What's Next For Seattle Radio

[radioprofessor]

Based on PPM results which are more stable month to month that diaries, though dailies and weeklies flux, there are some obvious missing formats in the Seattle area in my humble view. Others on this board have identified gold based AC as the number one missing format. WARM is a bright AC, KJR-FM is a Classic Hits and KPLZ is a HOT/AC that does well 45-54. A gold based AC playing Elton, Celine, Chicago along with a few popular currents has demonstrated strength in LA, Houston, Chicago, Miami, Atlanta, Dallas. I would not suspect Sandusky would go this route since it would hurt WARM, but might do it to flank. Much smarter move than a pure Oldies that leans 55+, in my humble view. Most successful Oldies stations in PPM have hybrided to Classic Hits.
The second format parameter is a rock station that plays music. KISW, KZOK are all talk in the morning and the PPM is not kind to talk. The male number on JACK and KJR-FM, especially in morning drive demonstrate the need for a rock music station. An alternative/active hybrid or a classic rock that really rocks is the second format hole. One has to think Sandusky is considering this with their success in the genre in the Phoenix PPM. Finally, there could be room for a mainstream CHR. KBKS does will in cume but fails to deliver numbers like KISS in Boston or LA. MOVIN could transition this direction. Let me add one more format parameter. A full market hispanic station, aimed at a younger demographic would be a long-term strategic move that could pay off. This is an exciting time for radio, in my humble view.

On the AM dial the winning PPM stations have news, talk and key sports all on the same station. They benefit from elections, breaking news and winter weather tune in to drive PPM numbers. They also drive audience through play by play. KIRO had it right as an AM/FM combo with news and sports, now they have destroyed themselves with the silly FM news station that now has no cume and the odd Sports station that carries out of town programming in morning. The AM dial in Seattle is a mess in my humble view. The highest station is KIRO-AM and they rank 17th 25-54. Time for a parameter of change. Again, an exciting time for radio, in my humble view.

Other markets are making the changes with new CHR's, Gold AC's and young hispanic mega formats popping up everywhere. Again, an exciting time for radio, in my humble view.

 

[Cigsandcoffee]

Wish I had your bright outlook. I see more cuts, stations running their staffs into an early grave by having people take on 2-3 jobs at once, and more voice tracking so the air staff on the low end of the totem pole takes it in the shaft while helping pay the gigantic salaries of the higher-ups who got us in this mess in the first place. But hey, I'm not bitter.

 

[djdan]

What an encouraging post RP! I have been bumming since I saw what happened to my favorite station KMTT in the PPM. I have noticed that in the car with my wife the dial is on KPLZ and KJAQ over 70% of the time. When she gets out I go to KMTT, but sometimes forget if there is a good song on. Yet if I got a diary I would have just put KMTT down. Made me think. Got my haircut and KRWM was on. Would never have written that down.

I am encouraged because I am familiar with many gold based AC stations and many have good morning shows like in Portland, Chicago, Atlanta. Something that plays oldies and currrents so it is not 55+ and has some personality in the morning drive but lots of music does work. It is also very sales friendly. As a guy the classic rock that rocks really has appeal or even a true good alternative station like Krock in LA. Big opportunities for many stations and for advertisers and sales people. I am not sure we need another Mainstream CHR or HOT/AC or Rythmic CHR. About four stations fill that gap now. Disagree on that one.


I think owners will consider the gold based ac, the music focused rock stations, because they aren't expensive and could deliver good sales friendly ratings. What is expensive is directly attacking WARM or KJR-FM or KPLZ or KBKS. You have to spend lots of money, hire lots of talent and in the end tie (kind of like the Country situation in the PPM) Better to bring a new format into the arena that takes audience from multiple stations.

On the AM dial? I am not sure. It is not just AM, it is spoken word in general. KIRO probably should have kept the simulcast, but their biggest mistake was not leaning KBSG to a gold based AC. One has to wonder if Bonneville might consider that option too.

 

[LITTLEBOYBLUE]

I'm curious about classic hits ... is the playlist somewhat consistent between stations that label themselves with this format? KJR-F has had several music tweaks under the "Classic Hits" umbrella ... JACK is considered classic hits but has a much different mix than KJR-F.

Much like I suspect Mountain followers would be, a station's ability to draw me (or likely anyone, as Dan's anecdotal also explains) would depend on their "flavor". I liked KJR-F in it's Pop mode, not as much of a fan in the "KZOK Light" mode. Liked KBSG much more when they leaned newer (just before they unplugged), etc.

Don't "get out much any more" so not sure what other markets have in this genre that is proving successful, and what kind of playlist they have under that format umbrella? Seems many of the "pop gold" stations are, basically, the bright AC's that lean back in the library to cover that music spectrum space.

 

[semoochie]

As the term is used now, Classic Hits is hit based, mostly 70s, with a liberal sprinkling of mid-late 60s and some compatible 80s songs, an updated Oldies station. What KJR is doing, used to have the same name but is Rock based, softer overall and more familiar than Classic Rock.

 

[semoochie]

Sorry, I couldn't find an "edit" button. Jack is Adult Hits, not Classic Hits.

 

[Bongwater]

Sorry, I couldn't find an "edit" button. Jack is Adult Hits, not Classic Hits.

Adult Hits, Variety Hits, Classic Hits....to me in the end, it's splitting hairs because the differences aren't very dramatic. Adult Hits throw in stuff from the '90s and today, Variety hits gives you more '90s and a few '60s tracks and a handful of songs from this decade and Classic Hits go from the '60s - '80s usually. But in the end, the core artists and songs are the same on all stations.

Regardless of the whatever you want to call your favorite station in this bunch, you are GOING to hear the same Eagles, Elton John, Fleetwood Mac and post Peter Gabriel Genesis/solo Phil Collins songs MANDATORY on ANY of these stations.......

 

[TVradioguru]

Sorry, I couldn't find an "edit" button. Jack is Adult Hits, not Classic Hits.

Adult Hits, Variety Hits, Classic Hits....to me in the end, it's splitting hairs because the differences aren't very dramatic. Adult Hits throw in stuff from the '90s and today, Variety hits gives you more '90s and a few '60s tracks and a handful of songs from this decade and Classic Hits go from the '60s - '80s usually. But in the end, the core artists and songs are the same on all stations.

Regardless of the whatever you want to call your favorite station in this bunch, you are GOING to hear the same Eagles, Elton John, Fleetwood Mac and post Peter Gabriel Genesis/solo Phil Collins songs MANDATORY on ANY of these stations.......

Ah yes, the seagull from Bellingham still flies.

 

[Bongwater]

Sorry, I couldn't find an "edit" button. Jack is Adult Hits, not Classic Hits.

Adult Hits, Variety Hits, Classic Hits....to me in the end, it's splitting hairs because the differences aren't very dramatic. Adult Hits throw in stuff from the '90s and today, Variety hits gives you more '90s and a few '60s tracks and a handful of songs from this decade and Classic Hits go from the '60s - '80s usually. But in the end, the core artists and songs are the same on all stations.

Regardless of the whatever you want to call your favorite station in this bunch, you are GOING to hear the same Eagles, Elton John, Fleetwood Mac and post Peter Gabriel Genesis/solo Phil Collins songs MANDATORY on ANY of these stations.......

Ah yes, the seagull from Bellingham still flies.

CAW! CAW! CAW!.......