Erika Engle

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Saw this, thought of Ivan and Breeze-grievers

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http://www.heraldtribune.com/apps/pbcs.dll/article?AID=/20031006/COLUMNIST50/310060389/-1/COLUMNIST99

It's the Radio Babe column out of Florida. She talks about changes to an easy-listening station. She addresses many points about format changes and how they're both not personal and very personal. It's an interesting read.

Posted on 07/10/03 10:07:07 PM

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mel

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Saw this, thought of Ivan and Breeze-grievers

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At 10:18:49 AM 07/10/03, Erika Engle wrote:
http://www.heraldtribune.com/apps/pbcs.dll/article?AID=/20031006/COLUMNIST50/310060389/-1/COLUMNIST99

It's the Radio Babe column out of Florida. She talks about changes to an easy-listening station. She addresses many points about format changes and how they're both not personal and very personal. It's an interesting read.



Several of us over the years have reminded Ivan that radio is a business and that formats such as easy listening, big band and popular standards are not marketable at all for the larger demographic of younger listeners. In the Florida case, it would seem that the older people are slowly coming from the aging baby boomers (me? you? us?) who grew up not with Frank Sinatra, Andrew Sisters, Percy Faith or Lawrence Welk, but instead with the likes of Elvis, Buddy Holly or even "newer" artists such as The Beatles and Rolling Stones..... In order to get a larger audience stations all over are tweaking their soft music formats to include 50s and 60s rock along maybe with some of the softer sounds from the 80s, 90s, and today. I guess we're talking Whitney Houston, Mariah Carey and even Madonna...

You know you are getting old is when you are aware that even in the supermarket they are not playing e-z listening music but instead are featuring tracks by The Cure, The Cars, 10,000 Maniacs and others on their overhead speakers. Ten years ago hearing any of these artists in a supermarket would have been unheard of!

What I am saying here is that the older audiences who grew up on standards and e-z listening are not attractive to advertisers who covet a younger or broader demographic. Radio formats change to fit the perceived demo.. and if that doesn't work, like for example if Bob doesn't bring in dough, he's gone, to be replaced by something else.

And I can almost guarantee it won't be easy listening. That format is dead as far as radio broadcasts go.



Posted on 09/10/03 1:47:48 PM

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HaynKikaida

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Re: Saw this, thought of Ivan and Breeze-grievers

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Just got done reading the linked article...

The program director of that particular station simply explained that they changed format to appeal to a broader demo', vs. the 60's-and-over only crowd; ultimately explaining that their radio business (and just about every radio business) is about PROFITS and BOTTOM LINES, not personal preferences for music programming by management.

To most people, the demise of a business - whether it's a radio station, restaurant, retailer, etc. - would FIRST assume that it failed because of poor turnout from their targeted audience/customer base. NOT because of a personal decision by its owners or management.

I'm still not convinced that The Breeze was axed because of poor performance ratings or financial setbacks, and that it had nothing to do with personal decisions by management.

The Breeze had such a unique brand found nowhere else on EARTH, with so, so, so much marketing potential. Even if the ratings had fallen, management could have taken one of many PROACTIVE measures to push them back up.

For instance, The Breeze format and brand would have tied in PERFECTLY with our #1 industry - TOURISM. This strategy could have potentially broadened the demo' base in far-reaching ways... possibly never heard of before in radio! Does Florida have a radio station that caters particularly to their tourism industry.. if so, I'd love to hear about it!

I know, I know.. there's lots of red tape and "politics" when you're talking tourism, but that's also what a good business person is - a good "poltician", right? lol

Think of how the "young demo" stations such as i-94, 104 Xtreme, KCCN 100, etc. use this marketing strategy by promoting themselves in nightclubs and school campuses. It's an obvious no-brainer approach that WORKS. The Breeze could have used this same strategy by working with our tourism and hospitality industry.

Perhaps their marketing team could have made contracts with hotels, car rental agencies and touring agencies to promote their station in return for broadcast advertising perks.

Take the Auto Rental market. Make a deal with the rental agencies to place The Breeze logo on their brochures and driving guides, plus keep ONE radio station preset in every fleet vehicle (responsibility of prep' staff) to The Breeze in return for discounted broadcast and/or web advertising. I'm pretty sure a group of tourists taking a circle island drive in their convertible Chrysler would have a MUCH MORE MEMORABLE experience of our island's charm doing this while listening to Gabby Pahinui, versus listening to Van Halen or Bob Springsteen (not to knock them.. I love Van Halen!). What I'm suggesting here is the EXPERIENCE. The simple act of listening to music (or talk shows), whether its from radio or recording, becomes a human EXPERIENCE. And in this comparison, The Breeze was the perfect vehicle to provide "the complete Hawaii experience", through music, to our visitors.

