Reader competition: How would you solve a problem like NEWFM?

The Newcastle Herald yesterday reported on NEWFM's spectacular fall from grace in the latest Newcastle radio survey.  Under the title "Station at Rock Bottom" , the Herald confirmed that NEWFM had recorded its worst audience share, 5.6 percentage points, since it began broadcasting in April 1989.

Interestingly, it was left to Guy Ashford, the new Sales and Operations Manager for NEWFM and 2HD to comment on the two station's results.

Clearly a master of understatement, Ashford agreed NEWFM "...took a big hit but to be honest, it wasn't totally unexpected......It has been left to its own devices for a little while now...". Ashford must have been referring to the fact that the station operates without a Program Director or Music Director.

However, Ashford was quick to reassure readers that change was on the way: "....it's about to launch into a slightly different format all designed to get people listening longer. NEWFM needs an identity." This will obviously be a subtle shift away from the current format that has been designed to stop people listening at all.

Mr Ashford, who joined the Bill Caralis-owned NEWFM and 2HD three weeks ago, said the shake-up did not mean heads would roll. "We're not going out and sacking people," he said.

Considering that the station operates without a program director, technician, music director or qualified general manager its easy to see why there won't be any sackings. There is hardly anyone to get rid of.

And speaking of management...why was it left to the newly appointed Sales and Operations Manager to talk to the press about programming issues? Where was "general manager" Jan Flaherty, or even the station owner Bill Caralis. It was management that got the station in this position, why are they hiding behind the Sales Manager of three weeks?

Media Hunter would respectfully suggest that more than "a slightly different format" is required to turn around this station. In fact, both NEWFM and 2HD are facing serious audience issues and some big changes will be needed to return them to former glories.

That's why we'd like to open up this column to suggestions. What do you think Bill Caralis should do to fix his Newcastle radio stations? The best suggestions will win a pair of stained tracksuit pants and a circa 1979 Newtown knitted vest. (Winner at Media Hunter's discretion, no correspondence will be entered into). Post your suggestions in the comments below and we'll announce the winner on Monday 28 April 2008.

Comments

[Fred Nerk]

Sell to Prime Media or DMG.

[Chris]

What about setting up Pyrmont as a one-man band operation where Bill can shuffle downstairs and command his two-state, six-million listening audience from one studio, all on his own. Haul in a remote-controlled nineties juke-box to bring the play-list forward thirty years; advertise in Trading Post for old metro journo tapes for a half-legit top of the hour ‘news’, do his own back-announcing to get the SBS sound happening and use all that blank air-space to eat his lunch as the back-up tape plays religious music to meet ACMA content codes.

[Col]

Sell off the air-space to Al-quaeda. He did it with the sports program that went belly up. Osama would pay a mint to get five mins with a six-million 'captive' audience.

[Greg]

Back at the start of the decade NEWFM was in a similar predicament ratings-wise. At the time Caralis gave his GM authority to put together a team to win back audience. They hired a good PD, a strong and funny breakfast team (The Fat Boys) and tightened the music format to play Newcastle's Best Rock. The promotions team worked hard, as did the rest of the on-air lineup. The station also gave away good prizes like a Harley Davidson.

Most importantly everyone held their nerve and stuck to the plan. Within two years NEWFM had doubled its ratings to hit 13.0 and was No.1 males 25-39 (its target demo) and competing pretty well overall.

Since then Caralis has fired or forced out all the key people of that era. PD gone, Fat Boys gone, GM gone, Promo Mgr gone, all but one announcer gone. A lot of these people left due to his penny-pinching ways.

Now he he needs to do it all again. Hire some competent people and let them do their job.

[Cal]

Everyone seems to forget. The guy has no intention of running professional, rating radio stations. He's bought a string of licenses to do something other than what they're meant to do. Thousands of us are fuming and frustrated that Caralis has been allowed to use flimsy broadcasting codes to serve another purpose. So it's pointless to offer ideas on constructive, workable formats or business plans. The only resolution is to demand that radio industry regulators literally get their acts, codes and compliance laws together to ensure the likes of BC can't hi-jack our air-waves. Quite frankly, if Al-Quaeda did commandeer the Caralis network, it might just be the wake-up call ACMA and the CRA needs. Bill C's power and potential to decide what we hear or don't hear - censorship - is alarming.

Meantime, all we can do is ridicule and lampoon Bill and his regulatory buddies and hope the message gets through. Not happy Kev!

