Radio Talk

By Louis

May 8, 2006 08:46 AM | Link to this

A format change at 99X and Q100 is inevitable. Of course Dickey is not going to say that in this interview. That would give ammo to the competition. First of all, the alternative rock format is dead nationally with many large cities that have lost their alternative stations. Also, Atlanta is not large enough to have two alternative stations. Clear Channel would probably keep the Buzz around as long as necessary to continue stealing listeners from 99X.

Unlike Susquehanna, Cumulus does not uniquely program each station. Instead they apply a “canned” format to their stations. These canned formats include music lineups and syndicated morning shows that have done well in other markets. This approach also saves them money by not having to hire music & program directors for each station. Now that the music & program directors are out at 99X who do you think will program the station?!

Here are Cumulus’s most successful canned formats in other markets….

New Country - this is a progressive, cutting-edge country format that appeals to hip younger crowds slightly skewed more to females but also attracts a large shares of males. This format is more cutting-edge than Kicks. Similar to the HD2 channel that Kicks is currently broadcasting… http://www.thewolfatlanta.com/

Adult Urban - this is an upbeat format with contemporary urban pop, some older pop, slow jams, and a little bit of hip-hop that is acceptable to this target audience. This format is similar to 97.1 Jamz but not quite as much hip-hop but much more upbeat than Kiss 104.1. This format also skews more female.

Active Rock - called the “Fox” in many markets and very successful. This format includes an artist driven playlist of harder classic rock such as AC/DC, Pink Floyd, and Black Sabbath, with some 90’s rock such as Soundgarden, Alice in Chains, RHCP, and Pearl Jam, and the occasional new song by an “established” rock artist thrown in. This format obviously skews male.

I definitely think that the rock format is not an option for either station because the rock market is over saturated already. The urban format would be an option for one of the stations. It could work and they don’t make the mistakes of Jamz (lack of marketing, stale music lineup, etc) and maybe have a syndicated morning show.

The mostly likely choice would be the new country format. Kicks is not doing as well as it could and they can’t make up their mind on a morning show. This would be a very appealing format to urban cowboys and attract new listeners to the format. They could also have a syndicated morning show like John Boy & Billy which is carried in many Cumulus stations in other markets.

Just something to think about.

By phatz

May 10, 2006 03:35 PM | Link to this

Good analysis above.

The puzzling stumbling block however is Leslie. If she is still there, I can’t imagine a format change. She has been rock for the majority, if not all, of her career.

Why keep her if a format change is emerging? —- other than to throw off the competition, but that’s an expense tactic.

i think a lot of people that read this radio blog are somehow, in someway associated with the industry and thus a little older. alternative rock is not dead - it’s just juvenile to us as we get older. somehow the idea of make-up, groupies and general admission Tabernacle shows have become less attractive.

But that genre still exists and still has listeners. …it’s smaller due to hip-hop, but it’s there.