Its interesting that CBS in 2009 or 2010 went back to the CHR business in LA where 97.1 was flipped from FM Talk to AMP CHR KAMP 97.1.
They probably looked at the revenue that KIIS was earning and thought they could grab a big bite for themselves. AMP hasn't killed KIIS off, but it did force them to focus a little more, and AMP is still holding it's own. But you really cannot compare what CBS did in LA before. KKHR was actually a great sounding station with a shoestring promotional budget. Some of the talent that went through KKHR was impressive, but the timing was awful. KIIS was a juggernaut in the mid 80's that no one seemed to be able to beat until Power 106 came along. But that's apples for oranges. Power being urban and KIIS as a CHR. They still battled it out though.
25 years has changed a lot. KIIS-FM couldn't mount a promotion campaign these days the way they did then because Clear Channel won't give a market manager the kind of autonomy Wally Clark had. And CBS is a different company, too...with different owners and different people running it.
All true. Even Jingle ball isn't what it used to be. Now it plays at much smaller venues, not that that's bad, but the days of playing Dodger stadium are long gone. So are the big cash and car giveaways. Now a car promotions will have a grand prize of a 2 or 3 year lease on a car. From what I've heard, KKHR and especially the later oldies formats were hampered by interference from the suits in New York. Promotions, now more than ever are really just smoke & mirrors. Major and minor prizes are usually trade outs and most stations don't buy TV time anymore either. Plus the national contests are making a comeback at Clear Channel, so everyone gives the same thing away across the country.
Calguy: Even in the glory days, most contest prizes apart from cash were trade outs. But back in the day, a 30-second spot on Rick Dees' morning show sold for $2,000, so a $30,000 car was paid for with 15 spots. Do three of them in a morning and the car's paid for in a week (Monday-Friday).
Oh, and those national contests? It's not everyone giving away the same prize. It's one station giving away one prize...with listeners from hundreds of stations competing for it.
The playing field is a lot more level now, and CBS may actually have an advantage over Clear Channel, if it chooses to use it, in promoting AMP.
True, most have always been some kind of trade, but I've worked at stations that did large cash giveaways, and while some of the money came from a sponsor kicking in, cash usually came from the company as part of it's budget. Yes, I forgot to ad that national contests are usually for the same prize, so they are very economical. But to me they scream "cheap"! The playing field is more level because most stations are part of a conglomerate with more stations under the company umbrella. The PPM keeps them honest as well because you're promoting on a more consistent basis, not just for a month or two, or even a few weeks at a time depending on market size. One advantage that CBS has is that it's parent isn't in the kind of debt that CC is. Yet, like most companies, it
will follow the leader with regard to saving money.
