You're the New Owner

[mrsweep]

Visitors to this board have read many different ideas from posters as to what a NEPA station manager could do to be successful. Many different ideas!

Okay, radio broadcasting is a business and as a business, a station must produce a bottom line profit to the people who put up the bucks to buy the station. Agreed?

If you agree, what do you say to this situation. You're the new owner. You just invested in a station in the core Wilkes Barre-Scranton market. Let's say your pocketbook is limited, or Entercom and Citadel aren't trying to raise cash, so you settled on a Class A FM. What are you going to do to gain listeners and raise revenue? Where do you think there is a real hole in the market? How would you fill it? How would you make it work?

With a Class A FM not taking on an established format head-on would be a best course of action for bottom line success. But if you only can make it by challenging an established station, that's okay, too. What do you do?

So we don't single out any particular station as an example for this exercise, assume that your station is "NEW TO THE MARKET" and all the existing competition stays in place.

Where's the hole? What do program? Who will listen? How do you promote and sell it? How much money can you make to insure that your idea stays around?

 

[carlvanorden]

> Visitors to this board have read many different ideas from> posters as to what a NEPA station manager could do to be> successful. Many different ideas! > > Okay, radio broadcasting is a business and as a business, a> station must produce a bottom line profit to the people who> put up the bucks to buy the station. Agreed?> > If you agree, what do you say to this situation. You're the> new owner. You just invested in a station in the core Wilkes> Barre-Scranton market. Let's say your pocketbook is limited,> or Entercom and Citadel aren't trying to raise cash, so you> settled on a Class A FM. What are you going to do to gain> listeners and raise revenue? Where do you think there is a> real hole in the market? How would you fill it? How would> you make it work?> > With a Class A FM not taking on an established format> head-on would be a best course of action for bottom line> success. But if you only can make it by challenging an> established station, that's okay, too. What do you do?> > So we don't single out any particular station as an example> for this exercise, assume that your station is "NEW TO THE> MARKET" and all the existing competition stays in place. > > Where's the hole? What do program? Who will listen? How do> you promote and sell it? How much money can you make to> insure that your idea stays around?> I have always been a supporter of programming to "older" people: simply put, those that most advertisers don't support.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>Right now, WNAK is doing a great job at serving these listeners (always did on AM obviously!) on FM now.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>Should I aquire a class A FM in Scranton/WilkesBarre, my choice of format would have to appeal to those that work in offices FIRST, then to an "older clientele"...45-65 years of age. To me, those are the people who have the most dispensable income in this day and age.>>>>>>>>>>>>>>>>>>>>>Musically, I would program soft jazz and easy listening Pop...which would put me in direct competition with Magic 93 and WNAK....I would have our announcers read 5 minutes of local news 5 minutes before the hour, hopefully associated with one of our local newspapers....no loud news sounders, just basic local news and scores, wx and road reports.>>>>>>>>>>My thinking is "K-I-S-S" (keep it REALLY simple, stupid!)..I want the office listeners, the mom and pop store listeners, and if they listen at work, I am sure they would listen at home.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>Because modern jazz is basically instrumentals, this format falls into a background music situation; everyone will listen but it won't interfere with their workday. I strongly believe advertisers would go for this format, simply because when a spoken word (cm) came on, the cm itself would become a distraction forcing the listener to "hear" what was said...and that is the whole point of advertising, isn't it?>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>We already have several country, oldies, rock and easy listening stations in this area, and a classical station as well.....this idea is something that isn't being done in Scranton/WilkesBarre, and this is what "I" would do IF I owned a class "A" FM in Scranton/WB.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>My second choice, should I wish to be upfront and "in your face" would be a strictly 70s format...Several years ago, Jim Rising did a killer format on 102.3 from Pittston: the production was slick,and the disc-jockeys were excellent picks, but the playlist was way tooooooooooooo small!...I don't believe you can program "gold" like a top forty format:......there are at LEAST 200 great records from every year from 1969 to 1980 which would give me 1200 tunes to air. What I remember best from 102.3 is the song "Mr. Roboto" from Styx....this song never even made the top 20, yet it was played every single morning!..102.3 had the right idea at the time, but what ruined it for me was it's very small playlist; I just felt they didn't have the library to support the format. Had they had all these records (and I do) I think that the most desirable demo (my age: 34-49) would have listened to the station much longer.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>WYCY from Hawley/Honesdale does an excellent rendition of what I am talking about even now before they change hands.<P ID="signature">______________
[email protected], [email protected],[email protected]</P>

