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What the...?

M

marcopolo

Guest
Bakersfield listeners are now treated to a country station that backsells EVERY SONG! KBKO started promoting itself as the only station in town that "tells you the title and artist of every song" they play. Has anyone heard of anyone doing this in other markets? I would think it would be something a Jack station might do, but a challenging country station? I'm not sure about it myself. Guess we'll have to see.
 
> Bakersfield listeners are now treated to a country station
> that backsells EVERY SONG! KBKO started promoting itself as
> the only station in town that "tells you the title and
> artist of every song" they play. Has anyone heard of anyone
> doing this in other markets? I would think it would be
> something a Jack station might do, but a challenging country
> station? I'm not sure about it myself. Guess we'll have to
> see.
>

Moronosphere Broadcasting used to do this on their "alternative" station in Fresno, KFRR. Worse still, the jocks were forced to regurgitate "We tell you the title and artist of every song" EVERY time they opened the mic! Now it's one thing to look at research and realize that the listener wants to know the title and artist of what you play. It's another to make it your positioning statement! To top it off, this policy was implemented by the GM, not the program director. Oh, and the station's slogan? "This is not for you" Seriuosly, I'm not making this up! Not surprisingly, the listeners took the slogan to heart, as their ratings barely, if ever cracked a 2 share 18-34. What a joke.
 
> Bakersfield listeners are now treated to a country station
> that backsells EVERY SONG! KBKO started promoting itself as
> the only station in town that "tells you the title and
> artist of every song" they play. Has anyone heard of anyone
> doing this in other markets? I would think it would be
> something a Jack station might do, but a challenging country
> station? I'm not sure about it myself. Guess we'll have to
> see.

This can be great for station targeting women. The biggest complaint women have about radio is "they never tell me what song I'm listening to."

Some stations I know of currently doing this are KOSO/Modesto (Hot AC) and KKOB/Albuquerque (CHR). I heard from someone in Modesto that it really helped KOSO's female #'s... I don't know anyone the status in Albuquerque, or how long they've been doing this.
 
> > Bakersfield listeners are now treated to a country station
>
> > that backsells EVERY SONG! KBKO started promoting itself
> as
> > the only station in town that "tells you the title and
> > artist of every song" they play. Has anyone heard of
> anyone
> > doing this in other markets? I would think it would be
> > something a Jack station might do, but a challenging
> country
> > station? I'm not sure about it myself. Guess we'll have
> to
> > see.
>
> This can be great for station targeting women. The biggest
> complaint women have about radio is "they never tell me what
> song I'm listening to."
>
> Some stations I know of currently doing this are
> KOSO/Modesto (Hot AC) and KKOB/Albuquerque (CHR). I heard
> from someone in Modesto that it really helped KOSO's female
> #'s... I don't know anyone the status in Albuquerque, or how
> long they've been doing this.
>
also kjmy my 99.5 in salt lake city dose it too<P ID="signature">______________
http://natedoggairchecks.6x.to/
xxnate_doggxx (at) myway (dot) com</P>
 
> Moronosphere Broadcasting used to do this on their
> "alternative" station in Fresno, KFRR. Worse still, the
> jocks were forced to regurgitate "We tell you the title and
> artist of every song" EVERY time they opened the mic! Now
> it's one thing to look at research and realize that the
> listener wants to know the title and artist of what you
> play. It's another to make it your positioning statement! To
> top it off, this policy was implemented by the GM, not the
> program director. Oh, and the station's slogan? "This is not
> for you" Seriuosly, I'm not making this up! Not
> surprisingly, the listeners took the slogan to heart, as
> their ratings barely, if ever cracked a 2 share 18-34. What
> a joke.
>

KBKO sells it, but only as a new feature of the station, not really as a positioning statement, they still hang their hat on "Ken & LaRay" and "20 In A Row". I just talked to three women (all country fans) in my office and they all noticed, and said they loved the idea. One said "FINALLY!". Hmmm.

