it's so simply easy, cost effective and within 24 hours, everyone
will be tuning in to see what the heck happened. Whether they stick with the new KDF rock is up to aggressive and cutting edge
programming, not a tired attempt at a cross of 97.1 and 105.9. The 30% comment is again aimmed at not fully executing a NUMBER 1
Rock station. Do it beyond right and the numbers, ratings, listeners, revenues and glory will come. It'll take a lot of proper decision
making and the will to look forward, but the reward is the TOP and large percentage of ownership of the 25-54 MALE listening
audience at the expense of one tired, but successful, Classic Rock station.

I'm finally done. Rip on me.

 

[redneckriviera]

I'll bet $100 (okay, $10) that in every perceptual study done by all these groups over the past several years, the call letters "KDF" are identified as "rock." And when listeners are asked to identify "rock" stations, "KDF" is first or second--even though they haven't been rock in, what, a decade? As I recall, a big part of radio success revolves around "branding," and meeting the expectations of the listener. So "KDF" is a great, GREAT, brand for rock radio in Nashville, Tennessee. And when listeners punch up 103.3, their real expectation is to hear rock--not a third-rate country station.

What Citadel is doing here is fighting the social fabric of Nashville, instead of taking advantage of it. Dumb, dumb, dumb, dumb, dumb, dumb...

And, yeah, Tibbs--the 103/104 rock/sports idea is a gem. Marketing perfection. If they read these posts and take your advice, there should be a big check from Citadel in your mailbox!

 

[yorkie9]

6. And what is WKDF running at 30%? Their transmitter? Their billing? Their inventory? Their budget? Their potential?

I'm thinking it's their potential!!!

 

[jetfli]

All of the above, yada, yada, yada.

Sure radio's about branding, etc., but most of all, especially in the heyday of the corporate/cluster mindset, it's about selling.

First let me say thanks, Tibbs, for the explanation. I thought I knew where you were going, but some things were throwing me off.

Let me say that for years after the big switch, I wanted KDF to go back to rock, specifically classic rock. And my reasons were pretty much the same reasons as you've outlined. However, I believe that if they were going to do it, though, they should have done it when Carl P. was moved to 104.5 -- because now it is most likely too late. Oh, of course they flip the format to anything they want at anytime, but when I say it is too late, I mean that it is too late to capitalize on what they once were and what some still remember them as being. I think there are so many people who have moved in, so many who have moved on to other things, such as talk and sports talk and Jack, that I don't think KDF can ever come back to the glory days in the minds of the people. That is, people other than us, the old rock guys, and the people in local radio over 30, and the people just outside the business, and the people who still remember what once was and think it would be cool, if... but we are far outnumbered today by people who aren't thinking "I wish KDF would go back to rock." Too much water has passed under the bridge to bring it back and think "everyone's going to love this and we're going to be #1."

Once KDF was the only real rock station, and now they'd have to compete with 105.9 and 97.1 and 102.9 and sometimes Jack and even Vandy's station. It just no longer makes as much sense as it once did. I can make a case for KDF to go back to rock, but I can just as easily make a case for KDF to become a new talk station just as easily. 103.3 is Citadel's biggest signal here and they successfully moved talk to their biggest signal in Knoxville. Plus, WTN and WLAC haven't been as weak in years as they are right now. Bring back some favorites such as Rick and Bubba, Hallerin Hill, and add the new Dennis Miller. Share some sports coverage and games with the Zone. Then you'd have two big talk stations right next to each other on the dial. But I don't think that would happen, either.

KDF is Country now, because in Music City USA, country is an easy sell. What's more American, at least more Southern American, than Country music and sports? Is rock at a higher rating easier to sell than country at a moderately high rating? No, not nececssarily in Nashville. Now I'm not going to deny that the Wolf didn't come in and quickly make a names for itself, but when anything fresh comes long, it grabs some attention. KDF has brought in a new Country programming, and I think we'll see some new things from him. But sometimes, there's more money to be made floating along the ripples than by spending what it takes to ride the big waves. And believe me, that's not lost on the big corporations.