 

[dmer]

I believe you may be referring to Buzz 102/103 which was on the air from 12/2000 to 12/2002 (the Mountain's immediate predecessor). This was one of my all time favorite stations and they were an 80's and more format. They started with a small playlist, but about a year before it's death they added a whole bunch of 70's songs and more 80's songs. Apparently they were messing up sister KRZ's ratings so instead of trying to improve KRZ, they killed the Buzz.

If I were to start up a new station I would do a modified Buzz format, the 70's and 80's (the Buzz in Rochester, NY went from and 80's format to 70's and 80's). Sort of like a mid-range oldies station. There is no real outlet for those who like this period and wants to hear the lost hits too. Stations around here play the 70's and 80's, but only the big hits from big artists. You have to wait for the specialty shows to hear the lesser remembered hits. I have to go home and listen to the MusicChoice on by digital cable to hear all the 70's and 80's. I get sick of hearing "Jack and Diane" from John Mellencamp or "Born in the USA" and told that that station plays all the 80's hits.

I'd also try my best to have live on-air talent and news in the morning AND AFTERNOON (too many stations think the news stops at 9 am). I'd also try to develop a special 3rd shift show with live on-air talent. I think there may be untapped potential here for those who have to work overnights. I'd think people would listen in if they knew the host was up with them too and maybe taking requests and calls overnight too. Most stations either VT overnight or have nobody at all.

 

[RK]

My first decision would be to create a 60's/present day classic rock station. The station would play DEEP cuts/B sides seldom/never heard on the radio presently.

I would try something never performed in any nearby markets before.
That "twist" would be that the station playlist would begin with the mid-late 60's classic rock songs for the older rock fans, (too new to be an Oldies format) but new and cutting edge at the same time for the younger generation of rock n'rollers. My definition of cutting elde would NOT be new rock like Creed, etc. etc. Cutting edge on this station would be NEW material from the bands of yesteryear. Alot of the older classic rock artists still put out quality music today that is NEVER played on the radio, which can be viewed as a possible injustice. Alice Cooper, Foghat, Tom Petty, Styx, etc,etc,etc. There are exceptions, but few and far between.

There would be a perfect balance between what is played, because the usual suspects (Stairway To Heaven, Born in the USA) would still be in the playlist (the overplayed songs that they are), however listeners would be thrown various curveballs throughout the day and afternoon. That could possibly increase listernership, yet keep up with the other stations of the market, which play only the chart topping hits. When multipule songs by an artist are announced, the listener would NOT be able to guess which 2 or 3 songs were going to be played next.

If i was lucky enough to have a 2nd Class A tower, i would probablly shock the market and go with a JACK format. Although the idea of a smooth jazz idea would be plausable as well. It could go either way, as i respect both of these formats and believe either of them would fit in the local market very well.

 

[Skunkboy]

1. NO MARKET RESEARCH CONSULTS. It's loopholed payola.

2. No repeats within 7 days of each other. It's possible, do you hear me, Oldies 92? 4 decades of music to pick from, you shouldn't have to play "These Eyes" every day at the same time.

3. Actual traffic reports, not 10 sec. of traffic, then 50 sec. of "brought to you by..."

4. (borrowing a page from the Mountain)Listen to your listeners. They're the bread and butter, don't assume they're just a robotic mass of sheep. 102.3 has really improved their format and song list through a very friendly and functional website designed just for listener suggestions.

5. Knowledgable jocks, not just friendly voices. My top 2? Naydock and Fontaine. Walking rock'n'roll encyclopedias, those guys.

6. Newswire services for national news, actual journalism for local news. Top and bottom of every hour during drive times, and just top of the hour for the rest of the day.

