Posted by Allan Sniffen on February 06, 2008 at 08:27:25:
I have to ask... Just who is going to listen to this station?
Emmis has made its name in New York by programming two very strong Urban stations (Kiss and Hot 97). No one knows better than this company that New York, in general, is a rhythm town. Clear Channel obviously agreed when they created Power 105. CBS-Radio (actually its predecessor Infinity) was forced out of rock on WNEW and no one has tried programming a radio station that appeals to new rock listeners in the city itself for years. So just why does Emmis think this has changed?
I see a "younger" rock format as similar to country in that it's more of a suburban format. So, I suppose, you could use the "PLJ Argument"... that a strong base of suburban listeners will support a format that won't be all that strong in the city itself.
But here's the problem with that strategy. The suburbs have good rock stations. WDHA in NJ, WBAB on LI and The Peak in Westchester.
Yes, I understand that this AAA/rock approach on WRXP is not the same as either WBAB or WDHA (but *is* very close the The Peak/WXPK). But before we get too focused on the music, remember who the target demo is. WDHA and WBAB are targeting the same demo 101.9 is trying to reach.
The point is that the suburbs have solid stations in this demo. So if it's not strong in New York City itself and faces strong competitors in the suburbs, what are its chances?
Like "The Peak", I'm sure it will attract a solid core of P-1 type listeners who will never change the station. It's just that I don't see that core as a large number. What this station won't be is a second or third preset... meaning that you'll either totally love it or you'll ignore it. Successful stations usually need to appeal to listeners outside of their P-1's. You flip to Lite when you don't like what PLJ has on or you check out Fresh when Z 100 plays something you don't like. Solid formats pick up listeners on the edge who know to dial flip to them from time to time. I don't see this AAA format having that kind of appeal here. It's too esoteric and on a Class B FM in NYC, the bar has to be higher.