[Roger]

Quite frankly, all this talk of Al-Quaeda commandeering the Supernetwork is ridiculous. That organisation is actually very media savvy and would know that there is no point in trying to broadcast when nobody is listening. Mind you Osama does have considerably better people skills and public goodwill than Caralis, so perhaps they could charm up a few more listeners.

[BillyMcF]

The only thing NEW can do is identify an audience niche (probably still 25-39), and decide a format that will appeal to them (probably rock), put some decent talent on air, not great talent, just good enough, then stick to it for 2 or 3 years. That alone could get the station to double figures.

KO and NX have been broadening their sound for the last few years because NEWFM doesn't offer any opposition in any category. By narrowing the focus and targeting just part of their audience NEW can steal some back.

[Cathy]

Bill C – who are the uneducated? The listeners who tuned out because there’s no palatable news, entertainment or information; the too-long lists of bullied, belittled and short-changed staff either sacked or forced to move to other jobs just to get basic worker entitlements; thousands of advertisers denied market choice and competition; era’s of young Australians now without creative and educational media training grounds or the generations of dedicated and inspired radio professionals who built our radio industry that was so resilient it opened doors for multi-media careers. Something must have attracted you to the business of communication – Bill Caralis? I don’t think. Perhaps you didn’t mean to sound stupid with your flippant take on wholesome debate but you did. And you sound as though you’re in the thick of Caralis country. Anyone endorsing those values will find themselves a social outcast. So Bill C – who ARE the uninformed?

[The Real Bill C]

OK here it is straight from the horse’s mouth ...
I was going to keep my powder dry, as they say, but I sweat too much ....
No no no no no that's not what i wanted to say !

What was it ... ah yes ...
I was going to keep my pwder dry,
but I may as well announce this right here on Media Hunter.

I'm going to fight this with some heavy artillery ...
In the very near future you'll hear Yorse Trooly (did I spell that right)...
Yes me … The Real Bill C on air … on NEWFM.
Those of you that have met me know I'm cleverer …
I speak funnier …
And I’ve got more riddles in me than the original Riddler …

Hamish & Andy ... my big fat Greek foot!
I'll give THOSE CLOWNS a run for their money … and save some of mine in the process.

As far as HD is concerned ... watch this space!

Who could be the next Lawsy ?
Who could be the next Rex Mossop? (was the Moose on radio?) ...
Anyway, that'll keep ya guessing!

Might bring the footy back too … with a weekly replay of the Newtown Grand Final!
A sure winner !
Or did they lose that one ? … anyway I’ll have to check that !
Check … did I say cheque … IT’S IN THE BLOODY MAIL !

All this gibber has made me hungry...geez I could go a 12 inch sub right now !

The Real Bill C

[Cathy]

Here it is - BrandNEWFM!

It's an across-the-station MOR music/news/talk format for a target audience of 40-54; the station’s strength equally shared between music, news and personalities; on-air teams dominant in their genre; news all-encompassing with national, local and international wraps; outside broadcasts and regional events coverage using on-the-road presenters and reporters; a strong 'lead-in' breakfast team to morning, afternoons, drive and evening slots with a music, entertainment, news and talk-back mix; comedy productions, live interviews of regional relevance with entertainment/news focus; a seven-day music, news and sport/talk format.

Sales, marketing, promotions and production areas equipped with on-line and mobile tools to maximize sales and client management services; intra-networking of on-air, production, sales, marketing, promotion and management departments to facilitate information exchange and client services with 24-7 technical support back-up.

BrandNEWFM’s music play-list would be a high rotation of an evolving format from Missy Higgins to Bertie Higgins, Neil Diamand to Pearl Jam; Counting Crows to Sheryl Crow, Cad, to Barnes to Motown, Geyer and Green Day.

As Sting said - we can turn this ship around, we'll go up instead of down!

[James Musgrave]

Sun Tzu, the ancient Chinese warrior/philosopher who gave us The Art of War was summoned to the court of a local king who wanted a demonstration of his skills as a general. According to this legend, Sun-Tzu was already an accomplished military scholar when he was interviewed by King Ho-lú. Asked to give a demonstration of his theories, Sun-Tzu created two company formations out of 300 of the king's concubines, appointing two of the king's favourites as company commanders. He equipped them with weapons and armour, explained and demonstrated a set of drill movements, and ordered them to perform the drill. The concubines laughed at the order. Patiently, Sun-Tzu repeated his explanation and demonstration, and again gave the order. Again, the concubines laughed.

