Posted by Jonathan
(luvradio) on May 15, 2008, 1:09 am, in reply to "Re: CHR"
74.12.15.160
99.9 has progressively shifted or changed formats under the name Mix, repeatedly.
CHUM-FM has progressively shifted or quite dramatically changed formats - first from classical to underground rock (!) - under the name CHUM-FM, repeatedly.
1050 CHUM has progressively shifted or dramatically changed formats under the name 1050 CHUM, repeatedly, tried something else, and returned to 1050 CHUM.
Jack FM shifted formats under the name Jack FM. As CISS-FM, the station had earlier completely changed formats, and after short false start as Power, adopted the name... uh, Kiss. Then they shifted formats to something substantially different... er, also named Kiss.
Foxy, Q107, FM 108, even the implausible zombie brand AM 640... do I need to go on?
CHR traditionalists: Remember how successfully 103.5 defined themselves as a CHR market leader as "Hot," then "Hits?" ...What? It was a widely-ignored also-ran until it became "Z?" Which could just as well be a rock station or hot AC and in some markets is?
This argument is silly. Mix and CHUM-FM are adult CHRs. That CHUM-FM is the station at 104.5, with Roger, Rick and Marilyn, is instantly familiar to everyone. Probably one of the few quantifiable measures in which Mix is near even with CHUM today is how awareness that Mix is the station at 99.9, with Mad Dog and Billie, gets pretty high up there too.
The likely public response to the station at 99.9 suddenly being named Hot or Hits or Wild or Wow, playing about the same music with about the same hosts, would be wide disinterest. Real people are not the fanboy format geeks like, well, all of us here are somehow. These real people listening make the budgets for these things.
The Mix could change their name yet, but it would really be a wash; it could set them back. CHUM-FM, their direct competitor, made a much sharper progression in format over the past decade while maintaining a consistent brand name, "one morning show," steadier moves with the airstaff, etc., etc. - and they've reaped their deserved rewards.
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