7. Morning show...tricky subject. It'd have to be funny, but keep it quick between the tunes, don't ramble and drone on for 10 minutes at a time. If I wanted to hear people argue like Nancy and Kevin, or The Doc and [insert flavor of the month] show, I'd watch "The View." <P ID="signature">______________
Bodacious ta-tas.</P>

 

[PA_Radio]

> > Visitors to this board have read many different ideas
> from> posters as to what a NEPA station manager could do to
> be> successful. Many different ideas! > > Okay, radio
> broadcasting is a business and as a business, a> station
> must produce a bottom line profit to the people who> put up
> the bucks to buy the station. Agreed?> > If you agree, what
> do you say to this situation. You're the> new owner. You
> just invested in a station in the core Wilkes>
> Barre-Scranton market. Let's say your pocketbook is
> limited,> or Entercom and Citadel aren't trying to raise
> cash, so you> settled on a Class A FM. What are you going to
> do to gain> listeners and raise revenue? Where do you think
> there is a> real hole in the market? How would you fill it?
> How would> you make it work?> > With a Class A FM not taking
> on an established format> head-on would be a best course of
> action for bottom line> success. But if you only can make it
> by challenging an> established station, that's okay, too.
> What do you do?> > So we don't single out any particular
> station as an example> for this exercise, assume that your
> station is "NEW TO THE> MARKET" and all the existing
> competition stays in place. > > Where's the hole? What do
> program? Who will listen? How do> you promote and sell it?
> How much money can you make to> insure that your idea stays
> around?> I have always been a supporter of programming to
> "older" people: simply put, those that most advertisers
> don't support.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>Right now, WNAK
> is doing a great job at serving these listeners (always did
> on AM obviously!) on FM
> now.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>Should I aquire a
> class A FM in Scranton/WilkesBarre, my choice of format
> would have to appeal to those that work in offices FIRST,
> then to an "older clientele"...45-65 years of age. To me,
> those are the people who have the most dispensable income in
> this day and age.>>>>>>>>>>>>>>>>>>>>>Musically, I would
> program soft jazz and easy listening Pop...which would put
> me in direct competition with Magic 93 and WNAK....I would
> have our announcers read 5 minutes of local news 5 minutes
> before the hour, hopefully associated with one of our local
> newspapers....no loud news sounders, just basic local news
> and scores, wx and road reports.>>>>>>>>>>My thinking is
> "K-I-S-S" (keep it REALLY simple, stupid!)..I want the
> office listeners, the mom and pop store listeners, and if
> they listen at work, I am sure they would listen at
> home.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>Because modern jazz is
> basically instrumentals, this format falls into a background
> music situation; everyone will listen but it won't
> interfere with their workday. I strongly believe
> advertisers would go for this format, simply because when a
> spoken word (cm) came on, the cm itself would become a
> distraction forcing the listener to "hear" what was
> said...and that is the whole point of advertising, isn't
> it?>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>We already have
> several country, oldies, rock and easy listening stations in
> this area, and a classical station as well.....this idea is
> something that isn't being done in Scranton/WilkesBarre, and
> this is what "I" would do IF I owned a class "A" FM in
Scranton/WB.>>>>>>>>>>>>>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>My
> second choice, should I wish to be upfront and "in your
> face" would be a strictly 70s format...Several years ago,
> Jim Rising did a killer format on 102.3 from Pittston: the
> production was slick,and the disc-jockeys were excellent
> picks, but the playlist was way tooooooooooooo small!...I
> don't believe you can program "gold" like a top forty
> format:......there are at LEAST 200 great records from every
> year from 1969 to 1980 which would give me 1200 tunes to
> air. What I remember best from 102.3 is the song "Mr.
> Roboto" from Styx....this song never even made the top 20,
> yet it was played every single morning!..102.3 had the right
> idea at the time, but what ruined it for me was it's very
> small playlist; I just felt they didn't have the library to
> support the format. Had they had all these records (and I
> do) I think that the most desirable demo (my age: 34-49)
> would have listened to the station much
> longer.>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>WYCY from
> Hawley/Honesdale does an excellent rendition of what I am
> talking about even now before they change hands.
>
Carl, you're an OK guy, you make good points, you are very will informed. But I really do have to agree with a previous poster who likened your posts to ransom notes from a serial killer!
Initially it was my intention to try to edit your post so that it was "readable" but I have no idea where to begin. Well, keep em coming and we'll all just have to try to decipher them together. How much longer you gonna keep that webtv anyway?

