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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

Findings & Trends

Final Edit - 4/5/06


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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


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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


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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


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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?


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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?*)


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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?


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Web Sites

  • Web news - sometimes syndicated on-line, updated by a service


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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)


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Talk Radio

Big Talker

  • Local & syndicated shows

  • Politics?

  • Role of talk radio: generate interest in itself, in topics. Controversy - if none exists, create some.


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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!


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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


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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


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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