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WRNB: A Younger Approach to Competing for Philly's Urban Listener! (Plus 106.1!)

S

Soon Yi CIV.V

Guest
OK, so that's not actually their positioner. LOL.

For anyone who isn't paying attention to WRNB (and that's a lot of people), they pretty much changed their format today. They are clearly no longer interested in competing directly with Clear Channel's WDAS-FM (which is kind-of a shame because I liked them better that 'DAS!). They now seem to be straddling a line between two other CC properties: Power 99 and My 106.1.

Looking over the first few hours, I see some interesting titles like Bell Biv Devoe – Poison, Blackstreet – No Diggity, Boyz II Men – Motownphilly, Brownstone – If You Love Me, Fugees – Killing Me Softly, Janet Jackson – Alright, Lisa Stansfield – All Around the World, Mary J. Blige – Family Affair, Soul II Soul – Back to Live (However Do You Want Me), SWV – Right Here (Human Nature), and Zhané – Hey Mr. DJ.

Naturally, that makes me want to rant again about WISX. Now, 106.1 definitely sounds better than they ever have...but I really wish they'd play the sort of titles above in place of strange things like Bon Jovi - Who Says You Can't Go Home, Joan Jett & The Blackhearts - I Love Rock And Roll, John Travolta & Olivia Newton-John - You're The One That I Want, Orchestral Manoeuvres In The Dark - If You Leave, Pat Benatar - Hit Me With Your Best Shot, The Spinners - Working My Way Back To You, and everything by Genesis or Phil Collins! I mean, seriously... Yuck. And why play Timex Social Club – Rumors for the millionth time and Michael Jackson - P.Y.T. for the bazillionth time when there are so many great other titles to choose from? I know some of those songs perform well in auditorium testing but this is not an auditorium! And these titles have to be turning off plenty of people who want to tune in for the actual Rhythmic AC titles.

I know I go on and on about this but I just hate when stations are programmed out of fear! Granted, programmers don't care about the listener as much as they do the advertiser but in the long run, everyone loses!

My real point--and I do have one--is that I'll miss the old WRNB but I am diggin what they're doing now too. Hopefully Radio One gets more of what they want out of this.

PS- They got rid of Mo'Nique's show which really bums me out because that show was the funniest thing on Philly radio!
 
A younger approach? Yea, maybe to lower ratings, and a lower stock price. Oh wait, ROIA stock can't get much lower. I know of some weather balloon repeaters that have a higher AQH than 107.9. Maybe ROIA hasn't noticed that younger urban demos are gravitating to internet protocol for their music choices. I know,these things are tough to see when you owe the banks more than you are worth.
 
Maybe people are a tad too harsh with Radio One. I know everyone hates on them and I agree they make some decisions based on their mission statement without paying a lot of attention to short-term revenue goals...but I don't think they're exactly stupid. There must have been some research to suggest they'd do better by shaving off the older end of the demo.

And while Internet Protocol is undeniably the wave of the future (on this board, at least), I think Radio One is simply working on the assumption that they might be able to get more of the younger part of the audience than they ever will with the older, set-in-their-ways WDAS-FM listeners.

It's worth a shot!
 
i knew a change was coming on the 21st of january , but didn't know what the change was ... i knew the change was supposed to be announced after the obama speach ... knew that i was doing just what they wanted their sensationalized promos to get me to do .. but to go all 90's , to today ? this surely will not lastlonger than a half a year .... i truly hope that this change will not axe deanna williams sunday show
 
:) Wow, great move Radio One Philly! People, this new format has to be on of the biggest format holes in Urban radio. The "R&B of the 90s and Todays" targets that format hole between Urban(Hip-Hop/R&B) and Urban AC (Classic Soul/TodaysR&B). If they add old-school Hip-Hop to the mix that'll be awsome. Hmmm, i'd say this will be a format more and more stations will pick up on. Times are changing and the 90s was a powerful decade for Urban music, plus the 80s baby boomers were growing up too. Im 25 and this would be a station I can listen to as the traditional Urban AC would be perfect for my moms and grandma. I hope Radio One here in Atlanta thinks about this format since they are making format changes here now.
 
ShawtyBlack_ATL said:
:) Wow, great move Radio One Philly! People, this new format has to be on of the biggest format holes in Urban radio. The "R&B of the 90s and Todays" targets that format hole between Urban(Hip-Hop/R&B) and Urban AC (Classic Soul/TodaysR&B). If they add old-school Hip-Hop to the mix that'll be awsome. Hmmm, i'd say this will be a format more and more stations will pick up on. Times are changing and the 90s was a powerful decade for Urban music, plus the 80s baby boomers were growing up too. Im 25 and this would be a station I can listen to as the traditional Urban AC would be perfect for my moms and grandma. I hope Radio One here in Atlanta thinks about this format since they are making format changes here now.

