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Case 1 Analysis

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1) The document analyzes why the radio station Hits 96 is failing to attract listeners from the CHR (contemporary hit radio) format. 2) It identifies two key listener segments - "Rhythmic Hitsters" and "Hot Popsters" - but Hits 96 faces competition for both from two other stations. 3) The document evaluates three strategic options for Hits 96: becoming a hot adult contemporary station targeting "Hot Popsters"; rebranding as a country station targeting local listeners; or becoming a classic hits station playing hits from the late 1960s through 1980s. 4) It recommends becoming a classic hits station to target the largest unserved listener group in the area.

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Strategic Audience Research for "Hits 96" ANALYSIS... ? 2009, Mark Kassof & Co.
WHY IS HITS 96 FAILING WITH CHR? THERE ARE TWO SEGMENTS THAT ARE TARGETS FOR CHR... RHYTHMIC HITSTERS These listeners much prefer These listeners much prefer rhythmic rock-based hits to rhythmic hits. hits to rock-based hits. HOT POPSTERS If Hits 96 had no CHR competition, it could target both segments. But it has two competitors, both from Blaine. Jammin' 99 is #1 with the "Rhythmic Hitsters," Power 100 is #1 with the "Hot Popsters." In addition, being from Corrytown is no advantage for Hits among the "Hot Popsters." And it is a disadvantage among the "Rhythmic Hitsters," who prefer to listen to the bigger city station! SO, WHAT SHOULD HITS 96 DO? WE FIND THREE STRATEGIC OPTIONS ...
HOT A/C This strategy would abdicate the "Rhythmic Hitsters" to target the "Hot Popsters," by emphasizing rock-based hits and including more non-currents (but remaining mainly current). Hot A/C would build on what Hits 96 already has, because the "Hot Popsters" are already its #1 segment (though Rock 102 and Power are ahead of it). Even so, the strategy would require a HOT POPSTERS new identity to promote the perception of change on a station that won't have changed all that much. Perception of change is essential because even these listeners have a negative image of "Hits 96." For example, more than a third name it as the station that's "getting worse." g
CORRYTOWN COUNTRY This strategy would position Hits 96 as Corrytown's OWN Country station. It would primarily target the "Country Core." COUNTRY CORE More than half of the "Country Core" strongly prefers a Corrytown station COUNTRY CROSSOVERS to one from out of town. Their dominant station now -- The Gator -- is from Washburn. The "Country Crossovers" wouid be only a This strategy would require is a P2/P3 target for Corrytown Country, for two strong promotional push to reasons.(1) They don't have a strong hometown preference, and (2) They have reposition Gator as an out-of-town others interests beyond Country. station. Right now, most of the "Country Core" does not know that! In addition, this strategy would mandate strong local services and community involvement, so that "Corrytown Country" is more than just a liner.
CLASSIC HITS This strategy would target the "Classic Hitsters" and "Classic Wimpsters" with a rock-based-but-not-hard mix of classics from the late '60s through the '80s. Oldies 104 and Lite 95 are the top stations for the "Classic Wimpsters" now. But as our mapping reveals, The Eagle is the "Classic Hitsters" #1 Oldies 104's mix is too old for these station now. But as our mapping listeners, while Lite 95 is too soft . reveals, Eagle is too hard and isn't and too current: old enough for them: P A S T OLDIES104 + P A S T OLDIES104 + IDEAL * + EAGLE SOFT107 + + VALLEY * IDEAL LITE + H A R D S O F T + EAGLE H A R D S O F T SOFT107 + VALLEY + + LITE + ROCK102 + POWER + HITS96 + HITS96 + POWER + ROCK102 T O D A Y T O D A Y CLASSIC WIMPSTERS Beyond music, the "Classic Hitsters" are down on The Eagle right now, because it fired its long-time morning team Black & Decker and replaced them with Bob & Tom. So these CLASSIC HITSTERS listeners are open to a new choice.
RECOMMENDATION: CLASSIC HITS It targets the biggest unserved need among Corrytown listeners. CLASSIC WIMPSTERS CLASSIC HITSTERS
ESSENCE OF THE MIX: '70s Soft Rock Pop Rock Older Classic Rock but only the BIGGEST HITS!
"SPICE" OF THE MIX: Rock A/C Newer Classic Rock BUT ONLY THE HUGE HITS, MAINLY 6PM - MID! '80s Oldies BUT NO NOVELTY OR "EURO" SOUNDS ----------------------------------------------------------------------------- '70s Singer/Songwriters We didn't test it, but biggest hits by performers like James Taylor, Carole King, Paul Simon, Harry Chapin, Carly Simon, Jim Croce fit, in our experience.
PLAY NO... NOVELTIES BUBBLEGUM DISCO EURO/"NEW WAVE" ALTERNATIVE WIMPY SONGS BY ARTISTS WITHOUT ROCK CREDIBILTY
OVERALL: HIP BUT NOT HARD
CLASSIC HITS TARGETS P A S T OLDIES104 + * IDEAL + EAGLE VALLEY + SOFT107 + H A R D S O F T LITE + + ROCK102 + HITS96 + POWER T O D A Y
OVERALL: EMPHASIZE '70s AND '80s '70s ARE A CRUCIAL ELEMENT! THE MIX SHOULD BE OLDER THAN THE VALLEY, NEWER THAN OLDIES 104.
POSITIONER... "Corrytown's Classic Hits" THE HOMETOWN ASSOCIATION IS A POSITIVE AND AN EDGE OVER THE RIVER.
CHANGE CALL LETTERS OR (AT MINIMUM) ID "HITS 96" HAS LITTLE POSITIVE EQUITY. AND IT STANDS FOR CURRENTS, NOT CLASSICS!

