Kool/Cool is too much of a 55+ image for a station to hang its brand on in 2011 IMO..
Up to a year or so ago, I would have agreed with you. The “O” word is resurfacing again as part of the moniker in a number of classic hits stations @ CC. (Oldies 103.7 in San Francisco, Oldies 95.7 in Milwaukee, Oldies 103.3 in St. Louis) to name a few. Perhaps research says listeners care more about how a station sounds rather than what it is called. As long as it delivers, who cares? Look at the success of Kool 105.5 in South Florida and they are an AC!
Brand really is important. I like the Magic name actually. A CC station that has been getting a lot of my attention lately is WMJI in Cleveland – talk about heritage – Magic 105.7. And that’s just it, they are heritage – listeners know the station and know what to expect. That is not the case for Magic in Jax IMO but the format has been jerked around here for so long that it has not made this easy.
With all this talk about how a station like Magic differentiates itself from Eagle and WEJZ, it becomes apparent listeners have to feel that it’s not the same old same old. When I listen to WMJI I can tell you, it is nothing like WEJZ and while WMJI gets into a small amount of Eagle-type music, the differences between the stations is like night and day. Tom Kent rocks the evenings as well he should and everything is just done so well. Even special programming during the weekday, something I have advocated for years. Jax deserves something like this, if that is in the cards and I hope it is!
If the average person driving around caught a billboard that said “Oldies 107-3 Jacksonville’s Greatest Hits.” Bingo, they would know exactly what the station was all about. Modify the music to go deeper into pop hits of the 60s and 70s playing things EJZ and Eagle won’t touch and I guarantee you, the programming hole in the market, especially among women would respond very favorably. But that’s just my opinion. Ho Ho Ho!