With KITS in mind...

[NoMoreLurking]

I wonder if anybody at Audacy SF is watching what's happening with the reboot of 99X in Atlanta.

It's Like Old Times For Atlanta's 99X, As The Alt Reboot Returns To The Top 10.

Cumulus Media's revival of “99X” WNNX Atlanta, one of America's most listened-to alternative rock stations during its 90s heyday, is back in the market's top 10. According to Nielsen, from

www.insideradio.com

 

[luperm]

>>Quoted from the InsideRadio article: Cumulus Chief Content Officer Brian Phillips, who helped build the station during that first run and is also overseeing the new 99X, has indicated that there are plans to introduce some more current music later this year.<<

Once the "oh wow" blip subsides and more current music is added to the playlist, expect a quick return to cellar dwelling numbers.

 

[NoMoreLurking]

Maybe Audacy is happy with 18th place 6+ for 105.3. They did rise to a 2.0 6+ in the latest ratings. Can't quote demos but I bet somebody can.

 

[davideduardo]

Maybe Audacy is happy with 18th place 6+ for 105.3. They did rise to a 2.0 6+ in the latest ratings. Can't quote demos but I bet somebody can.

Of course, no transactional ratings base ad buyer even glances at the 6+ data.

In 25-54 women it ranks considerably better... although not a stellar performance, in a Top 10 market anyone in the top 20 to 25 can nicely make money.

 

[Weiserguy]

Maybe Audacy is happy with 18th place 6+ for 105.3. They did rise to a 2.0 6+ in the latest ratings. Can't quote demos but I bet somebody can.

But we've all had it beaten into our heads by now that 6+ means nothing. Is Audacy shooting for 18-49 with "Dave", or 18-34, or 25-54? Where do they stand in that horse race? That's what counts. If they're at the bottom of their self-chosen barrel after 18(?) months, then blow the damn thing up and start play polka music. (Or maybe they could try my personal "what-if" format, All Paul FM, featuring the songs of Simon, McCartney, Anka and Stookey.)

 

[Mark Roberts]

I imagine reviving KITS would require staffing, which requires money, which Audacy is quite interested in conserving at the moment. I'm with you in spirit, but my head tells me something else altogether.

As an aside, it still amazes me that a market with our demographics doesn't have either an alternative or an AAA station (I'm sorry, Bonneville, an HD-2 channel is nice but doesn't really count - especially when it has numerous dropouts on freeways *in Oakland*).

 

[TheBigA]

As an aside, it still amazes me that a market with our demographics doesn't have either an alternative or an AAA station

As has been said, the market has responded badly to the most recent incarnations of those two formats.

In other words, the history isn't very good. Based on that, there is no upside awaiting for any commercial operation.

Plus we know that the population is very technologically-aware. They know the options and where to find them.

 

[Mark Roberts]

I have to think there's something more to it than that. Also recall that the 2000's incarnation of Live 105 was quite a bit different from the late 80s and 90s version - ironically, with a much smaller Entercom.

I have my theories about KFOG (and they are mine) - in some ways, it was like KGO, stuck in the past and not willing to break from existing patterns - and when it finally did, it was too late.

When KFOG announced it was going to become KNBR-FM1, there was the usual Bay Area performative posturing about "corporate radio" and so on, especially from a certain Chronicle reporter. When I pointed out to him that it was little old family-owned General Electric that installed the original KFOG AAA format, he got all huffy and upset. Then again, if I worked at the Chronicle, I'd be in a state of upset, too.

 

[TheBigA]

I have to think there's something more to it than that.

How about to my last point: that the audience for this format is aware of all the media alternatives, and satisfied with them.

 

[Mark Roberts]

Not quite what I was getting at. That savvy, and those alternatives, are available in other major metros as well.

 

[TheBigA]

Not quite what I was getting at. That savvy, and those alternatives, are available in other major metros as well.

But most of the tech industry is based in the SF area.

Those who subscribe to Nielsen get a lot of information about who the potential market is for other formats. If they thought there was an audience for AAA (as Hubbard thinks in Seattle), they'd go for it.

 

[Mark Roberts]

There's more to the Bay Area economy than tech, which is concentrated in the South Bay. The secondary center was downtown San Francisco but that's mostly gone post-pandemic.

