hotpatrick2004 said:
It has been awhile and you would think the edge really would have scored big time with the demise of kzon as a alt station but in the latest ratings free fm kzon is beating the edge not by alot but none the less.Where did all the alt fans go i would like to know?Riviera made a mistake by tinkering with the edge when they took over.They tried to fix what was not broken ???But everyone else in this business does the exact same thing unfortunately.But you would think the edge would be kicking but right now but not the case.It really is a shame i use to love the edge in the not to distant past!!!
Opinions please
101-5, "The Zone" and "The Edge" were not really the same format precisely--especially a couple years back. "The Zone" was what the Edge is now, and the Edge was a real "alternative rock" station. I always considered the Zone a Modern AC with a slight alternative lean.
At any rate, the reason that the Edge has fallen one-tenth of a share behind the under-performing FREE-FM is due to a couple fairly basic reasons:
1) The Edge has what might be considered the most predictable playlist in valley radio. Every morning you can count on hearing The Fray - "How to Save a Life", Red Hot Chili Peppers - "Snow (Hey oh)" or "Tell Me Baby", a gold from Linkin Park, Third Eye Blind or Blink 182, and a recurrent from either Breaking Benjamin, AFI, or 30 seconds to Mars in any given 30 minute window. This is the number one complaint taht people have with the Edge from my relatively unscientific sampling. I know that repetition exists on most music formats, but with the Edge it's insanely predictable. I've said it before and I'll keep saying it, feel free to use some title and artist protection rules for the 6am-10am hours.
2) As I just described, the repetition of the music isn't the only problem. The branding of the station is "The Edge, the Valley's alternative rock", explain what is either alternative or rock about The Fray--nothing against the Fray, I like 'em well enough, but that does NOT belong on an ALTERNATIVE ROCK station. General rule of thumb: If a song is on KISS-FM, it shouldn't be heard on an "alternative" station Jack Johnson, Daughtry and Bob Marley don't constitute alternative either. The "90s lunch" is pretty horrid also--deeper cuts, while closer to alternative rock, aren't exactly going to draw in the listeners either.
3) The signal: I defy anyone to listen to the edge on a walkman or even a regular (inexpensive) radio, sure you can listen in a car if you're in some of the valley, but with the Edge it's static most of the time. Obviously I have pretty good equipment at my home / studio so it's not an issue, but most people generally don't have sensitive listening equipment.
4) The Jocks: Awful! Chuck Powell is a super-talent, obviously with Vince gone to Xtra Sports 910 a very big dynamic was removed from the show, but still the morning show, by comparison to most of the drudgery in the market, is excellent. After that, however, there is a significant dropoff. Most of the Edge jocks sound either disinterested, lacking energy or barely literate, plus they seem to change staff fairly regularly (aside from Robin Nash, oof).
5) The imaging: Pretty dry, uninspired, repetitive and oddly produced. The Edge "sound" of several years back (and in the 106.3 days) was vastly superior. Leave the overproduced imaging to Kiss FM.
The Edge needs to figure out what kind of station it wants to be. If it's a Hot/Modern AC, then they might as well throw in Bon Jovi, the Spin Doctors and Simple Minds and try to grab the Mix 96.9 audience and leave the market without any chance of an alternative rock station--otherwise try mixing in some alternative rock and go after that 18-34 male demo (as opposed to the 25-54f demo).
