Shopping malls are the great undiscovered venue for audience research. Seriously? When was the last time you went out and talked to people as opposed to hovering over a TPS report?
Wild 107.7/now-94.9 was a flailing enterprise as they tried to figure out their niche in the Bay Area. They couldn’t out-Urban KMEL and straight CHR was killing them, so Jerry Clifton and Rick Thomas looked at the million people in San Jose and thought maybe they should go down and talk to them. Every night they went out to bars and talked to the young Hispanics who said “You should be playing Old School!” Rick and Jerry actually had to ask what that meant.
They went back, started adding in some of this music and kablooey, the rest is history.
I was on a flight into a market where a C Company had just launched a CHR that morning with a really LAME switch. Literally into spots playing some God awful mix of Country and out with Top 40. Coincidentally on the flight was a VP for the company the new station was targeting, so I commented about how their weak launch had made his job a lot easier. Read more…