by Greg Gillispie
Atlanta. For over 100 years, living south of the Mason Dixon line, the only way to get to heaven is passing through Atlanta. It most likely still exists today.
After living in Atlanta for 18 years, a three-year excursion north of the line was highly-successful but still created a returning desire. In just two months after the return you felt the transformation.
A city once known simply by all southerners as Hot ‘lanta, created and just deleted a new branding message – Everyday is an opening day. Maybe what was once simply known will now become the official brand.
And radio created or adjusted a number of brands. Interestingly, in the world of Rock, there is a new and altered format, three slogan changes, and new ownership of a station.
Perhaps observations of these stations present examples of what could, most likely won’t, and ideas to help improve the work, not only for Hot ‘lantans, but also how you do what you do.
The 4 big C companies own these stations and oddly enough, starting at the low end of the dial and moving up the companies are in alphabetical order – 92-9 Dave FM (WZGC), Project 96-1 (WKLS), 97-1 The River (WSRV), and 99X (WNNX) are respectively owned by CBS, Clear Channel, Cox, and recently acquired Cumulus.
BRANDING
Dave FM
For just over 3 years, Dave FM is a AAA-ish station. It is really AOR, meaning what many referred to back in the day – All Over the Road.
Until recently, Dave’s brand was Music Matters Here. A female said it after every song but never branded a reason or benefit. Although you still see it on bus stops, Dave is now simply Dave-FM. And there is still no reason or benefit to listen… unless you do and like it.
Dave FM is also the Home of the Atlanta Falcons. While this is an odd mix, being possessive – the Atlanta Falcons Station – rather than passive makes a more powerful statement.
Project 96-1
With AAA and Alternative on either side, floundering as Rock then Classic Rock, WKLS made an aggressive move to Active Rock. There is no branding statement attached to Project 96-1. You hear or see the name and immediately know what you get – contemporary hard rock with an a-t-t-i-t-u-d-e. ‘Nuff said!
The River
With WKLS’ change creating a big hole, Cox quickly changed from Hip Hop to Classic Hits. So far that change is successful as it is the highest ranked 12+ (sorry, no one will share specific demos) Rock station in Hot ‘lanta.
The New 97-1 The River – Classic Hits defines its format. No deeper album cuts. No music or connected lifestyle information. No air talent, although voices are now heard.\
The River could easily be perceived a Classic Rock jukebox, but for the area it is the only station in the format with predominately exclusive music. Now if only the missing elements were used creating an audience relationship.
99X
Of all the Rock stations, 99X has been the most consistent over the past 15 years.
Turning to Alternative from CHR when Grunge hit, 99X is instantly recognizable as an Alternative station, modifying music as necessary and being creative in its imaging, promotions, events, and listener relationships.
99X has slowly changed its target demo, choosing to aim at an “older” audience rather than reeling back to the original young several years ago.
As time has gone by, 99X’s brand name has changed to reflect its position. Now rather than referring to different styles comprising Alternative, it is simply Everything Alternative. And it is.
MUSIC
Dave FM
This is where Dave is all over the road. Sure, AAA stations like to drive down a wide highway, and Dave does, covering lanes from Hot AC all the way out to Rock.
As we learned some time ago, there is a middle lane, best for the target listeners in which to ride, and the driver should regularly get back to it while creatively and hopefully forward-moving.
While Dave’s Top 10 artists – U2, R.E.M., Police, Dave Matthews, John Mayer, Talking Heads, Red Hot Chili Peppers, Peter Gabriel, and Coldplay – show an adult-appeal Alternative sound, listening pushes the sound slightly left a lane or two to a Rock-oriented Hot AC sound.
In Dave’s position, being unique may create attention, yet truthfully, while creatively selling its music might attract and hold more musical passengers.
Project 96-1
No doubt about it – Project 96-1 freakin’ rocks! Focused. Contemporary. Hard. Attitude. Similar.
Think about it. Since the Grunge days, there has been no intense forward-moving musical time. The bands are not as important as the individual songs. And today, many sound so much alike listeners are drawn for the lyrics and sound. Good thing Project has a nicely produced post-song artist and song title drop-in.
