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You're the PD

M

Mr1derful

It's time for Radio's favorite new game....

YOU'RE THE PD!!!

Here's the scenario: a major radio corporation has hired you to bring Country back to L.A. You have total control on EVERYTHING: programming, hiring, sales, promotions, you name it.

Feel free to post what you would do to have a successful Country station on in Market #2. Tell us about
who you'd have on the air, what kind of promotions you'd have, how would you market your station, who are your core artists, etc. The possibilties are endless! Have fun!!!
 
The format would have to be highly personality-driven in a market of this size. One of the most successful morning show hosts I've heard in country music radio is Joe Wade Formicola, whom I had heard on Young Country 99.5 in Detroit back in the late 90's. I'm told he's now in NC programming a country station down there. He's a father-figure type who's also very hip. I think a lot of females 25-54 could relate to him or a host like him.

Promotions...about a month into it, do a trade with a tattoo studio and have them design one with your station logo. The first (insert channel number here) listeners that come down to the tattoo parlor get the tattoo (station monicker tattoo) for free. Great form of advertising...and it's PERMANENT! As for others, work a lot of beer trade if you can do it, and if there's a country music nightclub in the area, weekly promotional events from there.

Core artists...Faith Hill, Tim McGraw, Gretchen Wilson, Sara Evans, George Strait, Kenny Chesney. I purposely eliminated Garth Brooks because his career has taken a bit of a hit since his divorce.

Who to have on the air, well, that could be just about anyone in that market. Not just country musicians that are either living or visiting the area, but others like Jeff Foxworthy, Bill Engvall (who does live in LA), actors and actresses with country-southern roots, the possibilities as you said are endless.
 
This is a great challenge and there is a lot of work to do before you put it on the air.

1) - Research the market thoroughly and find out why other country stations failed. Why are the successful stations successful? What element of service are listeners looking for? Are there service elements that country listeners want that others haven't given them? Are there elements (service and entertainment) that will attract non-country fans to the station. You would be amazed at how strong service and entertainment can overcome the mucis for the P2 listener. This station must me more of an anchor than a niche station.

2) - Technical facility must be top rate. Main studio should be in high visibility location (mall, storefront) and be a showcase! (Remember, this is show biz in a show biz town). Design a set as if it were going to be on television. Make a deal with all cable systems in the metro to have a digital channel (same channel on each system). Put a couple of cameras in the studio. Most of the time, a wide shot. When guests are in the studio, do some closeups.

Web streaming from the outset. HD with supporting programs on 2 and 3 - more in depth interviews with artists, more racing programs, rebroadcasts of showcases.

3) - This would have to be a personality driven station! I agree about Joe Wade - he is a great country talent - knows the music, knows the artists, etc. Give him a team of supporters - a morning show image guy, a solid producer, sidekick who can do multiple voices, and news person. Promote the show heavily on and off the air.

There would be strong personalities in ALL dayparts. Each personality would be part of the draw and compliment the music. They all must understand the country culture and be able to relate to the listeners lifestyle and be given the freedom to be entertaining. Most importatnly, they must be part of the team - buy into the concept - and support each other.

4) - Promotion and marketing are crucial. There would be a staff of promotional personnel to handle street teams, remotes, etc. Assemble a solid fleet of rolling stock - vans, cruisers, a well equipped remote vehicle with sound system capable of doing showcases of new country acts and broadcast them! Keep the the fleet on the road throughout the market. Develop a station event everywhere they go. On-Air personalities should be willing to do their shows on location and to interact with listeners.

The ultimate key to this success is ADVERTISTING - and it isn't a tattoo! You would need at least $2 million in marketing money for TV, billboards, and direct mail. Be prepared to sustain the marketing over a two to three year period. If owner won't commit to marketing, forget it!

5) - NASCAR - full schedule of Cup races. Supporting racing programming on HD channels.
 
I run right into the GM office and tell him...

"We gotta flip formats! This s#!t ain't gonna work!"


;D


Sorry I couldn't resist!
 
Great post and idea! Hope you don't mind if I use your idea for the Houston group?
 
Design a set as if it were going to be on television. Make a deal with all cable systems in the metro to have a digital channel (same channel on each system). Put a couple of cameras in the studio. Most of the time, a wide shot. When guests are in the studio, do some closeups.

If you can do it, I say go a step further and try and work a deal with CMT. Like maybe a five-minute blurb or something like that. That is if they don't mind partnering up with a station that could be a possible competitor.

