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Sunday, January 28, 2007
1/29: What’s in a name?
The Atlanta Journal-Constitution
With Clear Channel recently introducing two new radio stations with new names, it’s a good time to ruminate: how important is the name of a radio station, especially when it first launches?
For instance, Clear Channel in November dumped the phrase 96rock, a plain vanilla descriptive that stood the test of time for 32 years. It’s now Project 9-6-1. The problem in the exec’s minds: 96rock was saddled with the baggage of classic rock. To appeal to a younger audience, they opted for “Project,” a name Program Director Chris Williams came up with to show that the station is willing and able to adjust to the whims of its listeners. The station is mostly appealing to Clear Channel’s now killed-off 105.3/The Buzz, but is still throwing in an occasional Guns ‘n Roses or Aerosmith cut to appease former 96rockers. Question: is the name Project a good one? Is it the type of name that will last 32 years? Is it cool enough to appeal to the 18-34 male audience they appear to be seeking?
And how about 94.9/The Bull, formerly Lite 94.9? Unlike Project, which is a unique name in the Clear Channel family of stations, the Bull is used at several Clear Channel country stations. The name, introduced in December, conveys masculinity and in-your-face attitude. But the station is supposed to be a female-skewing country music station, according to its execs. And with the addition of the Braves, does the station’s name and message vibe with its music? It’s obviously too early to say but do you think it works?
Also, let’s go back a couple of years to the introduction of rock station Dave, formerly Z93. CBS wanted a name that sounded like your buddy, your friend. Hey, there’s Dave! After more than two years, does that work for you as a listener?
