This is not true. In recent years, KLTN has on occasion been the billing leader in the entire market, and has consistently been in the top 4 or 5 stations in revenue. KLOL and KOVE have long been in the top 10 billers.
The suggestion of a format shift at a very successful station like KLOL fails to take into account the changes in the market, where Hispanics now make up nearly 37% of the MSA population. It also does not consider the fact that Hispanics use more radio than non-Hispanic whites, making them very attractive ad buys.
The idea of Spanish language stations somehow being worth less comes from Bruce.
Seriously, that idea of diminished value comes from the fact that early Spanish language stations were, for the most part, defective AM signals that could no longer compete with bigger AMs and the growth of FM. They were stations like KLVL, tucked away in a funeral home in Pasadena or KIFN in Phoenix, a low powered daytimer or KXEX in Fresno, a high-on-the dial daytime station. Those facilities were sometimes not totally professional and often sold at lower than "market rate". But as the recognition of the Hispanic market grew, major stations in the last several decades have been professional and competitive.
As you said, KLOL is not changing anytime soon.
A couple of former HOT personalities have hinted on social media that they would reveal their next chapter in "a couple of weeks". Is something happening around January 15th?
I remember when this board was active, fun and informative.
Also, this is a format that is based on radio stations in the 60s that had extremely small playlists, sometimes as small as 25 songs. So using a small playlist has a lot of heritage in this format. It was never intended to be a large list format. But it IS larger than just about every other format.
Last edited by TheBigA; 01-02-2017 at 12:09 AM.
I'm curious Mr. A. How is it that big corporations can be making all these good decisions with regard to demographics and write off a whole age group that has much more wealth and money to spend than the 18 - 30 age group.
And yet iHeart is near default on their $20 billion in debt.
Having more money to spend doesn't mean they spend it based on :30 radio spots. Advertisers believe older consumers need longer ads to have an impact. Thus they'd want to use program length infomercials to sell their products. That's why programming aimed at older demos works better on radio that isn't advertiser-supported.
As far as the iHeart debt, it was caused by taking the company private, not by any on-air decisions. Most of their major market stations are very successful, and very profitable.
Last edited by TheBigA; 01-02-2017 at 12:26 AM.
The primary reason why 55 and over is seldom bought is that the older a consumer gets, the less likely they are to make a spontaneous or impulse buy. This is due to various factors, including a lifetime of understanding advertising puffery, long-term buying habits and brand preferences and greater caution in spending money.
In any event, radio and individual stations can't do much about this. In the TV world, CBS has spent several years trying to get advertisers and agencies to consider buying 25-64 but the results have been quite unimpressive. Advertisers say, "sure, we can sell to older consumers. But it takes so many ad impressions to make the sale that the profit is erased by the cost of the ads."
Example: about 15 years ago I did a classic rock station in a market of about 17 million with a huge assortment of full signals and suburban and neighborhood stations.
We made a debut with a 22 share, and held there. Our playlist was just over 500 songs.
Obviously, with the next station having less than half the share points, we knew we'd have a competitor. Our prayers were answered and we got the competitor we wanted: the had a library of 1,800 songs and they marvelously stressed the fact that they played "three times as many songs as the other rock station".
6 months later, the competitor peaked at a 1.8. We kept the 22 share. A year later, they changed format. Even today, nobody has tried to compete with the station again. Listener research said, "they play too many songs I don't like and not enough of the ones I love". So they took our 500 hits and added 1,300 stiffs. Way to go.
And where did our list come from? Extensive in-home music testing of the library as well as several tests done on the air with listeners filling out a ballot they could get from a food location. 80,000 were returned. We played 500 songs because there were not any more worth playing. That's the way most stations do it.
The inside rumor is that KHMX will go CHR with the Hot morning crew moving to 96.5 and rebranding as 'The AMP' soon.....
Well, I'll say it again. Why drive all the 18-34 listeners away from 95.7 on January 1? Then on January 10 or some other future date, you hope they'll come back to 96.5? I have never heard of a radio owner blowing up a format on one station, then a few weeks later putting it on another station. I've heard of moving a format from one station to another immediately, especially if the two signals are not equal. But then listeners are told repeatedly to switch their radio dials. Usually both stations simulcast for a while as listeners get used to the new dial position.
Maybe you move an older-skewing format to a lesser signal you own and relaunch the better signal with something you think will get better demos and make more money. But both 95.7 and 96.5 are on the same tower in Missouri City. They're both at 1919 feet above average terrain. 95.7 is at 95,000 watts, 96.5 at 97,000 watts, with virtually the same coverage of the market. There is no reason to want all the car radios, office radios and store radios to have to find another Top 40 station on Jan. 1 when KKHH switches to adult hits. Then you hope days or weeks later all those 18-34 listeners will find their way to a new Top 40 station on 96.5.
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