So… now what?Don Day | April 1, 2007
You buy a bunch of radio stations. You decide that one of them isn’t quite right. You pick out a new station identity, branding and format. You start running teaser promos – but you can’t flip the station until you have control of the frequency.
Then, a relative upstart comes in, launches that same format you had in mind – even using the same name just days before you were going to do the exact same thing. So you pull off the teaser liners and contemplate the next move.
That appears to be exactly what happened to the Peak Broadcasting folks. When company CEO Todd Lawley was asked at a staff meeting two weeks ago if KSAS/103.3 Kiss FM was flipping to Jack FM – he wouldn’t comment. The liners – with that familiar Bob voice started running… then Tester Broadcasting beat the company to the punch. (The liners are now gone.)
You can’t possibly think they’d launch a second Bob – so what do you do? Just doing a second variety hits station with a different name (Mike FM? Todd FM? Kevin FM?) doesn’t seem like a good idea. So what format do you launch? And how long do you wait?
Related: I just found this — my analysis of how the Jack format might do in Boise from 2005.