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A Great Radio Station

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
 
This post makes sense and is helpful to new
broadcasters in town. I would agree for the
most part, but think any station in town could
be great. People had written off KISS in LA
and laughed at Ryan Seacrest. The station is
not only number one 18-34, but is number one
12 plus. I can't help but feel KLSY or maybe
the END will go mainstream CHR to try and fill
the void in the market. Minneapolis, Columbus
LA and other markets have "great" Mainstreams
that are number one 18-34, mornings that are
tops 12+ and even 25-54. Seattle is ripe for
just such a station. Currently KUBE owns it all.
KBKS has tried to fill the void, but can't even
win 18-34, much less 12 plus or 25-54. Would
love to see a CHR battle in Seattle. Did Seattle
have these battles years ago, two or three stations
going for the top CHR slot. I could see KLSY, KBKS,
KNDD and KUBE in a war with hot morning talent and
promotions. It would be good for Seattle radio and
create some GREAT radio.
 
I am about to head out of town on a ten day rep trip, but felt compelled
to try and set the record straight. For once, iknowitall, started an interesting thread. I would agree with consultant across the board on
the sales side. I do not agree with the new guy Rip, who probably works at
Sandusky, that Seattle needs another CHR. KBKS is not a bad CHR. True
they do not perform like KISS in LA, KDWB in Minneapolis, WNCI in Columbus,
STAR in Atlanta and many others that own 18-34 and have morning shows that
perform well 25-54. That said, they do a good job and are a solid biller.
Do you really think KLSY or KNDD could do better? KBKS has tried three or
four morning shows over the last ten years and only one (Chris and Dana) managed
to get 25-54 numbers, and only for a short time in the early history of the radio station. This is a tough market to crack in mornings...period. Wouldn't
going Country make more sense for stations that are in trouble. KMPS is the number one biller in the market, it seems to me that even if you don't beat them you stand a good chance of making more money. Look at KWJJ in Portland, Dallas, Phoenix, Houston and tons of markets that have a second place country
that is a top billing station. A CHR war might be fun for listeners, but
beating KBKS and creating a CHR like KISS in LA, is unlikely in Seattle. On the advertising side a second country will make a ton more money than a third CHR!
 
Weekly Trends

Also KJR-FM should have done extremely well per their STONES TICKETS giveaway this past week...
 
> 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
>

The most successful and well executed outlets in any particular market are usually the ones that have great in-house programming at the corporate and operations level and absolutely the best, most creative and active localized promotions and marketing schemes. The OM that relies on consultants for anything much more than bouncing ideas off of is one who will find all of the clusters stations lacking in some essential implementation.

Fluidity in promotions and imaging is imperative as well. Consultants are somewhat clueless when it comes to the Production Dept. An OM who can't communicate and respond to challenges in marketing and imaging won't be able to rely much on a consultants advice. Imaging and promoting a morning show has to be done at a local level and not from L.A., Detroit etc. An OM who has a great Promotions, Production and Imaging Department is blessed. In an era of VT, or marginalized, air talent and hyper-formatic branding, making your stations stand out with your in-house capabilities outside of the consultants or V.P.'s domain is imperative. Give me a Production god who can kick ass on 5 or 6 stations along with an exceptional marketing department and our stations will be that much greater.

And lets not forget the cume-builders, rimshots, second-tier and other types (often found within the cluster amongst great stations) out there. Not every station is designed to be great. As for KMPS well lets just say that a lone full powered country outlet in a somewhat non-country market isn't exactly the biggest of challenges. A great station? O.K. I agree. I think KIRO, KWRM, KZOK and KUBE in particular are also great regardless of this consultants criteria and that Seattle has many near-great stations in what I consider one of the five or six best markets in the country.

In a market this size any operation that relies on consultants is a loser. I doubt there's that many around here that do...
 
