Radio Station Content Analysis Reports

Radio Station Content Analysis Reports

Findings & TrendsFinal Edit - 4/5/06

Findings & TrendsFinal Edit - 4/5/06

Stations AnalyzedStations 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

• 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 AnalyzedStations 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

• 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

• 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?

• 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?*)

• 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 SitesWeb 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?

• 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 SitesWeb Sites

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

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

Talk RadioTalk 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)

• 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 RadioTalk Radio

Big Talker• Local & syndicated shows• Politics?• Role of talk radio: generate interest in itself, in topics. Controversy - if none exists, create some.

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!

• 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 SummaryRadio 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 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 SummaryRadio 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

• 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 SummaryRadio 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

• 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