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 • 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 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 • 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? • 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 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Web Sites • All stations have them but… • Most are out-of-date and thin on info • Some don’t even match air content • Few corporate links on the web.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 Sites • Web news - sometimes syndicated on-line, updated by a service
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 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 • 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 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 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 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