What works?

[TakeItFromMe]

Okay Y'all. This board is damn good at finding problems with stations: so a new question? Lot's of print around here about the many stations that launched well and then faded- JACK and MOVIN are the prime targets right now to shoot at. What stations in the last decade around here launched well and then held strong? WOLF seems to be staying in the game after a year. I guess the question I'm asking is who did it right? Who spent the bucks- hired the staff- and spanked some competition. I haven't been here too long- who did it right over the last decades. Let's go cowboys, let see some positive posts about those that done it right!!!!!!!!

 

[searadiofreak]

Well, this goes back a bit, but when KUBE signed on in the early 80's they were the first to bring a true Top40 sound and energy to the market. (KNBQ was good, but had signal problems north of downtown Seattle). While KUBE did change their sound in the early 90's to rhythmic top40, they have always had decent numbers, despite some good competition from KPLZ in the late 80's.

 

[djdan]

I can think of several:

WOLF launched well and has stayed in the game over four books. They spent dollars, hired a staff and have virtually tied KMPS in a four book. That's a win.

KOMO launched well as a News Station attacking KIRO. They spent dollars, hired a staff, got the Mariners from KIRO and have virtually tied KIRO in a four book. That's a win.

KTTH launched well as a Talk station attacking KVI. They spent dollars, hired a staff, got Rush Limbaugh from KVI and have virtually tied KVI in a four book. That's a win.

KJR-FM launched well as a Classic Hits, spent dollars, hired the Program Director from KBSG and have virtually tied KBSG on a four book. That's a win.

Those are the recent success stories, amid a number of flops that have been well documented on this board. I remember early big wins with the launch of Rock KXRX against Rock KISW, the launch of KUBE was big and then the battle between KUBE and KPLZ in the 80's. KRPM did pretty well against KMPS as I recall too. I am too young to remember the battles of the 60's and 70's. I am sure there were some great success stories.

 

[searadiofreak]

dj dan, I agree with everything you mentioned, except KJR-FM. This station struggled for many years, even totally changed format at one point, but recently has started to compete. Wouldn't call it a success from the beginning...but glad to see those legendary calls back and doing well. CC...please keep these calls alive!!!

 

[searadiofreak]

In another category, stations that came on a little slow, but have slowly developed into star players. KRWM (Warm) has done exactly this.
4-book? That's a win! But, back in the 90's, it was a little tough for 'em.

 

[ThinLizzyRocks]

Weather you’ve enjoyed the music or not, programmers would do well to study how KISW evolved in the late 70s and early 80s, establishing a solid brand that has lasted decades. The work that Steve West and the rest of his crew did in these early days has not only had a lasting impact (a legacy really) for 99.9 FM through multiple ownership changes - it also developed the career for numerous Seattle radio personalities that have carried KISW-isms with them through their entire work history at stations like KZOK, KXRX, KMTT, etc... In the new era of corporate ownership, I'm not sure the environment exists for the vision and strategy to build the kind long-term brand identity and listener-ship that KISW was able to accomplish back in the day. I have no doubt that KISW coasted for many years in the late 80s and early 90s on the good work that was accomplished by previous employees. I do not believe that the kind or teamwork, principals and programming elements applied during the formative years at KISW are limited to "RAWK" formats. There is somewhat of an interesting interview with Steve West here:

http://www.shannonlove.com/golden_boy.htm

One of the problem's I see with stations like Movin, Jack, and Wolf is that the whole formula is based on positioning statements, with very little to back it up over the long term. Jack is the extreme, with the obviously canned announcer and the corny remarks - it all sounds like one big Jack In The Box commercial. Nobody really believes that the music selection is the random, willy-nilly, anything can happen, iPod shuffle that they espouse.

While they are as tightly programmed at Jack - to their credit, KMTT (for years) presented the music as having been chosen by the jocks (even though it certainly was not). That personal endorsement from the DJ with the listener imagining that the jock had selected the song gave the listener something to believe in. Of course, this has all changed now with KMTT's lame "Rock Of Ages" one-song-from-every-decade approach. Now even KMTT are presenting them selves at totally canned.

I believe one crucial component for long-term success is not to sell the listener short. Present a quality, honest product that is believable and your TSL will soar, and ultimately drive your AQH and cume. It isn’t gonna happen in one book though.

One station that still does a pretty good job with the illusion of integrity is KNDD. Everything is basically in place - they have reasonably good local talent, great presentation, and positioning statements that they can get behind and can back up (without going overboard). Their main problem, from my perspective, comes down to the music mix. It ain't that good - and does not have broad appeal in this market right now. Too many tired ass grunge songs. They are afraid to (or can't) rock because that is KISW's territory. And they seem to want be stay safe and not veer too far off into KEXP-land. Their currents rotation seems perpetually stale. So, I'm not sure listeners have anything to get behind and feel passionate about.