I tend to agree with this. There's a very lucrative demo out there which can be well served with popular music from the '90s and now. I wonder though (and I may have mentioned this before--haha): I'd venture to say that the majority of contemporary Urban hits during a good chunk of the '90s crossed right on over to CHR...so wouldn't it make sense for WISX to have picked up a bunch of these titles too? They were rhythmic hits being played during the heyday of the station's target audience so they certainly fit the format...and I imagine it could only help their numbers. Plus it would hold off on any success WRNB might have by snatching WISX's listeners.

Don't get me wrong: WISX sounds better now than they ever have (though I still get the shakes when something an '80s Punk/Pop title--or anything with vocals by Phil Collins--rears its head). It's just that listening to WRNB over the past couple days makes me wish these Gold titles would have been on 106.1 the whole time. Call me crazy. Go ahead, call me crazy!
 
For anyone who isn't paying attention to WRNB (and that's a lot of people), they pretty much changed their format today. They are clearly no longer interested in competing directly with Clear Channel's WDAS-FM (which is kind-of a shame because I liked them better that 'DAS!). They now seem to be straddling a line between two other CC properties: Power 99 and My 106.1.

Looking over the first few hours, I see some interesting titles like Bell Biv Devoe – Poison, Blackstreet – No Diggity, Boyz II Men – Motownphilly, Brownstone – If You Love Me, Fugees – Killing Me Softly, Janet Jackson – Alright, Lisa Stansfield – All Around the World, Mary J. Blige – Family Affair, Soul II Soul – Back to Live (However Do You Want Me), SWV – Right Here (Human Nature), and Zhané – Hey Mr. DJ.[/quote]

That looks like the playlist they had when i used to listen to them in 2007-8, so I don't see how they are a "Younger Approach". It's more likely that they saw the bump "Now" received and decided that they could use the same lies to fool potential listeners.


[/quote] Naturally, that makes me want to rant again about WISX. Now, 106.1 definitely sounds better than they ever have...but I really wish they'd play the sort of titles above in place of strange things like Bon Jovi - Who Says You Can't Go Home, Joan Jett & The Blackhearts - I Love Rock And Roll, John Travolta & Olivia Newton-John - You're The One That I Want, Orchestral Manoeuvres In The Dark - If You Leave, Pat Benatar - Hit Me With Your Best Shot, The Spinners - Working My Way Back To You, and everything by Genesis or Phil Collins! .[/quote]

They play those songs so they don't get labeled as a black station. DUH!

[/quote] PS- They got rid of Mo'Nique's show which really bums me out because that show was the funniest thing on Philly radio!
[/quote]

If you think she is the funnest thing on radio, that speaks volumes for how tired syndicated radio is. :'(
 
That looks like the playlist they had when i used to listen to them in 2007-8, so I don't see how they are a "Younger Approach". It's more likely that they saw the bump "Now" received and decided that they could use the same lies to fool potential listeners.

Not sure I think they're paying even the slightest bit of attention to WNUW but I should point out that WRNB's playlist changes are quite noticeable. A lot of '90s stuff has been added and what was already there has clearly been given a huge spiked. And, geesh, I don't know what the percentage would be but a very large chunk of the older-end stuff (especially Gold titles that were also being played on WDAS-FM) are gone.

They play those songs so they don't get labeled as a black station. DUH!

I'm thinking you're talking about the '80s Punk/Pop and the Phil Collins/Genesis garbage and insinuating that WISX plays them and doesn't play the '90s titles I mentioned so they won't get labeled as a "black" station. I would like to be able to argue with that...but it's pretty obvious that a lot of stations are afraid of sounding "too black." Back in the '90s, I remember this sudden urgency for CHR's to become "whiter" to differentiate them from the CHR's that were playing what was popular--much of which was being produced by black artists or included collaborations with black artists. PD's were demanding special radio edits of Pop songs with the (very popular) rap breaks excised. That led record companies to start offering them on their own, a practice that continues to this day. (I'd like to see someone have the guts to call it a 7" Racism Edit.) They have no choice really: If they don't make a "whiter" version available, the song will get less airplay and won't chart as well. It's a tad like quietly condoning racism and it really pisses me off but I guess business is business. What ya gonna do?

If you think she is the funnest thing on radio, that speaks volumes for how tired syndicated radio is. :'(
A lot of syndicated radio is really tired. But have you ever heard Mo'Nique's show? Of course, I may only like it because when she opens her mouth, I instantly remember her uncensored stand-up stuff and it makes me damn near pee myself. She is naturally hilarious. I miss her!
 
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