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Post by David on Aug 8, 2022 13:08:10 GMT -6
I just spent a half hour of my life that I will never get back listening to KUUU do their stunting. The fact that they are still running their advertising makes me think that it is more likely than not that 3 pm will come, they will announce where the gas is to be had, and then they will go back to playing music focused on their existing demo. If so, my fingers are crossed that 92.1 switches to KOOL. BTW, if I was an advertiser on KUUU, I would be reaching out to my station contact and saying, "you won't be billing us for those spots, right?" Are you serious? KUUU is still airing commercials while they're stunting?? That's ridiculous! 🤣🤣 At this point, I'd be surprised if anyone but us "radio geeks" are still listening. Everyone else is going to wait until 3 PM to find out where to get the 92 cents per gallon gasoline. Of course, the 92 cent gasoline teaser could just be a hint that U92 is going to tweak its format to feature more throwback jams. Anyone remember when the last time gas was 92 cents a gallon along the Wasatch Front?
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henry
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Post by henry on Aug 8, 2022 14:04:05 GMT -6
I was thinking the same thing, amanuesis. What a lousy weekened to run those spots.
The Holiday on 4100 South and 3200 West just after the 9/11 attacks. It's been a while. I think gas got down close to $1.00 shortly after the '08 oil futures market collapse.
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Post by CAwasinNJ on Aug 8, 2022 14:07:46 GMT -6
I had the same thought about the advertising. At least when I was listening (through one stopset) it was at least half spots for Broadway itself. Maybe the other spots were bonuses?
The stunt might have gained some cume but TSL must have gone over a cliff.
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Post by CAwasinNJ on Aug 8, 2022 14:12:02 GMT -6
Oh, side prediction. The gas station giving away the 92 cent gas is going to be a Maverik.
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henry
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Post by henry on Aug 8, 2022 14:31:41 GMT -6
Just heard the guy doing the stunt do a "live"-ish break where he said, "Hey, I'm Mateo. I'm one of the new guys around here. And there are people in this office who totally want to throw me out because they're so sick of this song!" In my heavily biased opinion, this is 100% a re-brand. Perhaps Broadway is FINALLY putting a little TLC into 92.5 after years of neglect. Or, at worst, it'll be another shell like KISN -> 97.1 KISS FM. I do hope KOOL ends up on 92.1. Despite my outrage at seeing a legacy station potentially blow up, I also really do like KOOL. And I was very sad it got bumped from 105.5. I think that's a wise guess, CA: u92slc.com/life/the-maverik-big-gas-giveaway/ (somewhat unrelated promo)
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Post by Timmy on Aug 8, 2022 15:06:05 GMT -6
92.5 the beat, throwbacks, classic R&B
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henry
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Post by henry on Aug 8, 2022 15:06:36 GMT -6
92.5 The Beat
Targeting.... (drumroll): "Mom life" F 18-39
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Post by CAwasinNJ on Aug 8, 2022 15:12:09 GMT -6
henry caught it yesterday. 92.5 The Beat is it. 90's and 2000's hip hop throwbacks. I guess it makes sense. That's when U was much higher in the ratings. Maybe they can recapture that.
The gas is at a Sinclair. So much for my prediction. I saw the same giveaway at the Kool website.
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henry
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Post by henry on Aug 8, 2022 15:29:59 GMT -6
While *I'm* pleased with seeing a throwback station (my favorite songs), I still feel this was a lost opportunity to really charge at the Z/Alpha crowd and do something new and special to win over a new generation of radio listeners.
If I'm honest, "The Beat" is not all that different from KOOL -- both are oldies formats, really. The difference is "The Beat" has a slightly longer shelf life (listeners in their 30s, vs 50/60s). But even this isn't going to last forever. I doubt they'll get another 23 years out "The Beat" like they did when U92 targeted youth.
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Post by U92 is dead on Aug 8, 2022 15:37:40 GMT -6
Would you consider "U92" a heritage brand (at least in the Salt Lake City market)? If so, why throw that brand away when playing *essentially* the same music?
