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Why They're Failing

L

lovejamminoldies

I've been trying to evaluate why the following stations are failing:

94.5 -- It is WAYYYY too gold-leaning for current AC. Look at Sunny in Columbus or Warm in Cincinnati and that is about where Lite should be. They instead are playing golds that Big 1065 is playing and I feel like the target demo is the same! I rather them use Premium Choice AC and mirror Mix 1033 out of Lima.

95.3 -- Very narrow playlist and they try to bash WTUE way too much. Not to mention, the signal is garbage. This should've been flipped a longggg time ago but Nick Roberts is way too conservative in my opinion, but he's not going to be in that position now anyway.

101.5 -- Signal may play a part but not enough in my opinion. This station sounds very stale. "The new Click 1015" but it's been around for years. The imaging is stale, there are no live jocks, the music is being updated but it's a little too alternative for me with The X right across the street. I would flip this baby Adult CHR and call it a day. Would have better luck competing with Channel too and could still stand side by side with Hot 1029.

Any thoughts?
 
Click should never be referring to themselves as new or all new when they've been on the air for well over 2 years now. They need to do something with it other than Click. They were great at first, but they've fallen far and fast since then. Adult CHR sounds good. They could even sound a bit like 107.9 The Mix in Indianapolis, which is how I'd position it. Play only currents and recurrents and hammer home that 101.5 is the station for your generation. I'd go after Mix hard. Mix needs to dump those 80s, but I don't see it happening while Jeff is there. 101.5 as Adult CHR would make a good flanker for Hot 102.9, much like Mix did when they used 94.5 as a flanker for Mix.
94.5 is leaned older to help Mix win the 25-54 demo, and Channel win 18-34. Lite is positioned for the 35-54 demo. This is a total guess on my part btw.
95.3? If they flip it to something else, that same audience would flock to Fly 92.9. I'm not sure how it's doing in the all-important demos though. What to flip it to though? CBS Sports radio has done terribly in both Cincinnati and Columbus, so that'd be out. They could use it as a flanker for K99, much the way as B105 uses 97.3 in Cincinnati.
 
Personally, I'd get Lite 94.5 on another frequency before CC decides to take over the translator and make it a full station. I know their signals collide in NE Hamilton and SE Butler counties. Don't know if their supposed to.
 
sshuffield70 said:
Personally, I'd get Lite 94.5 on another frequency before CC decides to take over the translator and make it a full station. I know their signals collide in NE Hamilton and SE Butler counties. Don't know if their supposed to.
Click to expand...
94.5 and 106.5 were in the "Aloha Trust" a few years back, but they still haven't sold them yet. 94.5 is a full powered station, but it gets interference south of Dayton from 94.5 in Lexington, KY. The reason CC flipped Lite and Channel in 2011 was b/c Lite's audience is aging & Channel has a sales-friendly 18-34 demo. I believe Lite has a 6000 watt Class A directional signal. They also get interference from Sunny 95(94.7)Columbus in the Springfield area, which ironically enough is also AC.
 
Everything about Click is stale. The imaging and the "New" liner are stale. The music is extremely stale and played out. They seem to keep songs in heavy and medium rotation for what seems like forever. I can reliably hear the exact same golds on a daily basis as well. At first, the station seemed like a breath of fresh air, but its now become playing the same few songs over and over and over again. And with X flipping, I will agree with flipping to Adult CHR.
 
lovejamminoldies said:
I've been trying to evaluate why the following stations are failing:

94.5 -- It is WAYYYY too gold-leaning for current AC. Look at Sunny in Columbus or Warm in Cincinnati and that is about where Lite should be. They instead are playing golds that Big 1065 is playing and I feel like the target demo is the same! I rather them use Premium Choice AC and mirror Mix 1033 out of Lima.

95.3 -- Very narrow playlist and they try to bash WTUE way too much. Not to mention, the signal is garbage. This should've been flipped a longggg time ago but Nick Roberts is way too conservative in my opinion, but he's not going to be in that position now anyway.

101.5 -- Signal may play a part but not enough in my opinion. This station sounds very stale. "The new Click 1015" but it's been around for years. The imaging is stale, there are no live jocks, the music is being updated but it's a little too alternative for me with The X right across the street. I would flip this baby Adult CHR and call it a day. Would have better luck competing with Channel too and could still stand side by side with Hot 1029.

Any thoughts?
Click to expand...

