The new format, modeled after SiriusXM’s “20 on 20” is focusing on all CHR currents. If we can deduce Cumulus’ strategy here, it is to protect Q100’s brand against Clear Channel’s new “Power 96.1“. Power and Wild are more younger skewing than Q100. By making 97.9 younger skewing they have something that will in theory protect Q. If people have Q100 as a top preset and 97.9 is marketed as being part of Q100, they could get people who jump around during songs they don’t like or commericals to sample 97.9 instead of any of the other CHR options in the market.
Lance Venta is the Owner and Publisher of RadioInsight.com and a consultant for RadioBB Networks specializing in integration of radio and the internet. Lance has two decades of experience tracking the audio industry and its use of digital platforms.