> > 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
> >
>
> The most successful and well executed outlets in any
> particular market are usually the ones that have great
> in-house programming at the corporate and operations level
> and absolutely the best, most creative and active localized
> promotions and marketing schemes. The OM that relies on
> consultants for anything much more than bouncing ideas off
> of is one who will find all of the clusters stations lacking
> in some essential implementation.
>
> Fluidity in promotions and imaging is imperative as well.
> Consultants are somewhat clueless when it comes to the
> Production Dept. An OM who can't communicate and respond to
> challenges in marketing and imaging won't be able to rely
> much on a consultants advice. Imaging and promoting a
> morning show has to be done at a local level and not from
> L.A., Detroit etc. An OM who has a great Promotions,
> Production and Imaging Department is blessed. In an era of
> VT, or marginalized, air talent and hyper-formatic branding,
> making your stations stand out with your in-house
> capabilities outside of the consultants or V.P.'s domain is
> imperative. Give me a Production god who can kick ass on 5
> or 6 stations along with an exceptional marketing department
> and our stations will be that much greater.
>
> And lets not forget the cume-builders, rimshots, second-tier
> and other types (often found within the cluster amongst
> great stations) out there. Not every station is designed to
> be great. As for KMPS well lets just say that a lone full
> powered country outlet in a somewhat non-country market
> isn't exactly the biggest of challenges. A great station?
> O.K. I agree. I think KIRO, KWRM, KZOK and KUBE in
> particular are also great regardless of this consultants
> criteria and that Seattle has many near-great stations in
> what I consider one of the five or six best markets in the
> country.
>
> In a market this size any operation that relies on
> consultants is a loser. I doubt there's that many around
> here that do...
>
On a side note consultants can be VERY, VERY invaluable too. The best thing a consultant ever did for our station was warn us of an impending format flip that brought us a new, direct competitor. He got the scoop three months before anyone else by being a great networker. That's why I always like the little guy working out of L.A. or New York because they can spill the beans on something like that without fear of retribution. The big-time consultants may actually do you more harm then good out of interest conflicts.

A consultant that can give you the heads up on a competitors new, six figure marketing campaign is pretty cool too. I always hated direct mail because someone in your market will always find out weeks ahead of a 200k mailing. My consultant always did.

Gossip and networking. That's the main thing about consultants. And ideas too. I like a good idea guy.
 
Networking can also be hazardous....

> On a side note consultants can be VERY, VERY invaluable
> too. The best thing a consultant ever did for our station
> was warn us of an impending format flip that brought us a
> new, direct competitor. He got the scoop three months before
> anyone else by being a great networker.

A bit off-topic ... but this reminds me of when I was working at KVI (as a jock .. not as a PD) when they were dispensing oldies. I went to NAB ... and hit the vendor suites in the evening in search of free booze. Hit the "Satellite Music Network" suite -- one of the hosts sees my name badge with "KVI-KPLZ/Seattle" and vigorously shakes my hand welcoming me to the suite and "proud to have you as our newest Oldies network affiliate". Since we were 100% live when I *LEFT* Seattle ... this was certainly news to me. When I got off the elevator and made a bee-line for the payphones to check back with Seattle to find out "what's up"??! Of course, no one there knew anything about this ... until about two days later when a "memo" was published!

Of course KVI not very long in the "satellite oldies" game before they slammed Rush into midmorning, added a bunch of talk hosts and off they went -- from the far left end of the dial to appeal to the far right of the spectrum.
 
Re: Networking can also be hazardous....

It has always amazed how vendors know more about a company's inner operations than the employees/insiders do.

> > On a side note consultants can be VERY, VERY invaluable
> > too. The best thing a consultant ever did for our station
> > was warn us of an impending format flip that brought us a
> > new, direct competitor. He got the scoop three months
> before
> > anyone else by being a great networker.
>
> A bit off-topic ... but this reminds me of when I was
> working at KVI (as a jock .. not as a PD) when they were
> dispensing oldies. I went to NAB ... and hit the vendor
> suites in the evening in search of free booze. Hit the
> "Satellite Music Network" suite -- one of the hosts sees my
> name badge with "KVI-KPLZ/Seattle" and vigorously shakes my
> hand welcoming me to the suite and "proud to have you as our
> newest Oldies network affiliate". Since we were 100% live
> when I *LEFT* Seattle ... this was certainly news to me.
> When I got off the elevator and made a bee-line for the
> payphones to check back with Seattle to find out "what's
> up"??! Of course, no one there knew anything about this ...
> until about two days later when a "memo" was published!
>
> Of course KVI not very long in the "satellite oldies" game
> before they slammed Rush into midmorning, added a bunch of
> talk hosts and off they went -- from the far left end of the
> dial to appeal to the far right of the spectrum.
>
<P ID="signature">______________
Frank
East Hill Radio