Jammin:

If you saw the latest trends for Eagle, you wouldn't be saying what you're saying. You keep harping on Eagle because you want it to go Churban. Which would be a total mistake, in my opinion, because the 95-3 signal does not cover the areas of Dayton it needs to cover for an Urban-leaned station to succeed. Currently, there are two 50,000 watt stations covering the CHR position right now in Dayton. There is no room for a third, especially from a station so signal challenged. You have to have to be able to cover the ground you need to cover with your signal first in order to have a chance for a format to succeed. Something I learned from painful experience.

By the way, you spout such programming opinion. Tell us the stations you've successfully programmed. Last I heard from you, you were running an internet station and had a job in small market radio. I don't mean to be mean here, and you have the right to express your opinions, but talk to some real programmers and they might change your opinion a bit.

Nick Roberts is now Vice President of Marketing for Cox Media Group. He is no longer in charge of programming, though he is supervising it while the search for a new programming head is going on. When the company chooses a new programming department head, I am told it will be announced.

By the way, you talk about Nick and his "conservative" approach to programming. Yet, you fail to mention K-99.1 has been #1 or #2 in the market the entire time he's been in charge. (with competitive challenges along the way from 3 other radio stations.) And, WHIO-AM/FM has, since Nick took over and since the station added the FM signal, gone from #8 in the market, to #2.
Yet, you complain about his handling of a station that has NEVER gotten more than about a 3 share 12 plus at any time in its existence. (And that includes as a CHR.)

That station cannot be more than that in any format under the present circumstances. Take it from a guy who has been on and around that station since December of 1980.
 
953 flipping Churban would be a mistake yes... but flipping it Active Rock similar to 96 Rock in Cincy, I do not feel would be a mistake at all. The Eagle actually is a great station, but I don't feel that it will ever do the numbers Cox wants it to do.

I still am in small market radio, however, you would be surprised in the projects that I'm doing syndication-wise. Not bashing the programming completely, I've heard more variety lately, I'm bashing the fact that it would have better success in my opinion as a different format.

Of course K99 and WHIO are to brag about, they're #1 and #2. I don't disagree with what's going on there.

My opinion - there's a lot of different things Cox could do with that frequency, and even though the signal is garbage, with the right promotion and format, it would work. I am a fan of Power in Jacksonville and that is on a TRANSLATOR and winning against The Beat. Hip-Hop listeners are loyal and I feel people would put up with the signal to listen to an alternative to Hot 1029... just my two cents.
 
lovejamminoldies said:
953 flipping Churban would be a mistake yes... but flipping it Active Rock similar to 96 Rock in Cincy, I do not feel would be a mistake at all. The Eagle actually is a great station, but I don't feel that it will ever do the numbers Cox wants it to do.

I still am in small market radio, however, you would be surprised in the projects that I'm doing syndication-wise. Not bashing the programming completely, I've heard more variety lately, I'm bashing the fact that it would have better success in my opinion as a different format.

Of course K99 and WHIO are to brag about, they're #1 and #2. I don't disagree with what's going on there.

My opinion - there's a lot of different things Cox could do with that frequency, and even though the signal is garbage, with the right promotion and format, it would work. I am a fan of Power in Jacksonville and that is on a TRANSLATOR and winning against The Beat. Hip-Hop listeners are loyal and I feel people would put up with the signal to listen to an alternative to Hot 1029... just my two cents.
Click to expand...

OK, cool...now show me what actual "hits" are coming from the Active Rock format lately. That seems to be the reason many radio companies are abandoning it. (Which may be a reason why the X in Dayton dropped the format in favor of Alternative. I don't know their exact reasoning, but that is the reasoning a number of companies are citing for format flips. That the format is not developing a lot of hits with staying power of late.)

And I'm not suggesting your experience so far isn't valid. I'm just suggesting that, at times we in the industry read comments from you and shake our heads because there are times you show what you don't know. But, I respect your enthusiasm for the business (God knows we need more young people with that!) and, as always, encourage you to continue to learn.

But, remember you were very hip to idea of Churban on Eagle until recently. Let that be noted.
 
chrocket87 said:
Everything about Click is stale. The imaging and the "New" liner are stale. The music is extremely stale and played out. They seem to keep songs in heavy and medium rotation for what seems like forever. I can reliably hear the exact same golds on a daily basis as well. At first, the station seemed like a breath of fresh air, but its now become playing the same few songs over and over and over again. And with X flipping, I will agree with flipping to Adult CHR.
Click to expand...
I couldn't have said it better myself! They need to something else with 101.5.
 
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