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Cumulus Launches The Vibe

Rusty Bridges

Rusty Bridges

It appears Buffalo has an old-time radio war. Just before Thanksgiving, November 2020, Townsquare attacked 97 Rock by dropping the Jack format on 92.9 and flipping the format to WBUF Everything That Rocks.

On Monday, March 1, Cumulus retaliated, flipping 1120 AM and translator 98.9 to The Vibe, Buffalo's Classic Hip Hop, aimed squarely at WBLK. The Vibe translator on 98.9 has a solid signal emanating from the WEDG tower on Kensington Avenue. The 250 watt signal covers Buffalo's urban core and the first ring suburbs.

www.989thevibe.com

98.9 The Vibe

Buffalo's Classic Hip Hop
www.989thevibe.com www.989thevibe.com

Get your popcorn.
 
Check out their talent line-up.

www.989thevibe.com

98.9 The Vibe

Buffalo's Classic Hip Hop
www.989thevibe.com www.989thevibe.com

Is WBLK is quaking in their boots? Or is that the vibration of laughter out in the 'hood?

They should get DJ Anthony on the phone STAT.
 
This format and effort appears to be more about the music than the personalities. It's a Westwood sat feed, hard drive assisted and if it snags a share here and a share there, mission accomplished. The Vibe, just two clicks to the right of Kiss 98.5, may also create some concern at 500 Corporate Parkway.
 
The fact that it's a satellite format makes the talent line-up look even more questionable unless you're going after 25-54 white males. Maybe that's their target.
 
SirRoxalot said:
The fact that it's a satellite format makes the talent line-up look even more questionable unless you're going after 25-54 white males. Maybe that's their target.
Click to expand...

It is:

Classic Hip-Hop is a new 24-hour format reaching 25 to 54-year-olds who have matured in age, lifestyle, and social awareness. This diverse group of listeners grew up embracing Hip Hop culture and listening to Hip Hop and now, while older, this group still follows the latest trends in technology, entertainment, and fashion. We call them “The Hip-Hop Nation!”
Click to expand...
 
In that case, who is its target? WEDG? KISS? WBLK? 2/3 of this airstaff doesn't appear to fulfill the "socially aware" part of that.
 
SirRoxalot said:
In that case, who is its target? WEDG? KISS? WBLK? 2/3 of this airstaff doesn't appear to fulfill the "socially aware" part of that.
Click to expand...

They seem to be aiming at what they believe is a format hole. It's definitely older than WKSE and WBLK.

It might be the white guys who were listening to WBLK 25 years ago.
 
My take: WBLK will not lose one minute of sleep over the debut of 98.9 the Vibe. WUFO(Mix 1080/Power 96.5)may suffer more, since they run the same format.
 
So the target is the .7 share that WUFO has and not the 8 share of WBLK? Or the 4.6 of Kiss? We won't even talk about nipping at WYRK's 10 share.

I guess I just don't get it. The ads seem to target WBLK. The execution seems tone-deaf to me.
 
Hard to say who if anybody is reaching for the Sominex, but Cumulus is actively promoting the Vibe with ten second TV spots, so there appears to be conviction behind the effort to raise the awareness level for the format. The Vibe probably will nibble at WBLK's and Kiss's piece of the rating pie. How big a slice of the pie the Vibe eats, only time will tell. The 98.9 W255DH signal is one of the better translator signals in Buffalo. Interesting ... there now seems to be a "98" power alley with Toronto's 98.1 CHFI (which seems to have gone back to using call letters + frequency as an identifier) ; Kiss 98.5 and now 98.9 the Vibe offering some variant of Hot AC / CHR / hip-hop formats.
 
ckg279 said:
Rusty: CHFI has been using their calls and frequency since about 2000, when Rogers ended the FM98 branding.
Click to expand...
Thanks, ckg ... for some reason, I thought CHFI was using the slogan/identifier "Mix" or "Perfect Music Mix" for a longer period.

And isn't it weird that WUFO uses two slogans, Mix and Power, as if it's two separate radio stations.
 
Last edited:
Rusty Bridges said:
Thanks, ckg ... for some reason, I thought CHFI was using the slogan/identifier "Mix" or "Perfect Music Mix" for a longer period.

And isn't it weird that WUFO uses two slogans, Mix and Power, as if it's two separate radio stations.
Click to expand...

True...but WUFO was using the Mix 1080 moniker long before they picked up the 96.5 translator.
 
The music on 98.9 The Vibe is pretty good.. Get some local talent, give it that local 716 feel and some more power - WBLK and WKSE need to watch their step... This station has the potential to hurt them... I myself cant wait until Buddy gets some FM COUNTRY power... Sharon Nichols in the morning??? Sharon vs Janet or Val - my bets on Sharon - GIVE BUDDY A POWERHOUSE FM STATION
 
Here in Erie, PA, we've had 104.3 The Vibe for several years now. The same format from Westwood One as 98.9 in Buffalo.
 
We will have a better chance of listening to the Erie 104.3 station than 98.9 here in Buffalo. seriously, the signal is as bad as the moral judgment of the -×-morning show on 97 rock.
 
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