 

[pdjames]

The Mountain sounds like a 60's classic rock station would if it was on the air in todays world.. The station plays DEEP cuts/B sides seldom/never heard on the radio presently.

That "twist"is that the station playlist begins with the mid-late 60's classic rock songs for the older rock fans, (too new to be an Oldies format) but new and cutting edge at the same time for the younger generation of rock n'rollers. . Cutting edge on this station would be NEW material from the bands of yesteryear. A lot of the older classic rock artists still put out quality music today that is NEVER played on the radio, which can be viewed as a possible injustice. Alice Cooper,Tom Petty, Eric Clapton , etc,etc,etc.

There is a perfect balance between what is played, because the usual suspects (Rolling Stones, Beatles ) would still be in the playlist, however listeners would be thrown various curveballs throughout the day. It's a station where you really never know what it coming next. The Mountain also supports the local music scene by airing "Mountaingrown" bands on a regular basis all day long. Music on the menu live at 9pm Sunday nights hosted by Alan Stout of the Weekender features an hour of the local music scene. BLues lovers get two hours of their favorite music on Saturday nights hosted by Blues Expert Michael Cloeren's with the “MOUNTAIN OF BLUES” at 8pm.

The big difference between 102.3 the Mountain and other stations is in what doesn't happen. No annoying DJ's-just Mountain guides who can be called musicoligists making the listening experience deeper, better. No on air caller number nine contests! No traffic reports or newsbreaks, At 102.3 it's all about the music. The station website 102themountain.com displays three days worth of mountain playlists so you can find that tune you heard but couldn't quite remember. The website also offers a chance to shape the direction of the station by offering free membership in the Mountain community. Mountain community members are selected to receive concert tickets, CD's and other exciting rewards.
The mountain plays a huge variety of music and is expanding the playlist every day. It's the radio station you want to share with your music loving friends. It is different, on the "Mountain".

 

[RK]

That last post sounds like you have ties to Entercom though =]
The Mountain is a very good station however, i totally agree.

To extend thoughts on my prevous post, the station idea i was talking about would be a "Hybrid Spinoff" of The Mountain. I like The Mountain alot, but believe sometimes they go a little to extreme in their playlist to be considered classic rock station. Being an AAA format, i guess that is where the difference lies. The station & idea i was promoting, to would be purely Classic Rock. Very similar to the Mountain in ideas, and promotions, but a playlist that is constructed a little differently.

 

[pdjames]

I couldn't resist adding to this thread-the Mountain has never tried to identify itself as any format, classic roack, triple a or oldies. Is it what it is. And that "is" according to at least one poster here, not aware that it is dead yet. To paraphrase the words of Mark Twain-rumours of it's death, greatly exaggerated.

PDjames out.
>

 

[yonkstur]

