3 years ago
263
It is nary concealed wherefore KOST (103.5 FM) turns to an all-holiday euphony format this clip of year: Ratings. For much years than I tin remember, KOST has go the “official” vacation station, and for arsenic galore years arsenic I tin remember, KOST has perfectly dominated the ratings period.
The question for competitors — meaning each different stations successful municipality — is however bash you counter-program against a format that tends to gain twice, sometimes 3 times, the ratings of the second-place presumption during the season?
InsideMusicMedia.com’s Jerry Del Colliano says helium has the answer. In his opinion, the champion mode to programme against a presumption playing vacation euphony is to play … vacation music!
When I archetypal work the headline, I thought helium was crazy. Or joking. Or both. But helium has his reasons:
“The enigma of wherefore successful an progressively non-sectarian world, the holidays (including Christmas) proceed to present immense ratings to vigor stations, galore of which are warring to support their assemblage from different times of the twelvemonth is yet solved,” helium writes. “Christmas euphony is (a listener’s) “precious memories”
Talking astir it arsenic Christmas euphony misses the point, helium is saying … “reliving precious memories is what it’s each about,” helium says. It is euphony chosen for listeners erstwhile they were young by parents,” which whitethorn screen a wide assortment of euphony genres. “It has little to bash with Christmas and much to bash with blessed memories.”
So basically, KOST is helping you relive your (hopefully) blessed childhood. And connected this point, I agree. Otherwise, however would 1 explicate my tendency to interruption retired the Fred Waring and the Pennsylvanians vacation euphony each year? Certainly fewer radical adjacent my property person heard Waring’s music, but it was connected a reel-to-reel portion my parents played each twelvemonth portion I was increasing up.
Del Colliano says to combat occurrence with roasting chestnuts: If you are a presumption going up against a vacation euphony station, play vacation euphony conscionable similar they do, lone telephone it “precious memories.” Perhaps look for weaknesses successful the different station’s format — specified arsenic the avoidance of spiritual Christmas euphony — and adhd it to yours to separate yourself. Get sponsors and necktie them to the format. Start earlier, and tally aboriginal than the different presumption … arsenic precocious arsenic going a week past New Year’s Day, and see easing backmost into the regular format alternatively than making an abrupt switch.
I’m not truthful definite I agree, astatine slightest with each of it. Certainly, if each stations went all-holiday, the pushback would beryllium immense. Spotify, Apple Music, et al, would beryllium ecstatic. But the occupation is that different stations successful municipality person tried paying all-holiday euphony implicit the years, and it doesn’t look to marque a dent successful the ratings. So acold it doesn’t look to person ever wounded either, but erstwhile Go Country (105.1 FM) has done it, for example, the ratings enactment beauteous indispensable the aforesaid … and I’m not definite it yet helps with the Country ratings.
The occupation is that KOST is truthful associated with the all-holiday format that erstwhile radical deliberation of the presumption successful municipality that plays it, they instantly deliberation of KOST. I ideate 1 could find the weaknesses with the mode KOST does it — excessively overmuch Mariah Carey, for example. So if thing else, it would instrumentality clip to physique a estimation for adjacent moving the format, fto unsocial doing it otherwise capable to pull radical away.
I besides don’t deliberation that it would beryllium a bully thought to commencement earlier. KOST already starts earlier Thanksgiving. I accidental you could commencement close aft Halloween. Or adjacent successful July … though I deliberation that would origin a revolt. Instead, I bash hold that you could tally it longer. Perhaps until astir radical are backmost astatine work, arsenic Del Colliano suggests.
What would I do? I’d inactive play my regular format, but modify it to see those vacation favorites arsenic format seasoning 2 oregon 3 times an hour, arsenic was done successful years past by galore stations. Special events and contests highlighting the season, and moving those “precious memories” into the regular format arsenic overmuch arsenic possible. This mode I wouldn’t suffer my regular listeners and beryllium forced to rebuild aft the season.
What would you do? What bash you prefer? I cognize KOST is No. 1 close now, but would you genuinely similar much than 1 oregon 2 stations playing the vacation hits? Or would the alteration origin you to question retired alternatives for your usually favourite station?
New Show
Nesbert “Stix” Hopper haș been tapped to big a caller programme featuring the euphony and jazz performers helium loves connected Lay It connected the Line, airing Wednesdays astatine 9 p.m. connected KJAZ (88.1 FM). Hooper is an archetypal subordinate of The Jazz Crusaders and brings a wealthiness of cognition to the presumption that is known for keeping jazz live successful Southern California.
Richard Wagoner is simply a San Pedro freelance columnist. Email rwagoner@socalradiowaves.com
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