Smooth Jazz CAN be successful!

["Tim Davisson" <timdav@bright.net>]

. It's inevitable that some of the FM stations
> falling all over each other in every major market with slight variations
on
> the same music format or running music formats that get too small a
> micro-share of the audience or the "wrong" micro-share will start to do
> non-music formats. 

In most markets where station owners are committed to Smooth Jazz
it HAS worked well and makes a ton of money.  KTWV/LA, WNUA/Chicago,
KOAI/Dallas-Ft. Worth, the Philladelphia NAC, WNWV/Elyria-Cleveland are
just 5 stations I know of that pull top 10 #'s in adults 25-54 (the demo of
favor
these days). In fact, KTWV was top 10 in the US in (advertising) billing in
'98.

But...these stations and the other successful NAC's treat the format like
any other successful business: they program it "right" for their individual
markets, they spend money to market the station, they themselves BELIEVE
in the format, and they give the format time to grow.  If many of you saw
the TSL (time spent listening) for any successful NAC station, you'd be
amazed...much more TSL per week than just about any format. And talk
about exclusive cume...wow!   

If NAC is handled correctly it is  a very successful mass-appeal format...
...pulls decent (not nitche) ratings, and makes decent money.
 

Tim

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