What is kroq gonna do?

[michael hagerty]

Growing old with your audience is a great long-term strategy. I give you KOST as an example.

Refusing to grow old with your audience can leave you left behind in a cloud of dust sooner than you think. I give you Rick Dees as an example.

In addition to David's point about KOST, Rick Dees had a 23-year run in mornings on KIIS by (largely) keeping up with the times. The number of morning shows in Los Angeles that have had that kind of longevity at the same station is a small one. Dick Whittinghill (KMPC) and Kevin and Bean (KROQ) had 30, Mark and Brian (KLOS) managed 25, Mark and Kim (KOST) 21, Ryan Seacrest (Dees' replacement at KIIS) 16 and counting.

And in L.A. CHR/Top 40, Dees is far and away the longevity champ. Robert W. Morgan had five years and five months at KHJ the first time around, 14 months the second. Charlie Tuna had two 14 month stints there five years apart. Charlie Van Dyke did three years and nine months.

 

[ChannelFlipper]

In addition to David's point about KOST, Rick Dees had a 23-year run in mornings on KIIS by (largely) keeping up with the times. The number of morning shows in Los Angeles that have had that kind of longevity at the same station is a small one. Dick Whittinghill (KMPC) and Kevin and Bean (KROQ) had 30, Mark and Brian (KLOS) managed 25, Mark and Kim (KOST) 21, Ryan Seacrest (Dees' replacement at KIIS) 16 and counting.

And in L.A. CHR/Top 40, Dees is far and away the longevity champ. Robert W. Morgan had five years and five months at KHJ the first time around, 14 months the second. Charlie Tuna had two 14 month stints there five years apart. Charlie Van Dyke did three years and nine months.

When Dees' run with KIIS was over, it was widely reported that KRTH was willing to back the Brinks truck to him to take over the morning slot. By the end of his 23 year run at KIIS, the music had changed and his original listeners were now parents and grandparents to KIIS' existing listeners, and many of his original listeners had migrated to KRTH. Dees acted like that would be like becoming like Dick Clark (as if that is a bad thing) and steadfastly hung around for another major CHR shot that never opened up for him. I believe if he had taken the KRTH job, he would most likely still be there and we would be talking about a 40+ year run and being indisputably the King of LA morning drive time.

 

[TheBigA]

I'm not sure if anyone out there has a compelling enough presence to make people listen to them. Who can be Adam Corolla? Who can be Kevin and Bean? Who can be Kat?

The answer is ANYONE. In today's world, a garbage man goes on a TV reality show, and becomes an instant celebrity. Same thing can happen in radio.

 

[AM FM listener]

When Dees' run with KIIS was over, it was widely reported that KRTH was willing to back the Brinks truck to him to take over the morning slot. By the end of his 23 year run at KIIS, the music had changed and his original listeners were now parents and grandparents to KIIS' existing listeners, and many of his original listeners had migrated to KRTH. Dees acted like that would be like becoming like Dick Clark (as if that is a bad thing) and steadfastly hung around for another major CHR shot that never opened up for him. I believe if he had taken the KRTH job, he would most likely still be there and we would be talking about a 40+ year run and being indisputably the King of LA morning drive time.

I totally agree with you, Flipper. I liked Dees at KIIS and wished he had continued on at KRTH.

 

[michael hagerty]

When Dees' run with KIIS was over, it was widely reported that KRTH was willing to back the Brinks truck to him to take over the morning slot. By the end of his 23 year run at KIIS, the music had changed and his original listeners were now parents and grandparents to KIIS' existing listeners, and many of his original listeners had migrated to KRTH. Dees acted like that would be like becoming like Dick Clark (as if that is a bad thing) and steadfastly hung around for another major CHR shot that never opened up for him. I believe if he had taken the KRTH job, he would most likely still be there and we would be talking about a 40+ year run and being indisputably the King of LA morning drive time.

I agree he should have taken the gig. Still there? I don't think so. Tuna, Shotgun Tom, even the bulletproof Jim Carson, are all gone. Dees' paycheck would have made him a big target, especially once Entercom took over from CBS.

 

[TheBigA]

I agree he should have taken the gig. Still there? I don't think so. Tuna, Shotgun Tom, even the bulletproof Jim Carson, are all gone. Dees' paycheck would have made him a big target, especially once Entercom took over from CBS.

By the same token, look how long Scott Shannon waited before leaving Hot AC and going to WCBS. I'm surprised Elvis Duran is still doing CHR.

 

[radiojomo]

Sounds like KROQ is leaning “pop alternative,” with way more currents per hour vs. KYSR.

The “roq” is virtually nonexistent...

 

[TheBigA]

They're definitely going in a NEW direction, as evidenced from this show announced today:

https://radioink.com/2020/05/14/entercom-launches-new-latin-alt-show/

 

[davideduardo]

They're definitely going in a NEW direction, as evidenced from this show announced today:

https://radioink.com/2020/05/14/entercom-launches-new-latin-alt-show/

I am mystified at how KROQ thinks that a genre of rock that gets virtually no airplay anywhere in Latin America and sells even less will be popular among anyone in LA.