While some of us "veterans" probably go "duh" when KBKO announces "Garth Brooks...Friends in Low Places"...they have to do every song if in fact they are saying "EVERY SONG". If it gets a few more women to stick around longer...maybe its worth it.
 
> > > Bakersfield listeners are now treated to a country station
> > > that backsells EVERY SONG! KBKO started promoting itself as
> > > the only station in town that "tells you the title and
> > > artist of every song" they play. Has anyone heard of anyone
> > > doing this in other markets? I would think it would be
> > > something a Jack station might do, but a challenging country
> > > station? I'm not sure about it myself. Guess we'll have to
> > > see.

> > This can be great for station targeting women. The biggest
> > complaint women have about radio is "they never tell me what
> > song I'm listening to."
> >
> > Some stations I know of currently doing this are
> > KOSO/Modesto (Hot AC) and KKOB/Albuquerque (CHR). I heard
> > from someone in Modesto that it really helped KOSO's female
> > #'s... I don't know anyone the status in Albuquerque, or how
> > long they've been doing this.
> >
> also kjmy my 99.5 in salt lake city dose it too

When I was APD/MD/Mornings at KMYX in Ojai in 1989, we used to backsell about 75% of the songs, frontsell another 20% (the songs that preceded recorded imaging), and leave the recurrents unannounced.

The original automated Drake-Chenault Great American Country format was backsell all currents and half of the gold, frontsell the other half of the gold, and leave recurrents unannounced.<P ID="signature">______________


</P>
 
> Moronosphere Broadcasting used to do this on their
> "alternative" station in Fresno, KFRR. Worse still, the
> jocks were forced to regurgitate "We tell you the title and
> artist of every song" EVERY time they opened the mic! Now
> it's one thing to look at research and realize that the
> listener wants to know the title and artist of what you
> play. It's another to make it your positioning statement! To
> top it off, this policy was implemented by the GM, not the
> program director.

Yes they did backsell and they posistioned it this way but have totally dropped even mentioning it since Wilks bought the group. In fact they have become one of the best alternative stations I've come across since the new PD Gina took the reigns from the Rev. They are now "104-1, the new rock alternative."
I agree they absolutely sucked the last couple years, but now have improved 100 fold. A lot more aggressive than they have been in a long time.


Oh, and the station's slogan? "This is not
> for you" Seriuosly, I'm not making this up!


This was the slogan when they first debuted the format around 1994. It was a play on the Pearl Jam song of the same name. This was when Grunge was hitting big and they used it in the imaging. They only used it for maybe a year so that was 10-11 years ago. Bad choice IMHO to use as an example since the station has gone through a number of reinventions through the years. But, hey so has alternative radio as a whole.


> Not surprisingly, the listeners took the slogan to heart, as
> their ratings barely, if ever cracked a 2 share 18-34. What
> a joke.

I don't have the numbers as I can only get the numbers that RR publishes, but I remember seeing KFRR having better ratings than KRZR, the active rock station many times in past years. The last couple years KFRR has been getting murdered yes, but in the past, they were more competitive.
 
> KBKO sells it, but only as a new feature of the station, not
> really as a positioning statement, they still hang their hat
> on "Ken & LaRay" and "20 In A Row". I just talked to three
> women (all country fans) in my office and they all noticed,
> and said they loved the idea. One said "FINALLY!". Hmmm.
>
>
> While some of us "veterans" probably go "duh" when KBKO
> announces "Garth Brooks...Friends in Low Places"...they have
> to do every song if in fact they are saying "EVERY SONG".
> If it gets a few more women to stick around longer...maybe
> its worth it.
>

Are they still using "the biggest hits and the biggest stars" as
an image line? They took that directly from WSIX (which has since
dropped it) along with calling themselves "the big 96.5 KBKO"...
also taken from WSIX. If they only knew what it really meant!<P ID="signature">______________
but wait...there's more!</P>
 
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