[BC] WCBS-FM

[Steve]

Steve: 

There is a school of thought that says one should read a message from the end to the beginning as the end contains the essence of that message. That being said:

Steve Wrote:

I haven't heard WCBS-FM, but I'm an adult (mid 50s) and kind of like the 
new "variety hits/adult hits" format.  The clone we have in the Boston area 
("Mike FM") has a button on my car radio.  The smart-a** liners get old, 
but I enjoy the music.  How long can you pound away with the same old Dion 
& 4 Seasons songs anyway?


Well, apparently you can pound away at them quite often. First off, do you know the history of "hit" or Top-40 radio? If so, then you know it was found people played songs with some sort of rapidity.(Jukebox observation). As Rich Wood, who I respect as a grounded, objective programmer, pointed out that those who have huge playlists lose. I'll let the ratings speak. So, this repeat cycle doesn't cut it with me or with any program director in his right mind. If you program a nostalgia (Oldies) station correctly you can keep the burn down AND achieve your objective of steady ratings. CBS-FM did that, after they became trusted as a source of good Oldies, by adding in the roots of that music in the form of doo-wop and the like.  If, indeed, the Boston station is a clone (wouldn't be hard to clone an iPod on acid) and it moved from what would be a successful format to the current Mike FM format then we should have seen a decline in ratings. (I don't know the stations format history) Now, if you were the big guy in charge and saw your numbers literally cut in half in a short period of time (as in the case of WCBS-FM in just one or two books from a 3.4 to a 1.7) I would be concerned. This translates to loss of revenue. Does it not? Now, in a market like New York you can still make money with a 1.7 but you're not making the money you did with that 3.4.

I relegate the Jack, Mike formats to those heard on college stations where ratings are not an issue. In our business, they are.
As long as you enjoy the station then that button on your radio will be reserved as a choice. When the numbers fall then that button will be changed or left to the new format, if you happen to like it.

Steve
Steve Walker Productions