One of Durango’s commercial stations, 92.9 The Point, has undergone a dramatic programming makeover to appeal to a younger demographic.
The American General Media station is focusing on hits from the 1980s and ’90s, with some contemporary tunes thrown into the mix.
“It’s really made for people in their 20s and 30s who are just getting nostalgic about that time period,” said Program Director Ashley Dickson.
Dickson, 28, is leading the transformation. She still remembers some of her first music: a New Kids on the Block cassette tape, an Ace of Bass CD. She said she learned about female angst from Alanis Morrissette.
“My classics aren’t the same as my parents’ classics,” she said.
Dickson oversees the station’s library that is expected to reach about 3,000 songs. She said she doesn’t worry much about genre and wouldn’t hesitate to play Whitney Houston and Nirvana back to back.
The station aims to attract listeners ages 25 to 54, and particularly women. Women make most household purchasing decisions, she said.
Nevertheless, Dickson has been impressed by the reaction to The Point’s new format from men, too. She recalled one man who sent an email and posted to social media when the station played the Eddie Murphy song “Party All the Time.”
The station has weather at the top of each hour from 6 to 10 a.m. The Point also offers a “happy hour” report at 4 and 5 p.m. for information on after-work happenings. And in a partnership with this newspaper, The Point reads news from The Durango Herald at 9 a.m.
The station seems to have identified a market for itself, said Jack Llewellyn, executive director of the Durango Chamber of Commerce.
“I do think they’ve identified some areas that may be underserved,” he said.
Llewellyn said he continues to listen to broadcast radio.
“Honestly, when I am in town, I still use the dial,” he said. “I’m still tuning in the local radio stations because I want to find out what’s going on.”
The Point is based in Durango, but the signal can be heard in Farmington and Cortez, Dickson said. Advertisers have provided enough support to necessitate three commercial breaks per hour.
The station has its local office at 1911 Main Ave., Suite 100.
Station owner American General Media has nine other stations in the Four Corners. Launched in Durango in 1997, The Point was an adult contemporary station at 99.7 FM. American General Media purchased The Point in 2000. In 2011, the station changed formats and transformed to Top 40 and pop.
The Point, like other commercial radio stations, faces a rapidly changing media landscape. Consumers have flocked to streaming services such as Spotify and Pandora, and it’s easier than ever to carry thousands of songs on a small device that can be taken anywhere.
Dickson said other services can’t replicate The Point’s local presence.
“It’s in communities like this where radio really survives,” she said. “You’ll never hear about a local sale on Pandora. You’re never going to win a prize on Spotify.”
Of The Point, she said, “it’s local, and people really appreciate local.”
The Point is also developing a mobile app and streams the station online at its website.
“We’re taking steps to embrace the digital change more than anyone,” Dickson said.
cslothower@durangoherald.com
