Jacksonville's Holiday Music Station

[AnotherCat]

Kool/Cool is too much of a 55+ image for a station to hang its brand on in 2011 IMO..

[JohnJax]

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!

[nfladxer]

In an earlier post, I more or less stated that the new Holiday imaging on Magic 107-3 sounds kind of "Cool".   I wasn't advocating an actual change to Cool, Kool, or Oldies, for their moniker.  That may be up for consideration, but IMO, I don't think that's important.  I was just noting that the new male voice in their imaging sounded very close to one of the voiceover guys that was used in the early '90's on Cool 96.9.  I think he sounds stronger than the one they were using.  JohnJax hit on it when he indicated the "sound" of a station is a big factor, and I agree.  In this PPM world, WEJZ has become less personality oriented than they once were - that was no accident, Lite 96.1 has a much tighter presentation, and musically brighter AC sound, than before.  96.9 The Eagle has "local personalities", but they're very contained and clean, again, that's no accident.  They run a tight ship, and, so far, it's been very successful.  And that leaves us with the new kid on the block - Magic 107-3.   Even from day one, it's obvious they weren't wanting to revive the old Cool 60's and early '70's mix.  I think they've got a great opportunity to grow into a ratings and revenue top spot in this market.  IMHO, "Jacksonville's Greatest Hits" gives Magic more musical latitude, allowing them to flavor their "Classic Hits" in a direction they feel is going to draw in the biggest potential audience.  Since Magic 107-3 is essentially an updated "Oldies" type of format, with an AC lean, they may also want to consider making "personality" more important in their presentation.  But because of PPM, it will probably have to be "brief" personality.   In any event, smart programming and competition usually results in a better product, and better choices/options for the listeners!  2012 could be very interesting in Jacksonville Radio!  Happy Holidays!     

[JohnJax]

Over the last few days there have been a number of things I have wanted to say. Perhaps it is more appropriate in a separate string. But for now, I’d like to get back to imaging and voices.

I always loved the term “Theater of the mind” (TOTM) as it applied to radio. Before station websites existed, many of us listeners had no idea what a jock looked like unless we saw them at a promotion or maybe on a song survey. We had a voice and it was comforting just like wearing an old pair of shoes. Often, the voice never matched what we envisioned the person looked like.

Voice imaging is probably the closest thing we have today along TOTM llines. There have been a number of male imaging voices in Magic’s short time. Remember “Silly Man” who giggled as he sang along with the music? Sometimes TOTM can be a nightmare and I’m happy Silly Man was sent packing.

I agree with the previous poster from the first response. The latest male imaging voice sounds mature and probably lends itself better with an adult hits format better than his predecessor. BTW, this is the same imaging duo as WOLL. The last male voice sounded like a surfer dude type to me. I had the feeling he would gotten more into the music at X102-9 than the music @ Magic.

Then there is the female voice who I think is quite good.  It was over the summer that she apparently caught a cold. At least to me, she sounded very sultry and hot actually. I have to wonder if there was a bump in males that month. LOL. I have no idea what she looks like and maybe it’s better to just wonder.

Maybe I just have an active imagination. Today, despite how much has changed in radio, TOTM can still exist by featuring the music that can bring the listener to anyplace he or she wants to go. IMO, radio is at its best when it remembers it is a personal medium. Speaking of voices, for a couple months prior to the Christmas flip, a number of new voices were heard on Magic. They did not ID themselves. I can only interpret that as an audition. Perhaps another clue to the "new" Magic or whatever. I do know voices though - I knew all of them from listening to various CC stations. I'd like to see a female voiced added to the lineup. Time will tell.

Sorry for the digression and I suppose I should get back to the subject. This Saturday, Magic 107.3 will participate in the Christmas Tree lighting and related activities @ The St. John’s Town Center. The exposure will be priceless. I plan on being there to show support for the station I truly believe put the listener in the center. (On hands and knees I pray it continues).

[nfladxer]

Yes, "Theatre of Mind" has always been unique to radio vs. TV.  I agree, the latest imaging voices Magic 107-3 is using on their Christmas sweepers are stronger, yet friendlier, than their previous pairings.  And JohnJax brought up something, that's sometimes subtle, but still important.  Some of the new Christmas liners on Magic are somewhat "tongue in cheek", that gives their imaging "personality".  That's an excellent touch, because, all to often, most imaging, which has become more center stage on most music stations, tends to take away from the personality that live bodies used to supply.  The result: a radio station can become too predictable and "antiseptic", IMHO.  So keeping some of the imaging not so serious, is a great way to differentiate your product.   

[TommyR]

Some of the new Christmas liners on Magic are somewhat "tongue in cheek", that gives their imaging "personality".  That's an excellent touch, because, all to often, most imaging, which has become more center stage on most music stations, tends to take away from the personality that live bodies used to supply.  The result: a radio station can become too predictable and "antiseptic", IMHO.  So keeping some of the imaging not so serious, is a great way to differentiate your product.   

The best example I've heard of this was the imaging on XM's former 90's alternative channel, Lucy.  Nearly all the sweepers made light, playful fun of the listeners' current age or station in life.  At the time, their target audience was largely in the "stop partying and settle down" phase. 

I don't feel the need to ROFL between every song on every station, but there are so many different ways to  engage/entertain/build your brand with listeners other than stating how many minutes of music you play.  WSOS has the right balance.

The absolute worst is a sweeper on X102.9.  To paraphrase:  Management says it's OK to make fun of paraplegics now.  How are they going to call and complain anyway?  And while we're at it, deaf people suck.  (That's a little much.)

[jmtillery]

The absolute worst is a sweeper on X102.9.  To paraphrase:  Management says it's OK to make fun of paraplegics now.  How are they going to call and complain anyway?  And while we're at it, deaf people suck.  (That's a little much.)

I have not heard any of these sweepers or liners; however, I will say if WXXJ [or any station] is airing what is described above, it is in very poor taste. Common sense dictates that a deaf person obviously is not tuned to the radio.