Week of September 24, 2007

Friday 9/28, 2007

Looking for a long-term successful format? Is it in at least 10 markets, in the top five in demo, for more than 18 months? I can find ONE successful formatted station somewhere in the country -- but if you can't find 10? It's really a weekend. Looking for a cheap "quick hit" format because you are going to sell the station? How about "Movin'" to the "fresh" new progressive sound of "Jammin' '80s?" It may make you some short-term "Jack," if you get my "Point!"

Have a great weekend everyone! (You, too, "Bob.")

Thursday 9/27, 2007

Do you know there are companies that actually plan for formats to only last 18 to 24 months? Get a quick hit in the book, run up the sales numbers and sell the station. Yep, it happens. Many "Jammin' Oldies stations did just that nine years ago. Go back and look it up! How many JO stations are around today? I know one in Fresno. It's VERY successful to this day. Before any GM makes the decision to change a format, ask yourself if it will stand the test of time. Every GM I know of will never predict a format change in advance. Yet, it happens in every market every year. What timetable do you have for your format flip? Tomorrow, we answer the question we asked on Monday -- how to tell if it's a format ... or a weekend???

Wednesday 9/26, 2007

Let's face it; we all have opinions about formats. I know many GMs who CAN'T STAND the format on one of their stations, but it makes money hand over fist. On the other hand, how many GMs do you know where the spouse or significant other LIKES the format, but buyers don't? There are biases against ethnic, religious, talk, age (young and old) and personalities within your market. It's your sales department's job to overcome them. Who would not want to be the #1 music and talk station in the market? Tomorrow, can you make a living being the "hot format of the year? Many stations do.

Tuesday 9/25, 2007

Remember Jammin' Oldies? '80s? Or recently "Movin' and Progressive Talk? Before you consider any format, as a GM you have to ask yourself,: Will we be able to sell it effectively? Is it a revenue generator? Want to do Progressive Talk in Salt Lake City? Consider that 80% of the population voted REPUBLICAN is the last election. Even if you get ratings, it's a safe bet that you won't garner the revenue support from local retailers. Spanish-speaking formats may not be viable where there is less than 8% of the population in a major city. Again, you may get numbers, but never be able to sell it. Tomorrow ... buyer bias.

Monday 9/24, 2007

Is it a format or a weekend? That's the question I ask myself all the time when the PD's comment on those "other" markets and how they perform in the ratings. We are all watching the "Oldies" station perform in NYC and the "Movin'" station go down in LA. Let's face it, not every market is cut out for every format. (Look at Hawaii and the formats in Honolulu, for example.) How can you tell what will work in your market, and what won't? There's a rule of thumb (assuming you have NO money for research) you might want to consider. It involves more than ratings. Tomorrow, we examine more of the "format or weekend theory."