Forever New

How long is something new for?

The old Lazer 103 here in Milwaukee (102.9) made a format change (well, not a real big format change, so don't even get me started on that ) to 102.9 the HOG, back in August of '05.

They have a tag-line that still states, "the new 102.9... the HOG!". So just how long does the format stay new? When KISS-FM came online here in Milwaukee, they used the "new" tag for well over a year.

Ummmm... if you listen to the radio, you do so on a frequent basis. I don't know of very many people that listen to radio in the house, but radio still has a very captive audience in the car. And while you may pop in a CD on your way to work, chances are, you don't go more than a few days without turning on a radio station.

So after six months, if you don't know that a radio station has changed it's format/name - or if you haven't heard about the brand new radio station in town - then perhaps you just aren't paying enough attention. Especially in a market like Milwaukee, there's only a small number of choices to listen to on the radio. We get it already.... you've changed your format. But by calling it new for a whole year or more gets kind of ridiculous.

After a year, I don't say I still have a 'new' car, or a new job after a year. Three months maybe. Tops.

And maybe if the 'new' format didn't suck so much, you'd have better things to advertise about your station.