 

[Mark Roberts]

Those who subscribe to Nielsen get a lot of information about who the potential market is for other formats. If they thought there was an audience for AAA (as Hubbard thinks in Seattle), they'd go for it.

Then again, AAA is a slow-build format. Hubbard is a more patient operator compared to what we have around here, with the possible exception of Bonneville, and Bonneville has decided to put a robotic AAA format on an HD channel plus streaming. It might work if there was some personality there, but AAA is a more personality-forward format despite the usual slogans of "where music matters" and so on.

 

[TheBigA]

AAA is a more personality-forward format despite the usual slogans of "where music matters" and so on.

Therein lies the problem. Who would such a station build its format around? Dave Morey?

The Atlanta example of 99X has a lot of former personalities who are still around to carry the format.

 

[Radiopaw]

But most of the tech industry is based in the SF area.

Those who subscribe to Nielsen get a lot of information about who the potential market is for other formats. If they thought there was an audience for AAA (as Hubbard thinks in Seattle), they'd go for it.

I’m not much an AAA fan, it’s okay… Sirius XMU is the closest I’ve liked of it but that’s more so it’s own thing, isn’t it?

I prefer radio with DJ, and I prefer modern rock or any 90’s+ rock genre. I got tired of the “non human touch” Spotify pandora stuff and satellite audio quality is so mediocre.

A lot of people I know are also like this; even in their early 20’s. I don’t think that any of these formats can’t have a wide listener base in the bay. either Indie Rock, Alternative Rock and Active Rock. If I had some insane money I’d buy 107.3 for some obscene un-deniable money and spend my heart and soul into hiring and focusing on the Bay Area market with an active rock format

I know that “anecdotal” evidence isn’t that great but it’s all I got. When 105.3 went to that tired format, a lot of us moved to Sirius XM because we were forced to.

If anyone could post a KFOG’s/104.5’s final few days playlist before it swapped to the sports format I would love to see what flavor it had. Hopefully my post isn’t too all over the place!!

 

[chrocket87]

The surprising thing to me is that none of the non-comms air a AAA or Alt format. While NYC lost its lone commercial modern rock station last year, at least listeners have a few options via college radio, as jarring as they are for most Alt listeners. Can’t say the sake for the Bay Area

 

[Mark Roberts]

If anyone could post a KFOG’s/104.5’s final few days playlist before it swapped to the sports format I would love to see what flavor it had. Hopefully my post isn’t too all over the place!!

The last day was all "10 @ 10" replays. I recorded the last one. It was followed by Peter Gabriel's "Solsbury Hill", then the Grateful Dead's "Brokedown Palace", then a bunch of KFOG liners with the last one being "KFOG, top of the heap, San Francisco", and finally a few minutes of ocean sounds before the sports squawk started.

 

[davideduardo]

Those who subscribe to Nielsen get a lot of information about who the potential market is for other formats. If they thought there was an audience for AAA (as Hubbard thinks in Seattle), they'd go for it.

There is really nothing "perceptual" at all in Nielsen data other than historical behaviour and the characteristics of the listeners to each station. There is nothing about attitudes or music or entertainment tastes... just past behaviours.

 

[TheBigA]

There is really nothing "perceptual" at all in Nielsen data other than historical behaviour and the characteristics of the listeners to each station. There is nothing about attitudes or music or entertainment tastes... just past behaviours.

I'm talking about numbers and demographics about the usage of radio.

 

[NoMoreLurking]

I imagine reviving KITS would require staffing, which requires money, which Audacy is quite interested in conserving at the moment.

Staffing for WNNX includes the return of a morning voice who keeps her day job at CMT, and an afternooner who probably still enjoys a more lucrative gig with SiriusXM. But the magic of voice tracking kinda makes anything possible.

Here in the Bay Area, we know Big Rick is still in this time zone, and Steve Masters is probably lurking somewhere too. Maybe we wouldn't get Alex Bennett back, but I bet Roland West could be available for a not-too-expensive price. And remember - voice tracking is not only possible but THE NORM these days. A programmer/ops guy with a feel for the old Live 105 could make this work, and at a lower budget than you might think. Oh, and Mark Hamilton is still alive and kicking, right?