Then there's the web. After these same tourists would return to their homes far away, they could turn to The Breeze' website to reminisce their stay in Hawaii by listening to web simulcasts of the station... how great is that! On that note, the advertisers could promote themselves (hence, more revenue $$$) on the Breeze' site by putting banner links to their hotels and tour companies for possible return customers.

The Breeze monthly live concerts at Moana hotel was a start.. but there could have been many, many, many, many more opportunities!

The idea of tapping a radio station (such as The Breeze) into our tourism market could have potentially become a five-fold win for 1.) The radio station; 2.) The Hotel & Hospitality industry (advertisers); 3.) Hawaii's music and recording Industry; 4.) our visiting tourists; and 5.) Us Kama'aina!

These are just a few of many possible proactive measures they could have taken to ensure their success. I know this from personal experience.. being PROACTIVE is the only way to survive AND succeed.

Yes, I do take the demise of The Breeze personal in the sense that it was something taken away that I personally enjoyed.

Though, I do realize the non-personal aspect of running a business. And in this sense, there was much more that COULD HAVE been done.. COULD HAVE being the operative words.. because it's already over and done with.

Aloha,
HaynKikaida

P.S. Ah heck, maybe I'll just start my own radio station! lol It would be based on all the principles mentioned above. Something like:

92.7FM Station Aloha
"Welcome to our Aina"

**HaynKikaida goes digging around for investors...**
lol

Posted on 09/10/03 6:46:21 PM

Author:
mel

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Re: Saw this, thought of Ivan and Breeze-grievers

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Radio formats with tourism tie-ins have been recently tried here in Honolulu and on the neighbor islands in recent years. All have failed.

Remember Tourist Information Radio? That was a Hawaiian music station targeted at the Japanese market... started I think by Bob Loew at 99.5FM (surprise!) before he sold the thing off to Caribou, which in time was sold to present owners New Wave. As Tourist Information Radio they had quite a marketing program that included I believe, a tourist gift shop at Dole Cannery.

Where is the gift shop and the station? Gone.

Similar formats were tried on Kauai and Maui. Both are gone, having converted to more mainstream formats.

As someone mentioned on the old message board some years ago... "broadcasting" usually refers to reaching the largest possible audience. Hence the popularity of adult contemporary music in this town, also Island/Jawaiian music formats... those attract listeners who respond to sponsor products and services. Niche formats like traditional Hawaiian, easy listening, and jazz have much smaller audiences who do not support the station/format's sponsors.... no response to sponsors.. no revenue... no profits.. no station. Zip. Gone.

Many niche formats have turned over and died in this market for many years.

The best bet to enjoy the kinds of music you like best is to just buy it yourself and listen to it on CD.



Posted on 09/10/03 7:38:27 PM

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HaynKikaida

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Re: Saw this, thought of Ivan and Breeze-grievers

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Ah yes.. I remember that station. Although I thought it was completely focused on the Japanese visitor market. I remember Rodney Villanueva was one of their morning drive DJ's, along with a Nihonjin gal who spoke the Japanese part of the program. Their studio was located inside their gift shop in the front of Dole ballrooms' ground floor (where Strawberry Connection recently opened and closed). Can't say much about the station because I never did listen to it. lol Maybe that's why the station failed - they made the non-Japanese speaking audience (likely a great majority on Oahu) feel alienated.

Unfortunately you're probably right..traditional and contemporary Hawaiian music has reduced down to a category considered "niche"... even right here in good 'ole Hawaii nei.

Actually, the proposal I made earlier wasn't to regroup The Breeze as a designated 24/7 "Tourist Station", but to "strategically expand" into that demo, per say. It's a highly complex balancing act, but I'm sure there IS a way to make it work successfully.

Oh well, my ideas were with good intention. I, myself had presumed those ideas were thought of and tried before.

Even if those concepts - and others - has been tried (and failed) in the past, perhaps someone will eventually make the idea work in the future.

That's why, for now, I'm keeping my day job. lol

Well.. looks like I'm off to Borders to buy Kalapana's latest CD. ~_~

Aloha,
HaynKikaida

P.S. Here's my wish list of "niche" 24/7 radio stations... ha ha!

>"The Pink Floyd station"
>"The Ozzy Osbourne station"
>"The Joe Satriani station"
>"The Al Di Meola station"
>"The Bob Marley station"
>"The Three Tenors station"
>"The Yma Sumac station"
>"The Sade station"
>"The Ray Conniff station"
>"The Frank Sinatra station"
>"The Kiho'alu & Ukulele station"

...now THAT would make a me a happy camper! lol
Is there room on Oahu's FM radio band for all these additions? I hope so!




