I sure have missed KDOK and it’s great music. Do you think there will ever be another radio station that will play that kind of music?

I sure have missed KDOK and it’s great music. Do you think there will ever be another radio station that will play the kind of music KDOK played in Tyler? There is not a radio station in the area that plays the 60’s,70’s music. Can’t pick up KLUV, station from Dallas. Thank you for a reply.

ANSWER

I cannot speak for other broadcasters in the market. There is always a
chance that one of them will make the business decision to change formats on
one of their stations to something similar to what KDOK did. When and under
what circumstances that might occur, I cannot say.

I miss KDOK, too. I liked listening to it a lot. But it was not a growing
business and it was taking away resources that were necessary to protect and
grow our core franchise, which is news and talk. Playing music on the radio,
and particularly music from a “frozen” playlist, in other words a playlist
that does not continually take in new material, has become a very different
business than it used to be. The proliferation of personal music devices and
the ability to easily interface those devices to the sound system in one’s
vehicle has dramatically chnaged the game for FM radio music broadcasters.

In order to keep time-spent-listening to KDOK at competitive levels, I was
having to spend a ruinous amount of money every year doing focus group
research on the KDOK playlist in order to determine which songs were getting
burned out and which songs needed to be brought back into rotation. The
truth is, it is hard to compete with a person’s iPod. The playlist on a
person’s iPod is the absolutely perfectly researched playlist for that
person. It is particularly true in a format that doesn’t regularly introduce
new music, such as an oldies station like KDOK, that constant music research
is necessary or the audience will not spend as much time listening and that
ratings will suffer.

KLUV in Dallas conducts continuous music research in order to address this
issue. The problem for a similar station in a market like Tyler is that it
costs the same amount to do the research in Tyler as it does to do the
research in Dallas-Ft. Worth. The cost of research as a percentage of KLUV’s
revenue, however, is a fraction of that same cost as a percentage of KDOK’s
revenue.

Thus, we made the decision regarding KDOK and, despite the fact that I miss
KDOK, it has proven to be a good business decision.

Thank you for taking the time to share your thoughts.

Paul L. Gleiser