KMPS, KUBE and KZOK (classic rock era ‘86 forward) are obviously also great long-term success stories. Most all of Seattle’s biggest and most successful radio brands were established before media consolidation when ownership rules were relaxed by the FCC. A better thread or headline for this discussion might be – what long term success with ‘new’ format development has been achieved since media consolidation(1996), leaving format tweaks aside.

 

[LITTLEBOYBLUE]

Abolutely agree to your "stay true to the listener" observation. As I think about it, nearly every station that made an impact did so because of a connection -- not because of marketing alone. In the 70's, dominant stations were basically KOMO and KVI -- both based on an MOR connection; with significant presence in other demos by KZOK (AOR) and KISW (AOR but more rock leaning), KJR (teens); and KAYO/KMPS country --- all did well because they took their "base" format and blended personalities that fit the target demo.

In that era we had stations that did "beautiful music" with no jocks, and I'd say they did about as well as JACK or MOVIN' does with the same approach. Get lots of traction with people who want that backdrop; but I don't think they have the loyal following that stations with the "whole package" (people + format content) do at legacy stations.

KXRX was outstanding .. and died not because of inability to compete, but essentially because of a sale. Jocks were probably a BIGGER draw than the music, and they did better in that arena than the top 40's did (those formats have always relied on music rotations being extremely repetitive). KXRX replaced KYYX which was also trying to make an "adult top 40" impact; but always one step removed because it was difficult for jox to make connection when slapping down 6 hours of voice track in 25 minutes. Ironically, that's pretty much the STANDARD today. Great jocks there ... but still felt there was a connection missing by not being live.

On the topic of stations that made a splash by being "different" and being "successful", I'd put KJR-AM on the list because, at the time of their rebirth, "Sports radio" didn't really exist and they have made it last. KIND of agree with the warm thing .. but in a way it's just the evolution of losing competition from KIXI-FM/K-LITE as soft-AC stations; because 106.9's real launch effort was "new age". To that extent, KWJZ has done well ... but that FORMAT has done well nationally in its niche; and basically absorbed all the people who gave the New Age thing a chance. STAR has always served women well ... goes back to that connection of personality + music; and KMPS was BUILT on that connection and took over where KAYO and KMPS-AM gave them a wide berth when AM gave up music. I would also add KCMS to the list -- not that they have done anything differently in last few years as drastic as a "format change" but the efforts in recent years to focus and make it a serious market player deserve that same set of kudos. I also like what J. Coffey has done with KBSG -- giving it a real 70's Top 40 presentation against backdrop of oldies; and hope it sustains; but again that's hardly a major makeover; but the change is based on mixing personality with familiar music to create loyalty.

 

[AQH]

KXRX was outstanding .. and died not because of inability to compete, but essentially because of a sale. Jocks were probably a BIGGER draw than the music, and they did better in that arena than the top 40's did (those formats have always relied on music rotations being extremely repetitive). KXRX replaced KYYX which was also trying to make an "adult top 40" impact; but always one step removed because it was difficult for jox to make connection when slapping down 6 hours of voice track in 25 minutes. Ironically, that's pretty much the STANDARD today. Great jocks there ... but still felt there was a connection missing by not being live.

Agree on KXRX being a fun station to listen to. That place was the classic case of inmates running the asylum. Brew Michaels had less control of things at 3131 Elliott than a Pinto with bald tires on an icy Queen Anne Hill. That was both a good and bad thing.

The timing was there for Alliance's purchase, but the nail in KXRX's coffin seemed to be KNDD and the rock universe changing as a whole.

 

[TakeItFromMe]

Sounds like KXRX was a station that really worked in its day. Any of the talent on the station or programmers still working in Seattle or have they moved on? Any chance that type of station with talent running the damn show, could happen today with all the corporate cowboys running the show?

 

[airwaver]

The "X,X,X,x,x,x"

Let's examine:

-Crow and Beau Roberts are still at 102.5 -
-West is now getting fatter -
-Reamer's at 103.7 -
-Robin and Maynard are out of this market now - headed for Canada last heard...
-Terry McManus (Groinman, ID's) is still hangin' around Seattle with projects
===============================================================
I also recall THE BUZZ had McManus do some of their ID's (like he did so well at the X)
when R & M first arrived on-air there, but then later nixed 'em for something else...

You can't top a deeper, more creative voice like McManus'

 

[Itchisakimoto]

I think a station like the old KXRX could kill in todays market, if you could put together the same talent as the X had in it's hay day. I think people in todays market are listening more for the entertainment factor than for the music factor KISW is a perfect example of this with BJ Shea and the Mens Room shows doing so well on what was really a station all about the music prior to this.

I have no doubt if the planets could align and KXRX made a return to the dial with the prior mentioned staff it would translate into a winner.

 

[Ron_Obvious]

I know that I speak at least for one other person when I say that KXRX was absolutely the highwater mark in Seattle radio. I agree with Littleblue boy that the music was secondary to the talent. Heck, I would have listened if they had gone to an all-polka format....not that there's anything wrong with polka.

 

[majoradio]

http://www.youtube.com/watch?v=luJae3NiJs0

 

[Grindlfan]

KJR-FM is doing well?