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Jack Traction

david

david

While aware that the following is based on purely mall intercept perceptions...
with that said, it appears to me that Jack seems to be catching on.
I have found many businesses I frequent having Jack on. Perceptually, I would say that I am noticing Jack as the background station of choice much more regularly than KOST (the traditional dental office soundtrack) KBIG or others that I had traditionally encountered previously. This leads me to think that we will continue to see more uptrends for KCBS-FM in the coming survey periods.<P ID="signature">______________
Peace is the word, and the Voice of the Peace is THE station, 24 hours a day. (Tribute to the VOP 1540 which broadcast for 20 years in the Eastern Mediterranean)</P>
 
> While aware that the following is based on purely mall
> intercept perceptions...
> with that said, it appears to me that Jack seems to be
> catching on.
> I have found many businesses I frequent having Jack on.
> Perceptually, I would say that I am noticing Jack as the
> background station of choice much more regularly than KOST
> (the traditional dental office soundtrack) KBIG or others
> that I had traditionally encountered previously. This leads
> me to think that we will continue to see more uptrends for
> KCBS-FM in the coming survey periods.

That's hardly surprising, given the newness of the station and the fact that it sounds very different from the rest of the market.

The question is how many uptrends there will be before it levels off, and how long after that point it will go before starting to decline.

<P ID="signature">______________


</P>
 
> > While aware that the following is based on purely mall
> > intercept perceptions...
> > with that said, it appears to me that Jack seems to be
> > catching on.
> > I have found many businesses I frequent having Jack on.
> > Perceptually, I would say that I am noticing Jack as the
> > background station of choice much more regularly than KOST
>
> > (the traditional dental office soundtrack) KBIG or others
> > that I had traditionally encountered previously. This
> leads
> > me to think that we will continue to see more uptrends for
>
> > KCBS-FM in the coming survey periods.
>
> That's hardly surprising, given the newness of the station
> and the fact that it sounds very different from the rest of
> the market.
>
> The question is how many uptrends there will be before it
> levels off, and how long after that point it will go before
> starting to decline.
>
I agree, and might I add that KOST & KBIG aren't the only stations that you hear. I hear POWER 106 pretty consistently in convenience stores and it's about the only thing you'll find on in most stereo outlets such as Best Buy, Circuit City and even the stereo department at Target. That's where the customer usually chooses what's on. My guess is that you won't hear JACK in any of those places except for the convenience stores. I further agree with Mr. Richards that it's because it's a new format. But my guess is that whoever does the choosing at the dental office or cleaners or whatever will become tired of JACK and move back to their old radio habits. I've seen it happen many times before. And it could happen even quicker if a customer complains about it.
 
>
> I agree, and might I add that KOST & KBIG aren't the only
> stations that you hear. I hear POWER 106 pretty
> consistently in convenience stores and it's about the only
> thing you'll find on in most stereo outlets such as Best
> Buy, Circuit City and even the stereo department at Target.
> That's where the customer usually chooses what's on. >

I don't know where your going but the few Best Buys and Circuit Citys I'm going to are playing Sirius or XM not Power 106.
 
> I don't know where your going but the few Best Buys and
> Circuit Citys I'm going to are playing Sirius or XM not
> Power 106.
>
That's news to me. I was at 2 Best Buys in the SF Valley on Friday and they both had POWER thumping along. Remember, I said that these are the stereos that customers change to what they want. I've seen the XM & Sirius displays and they don't seem to get much attention when I've been there. But your experience may be different. I gather it depends on how affluent an area your in.
 
> > > While aware that the following is based on purely mall
> > > intercept perceptions...
> > > with that said, it appears to me that Jack seems to be
> > > catching on.
> > > I have found many businesses I frequent having Jack on.
> > > Perceptually, I would say that I am noticing Jack as the
>
> > > background station of choice much more regularly than
> KOST
> >
> > > (the traditional dental office soundtrack) KBIG or
> others
> > > that I had traditionally encountered previously. This
> > leads
> > > me to think that we will continue to see more uptrends
> for
> >
> > > KCBS-FM in the coming survey periods.
> >
> > That's hardly surprising, given the newness of the station
>
> > and the fact that it sounds very different from the rest
> of
> > the market.
> >
> > The question is how many uptrends there will be before it
> > levels off, and how long after that point it will go
> before
> > starting to decline.
> >
> I agree, and might I add that KOST & KBIG aren't the only
> stations that you hear. I hear POWER 106 pretty
> consistently in convenience stores and it's about the only
> thing you'll find on in most stereo outlets such as Best
> Buy, Circuit City and even the stereo department at Target.
> That's where the customer usually chooses what's on. My
> guess is that you won't hear JACK in any of those places
> except for the convenience stores. I further agree with Mr.
> Richards that it's because it's a new format. But my guess
> is that whoever does the choosing at the dental office or
> cleaners or whatever will become tired of JACK and move back
> to their old radio habits. I've seen it happen many times
> before. And it could happen even quicker if a customer
> complains about it.
>

I don't completely agree with you or Mr. Richards, with all due respect. We have to remember that "we" are not the average listener because we follow radio much more closer. The average listener may like the variety and just keep it on. If the station continues making loads of money on advertising, they will probably keep Jack. It is true the novelty will wear off, but Jack may do well possibly for a few years.
<P ID="signature">______________
Kevin</P>
 
> The average listener may like the variety and just keep it
> on. If the station continues making loads of money on
> advertising, they will probably keep Jack. It is true the
> novelty will wear off, but Jack may do well possibly for a
> few years.