Posted on 19/11/03 5:10:15 PM

Author:
Chuck White

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Re: Saw this, thought of Ivan and Breeze-grievers

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I would love to have the Breeze format on KUMU AM 1500. I've got A whole bunch of room on Tuesdays Wednesdays and Thursdays for music typical for the 50's and 60's, any Motown fans out there, how about surf music? No surfing music in Hawaii!!!!Attention all radio professionals and wannabees. Lets do it! Whatever. Get some tunes and some sponsors I got the station...and its statewide. There are two rules #1 pay me on time and #2 dont get me mixed up in any governmental action. It is about the money. Make mine your radio station. Oh yeah, it is work.

Posted on 19/11/03 10:13:23 PM

Author:
jethrot

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Re: Saw this, thought of Ivan and Breeze-grievers

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At 6:46:21 PM 09/10/03, mel wrote:
Radio formats with tourism tie-ins have been recently tried here in Honolulu and on the neighbor islands in recent years. All have failed.

Remember Tourist Information Radio? That was a Hawaiian music station targeted at the Japanese market... started I think by Bob Loew at 99.5FM (surprise!) before he sold the thing off to Caribou, which in time was sold to present owners New Wave. As Tourist Information Radio they had quite a marketing program that included I believe, a tourist gift shop at Dole Cannery.

Where is the gift shop and the station? Gone.

Similar formats were tried on Kauai and Maui. Both are gone, having converted to more mainstream formats.

As someone mentioned on the old message board some years ago... "broadcasting" usually refers to reaching the largest possible audience. Hence the popularity of adult contemporary music in this town, also Island/Jawaiian music formats... those attract listeners who respond to sponsor products and services. Niche formats like traditional Hawaiian, easy listening, and jazz have much smaller audiences who do not support the station/format's sponsors.... no response to sponsors.. no revenue... no profits.. no station. Zip. Gone.

Many niche formats have turned over and died in this market for many years.

The best bet to enjoy the kinds of music you like best is to just buy it yourself and listen to it on CD.



Michael Qseng even did da stint at 99.5 Michael's
air name was Bobby Mondavi. Studio at Gentry building on Nimitz.


Posted on 20/11/03 2:23:08 PM

Author:
Doctah

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Re: Saw this, thought of Ivan and Breeze-grievers

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That's wild -- when did Qseng do that? And given that he was one of the most recognizable local radio personalities, why bother with another air name? Did it fool anyone?

Posted on 25/11/03 11:53:42 PM

Author:
mediaveteran

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Re: Saw this, thought of Ivan and Breeze-grievers

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He had recently been unceremoniously dumped by Krater. He wondered aloud for the Advertiser's Wayne Harada, "What do bad ratings have to do with me?"
He wanted a radio gig really bad and Sakai wanted the credibility he thought Qseng would bring him. There were rumors of some lawsuit/threat of a lawsuit over the use of the "Q" in Qseng (not exactly his real name anyway) so he adopted Bobby Mondavi. A wink to Robert Mondavi wines, but a far cry from the Crystal champagne he was accustomed to drinking on the company's dime (and time, so we hear).
Then of course Sakai developed his own problems (it's not your normal day when you're raided and taken dark because your equipment is confiscated and your doors, barred by federal agents).
Don't feel sorry for Qseng though. Hear he's doing really well in Texas and is SO over Hawaii and its radio scene.

Posted on 26/11/03 1:41:37 PM

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Doctah

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Re: Saw this, thought of Ivan and Breeze-grievers

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What is he doing these days?

And wasn't his real name really Michael Quiseng?

Posted on 26/11/03 11:25:31 PM

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mediaveteran

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I'm not sure of the spelling, but it was something like Quiseng.

As for what he's doing now -- probably making REAL money.

Posted on 27/11/03 00:28:39 AM

Author:
shawn

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Re: Saw this, thought of Ivan and Breeze-grievers

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Hi guys, stumbled upon your site, interesting. I did a little radio thing in Maui once KAOI, but in no way was I any good, but it sure was fun.

Observation:

It's Funny how the guys who can't get ratings anymore, say that they are SO over the Hawaii radio game. It's not like Michael Qseng didn't continue to try until nobody wanted him. Then it was convenient to trash Hawaii radio. He moved to 107 and died then tried KRTR and tanked. Like you stated he wasn't SO over it when he was being paid by KQMQ. If he suceeded at any of the stations after the Q, you can bet he would have stayed. It is so easy to talk and not do. Yes I hope he is doing well in Texas and yeah "real money" selling WEb TV is cool but as some of you know, it doesn't get any better than doing a "kick ass" radio gig. Those who can, DO, those who can't, say "I am SO over it!!!"