I find it amazing that WBFO is within a share point of WBEN. I couldn’t have imagined this “back in the day.“ I wonder if they’re popping champagne bottles at BTPM headquarters downtown! As someone who has criticized the reduction of local news coverage at WBFO, I’ll admit that it might not have been warranted. Give listeners NPR content, and they’ll tune in. A 4.4 share!
WBFO made a big change in its midday lineup in early February. We’ll see if that has any impact on the ratings in future books. Gone is NPR’s 1A. WBFO is now running BBC content at 11am. I happen to be traveling in my car during that hour two to three times a week. I have found the BBC content to be interesting when I’ve tuned in. For me, it‘s more of a draw than the esoteric topics that were often a part of hour two on 1A.
But rather than returning Here and Now to its traditional 12noon starting time, when people are interested in hearing the latest news during their lunch hour, WBFO is running this inane show about words. Most stations relegate this show to weekend afternoons or evenings. But WBFO is running it at 12noon weekdays! I’ve sampled a bit of this show. It’s not what I’m looking at 12noon. Fortunately, Alexa gives me Here and Now from Boston’s WBUR at noon. Again, I’m shaking my head at what WBFO management is thinking.
That said, kudos to management for introducing a new show Friday mornings at 10am. WBFO has launched a show called “Group Chat.” It’s hosted by “The Bridge’s” Tiffany Bentley. I’ve heard two of the first three shows. Bentley is a great host. The guests are local influencers. Very listenable! The topics are primarily about current trends and pop culture. This is clearly intended to attract a younger audience. Yet, this listener in his late 60s finds it quite informative and entertaining.
Now then ... WBEN wobbled up one tenth of a share, December to January, while WBFO is trending up a half share December to January and over four months, WBFO is up a whole share since October '23. Conversely, WBEN is
down more than a share for the same four month period. That should be of concern for WBEN.
It's impressive share growth (remember the definition of shares as it relates to people actually listening to radio) for WBFO, but if I were at BTPM I wouldn't be popping the champagne quite yet. There have been countless stations/formats that went up incrementally over a one to two book (three month period) only to plateau and settle down a share (or more) below their high point after a full year. (At this writing WECK seems to be in that mode, down more than a share over a four month period.) There have been stations/formats that skyrocketed and then plateau'd.
The diary system presents a number of variables with which even the most astute programmers grapple. David Eduardo makes a good point earlier in this thread.
As to "Group Chat," it can be interesting ... yet I find myself disinterested (I loathe the essence of "influencers." The word itself conjures images of the brainless but very successful Kardashian clan.)
"Group Chat" is a good attempt at trying to reach younger demos. The host is articulate. The question is, will the younger listeners
find the program and make it appointment listening OTA or on-line? And will these lsiteners be properly credited for their listening. At this point the program might be attracting geezers (mirror) who are interested in what these young whipper-snappers are doing and talking about. Not altogether a bad thing, of course.
What's more, at this point Group Chat being on one day only, will the show make an impact? And how will that impact be measured? In a PPM market a program director would be able to zero-in on that. In a diary market, the metrics are more broad. Again, see Eduardo's comments about diary v. PPM.
One more observation about comparing WBEN to WBFO: WBFO it seems is sifting through possibilities for growth, especially in youngher demographics, while WBEN plays the same tired MAGA tune, slogging about in a soft, pungent bog of mediocrity.
Now, the lauding of WBFO having been made, a few barbs: What once was extensive local news content in morning and afternoon drive has been noticeably reduced. As a result, my Time Spent Listening ("TSL") in these dayparts has decreased significantly. Correspondingly, my TSL to the NPR programming in these dayparts also has decreased. Anecdotal of course, but I can't be the only geezer-member who feels this way.