Sun-Tzu remarked: "If the instructions are not clear, if the orders are not obeyed, it is the fault of the general. But if the instructions are clear and the soldiers still do not obey, it is the fault of their officers."

He then summoned the king's executioner and, despite the king's protests, had the two concubine commanders beheaded. New commanders were appointed from the ranks, and this time when Sun-Tzu gave the order, the concubines performed the required drill movements perfectly. (When asked why he did not heed the king's request to spare his favourites, Sun-Tzu replied, 'Once a general is directing his troops, he should reject further interference from his sovereign.') While shocked by the loss of his favourites, the king was nonetheless impressed by Sun-Tzu's character and understanding of warfare, and appointed him as a general.

I think that Billy could learn something from a guy that's been dead for 2,500 years.

For the hard of thinking, he needs to appoint someone (such as Mr Ashford who I have huge amounts of respect for as having worked both sides of the microphone), and give him a clear and achieveable objective for the Swamp Duopoly (obviously audience share and profits). Then he should back the hell off and give Guy the chance to achieve the objectives.

Personally, I would do what Austereo did when they bought NXFM which was around the 9% share mark - they went in narrow to achieve a foothold. Cater to the audience in between the upper end of NX and the lower end of KO by playing some kickass classic rock that was huge when they were in their music formative years, and the modern rock that is reflective of that music. Make the station's unofficial position statement "NEWFM - if it ain't got a guitar in it, we don't want to know about it!"

They would obviously need a talented program/music director who could pull all this off and find the right mix of music.

I'd also take a page out of NXFM's history and start each workday with three hours of commercial-free and announcer-minimal music. Let's face it, they probably won't miss that commercial space at the moment.

Oh, and a decent bloody website wouldn't hurt.

But at the end of the day, it really needs to come down to the fact that once Guy and his Super-PD have put the station's new direction in place, Billy Boy leave them alone. I remember when I was there hearing of a phone call not long after a bad survey result (yes, one of the many!) that Bill rang and said "What are NXFM playing now?" When he was told that it was a Britney Spears song, he gave the order that he wanted it added to high rotation - even though NEWFM was adopting the "If it ain't got a guitar..." policy somewhat and actually starting to make inroads.

It'd be nice to think that if Bill called and gave such orders, that those steering the ship would have the guts to do what Sun Tzu did and just ignore the orders as the objective had been given, but let's face it - at the end of the day they've got families and mortgages to feed like the rest of us.

[gray haddderly]

shit they kneed meee....eye am arrtickulet,wel ejucated and verry moddist....i cann reely change their raytings.....maybee downwoods, butt i cann reely mayk a difrense....jus lissen too my crapppp

gray haddderly

[little darren]

New FM can't target a 40-54 audience..

WHY sales duoply. 2HD target a 40-54 audience what NEW FM need to target is a 25-39, male/female 50/50 skew format. There is niche right there in the market plus Billy can sell at 2 ends of the spectrum.

Take a bit of NX'S Older listeners and KO's younger listeners and you might have a possible 13 share. Tighten the music, get a consultant to overhaul the station and hire the next gun PD.

[Yallanda]

get rid of Jan Flaherty. She is useless and causes more problems due to her incompetence than she claims to solve. Get ride of Paul Flaherty, he spends the day whining about how hard he works but produces nothing. And the promotions "manager" luke...well.

[Brett]

Ummm...spend some money!!!

[Greg C]

Unfortunately the staff at NEWFM and 2HD are victims here too. There have been countless well-intentioned employees go through the place who really wanted to make a difference. In the end they either left out of frustration or were fired/driven out by Bill for not agreeing with him.

The staff that are left are the ones who agree with Bill to protect their employment. Once upon a time they thought they could also make a difference, now they are just trying to make a meagre living.

Or there are the new ones who were dazzled by the opportunity to get a start in radio or were promised big things by Bill (hello Guy). They too will learn the hard way that Sandgate isn't only a cemetery, its the place where radio dreams go to die.

[Catherine Morris]

To Greg C..if there really are Caralis victims who want some form of resolution, then I can provide an advocate free of charge. There are several lawyers now interested in Caralis' broadcasting and industrial relations breaches happy to work on genuine cases of unfair, illegal or constructive dismissals. Just put your hand up. And as for the dipsticks using the Bill C non de plume, you're non-productive, insensitive pains who clearly haven't been on the receiving end of a crap employer and a media owner who thinks the industry, its workers and those who subscribe to it are disposable. But then every site draws it's weirdo's. A shame.

