99.7 Now/San Francisco Wins Mornings With Strong Personalities And Great Features
Tracy’s recommendations for retrenching with a clean, highly-focused content strategy was just what we needed. It was the perfect solution for KMVQ to get back to being a top tier show in the market.
Brian Figula, Head of Programming, Bonneville/San Francisco
Bonneville’s CHR station in San Francisco had a problem. The station suffered a ratings declines after their previous morning show (Fernando and Greg) disbanded. Rebuilding the show would center on Greg, an outrageous and likable cohost, and Benny, a new host, who hadn’t been on the air for a couple of years. Program Director Jazzy Jim Archer asked Tracy Johnson Media Group to help with the strategy for the new show. The station had a solid cume, but the show had few fans. We considered Big Bay Mornings a new show that would require a shift in content to a focused, listener-centric emphasis.
The good news: Research showed listeners loved two key relationship features: Ghostbusters, which is similar to Second Date Update, and Love Trap, which is similar to War Of the Roses. We fine-tuned the show’s information/conversation feature on current events, Dirty On The 30. Finally, we added The Big Money Money, another name for Thousand Dollar Minute. The key was to make these features famous. We invested a lot of time and attention in execution and promoting/teasing these features.
The show has experienced tremendous ratings momentum, rising to #1 in most of their key demographics. But there’s still plenty of room to grow. Two guys on a station that appeals to women can work, but a strong female presence is a huge advantage. We recruited Nikki Blades to bring a new perspective as the voice of the target audience.