Moderator, Community Radio USA, Seattle</P>
 
I agree completely with Stang's comments. Seattle is
a very competitive market and it is tough to succeed
here. I think we have five great radio stations in
this town: KMPS, KUBE, KZOK, KPLZ and KMTT. All
are top billers and have long-time morning performers
that are well known in the community. KIRO and KRWM
just miss my list. KIRO because of declining numbers
and staff shifts, KRWM because they lack the personalities
of great SOFT AC stations, outside of their syndicated
night show. Five great radio stations in a great radio
market. Now I'm off to go sell some of them to advertisers!


By the way, one other attribute of a great radio station. They
are recognized in the industry as leaders in their respective
formats. KMPS, KUBE, KZOK, KPLZ and KMTT all have that going
for them. And they are usually in or near the top five in billing
which keep their sales people happy too. After all, we are
part of the staff too.
 
Good post, Stang.

However, there are other issues as well when networking...such as knowing when to shut up about things. I knew (and still do) about other people and other radio stations. DISCRETION is the best asset you can have. Just going around touting knowledge, whether a big format change or an office staff memeber's impending departure, doesn't win you a prize -- it gives you a bigger reputation as having loose lips. And once you have that image among your co-workers and friends, it will be the hardest image you will ever have to recover from. Then your sources dry up, leaving you to think about it for awhile. A long while.
 
> Good post, Stang.
>
> However, there are other issues as well when
> networking...such as knowing when to shut up about things.
> I knew (and still do) about other people and other radio
> stations. DISCRETION is the best asset you can have. Just
> going around touting knowledge, whether a big format change
> or an office staff memeber's impending departure, doesn't
> win you a prize -- it gives you a bigger reputation as
> having loose lips. And once you have that image among your
> co-workers and friends, it will be the hardest image you
> will ever have to recover from. Then your sources dry up,
> leaving you to think about it for awhile. A long while.
>
Good point. Discretion is essential. I've known some braggarts who've been blackballed and I've known of outlets (mine included) who've hired certain consultants simply because they don't want the other guy to sign them up. Touting your laurels in the entertainment field isn't exactly unheard of however. I know some pretty good Asst. P.D.'s, research types and others who find it very trying to network effectively let alone get ink in the trades or schmooze the conventions.

I was never really very accomplished at schmooze except on the phone with a few trusted friends. My name hasn't been in the trades in at least ten years (that I know of anyway..). I've been out of the industry for nearly three years now and am actually enjoying LISTENING to radio as compared to being obsessed with it. I guess this board, and other sites of interest, has now become a hobby. No fear of retribution so to speak.
 
> This post makes sense and is helpful to new
> broadcasters in town. I would agree for the
> most part, but think any station in town could
> be great. People had written off KISS in LA
> and laughed at Ryan Seacrest. The station is
> not only number one 18-34, but is number one
> 12 plus. I can't help but feel KLSY or maybe
> the END will go mainstream CHR to try and fill
> the void in the market. Minneapolis, Columbus
> LA and other markets have "great" Mainstreams
> that are number one 18-34, mornings that are
> tops 12+ and even 25-54. Seattle is ripe for
> just such a station. Currently KUBE owns it all.
> KBKS has tried to fill the void, but can't even
> win 18-34, much less 12 plus or 25-54. Would
> love to see a CHR battle in Seattle. Did Seattle
> have these battles years ago, two or three stations
> going for the top CHR slot. I could see KLSY, KBKS,
> KNDD and KUBE in a war with hot morning talent and
> promotions. It would be good for Seattle radio and
> create some GREAT radio.
>


Several months ago KIIS/LA shifted from mainstream that played "all the hits" to a very rhythmic leaning mainstream. Their rise to the top started when they made this music change.
 
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