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Radio Station Content Analysis Reports. Findings & Trends Final Edit - 4/5/06. Stations Analyzed. 93.7 The Bone - Classic Rock - Sea Comm - former Surf DJs, male demo, some long songs, expanded playlist

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radio station content analysis reports

Radio Station Content Analysis Reports

Findings & Trends

Final Edit - 4/5/06

stations analyzed
Stations Analyzed
  • 93.7 The Bone - Classic Rock - Sea Comm - former Surf DJs, male demo, some long songs, expanded playlist
  • Surf 98.3 - Modern Rock - Next Media - less edgy alternative/ modern rock, independent image
  • WWQQ - Country - Cumulus, patriotic image, male & female demos
  • Lite 98.7 - Light AC - Next Media - businesses, moms, ad & music mix heavy toward female demo
    • BTW, FYI, EW&F, DNS
stations analyzed4
Stations Analyzed
  • Kiss 94.1 - Urban AC - Cumulus, off the air, changing frequencies to 94.5, urban, little local presence (Dallas)
  • 630 WMFD - Sports talk - ESPN - NextMedia (Not Ocean), consistent format, same topics repeated, knowledgeable hosts/personalities, mix of local/national shows
  • 106.3 The Big Talker - Talk - Sea-Comm, local & national shows, Dr. Daniel, Bible forum, Hannity, retirement, police
station image identity
Station Image & Identity
  • Image & Consistency - DJ, drops, jingles & music combine to form a “brand image” Station IDs constantly airing - sometimes before each song
  • Making sure the “cume” listener knows which station they listened to
  • Logo, nickname, mascots all contribute to identity
music that s what radio s about right
Music. That’s what radio’s about, right?
  • Least music in the mornings, most at night
  • Large commercial blocks common 3-6 minutes
  • Large blocks of music at some times
  • Lots of “front-selling” and “teasing” of songs
  • Failure to “back sell”, name songs when they play? Why? Loyal listeners will know?
contests ads news
Contests, ads & news
  • Contests abound - then we must be in a ratings period
  • Most DJs/music originates in Wilmington locally generated (Cumulus link)
  • Most ownership out of town
  • Some ads cut across formats (Stevenson Honda), some specific to format
  • Lack of news (what’s wrong w/radio news?*)
web sites
Web Sites
  • All stations have them but…
  • Most are out-of-date and thin on info
  • Some don’t even match air content
  • Few corporate links on the web. Desire to appear “independent”?
  • Visually match station’s image
  • What is the role of the web site?
  • Does a bad web site hurt the station?
web sites9
Web Sites
  • Web news - sometimes syndicated on-line, updated by a service
talk radio
Talk Radio
  • Mix of local and syndicated shows
  • Provides public forum of sorts - sometimes callers screened
  • Sports talk, ESPN
    • Heavy serving of gossip and speculation
    • Hosts play odd roll of fan, critic, friend…journalist? (e.g., Dan Patrick)
talk radio11
Talk Radio

Big Talker

  • Local & syndicated shows
  • Politics?
  • Role of talk radio: generate interest in itself, in topics. Controversy - if none exists, create some.
some notes and observations
Some notes and observations
  • Dayparts: morning drive, midday, afternoon drive, evening/night, overnight
  • Morning and afternoon drive most important
  • Don’t start presentations with, “We did WKRP.”
  • Talk to the audience!
radio summary
Radio Summary
  • Radio still vital - making money (20-40% profit margin!)
  • Some variety in Wilmington programming, some generic formats
  • Careers available - sales, on-air talent, promotions
  • Ownership largely corporate
radio summary14
Radio Summary
  • Mobile, secondary medium
  • Competing with many technologies and entertainment options: mp3 players, CDs, satellite radio, podcasting, streaming audio
  • Will need to be flexible and adjust
  • May become local once again…
  • Still provides social bond, shared aural space
radio summary15
Radio Summary
  • Some DJ breaks are “voice tracking”
  • Dead air - a sin in radio, guaranteed lost listeners
  • Format needs to be specific - relatively narrow
  • May expand as digital radio takes off
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