And that logo... Tell me you didn't make that in Canva.
Who's running the ship at Broadway?
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Post by CAwasinNJ on Aug 8, 2022 16:11:51 GMT -6
Huh? Radio programmers aren't even looking at 3 years from now, forget about 23. It's all about what you can sell now.
U92 was on life support for years. If they kept the branding there's a real danger of potential listeners going "yeah, I used to listen to U92 but I don't anymore" and that's the end. Something they COULD have done was rebrand but incorporate the old U branding as well. Something like "92, Classic U" maybe? But hey they didn't ask me....
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henry
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Post by henry on Aug 8, 2022 16:40:46 GMT -6
Speaking for myself (and not the guest poster), perhaps I come across as too negative. I couldn't be happier with the music selection, hearing a LIVE jock in the studio with some solid talent, and seeing Broadway invest in their property. This could do very well for several years.
Big picture, obviously, I'd love to see someone try something BIG. But if I'm honest, it'll probably happen in a huge market where there are resources or in a tiny market with a crazy mom 'n pop who has nothing left to lose. Medium market stations tend to play it safe, being squeezed on both ends.
In response to the guest poster, yes, U92 is a heritage property. But it's also pretty damaged at this point. It also wouldn't be that difficult to pivot from "92.5 the Beat... Throwbacks for YOU" to "U92.5: Utah's Throwback Beats" later if they wanted to segue back. But at this point, as fun as the rhyming is (and the fact that the atomic weight of uranium "U" is 92), I'm just happy to see some investment.
The Beat is basically a spiritual duplicate of Jammin' 107.5 in Portland. The original JAM'N 95.5 was crunchy and hard, like the old-school U92 from the early 00s. But after Alpha blew it up ten years ago, iHeart saved it on 107.5. But it's certainly more a "throwbacks for moms" format. But it works. It's classic rock for our generation -- except now it's "Mom Rap" instead of "Dad Rock."
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Post by U92 is dead on Aug 8, 2022 17:25:27 GMT -6
I guess the reason I'm a negative Karen is because I don't understand the changes happening. Just seems very half-assed. Still hearing spots mentioning "U92". Also there's a different "U 92.5" logo on one of the sliders on the website. (See the image on this page: u92slc.com/life/back-to-school-event-at-valley-fair-mall/)They had/have a chance to really connect with the hip-hop community here in Utah, but instead of investing in marketing and events, they decided the thing that needs to change is the logo?!? Tells me they never listened to feedback.
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henry
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Post by henry on Aug 8, 2022 21:02:54 GMT -6
There's no doubt U92 could be fixed -- but it would be a huge hill to climb. Frankly nowadays, I'm grateful when ANY radio owner puts ANY effort into improving their quality.
I'm down here in LA and it's sad to see legacy stations here deteriorate as well (KROQ, KFI, KNX, KIIS...) None to the level of U92, but still.
(Site note: I was listening to a 1990s-era KISN 97 aircheck the other day, and it's remarkable how GOOD the live/local jocks sounded. The imagine was a bit flat, but the overall presentation was top-shelf by today's standards. But in the 90s, that was considered a "mediocre mid-market" station.)
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Post by commanderlumpy on Aug 10, 2022 8:47:25 GMT -6
This reminds me of the stunt KISN 97 did in April of 2001. Remember when they said "KISN also referred to as Kisn 97 is dead. A company statement will be announced at 7:20 Monday morning." All it was them tweaking there format from "The best of the 80's and more." to "The new sound of Kisn 97. The best of the 80's 90's now." The other thing that happened is when that company statement was read, it mentioned they were dead serious about paying your power bill during the summer of 2001. My point is, I didn't think anything major was going to happen. The very fact that they were airing commercials during the stunt spoke volumes to me. Also, from the air check I heard when they switched to The Beat. Is Broadway Media now putting more money on 92.5 The Beat as oppose to X96? Time will tell where this is all going.
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