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Jaxon Returns to WRFF

Will be interesting to see if having a live and local midday host will help stop the stations six-month slide or if it's a combination of what feels like increased commercial load plus slight shifts in music mix that's the culprit.
 
Jaxon has been broadcasting from his home near Philly over the last year or so on the streaming platform "Ground Control Radio Network" with Brian Mulhern (a.k.a. "The Pharmacist). They were paired together for a couple of years in the early 2000s on classic rock 103.7 WRX in Providence and then alternative 101.7 WFNX in Boston, which was simulcast around New England at the time. Listening this afternoon, it sounds like the Alt 104.5 gig is "part time" and he will continue his show with The Pharmacist on Ground Control.
 
Jacko said:
Jaxon has been broadcasting from his home near Philly over the last year or so on the streaming platform "Ground Control Radio Network" with Brian Mulhern (a.k.a. "The Pharmacist). They were paired together for a couple of years in the early 2000s on classic rock 103.7 WRX in Providence and then alternative 101.7 WFNX in Boston, which was simulcast around New England at the time. Listening this afternoon, it sounds like the Alt 104.5 gig is "part time" and he will continue his show with The Pharmacist on Ground Control.
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The part-time thing was going to be my next thought. Offered it as a PT thing and take it because it's better than nothing. Why is iHeart making the change at Middays though? Josh sounded good in the shift.
 
I wonder how much Pierre’s passing impacted this decision. We now have that time slot being filled by Matt Cord, who came to ‘MMR from alternative Y100, and now Jaxon, formerly of ‘MMR who will be heard on Alt 104.5. I also wonder if his throwback noon feature will be reinstated (or if the overall sound of the station shifts more toward “classic” alternative).
 
Jstnpspck said:
I wonder how much Pierre’s passing impacted this decision. We now have that time slot being filled by Matt Cord, who came to ‘MMR from alternative Y100, and now Jaxon, formerly of ‘MMR who will be heard on Alt 104.5. I also wonder if his throwback noon feature will be reinstated (or if the overall sound of the station shifts more toward “classic” alternative).
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As far as I've heard, Josh has continued Postmodern Radio 104.5 during the lunch hour since Jaxon's first layoff.
 
atthestars said:
In your opinion, what would that be?
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Great question.

Woody has not been accepted by the local audience. They should go in a different direction mornings. Do market research to see what the target audience desires in terms of morning drive content.

The music is too wimpy and is not well balanced. A broad mix like Q101 Chicago plays might work better. A classic alternative playlist might also work better. Alternative has gotten 3 and 4 shares in Philly in the past. Seems to me (and I could be wrong) Alt 104.5 isn't living up to its full potential. Again, do market research and go the path that makes the most sense.
 
The great alternative stations of the past -- 91X, KROQ, WFNX, etc. -- were able to actually serve their local audience, whether is was their music mix, promotions, or personalities. Today, much of that local flavor is gone and has been replaced with one-size-fits-all playlists, "nationwide" giveaways, pre-recorded "talent" from other markets, and super-long commercial breaks. Alt 104.5 re-hiring Jaxon is a step in the right direction. Perhaps they sense a potential vulnerability with the passing of Pierre Robert, or perhaps this is Jaxon's "audition" for mornings, assuming that the Woody Show really isn't doing all that well in the market.
 
Jacko said:
The great alternative stations of the past -- 91X, KROQ, WFNX, etc. -- were able to actually serve their local audience,
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Of course that was at a time when the audience had no other options other than their own personal music collections. That's not the case today. What we see often in today's alternative audience is a lack of tolerance towards any music they don't like. That didn't exist 30 years ago.

The reason WRFF is putting a local host in mid-days is specifically to serve the local audience. There likely aren't enough listeners in other dayparts to support a full local staff. That's because those potential listeners are in their own personal music silos, listening to their favorite bands non-stop.
 
The stuff that airs between the songs matters, too. That's where radio can create a listening experience that might be more satisfying than a personal playlist.

DC 101 does this effectively. Of course, the multi-generational perseverance of the DC 101 brand certainly helps. In a way, they are that market's WMMR (despite significantly different music).
 
Abe Simpson (wow, what a creative pseudonym) is always a reliable apologist for corporate radio's complacency and failings.

This is for you, Abe.

🤣🤣🤣🤣🤣🤣🤣🤣🤣🤣🤣🤣🤣🤣🤣🤣

Enjoy your industry's ever diminishing relevance, stock price value destruction, and multiple bankruptcies. Keep up the great work! Your industry's myopia, detachment from local communities, and contempt for its listeners has served it well.

P.S...my credentials in terms of analyzing corporate strategy are likely far stronger than yours.
 
When I think about WRFF (which is rarely), I always keep in mind that it's not much more than a flanker for its sister stations. They could sound more like stations that are aiming for the typical male audience...but iHM has no misguided notions about making inroads with them in this particular market.

Also: Sometimes, when I see people say WRFF's music is wimpy (or whatever similar word), I read that as "too female-skewing" (whether I'm right or wrong about that).

Management is doing exactly what they want to be doing...and they're doing it for a reason.
 


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