Hispanics in LA are hugely and predominantly from rural and small town areas of Mexico and represent an audience that has little exposure to rock, which in Mexico is mainly heard only in larger cities and is generally more mainstream in nature. Oh, and most rock played on the radio in Mexico is from the US and in English, not in Spanish.

In fact, the only successful Spanish language rock station in Latin America is way, way south in Argentina where, in fact, it spent its first 6 years at #1 in that larger-than-New York City market. But Buenos Aires is essentially the southernmost city in Europe, so that station and market can't be used as examples.

 

[TheBigA]

I am mystified at how KROQ thinks that a genre of rock that gets virtually no airplay anywhere in Latin America and sells even less will be popular among anyone in LA.

They're running it Sunday night, just like Lovelines. Nothing really to lose, and they might start a new trend. Who knows?

The host is mainly from non-com radio, so they already know it'll be unconventional. But maybe that's what's needed.

 

[ChannelFlipper]

But Buenos Aires is essentially the southernmost city in Europe, so that station and market can't be used as examples.

Are you sure about this?

 

[CTListener]

But Buenos Aires is essentially the southernmost city in Europe.

"Essentially," meaning "it would be if it weren't in South America."

 

[TheBigA]

Sounds like KROQ is leaning “pop alternative,” with way more currents per hour vs. KYSR.

It appears that the adding of more currents to the KROQ playlist is driving more new music at KYSR.

 

[MarkW]

I guess KROQ is interested in attracted female millenial listeners; they should change their call letters. Alternative ROCK is dead. Alternative these days seems to be a blend of electro-pop music, faux punk, and coffeehouse music. BARF!!!

I will say DC101 (Washington, D.C.) has taken its playlist in a very similar direction over the past 120 days - and prior to COVID - saw substantial AQH share growth. DC101 benefits from a lack of FM music options that target white suburbanites. Washington completely lacks a core metro Hot AC, has no Variety Hits station, only a very straight laced Classic Rock station (i.e. less adventurous musically than KLOS), and a Classic Hits station whose stationality is a far cry from that of K-Earth.

KLOS has a wider lane than ever to itself; wouldn't surprise me if they reach a 4 share by summer. It's quite remarkable how the path has cleared for KLOS.

 

[TheBigA]

I guess KROQ is interested in attracted female millenial listeners; they should change their call letters. Alternative ROCK is dead. Alternative these days seems to be a blend of electro-pop music, faux punk, and coffeehouse music.

Is it the Billie Eilish effect? We discussed that last year when people wondered why KROQ was playing her music.

 

[davideduardo]

I
KLOS has a wider lane than ever to itself; wouldn't surprise me if they reach a 4 share by summer. It's quite remarkable how the path has cleared for KLOS.

It would surprise me if they can even sustain a 3 share.

LA is approaching 45% Hispanic, 8% Black, about 10% Asian and another 10% from other non-classified immigrants such as Armenians, Persians, etc.

That leaves only about 25% or so of the market that will be core to KLOS as the usage of rock among the ethnic and recent migration groups is significantly lower and approaches zero with some.

 

[TheBigA]

That leaves only about 25% or so of the market that will be core to KLOS as the usage of rock among the ethnic and recent migration groups is significantly lower and approaches zero with some.

Then again, share is based on radio usage, not the actual population. How much of the Armenians and Persians use radio?

 

[davideduardo]

Then again, share is based on radio usage, not the actual population. How much of the Armenians and Persians use radio?

Having lived in an area with a dominant Armenian population, I'd say they use radio about the same as anyone else. But among youth, rhythmic dominates and among adults it is a KOST crowd.

Previously, I was in an area with LA's largest Persian population (lovely people, by the way) and I noted rather the same generalities as with Armenians but there were fewer Persians I got to know as neighbors and friends.

Both of those groups, at least in the 25-54 demos, are nearly all second generation and beyond. In Glendale, the Armenians you hear speaking the language of their ancestors are definitely over 50 (although many younger ones speak to communicate with grandparents and the like). But today, the older groups have non-radio alternatives for communication in their language; I had two all-Armenian TV channels available to me had I known any of that tongue!

 

[Theater of My Mind]

Is it the Billie Eilish effect? We discussed that last year when people wondered why KROQ was playing her music.

The pop-forward "Alt" format was already here by the time Billie Eilish came along but her popularity hasn't hurt, that's for sure. Before her though, it was Lorde for instance.

 

[TheBigA]

Having lived in an area with a dominant Armenian population, I'd say they use radio about the same as anyone else.

If language isn't the main factor, then radio will be based on music taste, and people of that heritage are as likely to listen to classic rock as anyone else of their age (under 40), since none of them grew up with that music as currents.

It's always interesting talking with millennials about classic rock, because they view the artists as brands, not people. Hall & Oates aren't two guys, but a thing. They can't tell you which one is which.