What will happen to 750-AM format wise?

[RoddyFreeman]

The way it sounds, WSB-FM is not referred to that way and only uses B98.5, so it seems like the obvious thing would be to just swap the call letters, to produce a smoother ID on 95.5/750. It doesn't appear to have any practical effect on 98.5.

Exactly, and I never understood why they didn't do that when they started the simulcast back in 2010.

 

[RadioDoogie]

So how big of an issue would it be to just swap the formats/stations on 95.5 and 98.5? Basically same coverage area and there would be no need to swap calls.

 

[RoddyFreeman]

Still, they're attempting to retain the WSB branding while moving the content to FM. In point of fact, there are two radio stations called WSB-FM.

I doubt anyone listening to B98.5 would notice a difference if the legal calls were changed to WSBB-FM. Only we radio geeks notice that kind of thing.

 

[RoddyFreeman]

So how big of an issue would it be to just swap the formats/stations on 95.5 and 98.5? Basically same coverage area and there would be no need to swap calls.

Why make it disruptive when they could change the calls, and virtually no one would notice? Doing it the way you suggest would be disruptive--listeners would have to learn a new brand--and expensive; think of everything that says B98.5 on it.

 

[TheBigA]

I doubt anyone listening to B98.5 would notice a difference if the legal calls were changed to WSBB-FM. Only we radio geeks notice that kind of thing.

If no one would notice, then why not make the change? My point is if the brand for the AM content is built around the WSB letters, then why not make it official? It will make the ID less cumbersome and unite the branding with the content. The WSBB letters fit 98.5 better anyway.

 

[RoddyFreeman]

If no one would notice, then why not make the change? My point is if the brand for the AM content is built around the WSB letters, then why not make it official? It will make the ID less cumbersome and unite the branding with the content. The WSBB letters fit 98.5 better anyway.

I agree.

 

[trusty]

If no one would notice, then why not make the change? My point is if the brand for the AM content is built around the WSB letters, then why not make it official? It will make the ID less cumbersome and unite the branding with the content. The WSBB letters fit 98.5 better anyway.

Yeah, it would flow: "WSB-B98.5 Atlanta".

HOWEVER, what 'cha gonna dooo about Doraville?

 

[Josh Lyons]

Here's an Idea

How about this: let AM 750 broadcast news all day and then carry talk all night like WBZ-AM 1030 in Boston does?

 

[TheBigA]

How about this: let AM 750 broadcast news all day and then carry talk all night like WBZ-AM 1030 in Boston does?

Remind me how all news did at WYAY.....

 

[trusty]

Here's a novel idea: Create a focus group that will get back to us in a couple of years.

 

[On the Dial]

Remind me how all news did at WYAY.....

From a growth standpoint, it did better than talk did. The rating grew slowly but steadily from 0.8 to 2.1. The ratings growth ended, and even fell back when it shifted to mostly talk. And that's even though Cumulus stuck with talk longer than a stuck with all-news.

 

[TheBigA]

From a growth standpoint, it did better than talk did.

That's not the point. The question is about flipping 750 to all news during the day. Do you think they could pull a 2 share on AM?

 

[LegalTender]

Remind me how all news did at WYAY.....

Substantially better than talk did. Daytime news/nighttime talk isn't contrary to reason.

Squandering the "WSB" namesake as a dry run for 25-54 orthodoxy would be contrary to reason.

 

[TheBigA]

Substantially better than talk did. Daytime news/nighttime talk isn't contrary to reason.

Anywhere south of the Potomac it is.

 

[johndavis]

I doubt anyone listening to B98.5 would notice a difference if the legal calls were changed to WSBB-FM. Only we radio geeks notice that kind of thing.

Right, and since you're not dealing with paper diaries it's more important that they listen to your programming than recall call letters from memory.

If they haven't shuffled the call signs around up to this point, why bother now?

 

[PTBoardOp94]

His statement is less than precise:

• 10% of the 25-54 target audience listens to AM radio across the board.

- or -

• 10% of WSB's 25-54 audience listens on 750 and the rest on 95.5.

I would assume the latter, in that he was probably talking about his station as a rationalization for his decision.

But we can back this up with ratings data: According to the Nielsen RADAR report from June 2017, only 21% of AM/FM listeners ever listened to AM.

And that's cume, not accounting for TSL. And persons 12+ instead of the demo. And measured nationally, where some markets have decently strong AM stations which do not have FM simulcasts, like WCCO or KFI.

It's easy to imagine that in Atlanta the sum total of all listening to AM stations is under 10 shares, and that WSB 750 outperforms the bunch of weak and highly directional stations that otherwise serve the area.

 

[MarkW]

I doubt anyone listening to B98.5 would notice a difference if the legal calls were changed to WSBB-FM. Only we radio geeks notice that kind of thing.

Agreed.

It's senseless to me that such a change has not already taken place.

 

[gr8oldies]

As Scott Fybush pointed out, agencies buy "WSB-FM" as the adult contemporary format that it's always been. They often don't live in the market. Changing "WSB-FM" to a talk station and changing the A/C to WSBB confuses that process

Agreed.

It's senseless to me that such a change has not already taken place.

 

[TheBigA]

As Scott Fybush pointed out, agencies buy "WSB-FM" as the adult contemporary format that it's always been. They often don't live in the market. Changing "WSB-FM" to a talk station and changing the A/C to WSBB confuses that process

But this thread is predicated on the idea that 750 will be split off from the simulcast, and will take on a new format. So WSB 750AM will no longer exist as a talk station. One day, buyers will see the simulcast ratings of two stations, and the next it will be two separate stations with specific individual identities. How will they reconcile that new reality? WMAL in DC addressed that by assigning new calls to the AM.

Having said that, I don't expect Cox to split the two stations. They will continue the way WBBM and KCBS are operating in their markets.

 

[On the Dial]

Interestingly enough, WSB-TV always runs a WSB Radio promo going into World News Tonight. Up until now, the graphic has always shown both the AM and FM dial positions. On Friday night, it only mentioned FM. It only said: "WSB 95.5"