Something that’s been a long time coming happened yesterday (Monday,
01/21) in the nation’s number one market: New York City got a country station again.
Having launched WYNY as a country station for NBC and programming
it from 1987-1992, I know that the New York metro is a great country market. As with many formats, some pockets are hotter
than others, but with 1-million-plus cume, there are lots of fans and potential
P1s.
We had a number of firsts at WYNY including being the first
country station to raise 1-million dollars for St. Jude. We had a cume of over
a million with no sports affiliation to inject additional audience.
We had a staff of high profile personalities including the
great Dan Daniel and Jim Kerr – two of the biggest
names in New York City radio – and Scott Carpenter from KZLA, plus talent that
worked (before or after) at New York's legendary CHR Z100.
WYNY turned out to be a radio “Who’s-Who”
whose staff also included the brilliant Steve Blatter (@Steve_Blatter) who is
now the Sr. VP/GM, Music Programming SiriusXM.
We marketed.
We researched (continually) which helped us develop a unique
brand strategy and a programming action plan that was built on totally on the
New York/NJ/Connecticut country user.
We had a stellar promotions department that had a passion to
find ways to put our amazing station and talent in the midst of listeners.
We loved on the music and the artists, from Merle Haggard at the
Garden to the Kentucky Headhunters at the Plaza Hotel (I’d love to tell you
about THAT event when we see each other at CRS this year).
We hung with listeners every chance we could.
We embraced them and loved on their towns.
Over the years I’ve often been asked, “Why is there no
country station in New York?” I’ve responded that three big factors are in
play: signal, power ratios, and the corporate passion for the format.
Certainly one of the challenges for
country in the New York metro is that big pockets of the audience live to the
east (Long Island) and to the southwest (New Jersey). You can be talking in the
neighborhood of 100 miles between the eastern and western pockets of the metro,
so a signal with a big footprint is necesary if you’re going to be able to reach the
maximum audience.
Obviously the revenue potential is a key consideration of any
format decision, and formats have various power ratios (a power ratio of 1.2
means you can generally charge 20% above your ratings). These ratios vary
across formats and across the country, so if the power ratio of one format is
better than another, that would be a consideration. Recently country’s national
Power Ratio was 1.07; all news was a 2.0.
That may or may not be what country is today in market #1.
And finally, yes, New York IS a different market for the
format. The degree to which the plan is customized for the best prospects will
make a difference.
Don’t get me wrong. I’m not in any way advocating watering the format down – but New Yorkers won’t accept “medium” as an acceptable suit size.
Don’t get me wrong. I’m not in any way advocating watering the format down – but New Yorkers won’t accept “medium” as an acceptable suit size.
Country won’t be a ‘gimmie.’
But I’m excited for the industry and the fans that country
has made a return to a great country market - hey, Jason Aldean sold out the Garden in 10 minutes and Brett Gardner, outfielder for the New York Yankees has been playing country music as his ‘walk to the plate
music’ in Yankee stadium for years.
Plus there's the market's strong sale of country music.
The blueprints for success are well documented.
The potential
rewards are great.
The bar is high.
And those who have gone before you are here as resources to
help you succeed.
The degree to which that success happens will be what
Cumulus will do beyond the ordinary, and how they will treat
New York as the unique – and amazing – country market that it is.
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