[BC] WCBS-FM

[DANA PUOPOLO]

When WLKW went out of easy listening and changed to oldies, they were #2 in
the market. They had not promoted the station at all for almost a year. NONE
of the amazing promotions they were famous for and they only lost a point or
two (from #1 to #2). But, to the sales department's tune of: "We can't sell
it" they changed to oldies, the bottom dropped out of their billing and to
this day almost 20 years later, they've never even had close to HALF of the
ratings they had when they changed format.

Brilliant.

Are we seeing a pattern here?

What I'd like to know is why no one else has gone into oldies in NYC. 
I guess the same idiots that were in NYC when WABC went out of top 40 still
run all the stations there.

-D


------ Original Message ------
Received: Sat, 04 Feb 2006 10:15:00 AM PST
From: "Sid Schweiger" <sid at wrko.com>
To: <broadcast at radiolists.net>
Subject: Re: [BC] WCBS-FM

>>The two decades I was in New York WCBS-FM did very well. I'll bet the 
salespeople have had to sell a few of their cars. Maybe a house or
two.<<

At the time of the format change, they were consistently getting shares
in the mid- to upper-3s, billing $34 million a year, and they owned the
format and the demo.  But, to the sales department's tune of "we can't
sell it," they now have shares in the low- to mid-1s, the bottom has
dropped out of their billing (even though they don't have all that
high-priced air talent to pay), and they're down in the trenches
fighting for the same 25-54 demo as 20 other stations in the market.

Brilliant.



Sid Schweiger
IT Manager, Entercom Boston LLC
WAAF - WEEI AM/FM - WMKK - WRKO - WVEI
20 Guest St / 3d Floor
Boston MA  02135-2040
Phone: 617-779-5369
Fax: 617-779-5379
E-Mail: sid at wrko.com