> Visitors to this board have read many different ideas from
> posters as to what a NEPA station manager could do to be
> successful. Many different ideas!
>
>
> Where's the hole? What do program? Who will listen? How do
> you promote and sell it? How much money can you make to
> insure that your idea stays around?
>
Here's what I'd do:
1. Tour the community before I settled on an idea. Do a needs assessment
to see what the community is like.
2. My first hire would be a newsman with a reputation. He'd be my
Les Nessman but with a lot more savvy and brains. I'd build the news
operation around him.
3. The format would either be Light Jazz (the region is not ready for
20 minute riffs by Charlie Parker) or Beautiful Music like the old
WVCD FM. My audience would be people who are tired of the "noise".
4. I'd form a "Listener's Club" where valuable prizes would be
given to those people who belong to the club. Kind of like Rock
107's Freeloader deal where if you belong, you'll know when to call
for a giveaway.
5. My news would be live at 55 and 25.
6. I'd hire the most energetic and capable sales people and not
over manage them. If they spent the afternoon at a local Polish club
for one afternoon a week but worked like the devil for 4 and a half
days, I'd say GREAT!!! My sales people would also not have to fill out
planners.
7. I'd advertise on Cable TV and billboards. No where else.
8. I'd start off with a "bird" but then gradually add people to the mix.
"Who's coming to FM EASY 1 now?" Build the momentum.
9. At Christmas, I would out charity every station in town. And run
Christmas music from Dec. 15th through Jan. 3rd. My Christmas promotion
would be "Mission: Possible".
10. My profit goal would be a cost of living increase measured by
the suits in D.C. If someone said, "you're making a profit but you're
not growing as much as you should economically," I'd toss them out of
my office.
11. I'd value knowledge, longevity, loyalty and commitment over the "hottest"
new thing.
yonkstur
P.S. That's my radio fantasy. Maybe I can talk Gina Davis into
being an investor. I, of course, being the owner
would have exclusivity on the foot rubs.

 

[Aramondo]

I know, I know, it's the "Gina Davis" part...

> P.S. That's my radio fantasy. Maybe I can talk Gina Davis
> into
> being an investor. I, of course, being the owner
> would have exclusivity on the foot rubs.

AGAIN with the footrubs...

 

[scmidlapp]

> 1. NO MARKET RESEARCH CONSULTS. It's loopholed payola.
>
The best Market Research Consultants are the radio people who are LOCAL and have worked in the market for at least ten years. They know the market and the listeners.

> 2. No repeats within 7 days of each other. It's possible,
> do you hear me, Oldies 92? 4 decades of music to pick from,
> you shouldn't have to play "These Eyes" every day at the
> same time.
>
It's always been a mystery to me that with all that music to choose from these stations only choose the same 500 songs. Why??? And why do these people think that Rock and Roll didn't exist before 1965??? Rock and Roll goes back ten years before that....and there were some great songs!!

> 3. Actual traffic reports, not 10 sec. of traffic, then 50
> sec. of "brought to you by..."
>
Really, who needs traffic in this market anyway???

> 4. (borrowing a page from the Mountain)Listen to your
> listeners. They're the bread and butter, don't assume
> they're just a robotic mass of sheep. 102.3 has really
> improved their format and song list through a very friendly
> and functional website designed just for listener
> suggestions.
>
> 5. Knowledgable jocks, not just friendly voices. My top 2?
> Naydock and Fontaine. Walking rock'n'roll encyclopedias,
> those guys.
>
I agree with these two wholeheartedly---see my answer to #1

> 6. Newswire services for national news, actual journalism
> for local news. Top and bottom of every hour during drive
> times, and just top of the hour for the rest of the day.
>
I'm all for that...and there are enough real newspeople who have been cut loose by Citadel and Entercom who could do the job well.

> 7. Morning show...tricky subject. It'd have to be funny,
> but keep it quick between the tunes, don't ramble and drone
> on for 10 minutes at a time. If I wanted to hear people
> argue like Nancy and Kevin, or The Doc and [insert flavor of
> the month] show, I'd watch "The View."
>
It's tough to get people who will work in the format you choose. People you think are really talented will sound like crap if you put them in the wrong format. Actually, I'm not a real fan of the "Morning Team" concept. I prefer ONE morning man who has a number of people around him to interact with (newsperson, sportsperson, in-studio guests, etc.)

 

[yonkstur]

Re: I know, I know, it's the "Gina Davis" part...

> > P.S. That's my radio fantasy. Maybe I can talk Gina Davis
> > into
> >
>
> AGAIN with the footrubs...

