I
IKnowItAll
Guest
What a wild week in Seattle radio. Trends come out
KAYO flips Spanish, about time one showed up in town,
too bad we have one less Country station. Good news
for Clear Channels South End Country. A consultant was
in our building and got us talking about what makes a
great radio station and are there any in Seattle:
"A great radio station is number one in it's core demo,
but then performs well outside it. A great radio station
has a morning show that is number one in it's core demo, but
performs well outside it AND is known throughout the community,
even by those who don't listen to the station regularly. A
great radio station is one of the top billers in the market
and is loyal to listeners and clients. A great radio station
stays consistent in good times and bad, doesn't react to fads
or new competition, but adapts slowly and with care. A great
radio station values its staff and treats them with respect.
Are there great radio stations in your market?"
We could only come up with one station in Seattle that could
be called great KMPS. Five stations almost made it:
KUBE: but they have slipped out of the top five in billing.
KIRO: but they no longer are number one in their 25-54 core demo
KRWM: They lack the morning personality and numbers in that shift
KZOK: They fail outside of mornings to be number one in their
25-54 male demo, but have all the other attributes.
KPLZ: They fail outside of mornings to be top in their 25-54 female
demo, but have all the other attributes.
All of the above have been in their formats forever, change little,
keep their staffs intact, bill big dollars and have personalities
known outside their station audience (KRWM's is Delilah).
Stations that fail on multiple counts according to the consultant:
JACK: by nature will never be there
KBSG: used to be there, but audience is aging
KJR-FM on the move, need a morning show to get there
KLSY: ouch
KBKS: used to make it in billing, never number one 18-34 and unable
to reach outside their core into 25-54 like KUBE or KISW.
KWJZ: fail on billing, mornings, demo
KCMS: on the move. Closing in on ratings, but no mornings, billing
or ability to draw beyond core.
KISW: Have mornings, but no billing or ratings outside of core
BUZZ: Have afternoons...about it
KOMO: Have Mariners...about it
KVI/KTTH/KIXI others: Not even close
I would agree with all of the above, but would put KUBE in the great
category. They usually bill like a monster, the Less Is More deal is
hurtin them. It is because of great consultants like this that
IKNOWITALL!!!
PEACE OUT
KAYO flips Spanish, about time one showed up in town,
too bad we have one less Country station. Good news
for Clear Channels South End Country. A consultant was
in our building and got us talking about what makes a
great radio station and are there any in Seattle:
"A great radio station is number one in it's core demo,
but then performs well outside it. A great radio station
has a morning show that is number one in it's core demo, but
performs well outside it AND is known throughout the community,
even by those who don't listen to the station regularly. A
great radio station is one of the top billers in the market
and is loyal to listeners and clients. A great radio station
stays consistent in good times and bad, doesn't react to fads
or new competition, but adapts slowly and with care. A great
radio station values its staff and treats them with respect.
Are there great radio stations in your market?"
We could only come up with one station in Seattle that could
be called great KMPS. Five stations almost made it:
KUBE: but they have slipped out of the top five in billing.
KIRO: but they no longer are number one in their 25-54 core demo
KRWM: They lack the morning personality and numbers in that shift
KZOK: They fail outside of mornings to be number one in their
25-54 male demo, but have all the other attributes.
KPLZ: They fail outside of mornings to be top in their 25-54 female
demo, but have all the other attributes.
All of the above have been in their formats forever, change little,
keep their staffs intact, bill big dollars and have personalities
known outside their station audience (KRWM's is Delilah).
Stations that fail on multiple counts according to the consultant:
JACK: by nature will never be there
KBSG: used to be there, but audience is aging
KJR-FM on the move, need a morning show to get there
KLSY: ouch
KBKS: used to make it in billing, never number one 18-34 and unable
to reach outside their core into 25-54 like KUBE or KISW.
KWJZ: fail on billing, mornings, demo
KCMS: on the move. Closing in on ratings, but no mornings, billing
or ability to draw beyond core.
KISW: Have mornings, but no billing or ratings outside of core
BUZZ: Have afternoons...about it
KOMO: Have Mariners...about it
KVI/KTTH/KIXI others: Not even close
I would agree with all of the above, but would put KUBE in the great
category. They usually bill like a monster, the Less Is More deal is
hurtin them. It is because of great consultants like this that
IKNOWITALL!!!
PEACE OUT