I made a trip between Orlando and Jacksonville last night, and hitting the scan button in the vehicle, repeatedly 1110 would be picked up and once outside of Orlando proper, the Charlotte station came in as strong if not clearer than WDBO. 1110 sounds strong and clear, except that there is nothing on it. I have been thinking for some time this might not be the first time a really well powered and positioned radio station was mismanaged into irrelevance. WOR under Buckley ownership comes to mind, as does the KSFO and KGO stations with the now (again?) bankrupt Cumulus. Unless Radio One really just has the intention of turning off the transmitter eventually, this situation is just unbelievable.
Checking the radio ratings data this non-professional has access to at Radio Insight, it appears that WBT was the only thing keeping AM afloat in Charlotte Cume-wise. Applying the schooling I have received on the San Francisco board regarding the importance of Cume, many of the reasons why KZAC can't easily be resurrected now apply to 1110. Interested radio geek listeners like me will listen, but I unfortunately bet that for average Charlotonians, the last thing on AM has left the building, and Radio One would have to spend a ton of money to get people to sample whatever it is that they might have had in mind. I am a non-professional, but even I could have done a better job than this. For the real radio people here, if a music cart did not play, I am sure you did not just sit there with dead air. You started talking, hit a commercial, or had a backup cart ready to go. Anything to keep the listeners engaged. But with this redirection to 107 FM loop running still, it is effectively dead air. Some of my audacious ideas like letting high school students have their big showbiz break on 1110 now may not be so crazy if Radio One intends to keep the station on the air. A splash is going to be needed. A simple insertion of satellite fed talk or music is not going to get noticed.
A property that two months ago was getting, I think I saw, a Cume of 200K has gone to nothing. Via mismanagement.