Promoting the Longevity of a Format on a Station

[kfbkfb]

In recent days, I've heard the KMXV FM DJs mention they've had the same format on KMXV since the late 1990s, sometimes, KCFX FM will mention they've had the same format since 1985.

I don't recall the other music radio stations mentioning their format longevity, is it good station marketing to remind listeners how long a station has had a particular format?


Kirk Bayne

 

[Kelly A]

In recent days, I've heard the KMXV FM DJs mention they've had the same format on KMXV since the late 1990s, sometimes, KCFX FM will mention they've had the same format since 1985.

I don't recall the other music radio stations mentioning their format longevity, is it good station marketing to remind listeners how long a station has had a particular format?

Audience research has shown that a format which focuses on those years gives them legitimacy to listeners of that demo. A younger audience generally either doesn't care, or finds that kind of statistic unappealing. (okay Boomer)

 

[PTBoardOp94]

For the most part, this isn't very effective. If the best thing you have to say for yourself is "we were here 25 years ago and Johnny-Come-Lately wasn't," you've got problems.

 

[DavidEduardo]

Audience research has shown that a format which focuses on those years gives them legitimacy to listeners of that demo. A younger audience generally either doesn't care, or finds that kind of statistic unappealing. (okay Boomer)

This can vary by age/generation, but most research shows that there is a "tipping point" for each person when a product or service goes from being "established" to just being "old".

In entertainment, "old" is out-of-date for most consumers. On the other hand, "old" in brands in other areas indicate prestige, with Mercedes-Benz being an example.

A current hits based radio format would probably not be rewarded for promoting its 25th anniversary. But a country station might find that to be reinforcing in a format where tradition has value.

One person's "it's always been my favorite station" may be "that's my parent's station" for a younger person just entering the age where a particular station should be adding listeners. In this case, refreshing the image may be in order. An example of this is the change in positioning by the classic hits station in Philadelphia which had no ratings problem but likely discovered negative perceptions by those in their 30's who they want to invite into the stations listeners.

 

[DavidEduardo]

For the most part, this isn't very effective. If the best thing you have to say for yourself is "we were here 25 years ago and Johnny-Come-Lately wasn't," you've got problems.

In this case, "old" means "stale". Old is good for whiskey but not for bread.

 

[AbrahamJSimpson]

For the most part, this isn't very effective. If the best thing you have to say for yourself is "we were here 25 years ago and Johnny-Come-Lately wasn't," you've got problems.

But that also isn't always how it's employed. If the format is one where it can work well (and we know not all are the same), it can be one message out of many you employ, not the centerpiece let alone "the best thing you have to say for yourself." And it may not have anything to do with another station, it can be just referring to your heritage depending on how it's used.

 

[Kelly A]

But that also isn't always how it's employed. If the format is one where it can work well (and we know not all are the same), it can be one message out of many you employ, not the centerpiece let alone "the best thing you have to say for yourself." And it may not have anything to do with another station, it can be just referring to your heritage depending on how it's used.

Exactly. Only a radio nerd would go out of their way to listen to a radio station because they promote how long the station is the same format, hundreds of years old, whatever.. As a station, celebrate that sort of thing behind the scenes at office gatherings.

 

[SomeRadioGuy]

We promote it now and then.. "your sole source of local information in the west central interior for more than 4 decades"

 

[DavidEduardo]

We promote it now and then.. "your sole source of local information in the west central interior for more than 4 decades"

And that says, "we have experience" and is a valid position.

Saying, "Playing today's hits for the last quarter century" is not. You can't be "old" and "new" at the same time.

 

[tall_guy1]

And that says, "we have experience" and is a valid position.

Saying, "Playing today's hits for the last quarter century" is not. You can't be "old" and "new" at the same time.

I think the one on Mix says: "Driving around town listening to Mix 93.3. A Kansas City tradition since the late 90s. Lets get you back to the hits!"

 

[CTListener]

And again, Kansas City, that against-the-grain, outlier, unicorn of a radio market, goes proving conventional wisdom wrong!

 

[SomeRadioGuy]

And that says, "we have experience" and is a valid position.

Saying, "Playing today's hits for the last quarter century" is not. You can't be "old" and "new" at the same time.

For many of our listeners, except some on the lower yukon, who can hear KNOM or KYUK, we are the ONLY thing people can hear.. and many people are aging and dont have internet or computers!