The Straight Skinny

 

KIFM, Top of the Pack in Smooth Jazz under PPM

"Not a Smooth Jazz station; but a radio station that happens to

play Smooth Jazz"

 

By Carol Archer

In the case of KIFM's best practices, "best" is synonymous with "supremely effective," in general and in terms of its fresh approach to music, as born out by its stellar transition to PPM. The conversation that began here last week concludes below with discussion of contesting; marketing and research; crucial management support; community connection; and more. KIFM PD of the last 11 years, Mike Vasquez (aka Mike V.), speaks to a core belief that informs his programming philosophy, which he reiterated several times though the years in

interviews with R&R: "KIFM isn't a Smooth Jazz station; it is a radio station that happens to play Smooth Jazz." There is a distinction.

 

 The KIFM Difference

1. Almost unique among Smooth Jazz properties, KIFM regularly markets its brand, and is unwavering in an ongoing commitment to research. Sadly, both resources are currently denied to the majority of stations in the format, despite the demonstrated effectiveness of both in elevating ratings' performance in PPM. And this is regrettable – the triumph of lose-lose over win-win. KIFM's rankers bear out the fact that Vasquez's approach to Smooth Jazz garners top five ranks PPM. The numbers say it all.

 

 2. KIFM promotes like the "big" formats. They recently added a new component to the Easy Money Workday, which has run for the last three years. Every hour on the hour from 8a.m. to 5pm, KIFM gives away $100 to the tenth caller. Vasquez explains: "Now, we've incorporated our Smooth Jazz Rewards points program, but with an innovative twist; if our Smooth Jazz Club member doesn’t win the $100, our phone system recognizes their phone number and applies 1000 points into their 'rewards account.' They can then redeem points for various prizes, including a monthly $10,000 cash prize, trips, electronics, concert tickets, etc." It's an upgrade for

listeners, as well as a database booster. (While KIFM does occasional promotions with travel to desirable

destinations, such as Mexico and Hawaii, it is interesting to note that the station eschews this format's Holy Grail: its ubiquitous trip-a-day).

                                            

 

 

KIFM PD Mike Vasquez

Lincoln Financial Media's KIFM/San Diego provides entertainment in a manner to which many Smooth Jazz partisans, alas, are no longer accustomed. The heritage format outlet is simply a great mass appeal radio station that made format history in its transition from diary methodology to PPM. In KIFM's first currency PPM

ratings book, June '09, the station was fifth 12+ and sixth 25-54. I anticipate equal – or possibly stronger -- showings in future PPM books, although the market's listeners' summer vacation habits generally disfavor good performance among the 35-plus crowd. We shall see what we shall see.