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Case 1 Analysis

  • 1. Strategic Audience Research for "Hits 96" ANALYSIS... ? 2009, Mark Kassof & Co.
  • 2. WHY IS HITS 96 FAILING WITH CHR? THERE ARE TWO SEGMENTS THAT ARE TARGETS FOR CHR... RHYTHMIC HITSTERS These listeners much prefer These listeners much prefer rhythmic rock-based hits to rhythmic hits. hits to rock-based hits. HOT POPSTERS If Hits 96 had no CHR competition, it could target both segments. But it has two competitors, both from Blaine. Jammin' 99 is #1 with the "Rhythmic Hitsters," Power 100 is #1 with the "Hot Popsters." In addition, being from Corrytown is no advantage for Hits among the "Hot Popsters." And it is a disadvantage among the "Rhythmic Hitsters," who prefer to listen to the bigger city station! SO, WHAT SHOULD HITS 96 DO? WE FIND THREE STRATEGIC OPTIONS ...
  • 3. HOT A/C This strategy would abdicate the "Rhythmic Hitsters" to target the "Hot Popsters," by emphasizing rock-based hits and including more non-currents (but remaining mainly current). Hot A/C would build on what Hits 96 already has, because the "Hot Popsters" are already its #1 segment (though Rock 102 and Power are ahead of it). Even so, the strategy would require a HOT POPSTERS new identity to promote the perception of change on a station that won't have changed all that much. Perception of change is essential because even these listeners have a negative image of "Hits 96." For example, more than a third name it as the station that's "getting worse." g
  • 4. CORRYTOWN COUNTRY This strategy would position Hits 96 as Corrytown's OWN Country station. It would primarily target the "Country Core." COUNTRY CORE More than half of the "Country Core" strongly prefers a Corrytown station COUNTRY CROSSOVERS to one from out of town. Their dominant station now -- The Gator -- is from Washburn. The "Country Crossovers" wouid be only a This strategy would require is a P2/P3 target for Corrytown Country, for two strong promotional push to reasons.(1) They don't have a strong hometown preference, and (2) They have reposition Gator as an out-of-town others interests beyond Country. station. Right now, most of the "Country Core" does not know that! In addition, this strategy would mandate strong local services and community involvement, so that "Corrytown Country" is more than just a liner.
  • 5. CLASSIC HITS This strategy would target the "Classic Hitsters" and "Classic Wimpsters" with a rock-based-but-not-hard mix of classics from the late '60s through the '80s. Oldies 104 and Lite 95 are the top stations for the "Classic Wimpsters" now. But as our mapping reveals, The Eagle is the "Classic Hitsters" #1 Oldies 104's mix is too old for these station now. But as our mapping listeners, while Lite 95 is too soft . reveals, Eagle is too hard and isn't and too current: old enough for them: P A S T OLDIES104 + P A S T OLDIES104 + IDEAL * + EAGLE SOFT107 + + VALLEY * IDEAL LITE + H A R D S O F T + EAGLE H A R D S O F T SOFT107 + VALLEY + + LITE + ROCK102 + POWER + HITS96 + HITS96 + POWER + ROCK102 T O D A Y T O D A Y CLASSIC WIMPSTERS Beyond music, the "Classic Hitsters" are down on The Eagle right now, because it fired its long-time morning team Black & Decker and replaced them with Bob & Tom. So these CLASSIC HITSTERS listeners are open to a new choice.
  • 6. RECOMMENDATION: CLASSIC HITS It targets the biggest unserved need among Corrytown listeners. CLASSIC WIMPSTERS CLASSIC HITSTERS
  • 7. ESSENCE OF THE MIX: '70s Soft Rock Pop Rock Older Classic Rock but only the BIGGEST HITS!
  • 8. "SPICE" OF THE MIX: Rock A/C Newer Classic Rock BUT ONLY THE HUGE HITS, MAINLY 6PM - MID! '80s Oldies BUT NO NOVELTY OR "EURO" SOUNDS ----------------------------------------------------------------------------- '70s Singer/Songwriters We didn't test it, but biggest hits by performers like James Taylor, Carole King, Paul Simon, Harry Chapin, Carly Simon, Jim Croce fit, in our experience.
  • 10. OVERALL: HIP BUT NOT HARD
  • 11. CLASSIC HITS TARGETS P A S T OLDIES104 + * IDEAL + EAGLE VALLEY + SOFT107 + H A R D S O F T LITE + + ROCK102 + HITS96 + POWER T O D A Y
  • 12. OVERALL: EMPHASIZE '70s AND '80s '70s ARE A CRUCIAL ELEMENT! THE MIX SHOULD BE OLDER THAN THE VALLEY, NEWER THAN OLDIES 104.
  • 13. POSITIONER... "Corrytown's Classic Hits" THE HOMETOWN ASSOCIATION IS A POSITIVE AND AN EDGE OVER THE RIVER.
  • 14. CHANGE CALL LETTERS OR (AT MINIMUM) ID "HITS 96" HAS LITTLE POSITIVE EQUITY. AND IT STANDS FOR CURRENTS, NOT CLASSICS!