I don't disagree with that; in fact, it fits with what I said before:

The question is how many uptrends there will be before it levels off, and how long after that point it will go before starting to decline.

When the novelty wears off, the ratings will start to level off. At that point, the challenge begins to keep Jack fresh enough in the average listener's mind to keep the downward trends from happening as long as possible.

How many uptrends do we expect before that levelling off? Six months? A year? Two years? How long will the ratings then stay stable? Another year? Jack could indeed do well for a few years during that process.

One thing that is presently in Infinity's favor will change. Running jockless is certainly keeping the overhead low. But, as they have already indicated that they will eventually have an airstaff will cut the profit margin. And that will create a different dynamic for measuring the station's continued success (or lack of same) as time goes on.

<P ID="signature">______________


</P>
 
Re: Jack Traction, False Jack I.D.

> > While aware that the following is based on purely mall
> > intercept perceptions...
> > with that said, it appears to me that Jack seems to be
> > catching on.
> > I have found many businesses I frequent having Jack on.
> > Perceptually, I would say that I am noticing Jack as the
> > background station of choice much more regularly than KOST
>
> > (the traditional dental office soundtrack) KBIG or others
> > that I had traditionally encountered previously. This
> leads
> > me to think that we will continue to see more uptrends for
>
> > KCBS-FM in the coming survey periods.
>
> That's hardly surprising, given the newness of the station
> and the fact that it sounds very different from the rest of
> the market.
>
> The question is how many uptrends there will be before it
> levels off, and how long after that point it will go before
> starting to decline.
>

A look at Dallas and Denver may give a clue. About 9 months. Both have already peaked though still doing very well 25-54.

And while we are on the "Jack" subject, why is it they have an i.d. saying quote "Broadcasting from a Dumpy Little Buiding in Downtown Culver City". The studios and offices are not nor have they ever been in Culver City. Venice and Fairfax are well into the city of Los Angeles.

Jack isn't Pirate Radio and what broadcaster would want to claim Culver City as their primary address anyway (my apologies to those living in Culver City)...?
 
Re: Jack Traction, False Jack I.D.

> And while we are on the "Jack" subject, why is it they have
> an i.d. saying quote "Broadcasting from a Dumpy Little
> Buiding in Downtown Culver City". The studios and offices
> are not nor have they ever been in Culver City. Venice and
> Fairfax are well into the city of Los Angeles.

The whole "Broadcasting From A Dumpy Little building" line was used by Gary Wall (Jack FM Guru)as the I.D. when he was at Q106 in San Diego in the late 80's early 90's (broadcasting from a dumpy little building in kearny mesa), Kevin Weatherly (Jack L.A. H.N.I.C.) used it briefly as the top of the hour I.D. when he programmed Q106 after Wall...it was probably at the top of the list during a promo writing session.
The Culver City reference is strange?
 
Re: Jack Traction, False Jack I.D.

> > And while we are on the "Jack" subject, why is it they
> have
> > an i.d. saying quote "Broadcasting from a Dumpy Little
> > Buiding in Downtown Culver City". The studios and offices
> > are not nor have they ever been in Culver City. Venice and
>
> > Fairfax are well into the city of Los Angeles.
>
> The whole "Broadcasting From A Dumpy Little building" line
> was used by Gary Wall (Jack FM Guru)as the I.D. when he was
> at Q106 in San Diego in the late 80's early 90's
> (broadcasting from a dumpy little building in kearny mesa),
> Kevin Weatherly (Jack L.A. H.N.I.C.) used it briefly as the
> top of the hour I.D. when he programmed Q106 after Wall...it
> was probably at the top of the list during a promo writing
> session.
> The Culver City reference is strange?

I thought the "dumpy little building in Kearny Mesa" line began under the pre-Q106 format "California Classics", but I might well be wrong. I do recall that it morphed for a while into "a broadcast palace in Kearny Mesa" (said sarcastically).

The Culver City reference likely refers to the longtime headquarters of Westwood One. Scott Shannon made a big deal of "broadcasting from a secret location in Culver City" during the Pirate Radio days, even though they were at the old KIQQ studios in Hollywood, so that may be part of the joke as well.
<P ID="signature">______________


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