I think Laurel, Gary and Mark could help but not necessarily needed. In fact it could backfire a little and alienate 97.3’s current audience, which they’d want to keep.
Perhaps surprisingly I think it would be easier to take listeners off Triple M than 4BH. 4BH listeners are rusted on AM and are probably too old to be attractive to ARN. I think Triple M is successful largely by default in Brisbane as the only real adult station on FM. I think a younger skewing Gold 97.3 would take listeners from Triple M but also older listeners from B105 and Nova (who can’t bring themselves to listen to blokey, sporty Triple M). That combined with the existing 97.3 audience and a small amount from 4BH would be an easy No. 1 in my opinion. In short if properly programmed, Gold 97.3 could take listeners from all other commercial music players in town who aren’t exactly satisfied with their current station.
It’s worth pointing out too that a national network (5 metro capitals) is far better for advertisers and thus more profitable for ARN than a 3-4 city Pure Gold one. Also, there are plenty of 70s and 80s stations in Brisbane on DAB, you don’t really need a Pure Gold format on FM.
70s stations on DAB? What stations would those be? There’s 4BH but that’s not a Pure Gold format.
Yes there are plenty of 80s music loops with ads on DAB. But you’re missing the point - most people want an actual live radio station playing 80s, 90s and some newer music, throw in a 70s ABBA or Queen song- ie. A Pure Gold format. Not just a list of only 80s songs on repeat.
CHR listeners are a limited pool, and not enough in a city like Brisbane, Adelaide or Perth to support 3 stations.
As for advertisers needing a 5 station KIIS network, how do you explain 96fm? They’re basically running that with a Pure Gold music format. And Mix in Adelaide is a hybrid of the two. They could easily do the same with 97.3
To me it’s as if they’re trying 3 different strategies in Brisbane, Adelaide and Perth to see which one works best. If it was me I’d offer a hybrid Gold/KIIS format which is kind of what 97.3 used to be, and what I mean when I say a younger skewing Pure Gold 97.3. Heck they could just call it, I dunno “97.3FM” if the wanted to be brand agnostic . Works great for 96fm too. Then they can offer potential advertisers of both networks an FM station in those cities. In effect they belong to both networks for marketing purposes.
This is what will stop ARN putting them nationally. No other breakfast just stops if someone is sick. They continue on with or without them. There are plenty of people that could fill in. They need to stop this.
People tune in because they want to hear Kyle and Jackie O, not some random fill-in. Who cares if it’s repeats, a lot of the audience might not realise anyway.
The theory is that it keeps the key talent front and centre.
I was listening to replays of Jase & Lauren over the survey break, and found myself enjoying segments which had been a good listen originally, and had been aired long enough ago that I couldn’t remember everything. There’s a big different between hearing something again very soon after, and a while after. It also requires segments to still be topical so they haven’t lost relevance. There will always be people who didn’t hear it the first time, especially if the segments are played at different times. If done well, it can be tricky to work out if they’re actually live or recorded without paying closer attention to the smaller details.
Kyle and Jackie O were back live this morning with Cooper Johns and Pedro filling in for Kyle and their panel operator Thing is the anchor for the show.
It was mainly about then smut, then the ratings. Kyle and Jackie O played excerpts from the Melbourne Radio Wars podcast on air last week criticising the smut. I guess this is what brought to the attention of the ABC
. Works great for 96fm too. Then they can offer potential advertisers of both networks an FM station in those cities. In effect they belong to both networks for marketing purposes.