Juxtaposed alongside the rebirth of competing AAA station The Bridge 90.9 FM made for one soap opera albeit a short lived one. Then there was the station’s Facebook fumble late last week, in which what appeared to be Alice’s new format was revealed as KC102.1 “More Music, Variety & Fun!”
A revealing accident or merely a stunt?
Lame as the station’s new name and catch phrase was, some insiders figured the latter. They couldn’t possibly going with that poor of a name choice…or could they?
“I can’t believe they kept that name,” says one radio insider. “But so it is a gold-based adult contemporary format. It’s 80s and 90s to today. It looks to me like they’re targeting women between the ages of 30 and 45. And The Point 99.7 FM is probably targeting women 21 to 35. And Mix 93.3 FM is targeting 18 to 29 year-old women.
“So the new station’s closest competitor is The Point – and women 25 to 54 is their broader category target – but it’s really more women 30 to 45 and maybe 50.”
“Basically it’s the old Star 102, KUDL battle,” says the source. “They’re just doing it for younger listeners. Think about it; the target audience is the same as it was 20 years ago Both stations are playing 80s, 90s to today’s music. The difference is The Point will probably play more current music.
“But they’ll both play all three genres and they both will play mostly pop. Although KC102.1 says they’ll also play music by artists like U2, John Mellencamp, Goo Goo Dolls, R.E.M. and Kid Rock.
And KC102.1 will be a little bit older – you’ll hear more 80s and 90s and 2000s on it than you will The Point.. But they’ll both play the same music, but they’ll play a different mix of the four eras.”
“The thing about it is, how are they going to tell anybody about it? They’re probably not going to spend any money.”
It all goes back to the fact that AAA is not a bankable listening format.
“They’re going to be a much more mainstream radio station now,” says the source. “They’re going to play music people are familiar with. The people who want to hear brand new music and have very eclectic taste are in the minority. And that’s why Alice’s ratings were so low.
“You have to play music people are familiar with and that’s the reason The Bridge will not succeed in Kansas City. Even with Alice gone.”
Another problem for “the new Alice” will be its choice of a name, insiders say.
“KC102.1 is just a lame name. I mean, The Point is easy to say and remember. Star was easy to remember. Mix is a handle. Fox is a handle. Jack. Alice. Nobody’s going to call this station KC. It’s just a bad handle and a bad positioner. People will probably just call it 102.”