For balance, about every 4 songs, Project drops back to the intense days when artists built relationships; although the occasional Guess Who “American Woman” makes you scratch your head or tune away. In this case, who cares about research? Don’t play it!
On the other hand, research clearly shows an Active Rock or any other station, can find slowing rotation on a still-powerful song to get to a new release is not a good idea. Saliva’s “Ladies & Gentlemen” remains the most-played song with over 1200 spins in 9 months! Are you rushing through today’s weak releases just to be in sync with the trades?
The River
Oh sure, there is the occasional drift out to Blondie or Hall & Oates, but The River is smack dab down the middle of what you expect when you put the word Classic in front of the style. Even with a severe drought in the Hot ‘lanta area, The River floats right on top of the branded Classic Hits position.
While it would be very nice taking the occasional dip into The River’s core, without direct “Rock” competition, playing only the hits gives The River opportunities to potentially spread its appeal into the world of AC.
99X
99X’s brand – Everything Alternative – is correct. But the travel through many songs branded “Alternative” can confuse those looking for “Alternative.” The artist and song quality is not as good as in days gone by and that is a challenge beyond Hot ‘lanta.
Playing 65% to 70% gold and recurrent throughout the day is great, although some of the recurrents are obviously newer and lack the passion or perhaps familiarity. As the day moves into afternoons and evenings, the currents rise to about 58%, perhaps more appealing to the young Xers but not the real core.
While being predominately classic might seem restraining, it creates an opportunity to move up the Rock pile. Face it, much like other formats, new music is just not as good or appealing as that which got a station to today.
TALENT
Dave
Fortunately for Dave it has no talent named Dave! But of the 4 primary dayparts, Dave has a very good set of musically-knowledge and listener relationship M & M’s – Mara Davis and Margot (of no last name).
Mornings are lower key, somewhat entertainment-information content relying on music. Afternoons are an attempt to have perhaps a more Rock attitude with conversation with a (traffic and information?) woman.
Where Dave wins is middays and evenings: Mara Davis, while sometimes long-winded, has a great connection with the music, listeners, and community. You know her voice in an instant. Finding Mara on the streets is no problem at all. Margot is Ms. Music. She knows it. She talks in detail about it. She is at concerts (at least weekends) all the time. She is Music Director for a reason. And she is a sports fan making it easy to hear her talk about it (remember The Falcons) and see her at games.
Project 96-1
This is where Project 96-1 is missing a tremendous opportunity to match its music, marketing, and imaging style and attitude.
Yes, Project 96-1 has a midday woman and afternoon drive guy (PD too) who sound like Rock talent; but a station like this should have talent presentation and style so completely unexpected it comes from another universe! There once was a guy like this in Hot ‘lanta, but not on 96.1 FM. Maybe Project 96-1 hasn’t heard those beyond-Rock-peeps, but they are out there… maybe never before in radio. Time to start searching!
There is one other thing that recently happened on Project 96-1. While it never had anything more than music, traffic, and spots in morning drive, strongly selling its all music position, a Giant show came to town. And hearing a 10- minute break of blah-blah the first day made it clear these guys are such heavy Giants the previously unique position will quickly be squished.
Something unique is, well, something unique… a unique advantage!
The River
Not living in Hot ‘lanta for 3 years, it is difficult knowing when The River put people on the air. And the term “people” is used kindly in this situation.
Yes, The River is musically mundane, but having people even more mundane completely turns what has tremendous personal connection opportunities into the previously mentioned jukebox. Sorry. Better being truthful than un.
99X
99X certainly has the most name-recognizable and talented jocks – Leslie, Sean, Steve, and Axel. Hey, can’t we call them something other than jocks? How do people identify them? Do they really say, “Axel is my favorite jock!” Doubt it!
99X’s greatest challenge is its morning show. While Leslie Fram has been there from the start, a line-up change about a year or so ago has put a twist in the way you listen. Sean Demery, that “one guy” once on Hot ‘lanta’s airwaves, and Rob Jenners now join Leslie as part of the New Morning X. By the way, nice keeping the show’s name yet letting people know it is new.
