It would be good for ACE absolutely, if they can afford it. Ditto SEN.
If ACE were to buy it, they would most likely rename it Magic 693 and it will be interesting how they would use the remainder of the 256kbs of DAB spectrum that comes with the license.
Sorry that would be utter madness to rename 4KQ! This is the number 2 station in Brisbane with brand recognition people would kill for. It would be insane to re-brand it to anything.
100% ACE would NOT rename 4KQ. They know what they’re doing and not to mess with local brand recognition.
The Magic brand is so weak. It’s already been tried in Brisbane and Sydney and didn’t last. The only reason it survives in Melbourne is because it’s now a heritage brand and 3EE is a terrible callsign that has no brand recognition.
If they don’t change the name 4KQ, they will most likely use the Magic log and use the Magic line-up to align it with Magic in Melbourne. So it will be 4KQ in name only.
I think the reverse. 4KQ is a station that will likely come with a full staff list for everything from programming to sales. Magic on the other hand is run with minimal resources, most of which are shared with the regional stations.
It would make much more sense for 4KQ’s log and any networkable content (probably minimal) to be used on Magic (if they align at all).
Why wouldn’t they do the reverse? 4KQ is the successful station, Magic isn’t.
Why risk any changes to a station that’s nipping at the heals of being number one to copy a station at the bottom of the ratings? It makes no sense at all.
Magic should copy the 4KQ log not the other way around.
How do you know that’s “likely”?
For starters it will become a part of the Magic network, even if it’s still called ‘4KQ’ so logically they would use the Magic log and line-up.
ACE would look at synergies to keep costs down and have the same two logs in Brisbane as they would in Melbourne. Makes sense commercially.
With a duopoly in the Brisbane market they would also be able to give advertisers a dual proposition, like they do in Melbourne.
In this scenario 2UE would most likely keep a unique log to the others, so they would still have 3 separate logs.
They haven’t even had one survey yet since they took over Magic, so calm down.
4KQ would form part of the Magic network if it was bought by ACE, so therefore you would think they will use the same log and line-up from Magic.
The synergies created and extra advertising revenue would more than compensate for any potential loss of listeners with the new format.
Both 4KQ and Magic would be part of a Classic Hits network.
As for the ratings are you really suggesting Magic could ever be as successful as 4KQ?
4KQ is the most successful metro station they would ever be likely to have. Unless they mess with it as you suggest.
I doubt they would ever even utter the word ‘magic’ on 693 given 4BH was once re-branded as Magic and it was a disaster
As I said before, the synergies created and extra advertising revenue would more than compensate for any potential loss of listeners with the new format, so it would be still be good for them.
4KQ would still be successful as part of the Magic network with the same log and line-up as it’s Melbourne counterpart, even if the 4KQ name stays. However you would think the logo/branding would align with Magic in Melbourne.
Anyways, nostalgia aside, usually with a new owner a different format follows, so its naive to think that 4KQ will stay exactly how it is once it is sold.
We’ll have to see what happens.
I don’t think anyone would suggest there would be no changes, but changing a tried and proven music log is an unnecessary risk for the network’s most successful station (by far).
I also don’t see how it affects any “synergies” to use the 4KQ music log for both, rather than the Magic one, as it reduces risk. There’s less risk in using the 4KQ log and line-up than the Magic ones.
Also worth noting that under this scenario ACE would own 4KQ but would still be just leasing Magic.
I’ve also never heard ACE say Magic is a “network”. I might have missed that.
Either way, I still hope it’s ACE that manages to buy 4KQ. I think the chances just improved somewhat with the recent agreement between ACE and ARN.
I’d think any difference between 4KQ and what ACE do with Magic now is really down to what little the ‘Magic’ name still means - and that heavy rock and roll is such a contrast to the daggy image Magic has. Which is why it’s so ill suited - people who have memories of the old Magic aren’t the target audience, “hey Magic is back on air” really doesn’t get the attention of the audience that you’re trying to get with the station.
It’s kinda a name by default - 3EE sucks and there’s lots of cost in trying to build a new brand name up from scratch. If ACE are picking up stuff from ARN - the 3TT call sign and “Double T” have far more nostalgia to the current Magic target audience than “Magic” does.
I agree. The name Magic doesn’t really fit the target audience or indeed a classic hits station in general. I think if they don’t want to build a call-sign name then they’d be better off just calling it Classic Hits 1278. Would make it easier to network to other stations, like 4KQ.
They might have even been better off making 3MP the classic hits station and Magic the easy music station.
If ACE purchase 4KQ I doubt they’ll rebrand. They seem to enjoy pushing the heritage brands (which is a good thing).
It will reduce costs for them by having the same line-up for Magic as 4KQ and as they will have a duopoly in Brisbane, then it would make sense for them to move 4BH to the 3MP log, so they have the same 2 logs and line-ups in Melbourne as they do in Brisbane, regardless of whether they keep the name ‘4KQ’ or change it to ‘Magic’.
Obviously it’s not a network with 1 standalone station in Melbourne but it would be with 2 stations. From a business perspective, it would make sense for them commercially to align 4KQ with Magic in Melbourne to form a new network - it saves them money and its good for advertisers, in other words it’s more profitable.
It’s looking that way but I would still not discount SEN. It is looking like it will be a 2 horse race between ACE and SEN so it will be interesting to see what happens.
Having said that, we could all be wrong and it might be sold to BOG or Capital.
I think the new ‘Magic’ is better than the old one. The music is good and the announcers give the station some life, so it’s more than just a jukebox. Both 3MP and Magic logs are quite good for classic hits/ easy listening. I don’t mind the new logo either.
From Mediaweek’s interview with Nine Entertainment Co CEO Mike Sneesby:
Nine Radio: AM licences for sale?
The chief executive wouldn’t be drawn on whether Nine has looked at selling its underperforming AM music stations. The deal with Ace Radio to lease the frequencies for 2UE, Magic 1278 and 4BH is perhaps the next best thing. “The core of our radio business is talk radio and therefore the most important thing is the strength of that network and its profitability. What Tom Malone [Nine Radio chief] has done in executing the [Ace Radio] deal underpins the strategy to be the leader in talk radio and maximise profitability.”
Source: Mediaweek
Mark Taylor (ACE CEO) said/implied in an interview recently that they had approached Nine with the idea of leasing the stations.
I suppose it could make sense that Nine had made some approaches looking for a buyer and ACE respond with no to buying, but would they be interested in leasing instead.
It could also mean that ACE don’t have the current cash levels to afford the purchase (which is not unsurprising given the last two years). Unfortunately, that would not auger well for ACE buying 4KQ.
Alternatively, Nine think the stations are worth a lot more than ACE (or anyone else) were willing to pay.