Winter Book

[radioprofessor]

Sales and ratings are only part of the story on why stations stay on the air.   I find it likely that KBSG will change format soon based on four straight books of down numbers.  I find it unlikely that KBKS or KNDD will change format.  Each serves a value parameter in their clusters.   For KBKS the station does well in younger demographics rounding out the combos in the rest of the cluster that lean 35+.  The station can execute promotions, web initiatives and other money making projects that don't show up in the typical Miller/Kaplan numbers.  Jackie and Bender are a safe place to go for pre-teens and their parents and for advertisers that do not want to associate with the T-Man or BJ Shea.   Maybe another morning show could be safe and get better ratings but it is difficult to find high end talent.    Shows like the aging Kent and Alan show survive with 25-54 year old women because of weak competition.
THE END also serves a purpose in their cluster by protecting KISW and KMTT.   No one will try a young based rock or alternative while the END is around.  If they end were any stronger it would only hurt KISW or KMTT.  Give it up and you can bet a new young male station would be launched.  Better to keep your enemies close, in my humble view.
KBSG is another matter.  The Bonneville cluster is changing FM stations to talk, sports and news.  A music station in a poor demo format makes little since for Bonneville in my humble view.
Bonneville does well with news based formats and AC.  Expect a change soon.    While sales is an important part of the success of stations as are big prime demo ratings they are not the whole story.   KIRO and KOMO are rarely in the top ten 25-54 and if they are it is only in morning drive or sports broadcasts.  They bill well because they have more inventory and a perception of value.  80% of the "agency" buys are 6a-7p in the 25-54 male, female and adult demographics but a great deal of radio business is not agency business. Don't be fooled by a sales poster with lots of numbers.  His numbers are correct but his interpretation is flawed in my humble view.

[DXMeister]

It's quite sad that Oldies now 'Classic Hits' which is stupid to call it..can't survive in the Puget Sound.  KBSG sounded better before they switched to B 97.3 vs now.  Seems to me like they're looking to kill it intentionally to flip it.  That'll be a sad day in Puget Sound Radio.

[Darkon]

It's quite sad that Oldies now 'Classic Hits' which is stupid to call it..can't survive in the Puget Sound.  KBSG sounded better before they switched to B 97.3 vs now.  Seems to me like they're looking to kill it intentionally to flip it.  That'll be a sad day in Puget Sound Radio.

I do agree it will be sad if and when this market no longer has an outlet for this music on the radio! However I must disagree with the idea that it's "stupid" to call it classic hits.

The name Oldies has a stigma to it. No one like to be called "Old". Ask any woman, tell her she looks old and well...you can only guess what happens then. As Americans today and our youth driven culture no one wants anything that is "Old". The word Old itself conjures up ideas and images of wrinkled, grey haired, retired, no energy, near death people in an institutional style group home.

Look at the ads on tv...Even Ameritrade with Dennis Hopper hocking the "retirement funds for the generation that would never grow up" They are showing folks in their 50's and 60's out surfing, or mountain biking, or parachuting, showing a youthful zest and are marketing a certain "hipness" factor to the late boomers who don't want to be..whats the word.........."OLD"

So losing the "Oldies" title is good but losing the music and the audience is BAD BAD BAD!

[BurntOutRadio]

I don't think calling KBSG's format "Oldies" has anything to do with their decline.   Over the years KBSG has played the same songs over and over and over and over and over.........well, you know what I mean.   They refused to inject a few "lesser" hits in occasionally to "freshen" up the format.   Even I, who grew up on rock from 1957 on got burnt out on their music.  I listen to KBSG now only in my car,and that is not a lot of time, mixed in with CD's of the oldies from the 50's and early 60's that they don't play.

[Darkon]

I am sorry you took away the wrong impression...not implying that "oldies" was why the ratings declined. Just for clarification..."Oldies" leaves one with a sour taste in their mouth.....anything "old" is not considered cool.  Retro can be cool but again look it's  "Retro" or "vintage" these words have a "hipness" or "cool" factor that redeem it..where as again "Oldies" sounds like something that happens to ones milk when left in the fridge too long and it turns "Oldies" and gets sour....

The reason for the ratings decline is an issue that is more along the lines of programming....agree?

[j160e]

25-54 Mornings. KZOK keeps kicking butt. KISW had a great winter book mornings. They are #2 KMPS and KCMS tied for third. Morning folks not doing very well include KMTT tied for 12th place with KQMV.KJR-FM in 16th place.

[BurntOutRadio]

..."Oldies" leaves one with a sour taste in their mouth.....anything "old" is not considered cool.

It doesn't bother me one bit to be considered an "oldie"  There are a heck of a lot of people around who are old that are considered "cool".   I still like the term "oldies" and I enjoy 50's and 60's rock.   I do think KBSG is now a lost cause and it is because of programming decisions. 

[KentMcN]

It's pretty sad how radio has become here in Seattle. KBSG ratings would be worse if they switched to a news talk format and I think Bonneville knows that. I have noticed they have made some adjustments in their format lately. I am hearing a more pop-based format instead of classic rock like KJR-FM is doing which is starting to fail for them too. KBSG is so much better than KJR .I still feel to this day if KJR went oldies they would do very well based on their heritage from the old KJR-AM. KJR-FM is declining which I predicted would happen due to the fact they play the same songs over and over again.Who wants to hear Queen, Steve Miller Band and Supertramp over and over again. I think KBSG is doing much better even though time will tell what happens.

[talkerdjdude]

KBSG ratings would be worse if they switched to a news talk format and I think Bonneville knows that.

How do you know that? Bonneville has had success with FM news in DC and there have to be younger people who would listen on FM but don't even realize an AM band exists.

[ambandwidth]

So it's better to keep a floating turd like thee End on the air just to deflect any intruders aimed at kisw & kmtt than try to put back together some sort of competitor in the market?

Nuthin' like being #1, 1.9!