What happened to KMXJ?

[theradioexpert]

What exactly happened to Mix 94.1 KMXJ in Amarillo? They used to be a pretty solid AC outlet for the Texas panhandle, and I believe at one point, were the highest billing station in that market. It seems like they've recently derailed, and are now a station in "identity crisis", if you will. Are they a Hot AC? a rhythmic AC? a true AC? Adult top-40? I can't tell you the answer, and they don't seem to know either. During the day, they keep a very tight rotation of songs. Listen for an hour and a half, and there's no way you could miss Katy Perry's "Wide Awake", Gotye's "Somebody That I Used to Know" Or Andy Grammer, "Keep Your Head Up." They keep a very tight rotation of young and youth-oriented songs, yet continue to air Delilah at night. I don't see how heavy airplay for Foster the People, Hot Chelle Rae, David Guetta, and Lady Gaga can blend on a "Lite Rock" or "At Work" station that carries Delilah and Jim Brickman. Then on Saturday Nights they air that "Super Mix" show that runs 5 hours of 80's dance music..not really sure how that reaches the same demographic as either Hot Chelle Rae or Delilah listeners. It seems to be a trainwreck and the ratings show it. They've dropped from a 7.5 to a 5.1 between Fall 10 and Spring 12. What is going on? Does anyone in the Amarillo market have more of an inside scoop?

 

[Kent]

This is happening to AC's all over the country. Between the changes in the 25-54 female audience, advertisers' new buying approach and the advent of PPM, AC no longer has the bread and butter it used to. So, it's had to adapt.

First, the 25-54 female audience now includes people born as late as '87. Those women won't listen to the 70's and early 80's gold that used to drive the AC format. So, that music has gone by the wayside in favor of more current music and golds that sound similar.

Secondly, advertisers are starting to prefer 18-49 to 25-54. Although fully half of all product sales are to the 55+ crowd now, advertisers still don't see the value in targeting that older crowd. If anything, they've concluded buying habits are set earlier than they'd previously thought. So, it's not a problem to radio stations to just cut the 50+ crowd out of testing, and advertisers are happier with the results. Of course, that also results in more current music. So, goodbye to Carly Simon and the softer Journey songs, and hello to Jewel and Michelle Branch.

Finally, it hasn't hit Amarillo yet, but PPM has done an excellent job of showing both who the target AC listener really is and what her listening habits are. Since most consultants also work for PPM market stations, they bring this new approach to the smaller markets.

KMXJ is simply trying to find its way and keep up with the changes.

 

[bucwhyl]

What exactly happened to Mix 94.1 KMXJ in Amarillo? They used to be a pretty solid AC outlet for the Texas panhandle, and I believe at one point, were the highest billing station in that market. It seems like they've recently derailed, and are now a station in "identity crisis", if you will. Are they a Hot AC? a rhythmic AC? a true AC? Adult top-40? I can't tell you the answer, and they don't seem to know either. During the day, they keep a very tight rotation of songs. Listen for an hour and a half, and there's no way you could miss Katy Perry's "Wide Awake", Gotye's "Somebody That I Used to Know" Or Andy Grammer, "Keep Your Head Up." They keep a very tight rotation of young and youth-oriented songs, yet continue to air Delilah at night. I don't see how heavy airplay for Foster the People, Hot Chelle Rae, David Guetta, and Lady Gaga can blend on a "Lite Rock" or "At Work" station that carries Delilah and Jim Brickman. Then on Saturday Nights they air that "Super Mix" show that runs 5 hours of 80's dance music..not really sure how that reaches the same demographic as either Hot Chelle Rae or Delilah listeners. It seems to be a trainwreck and the ratings show it. They've dropped from a 7.5 to a 5.1 between Fall 10 and Spring 12. What is going on? Does anyone in the Amarillo market have more of an inside scoop?

Sounds about like "102-9 Now" formerly known as "Mix 102-9" here in the DFW.