Of the morning shows among these stations, The Morning X is the only one attempting to entertain and connect with not only listeners but big stars.
Should you be familiar with previous Morning Xvariations, you may well be hanging on as the show comes together. But listening for the fans or triers is like acquiring a taste. You listen a little bit. Maybe come back the next day or two. You try to find the connection. Should you do so, even slowly, you come back more. And once you tell friends the pace picks up.
Presence, primarily as a group, on the streets, creating relationships, will sooner than later take that word out of its name.
IMAGING
Dave
Dave’s unique position is its female imaging voice. A smooth, yet personally connected female voice. As previously mentioned, Dave really does not have a position, so it basically says its name. OK. But isn’t there a way to make a connection with the listeners and sell the benefits of listening without sounding pompous?
Project 96-1
Project 96-1 has so much ridiculous attitude! That is good ridiculous in an extremely in-your-face way of talking to friend. And the guy that delivers is your friend.
As previously mentioned, there is a sexy female voice imaging the new and occasionally after library songs. The only problem is there is no Project 96-1 mentioned. Yes, Clear Channel wants to reduce perceived clutter on the station, but simply saying “Project 96-1” immediately credits the product with the producer without goober.
The River
Sticking with the music and talent observations, The River has a tremendous opportunity to paint a picture of its product, connection to listener lifestyle, and involvement with community needs. But it does not. Describing the station’s voice talent is difficult. Think of the phrase “Classic Hits” s-l-o-w-l-y drawn out with a very flat voice delivered with an almost CHR smiling style. Do you hear this?
Sure, The River is Classic Hits. But trying to sell any value in this way just fades into the background.
99X
As with the talent, 99X has the most creative image writing, voice delivery and visual production! Perhaps best of all, the imaging puts YOU into the story! By the end, you know the connection is with 99X. But it is built around YOU in such a way it sounds like you wrote and starred in it.
One point before we move on – The Legal ID says, “WNNX, Atlanta…a Cumulus station.” Hard to imagine the ownership connection still happens. Do listeners or even customers, listen/buy because of that? Most likely – “No.” The connection is amazing product and the way it is “sold.” Now just be amazing!
Conclusion Coming Up…Right After This Break
Sure, there are several other topics to explore, but we’ll hang on for just a minute…or 9. The only point immediately left is SPOTS! Perceptually, every station runs lots of spots. Lots of long spots.
There are a couple of exceptions. The River has “52 minutes of commercial free music” resulting in only 2 breaks of approximately 3 minutes in each… which means there are a couple more units available. And Project 96-1 runs fewer spots, but that reference is in minutes. Even with LIM, people are affected by numbers of interruptions, not the time. And while the breaks are briefer in time, 6 or 7 spots still leaves a longer perception.
Perhaps the greatest challenge is the break positioning. Many times all 4 are in spots. And we know where that can immediately send us… and perhaps in a place where your entertainment choice will keep you away for some time. OK, we all need revenue to make business worthwhile, but there is a way to accomplish the goals without turning the primary product into a cluster… well you know the next word.
OK…And In The End…
That’s the story with a fresh perspective of Hot ‘lanta’s Rock radio. The story is objective. The highlighted comments are meant to open eyes and ears to enhance benefits and improve challenges.
While those comments may not have specific implications on your product, they might make you stand back, absorb, and find ways to strengthen. And this is where the Ripe Blue Tomato comes into the mix. Give it a taste. You’ll find it has unique layers. Many not exposed in this menu. They come when you acquire the fruit’s planter, grower, and harvester from right here in Hot ‘lanta.
Greg Gillispie’s 34+ year excursion travels through consulting and developing revenue-generating marketing and promotion campaigns for a variety of entertainment companies, moderating and speaking at multi-media conferences, terrestrial and satellite on-air work, and training the Playmate Radio Team. Greg is author of a number of published articles and co-author of the textbook Process and Practice of Radio Programming. Contact Ripe Blue Tomato’s Planter – Grower – Harvester at 703-678-9460 or via email at ggillispie@aol.com.
