The lack of an establishment of a new format on 1110 has to be deadly. I think stunting can only work for a brief period of time, and after that it is not much different than signing off the air. Once that happens, it has to be very difficult, without a lot of billboard, or in the modern age, social media promotion to get an audience back. On the San Francisco board that has been following a silent full market AM, KZAC 560, I had made a suggestion that a new format be created, Entertainment Radio. Several experienced people brought me down to earth with the realities of funding a radio station startup and the problems of working with an empty street that is AM. But I still think the idea has merit, and in the hands of a cluster that can spread some of the cost out, it could be tested for not too much risk.
My idea for Entertainment Radio is that there has to be a decent number of people for who 24/7 Political Shouting is a tune out, for who Sports/Guy talk is not their thing, and for who Music with Commercials has been replaced with Internet sources that are uninterrupted. What would be new is Entertainment, initially in the form of Old Time Radio. The programming would run in the daytime, radio's prime time, not buried in the evening or overnight. The internet archive has many, many hours of programming there free for the listening, so I am assuming it would be available to a broadcaster for free or at least not much. There are modern day producers, such as Imagination Theater that might welcome making their programs available for a price, but also making allowances for the exposure a signal like 560 or 1110 would offer.
There were a number of critiques to the idea:
Too Old - Only 70+ would listen. To which I say, how do we know? Nothing like it has been tried in at least 40 years. I would bet most 40 years olds have never heard Suspense. The programming would have to be carefully selected - nothing that is too dated or corny. The job of the program director would be to dig through the mounds of programs to find the acceptable ones, much like a music director has to find the right tunes to spin.
The language and how we speak has changed. To which I say, the OTR programs could test the concept. Eventually modern programs would be needed. But if audience is there, advertisers with money might follow (?). Another idea might be to get college and/or high school theatrical groups to re-record the scripts in modern American-ese. That would cost something, but could it be affordable?
A solid point was made about the Cumeless empty street that AM has become. I don't have a good response to that except to suggest that maybe the street is empty of pedestrians because the storefronts are all faceless warehouses, fundamentalist churches, and small time bodegas. If somebody took one of those empty warehouses and put in a Craft Brewery maybe that would generate traffic?
Another solid point was the cost of operating a radio station, a question I had often wondered about, but had never got a complete answer. To this I don't have a good response, except to suggest a cluster might be able to spread out the costs a bit (?). A knowledgeable estimate (for San Francisco) suggested a broadcaster better be thinking of having $50K a month available just to get off the ground. That kind of explains why New York's WLIB 1190 has been on the market for so long (and probably will remain so).
Someone on the San Francisco board suggested that a new format might better be tried on an internet 'proving ground'. That's a good idea and could certainly be done, and since Entertainment Radio would be new to the 21st Century, it might get ears even if there are thousands of other choices on the 'Internet band'. But at some point it would have to be tried on a real radio station in a real market to see how it plays in Peoria. A difference between San Francisco and Charlotte is that KZAC is counting down the days to FCC delisting with a short-of-cash Cumulus owning it, and 1110 is alive and kicking. If 1110 is doing nothing now, the facilities may already be there.