Posted by John Thomas on February 06, 2008 at 13:06:32:
In Reply to: 101.9 RXP: Where Is The Audience? posted by Allan Sniffen on February 06, 2008 at 08:27:25:
Allan is right on target with his big picture review of RXP. Who is this station for?
Obviously there was a big research project done by Emmis and obviously many people in the study said they want a mix of old and new rock. But first let’s use common sense.
Older listeners 35+ -ish can get ALL their favorite rock in a row with no new music they hate on Q104 with NY jocks who know NY music.
Younger listeners have k-rock for the music they like with very little music they hate AND they have i-pods with thousands of only their favorite new and old rock custom fit for their own personality (Do young people under 30 or so need FM radio for any music?????)
In terms of "younger" "knowledgeable" "entertaining" "NY relate-able" etc air talent for a rock station in NY. Good luck! Is there ANYONE out there? K-rock has been advertising and looking for a long time for young hip good rock talent.... If there was anybody "THAT" good they'd already be on k-rock. Can Emmis find air talent that CBS can't? That is the million dollar question.
The article has quotes that look great in the trades - until the ratings come out and tell another story. Let's not forget the Barry Mayo and Blake Lawrence quotes about flipping CD to chill only to have the station go from 8th 25-54 to 18th 25-54 in ONE book.
"a respectful and intelligent mix of new music"
Respect and intelligence may be great qualities in a spouse. But are those qualities people want from ROCK !!!!!!!! Maybe i'm wrong, but when one thinks of rock stars respectful and intellegent are not the first two words to come to mind.
The new Rock station has launched a brand new Web site (with one page??????)
"On-air personalities will play a direct part in choosing the music," announced 101.9 RXP Program Director Blake Lawrence. "It's unheard of in radio these days,
Mr. Lawrence may be surprised to find out that the air talent at Q104 have for a long time had freedom to pick some tracks. So this is not at all unheard of in NY... In fact Q104 may want to start talking about this on air to re-position the new kid in town.... That's what I would do....
I see RXP as a 2 share 12+. In demo 18-49 I'll guess it is 8th-10th there are many well defined stations already serving this demo. 25-54 it's probably going to be 8th-10th. The key upside is CD had an ave listener age of 50. This station ave listeenr age will be 35-50.