Mark Kassof Case Study #1 -- Our analysis and recommendations for "Hits 96" in "Corrytown."

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.

9. PLAY NO...
NOVELTIES
BUBBLEGUM
DISCO
EURO/"NEW WAVE"
ALTERNATIVE
WIMPY SONGS BY ARTISTS
WITHOUT ROCK CREDIBILTY

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!