Is there really brand equity in The Flow?  Will the community forgive and forget?  Will it live up to the expectation of the brand?

Isn't this the station that represents a long time trying application that was made by the black community to have their own station.  Seems to me it didn't take long for it to be taken over and ruined by the corporate radio players.  I think there is history here that can't be ignored,

I am almost certain the target audience has long moved away from radio.  Unless you are hiring people who actually know and have connection to the hip hop community, you're wasting your time.  This is someone thinking that bringing back a brand will bring back an audience.  Well good luck with that.

Bobbie Boogie wrote:

I am almost certain the target audience has long moved away from radio.  Unless you are hiring people who actually know and have connection to the hip hop community, you're wasting your time.  This is someone thinking that bringing back a brand will bring back an audience.  Well good luck with that.

They most certainly are and I share your cynicism. This version of the format, though, is pretty mainstream and appealing to the casual fan. I don't know that they need the connection to the hip-hop community for it to work. (though it would be an advantage.) A hit driven hip-hop format can (and does) work when done well.

Their PD mentions that not changing the name when they went back to the current format was a mistake, and that's true, but the bigger mistake was changing the music format and then not telling anyone. Not a cent in marketing from what I could gather. If they market this, it will do *better* than it is now....whether that's enough will be the question.