[Media Hunter]

Competition reminder: time is running out folks. Only a few days left to get your suggestions in on how to fix NEWFM. We'll annoounce the winner of the limited edition BC tracky dacks and knitted Newtown vest on Monday.

So far the contenders are: Chris, Greg, Billy McF, The Real Bill C (who must love those clothes) and James.

Keep the suggestions coming.

[The Real Bill C]

Hey James you still spruikin that sun jitso roll your own and smoke it stuff. I remember you when you worked for me! You couldn't sell rice to a Chinese restaurant ! You're stuck in the 80's boy. Probably still wearin that dog suit! When ya find the zipper and finally get it off come and see me ... I think there might be some merit in that sun chow bow stuff ... i got it! What about an oriental cooking show ... Bill's Kitchen ... you and me can go around to chinese restaurants and rate the food mmmm ... i like it ... better not wear the dog suit though ! I'll lend ya a pair of tracky dacks !
The Real Bill.

[James Musgrave]

Hey Bill, nice to hear from you!

Sorry I wasn't much good at selling NEWFM back in the day, but when you work alongside two shonky reps who lay claim to over 150 clients each and you're told to go out and find new business it does make it kinda difficult.

You'll be happy to know, however, that I've really come into my own these days, and have a small yet successful webdesign business, dozens of clients who are very happy with their sites and our services, and a book on the shelves giving small business owners a bit of an insight on how to use the internet effectively. Feel free to check out our portfolio at www.netperceptions.com.au

So how you doing?

[The Real Bill C]

And as for you Catherine ... you should keep your two bobs worth to yourself. Don't go talkin about MY Plumes ... you leave em be you hear.And as for the lawyers ... line em up I say. I've got a 100% record ... I haven't been to court yet ... i settle everything before it even gets to court.And, and, and let me tell you one more thing missy ... I've NEVER been on the receiving end of a dipstick ever ! And another thing ... no body ever photographs me let alone draws me ... whatta ya think i am some kind eccentric nut or something !

[The Real Bill C]

Your book's no good on the shelf boy ... that means it's not sellin.

Now have ya given some thought to a chinese cook book ... the art of Sun-Chop-Suey.

[Dave]

Hey Bill I didn't think you could type or even navigate your way around the net. Are you downstairs with Yelland? Is he taking dicktation?

[The Real Bill C]

Now now now Dave ... you'd be suprised what Yelland has taught me . I can navigate myself around lots of things.

And things don't stay the same forever ya know ... hang on a minute ... I just got that ... are you havin a shot at me punk.

Are you sayin what i think you're sayin.

I'm not dickslexic ... I can read and write ya know !

[John Gurr New Lambton]

2HD and NEWFM should have their radio licenses rescinded and handed to a professional media owner with a dedication to radio industry operations. NEWFM needs skilled industry gurus to churn out high quality entertainment and information. Give us strong local, national and global news with loads of music from the eighties-nineties to now. NEWFM should reflect the Hunter region’s social and economic base – the region's populace is predominantly over 55 and male. So it also needs to incorporate sport. By the sound of it, the technical areas of NEWFM need a major overhaul so I suspect the advertising and promotions areas similarly beg strong management to whip them into motivated, productive industry relevance. The on-air staff should be sounding informed, alive and trained so perhaps the likes of Hadley and Jones could offer their services. Really, Newcastle deserves a hell of a lot better. An FM license needs to be used for ‘better sound’ purposes. And that should be the NEWFM theme – better sound. Better music, news and regional relevance. A mature - meaning advanced - radio station, so that NX and KO can keep the under 45's happy while we wallow in a radio station for US - Newcastle’s “not quite ABC”, “not quite NX/KO” but ‘definitely-contemporary’ audience who fully appreciate progressive enlightened radio. Whoever you are that owns NEWFM, don't ignore millions of us who love to listen at home, in the car and at work to highly relevant entertainment. The big plus for radio is that it's portable, you cant turn on a laptop while you're driving or switch on the remote at the footie or in Blackbutt on a barbecue. Radio isn't an archaic communications component, stations like NEWFM can make it probably one of our most complete. And if there is a revival of NEWFM - a great website would go a long way too. Information on regional news and events, programs, promotions, the station's local activities and interests, profiling of staff, contact details through to weather and regional stats. In other words, NEWFM would serve the Hunter well if it embraced the 21st century.