Since about 2000 or so (maybe even sooner), there’s been a war of words that has spanned at least three (maybe four) message boards. The back and forth is basically between where I work and a station in Sioux Falls. The argument has evolved (de-evolved) over the years into a running rant about how everything we do is “wrong” or “stupid” and how I’m “brain dead”. Others have risen up to defend our virtual honor, but I’ve tried to stay out of it all. I have a registered name, and my identity is no big secret. Actually, that’s what has pulled me back into actually thinking about the board wars again. Somebody actually impersonated me. Me? I’ve never thought of myself as worthy of impersonation.
One of the popular arguments against how we do things relies on an argument that CHR radio is like McDonalds. The argument goes that, while subtle differences might pop up, every McDonalds has a core menu and does the same thing. Therefore, we’re doing it wrong because we have a slant that goes a bit alt-rock (maybe Rock 40 is a better format name?), and we’re doing it wrong because we spin more currents than some stations. We also get it wrong because we tend to jump on some songs before they’re in the top 40 of the chart, and “making hits” is a right reserved for bigger stations. On the basis of those criteria, we’d be guilty on all we’re accused of (with the exception of the Scissor Sisters…we’re continually accused of playing them even though we never have).
If they insist on running with the restaurant theme, I’ll meet them there. Larger radio companies have strategies and consultants that give their stations a quality of sameness that is akin to a large, franchised burger joint. Clear Channel might be your McDonalds, Cumulus might be your Burger King. Us? We’re consultant free, and we aren’t owned by a big time radio company. If CHRs are audio burger joints, we’re like Marshall’s very own Mike’s Cafe. They have some really nice burgers, but they also offer turkey commercials, a shrimp burger, and a variety of lunch items just to name a few things. I’m not saying we’re better, but we’re just a different place with a different philosophy.
We’re also attacked for having no “direction” with our music. For the better part of the last eight years we’ve had more of a direction than the station had before. I’m not trying to knock KKCK’s “golden era”. We had some great personalities, and some fun shows. The music was a mishmash of rock, 80s, and AC-leaning CHR hits. At one point our library had over 2,000 titles, where most CHRs have maybe a few hundred. My predecessor came in and we trimmed the station down by almost 3/4ths. Over the years, our gold library has grown a bit, but soon we’ll start weeding out the 90s music in chunks, leaving it to rest on our 90s noon show. When new music is considered, the first thing checked is the current CHR chart. After that, the alternative chart, rhythmic chart, mainstream rock chart, and urban charts are looked over for songs that are blowing up big and wouldn’t sound out of place on KKCK. Notice I didn’t say a CHR. KKCK has long been a station that wasn’t afraid to take a chance on a song, and that’s not something I was given this job to change. My boss wants KKCK to be *the* new music source among our stations, and that means a more proactive than reactive approach to adding songs. Do we occasionally add something that doesn’t pan out? I’d be lying if I said no. More often than not, we just end up adding a song that is a few weeks (months) from being a big crossover hit.
I’m not trying to rewrite the CHR manual with this job. If a tight playlist and 70-80 spins a week work most places, that’s great. What we do is what we do, and it works for us. Our numbers are really good in our home area, and we have plenty of advertisers to pay the bills. This leads me to the next part of the arguments involving us. Apparently, after we get ourselves sounding like a McCHR, we should target Sioux Falls and take on their CHR. We already reach Sioux Falls, and for a time they were a target during a four year stretch when there was no CHR station in Sioux Falls besides us. Is Sioux Falls a tempting target? Consider we’re a good 90 minute drive away, which means we’d probably have to hire salespeople in Sioux Falls and practically open up a branch office there. We’re licensed as a Marshall station, and the bulk of what we do is in Marshall, for our listeners and advertisers in Marshall. Sure, we have plenty of accounts in nearby towns, and even a few in South Dakota (mostly Brookings). Maybe one of these days we’ll see about getting a few more Sioux Falls businesses on the air, but Marshall and the surrounding area is very good to us. A side rant on these boards involves the Sioux Falls station sending salespeople to Marshall. In theory, that might not be a bad idea. Well, except that their station doesn’t come in very well at all (if at all) in Marshall, and there aren’t many people in a town over 100,000 that like to travel to a town of 12,000 because of a great sale (unless it’s a really great sale). I think this argument probably comes from radio people in Sioux Falls who might be frustrated that our signal hits them, but their signals are cut off from us thanks to the Buffalo Ridge (our tower sits atop the ridge, hence our far reaching signal).
In the end, it’s an online argument that just isn’t worth it. Back when this started, I’d stay late at work and type out the snarkiest comments I could to either put out a fire, or to stoke some flames. I had the time and energy for it. Now, I’d rather use my time and energy working on the station and my blogging, at least when I’m not spending time with my beautiful wife and super-happy-fun-time son. Perhaps somebody I know who reads this will take the side of McCHR (and I do know one person who is quite a fan of arguing and fairly good at it) and a rational discussion can happen here. Or, I’ll just let this one sit and call it like I called the subject line.
Unposted.