I GOT MY FORMAT!!!!!!!!!! It came to my as I was watching "A
League of Their Own" starring of course the very tall, lithe and
leggy Gina Davis. It was 3AM on the morning of the fourth of July,
and as I was dozing I swear I thought there was a catcher's mitt
tickling my foot. Anyway, here it is, my format. SUPERSTAR RADIO,
one 25 minute music block, (two blocks per hour, blocks
interspersed with commercials, weather and traffic at the start and
end of a particular artist block. nearly 20 minutes of The Beatles, Tony
Bennett, 5th Dimension, Sinatra, Dean Martin, Peter Paul and Mary,
the Mama's and Papa's, Ella Fitzgerald etc.) Plus 2 newscasts. This
is kind of like JACK but longer in its intensity.
And on the website, people can log on to request artist blocks or
find out when a particular block was going to be broadcast.
SUPERSTAR RADIO........WHERE THE STARS SHINE LONGER!!!!!!
What dya think?
Yonkstur

>

 

[ScottSanfilippo]

Shamless plug courtesy of Rising. Can we bill Entercom for this?


> The Mountain sounds like a 60's classic rock station would
> if it was on the air in todays world.. The station plays
> DEEP cuts/B sides seldom/never heard on the radio presently.
>
>
> That "twist"is that the station playlist begins with the
> mid-late 60's classic rock songs for the older rock fans,
> (too new to be an Oldies format) but new and cutting edge at
> the same time for the younger generation of rock n'rollers.
> . Cutting edge on this station would be NEW material from
> the bands of yesteryear. A lot of the older classic rock
> artists still put out quality music today that is NEVER
> played on the radio, which can be viewed as a possible
> injustice. Alice Cooper,Tom Petty, Eric Clapton ,
> etc,etc,etc.
>
> There is a perfect balance between what is played, because
> the usual suspects (Rolling Stones, Beatles ) would still be
> in the playlist, however listeners would be thrown various
> curveballs throughout the day. It's a station where you
> really never know what it coming next. The Mountain also
> supports the local music scene by airing "Mountaingrown"
> bands on a regular basis all day long. Music on the menu
> live at 9pm Sunday nights hosted by Alan Stout of the
> Weekender features an hour of the local music scene. BLues
> lovers get two hours of their favorite music on Saturday
> nights hosted by Blues Expert Michael Cloeren's with the
> “MOUNTAIN OF BLUES” at 8pm.
>
> The big difference between 102.3 the Mountain and other
> stations is in what doesn't happen. No annoying DJ's-just
> Mountain guides who can be called musicoligists making the
> listening experience deeper, better. No on air caller number
> nine contests! No traffic reports or newsbreaks, At 102.3
> it's all about the music. The station website
> 102themountain.com displays three days worth of mountain
> playlists so you can find that tune you heard but couldn't
> quite remember. The website also offers a chance to shape
> the direction of the station by offering free membership in
> the Mountain community. Mountain community members are
> selected to receive concert tickets, CD's and other exciting
> rewards.
> The mountain plays a huge variety of music and is expanding
> the playlist every day. It's the radio station you want to
> share with your music loving friends. It is different, on
> the "Mountain".
>

 

[Aramondo]

No, I don't think so. What kind of weight does promotional BS carry here? Tell me it made you change your mind and now you're listening to it...

...so what could we charge for something that has no value?

By the way, I have a similar format built into my car. It's a 6 disc CD changer. No ominous Mountain announcer's voice in dulcet, sonorous tones following a three second silent retrospective pause between songs...but essentially the same variety. Only I get to do the playlist.


> Shamless plug courtesy of Rising. Can we bill Entercom for
> this?

 

[ScottSanfilippo]

> No, I don't think so. What kind of weight does promotional
> BS carry here? Tell me it made you change your mind and now
> you're listening to it...

Unfortunately, I think all the Entercom properties are worn and tired. You have your CD changer, I have my XM... and thank God for that!

 

[pdjames]

> Shamless plug courtesy of Rising. Can we bill Entercom for
> this?

Actually I just copied the previous post and inserted "the mountain". Trying to make a point and obviously didn't. Sorry to intrude on high minded among you.

 

[Aramondo]

Now, now pdjames...we are all in radio (almost all), so I think we all know there ARE no high-minded amongst us. There are probably many who consider themselves that, but they're the REAL idiots. Anyone high-minded knows better than to make this career choice.


> Actually I just copied the previous post and inserted "the
> mountain". Trying to make a point and obviously didn't.
> Sorry to intrude on high minded among you.
>