Or perhaps on, depending upon how you look at it. Because as predicted here last week, the low-rated Adult Album Alternative (AAA) station is doornail dead and a robotic on-air countdown is on – presumably leading to whatever format the station debuts at sometime tomorrow.
Will it be a Gold Based Adult Contemporary format as hinted on that mysterious Facebook page that radio insiders suspect was a curveball thrown by Alice to draw attention away from whatever the real format will be.
Besides, “KC 102.1” and “More Music, Variety & Fun!” is lame, insiders say.
“Think about what radio stations say about themselves,” says an insider who asked not to be named. “Most radio station positioning statements will say what the stations are and what they do, and that doesn’t really say anything at all.”
1) Hot Adult Contemporary which would pit the station against Entercom’s The Point 99.7 FM.
2) AAA but with an 80s / 90s mix that skews a bit older like the “World Class Rock” of KBCO FM in the Boulder/Denver market – a format aimed more towards adults 45 and up, versus Alice’s which targets younger listeners closer in age to 35.
“In my opinion that’s a mix that’s not being covered in the Kansas City market,” the insider adds. “There’s no handle on it per se, but it’s a mix of ’80s and ’90s pop and rock.”
3) Alternative a-la 96.5 The Buzz seems a somewhat unlikely choice because, “Alternative’s already covered and The Buzz isn’t knocking it out of the park” the insider says, adding that the Facebook hinted at “Gold-Based” AC format would likely be another loser.
“Why would you stunt for another 2 share? I think they are going to go for something with more mass appeal. Because right now it’s just a wasted signal – 83,900 listeners is nothing – non coms are achieving more than that. KCUR FM is achieving more. They’d be better to go back to KY102 for God’s sakes.”
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The $64 million Question: Which way is up?
“Look, they’re not going to go Country. They’re not going to go Rock. They’re not going to go Contemporary Christian and they’re not going to go Urban. I have no idea what I’d do after those three. I think choice number two is probably the most likely. I mean, KUDL and Star 102 survived a long time together. But if I were doing a radio station here today, I’d look at the 80s and 90s mix because it’s a music genre that’s not being covered in the market.”
Insiders say, based on the theory that program director Thom McGinty is still in the mix for the format change, it would be unlikely the station would go alternative.
Me? I’d suggest you stay tuned, except for that obnoxious countdown…
So give it a few and we’ll all find out shortly.