Let's don't forget in the latter days of KDF, it was all over the place with current rock, alternative, etc. Just couldn't find the right niche. It seemed to be foundering then, but foundering less now. Your estimates of losing countles millions seem unfounded in that the format hasn't been changed at any of the many opportunities they've had to do so. Citadel would have seen to that.

 

[RadioWarrior]

"...KDF has brought in a new Country programming, and I think we'll see some new things from him... "

Don't hold your breath. Rumor has it that he's a nice guy, but has no real power over anything there. When they fired the afternoon team last year, a lot of people assumed the flip back to rock was coming but apparently the Eddie Fox morning show was recently re-signed. Why would they keep him and dump the afternoon show which was holding up much better against the competition. But people who work there have indicated that their only focus during afternoon drive is Plaster and always has been. Who knows WHAT they are thinking over there?

And from an earlier note, I believe it is one Dave Kelly who is the "we're right and we're going to prove it" guy.

And on a separate comment... 30%? Is that number made up? Does Citadel still have the Titans? Doesn 't that count for something?

 

[Tibbs4]

Warrior - you're right on the Dave Kelly comment. Great connection with my assertion. But, admittedly, I need to clarify that the real issue
is he, nor anyone else in mgmt. at Citadel, has the "ability" to stand up and admit things need to change. Instead, as often happens in the
mega-corporate world, everyone just delays and denies and sweeps reality under the carpet, to keep from sticking out or making waves with
higher ups that they might offend by questioning programming decisions. Another thing, protecting 104.5's Plaster by weakening 103's PM
Drive is possibly the most whimpy logic I have heard, so it's probably true. If that is the logic of Citadel, they need to sign off now. Do they
really think one low rated Country station is possibly going to make a huge impact on Plasters numbers? I doubt WSIX or anyone else would
sacrifice the numbers for another station in the cluster, do ya agree Chris? Crumulus, now, MAYBE sacrifice all their stations for Plaster. Sorry,
had to throw that one in.

BTW, seriously, I am not taking a shot at Dave Kelly unless he's the ultimate decision maker on whether to flip or not, which I think he is not
---rather, he has to do a lot of convincing to people who aren't easily convinced. If he has the power he needs to lead.

And okay, I'll take the 30% comment vs. the importance of the Titans and say I think the Titans accounted for .500 of the 30%. Hows that?

Jet - I really expected more responses of "Tibbs is an idiot" (which is arguably true.) Amazingly enough, I think the fact that KDF was once
the number one rock station for years in Nashville is probably known by 70% (is that the other half of the 30%) Nashville population --- many
of whom never actually heard the station in it's day. Haven't you ever heard people just talking about WKDF and throw in "yeah, it used to be..."
I think the branding power is still incredibly HUGE! You're right, though , after 8 years, it is not as well remembered and
time moves on. I'd hope the one thing they would use would be something like "World Class Rock" and not resort back to the same tired
tired rock mentality they used to convey. Remember they had their butts kicked by WKQB (Rock 106) and survived long after KQB did?
A format with some newer than classic rock music, done right, yet still with a classic rock edge could be a contender. But, it would take
some real effort and savvy music committment and a real rock attitude and sound. I think Carl P. actually would be a disaster to the
success if they used him. Use the name of KDF only, but give Nashville a fresh, together, even "hip" updated version of a legend and
don't look back. Just throwing on Classic billion spins and being un-original ain't gonna cut it. Look at 97-1 Classic Crap. A joke, although I
did hear they played U-2's "With or Without You" yesterday. That can't be Classic Rock. The luck of the Irish...

 

[jetfli]

Sure, I listened to people talk for years about how they wished KDF would go back to rock. Not just radio people, but ordinary listeners. But at least a couple of years ago, the talking stopped. I really believe they missed their prime window of opportunity. A change back to any rock format for KDF at this point would not have the same punch it once would have had.

Folks, don't keep making up stuff, KDF's afternoon team was let go because the Wolf ushered in an all new expectation of what people wanted to hear on country music radio -- lots of music and very little talk. And since their contract was up, why pay two people to talk very little when one voice was all that was needed. Had nothing to do with protecting Plaster. Corporate wants all of the stations in a cluster to be winners.

KDF is NOT a low rated station. It consistently places in the top 10 25-54, which translates to $$$$ for any station in the market that makes that cut.