The ultimate key to this success is ADVERTISTING - and it isn't a tattoo! You would need at least $2 million in marketing money for TV, billboards, and direct mail. Be prepared to sustain the marketing over a two to three year period. If owner won't commit to marketing, forget it!

I meant that as a promotional tool. NOT actual advertising! Gimme a break! Insofar as budgeting for marketing, I would say closer to $5 million. Billboard and TV advertising is extremely pricey in LA, and I don't see $2 million as being quite enough. Direct mail and website promotion are an absolute must. Not so sure about NASCAR, but what the hell. If MRN has an exclusivity agreement with an AM already in the market, I'm sure they'd be willing to make the move to an FM station. There are little, if any, FM's airing NASCAR-Nextel Cup races in major market.
 
I'd consider a country format available for license (a lot like Alan Burns does with Movin', although I think you get more with this than Alan gives you) called Blue Collar Radio.

I saw this in Sean Ross' column about a week or two ago...the demo is pretty slick...In a market as competitive for females as LA is right is right now, especially with the addition of Movin, I don't think another country programmed like a Hot AC is gonna fly. This Blue Collar Radio might be the answer...in a lot of places...
 
Easy...

Hire a real Country PD not a politician like RJ Curtis. Get a guy that lives the lifestyle, loves the music, goes to concerts, clubs and is in touch with the Country audience! A PD who doesn't need a consultant to tell him what to do from 1000 miles away! Get someone who knows LA/OC/Riverside SB!

It ain't brainsurgury Bubba!
 
Well, it's not just about a PD - for a market the size of LA - and considering what is at stake - it's about putting together a team that understands the format and the market. Not everyone needs to know everything, but they do need to have the same agenda - and work together to make it happen.

Forget CMT - that's national and does little to help in LA. Forget the consultants and the packaged formats. Sorry, but if you really want to succeed, it will have to be a unique station. Reason for local cable deals, and streaming is to make certain there is a way to receive the station in EVERY zip code in the market! Of course, a solid FM signal is a given!

My guess is it could bill $30 to $35 million a year. Annual promotion/marketing budget should be 10% of that at least.

Fat chance of finding an owner willing to do what it takes!
 
Reprinted from Page (1) with Additional info below: I'd consider a country format available for license (a lot like Alan Burns does with Movin', although I think you get more with this than Alan gives you) called Blue Collar Radio.

I saw this in Sean Ross' column about a week or two ago...the demo is pretty slick...In a market as competitive for females as LA is right is right now, especially with the addition of Movin, I don't think another country programmed like a Hot AC is gonna fly. This Blue Collar Radio might be the answer...in a lot of places...

Here's the site: http://www.BlueCollarRadio.us
and here's Ross' article where I read about this http://www.edisonresearch.com/home/archives/2006/08/the_formats_tha.php
 
I think I would examine the possibility of making a deal with XM or Sirius to provide content for this station. If a deal can be worked to get O&A on CBS radio through XM then the same can be done with music formats and content. Sirius has 4 different country channels, plus a bluegrass channel, I'm thinking they or XM could create a product that would work well in NY and LA. This station has to sound different than any other, and this just might be the way to accomplish that.
 
Obviously, talent like Shawn Parr would have a place (after any stunting). Jeff Foxworthy would be an excellent AM Drive choice.....you can build on is cred alone.

Personally, I wanted to find the guy who even thought that city slicker Peter Tilden was country and have him horsewhipped. Now he's free to do mornings at a station that would be more suited to his talents, though I won't name any names (couggggggggh, KABC).

Utilize the HD Side channels (one for classic, one for the non-mainstream). Major-buzz concert to open the station (say, a DixChix/Keith Urban showdown of sorts).

And a real nice dial position in the middle of the dial, like at, say, 99.5 or 100.3....

.....just sayin'

Don
 
Don Paschal said:
And a real nice dial position in the middle of the dial, like at, say, 99.5 or 100.3....
Click to expand...

I am mystified as to why being in the middle of the dial would be important?

Or are you suggesting salem would ever let go of 99.5? (Which is a horrible directional signal, which misses a lot of the country ZIP codes)

If 100.3 is sold, at the $300 million it should fetch, nobody is going to do a format with limited billing potential.
 
Or are you suggesting salem would ever let go of 99.5?

That property is WAY too valuable. Stu and Ed would never part with that station.
 
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