Part 2...
Given all this information, you are probably wondering what does it all mean? Let's take it bit by bit in simple terms of the results in the last six months. Given the Top 40/M market out there right now, there are currently 12 people listening to Top 40/M every 15 minutes. There are 4.1 million listeners and Top 40/M owns 27% of the all of the format choices given the population in the New York Market. How can one change the direction of WNOW?
Let's begin at looking at the number of people listening to Top 40/M within a 15 minute period. In the last six months, there has been 12 people. Since there are only three Top 40/M stations in the market, how can WNOW take a share of the Top 40/M market and make it even with the three stations out there? In other words, make WNOW with a 4 share, WHTZ with a 4 share, and WKTU with a 4 share. If you reflect back on the information given above, WNOW is beaten within a 2:1 ratio compared to WHTZ and WKTU. If you wanted to break even in the market, the best solution to the problem is simply looking at what both radio stations have to offer and compare it to WNOW.
The following is what WHTZ and WKTU offer:
ü Certified jingle package
ü Experienced disc jockeys
ü Mixture of hit music
ü Annual concerts
ü More music, less talk (except mornings)
The following is what WNOW offers:
ü Unprofessional jingle package (including the top of the hour)
ü High school level radio disc jockeys
ü Inconsistent mixture of hit music
ü No annual concerts
ü Less music, more talk
If WNOW wants to be a professional Top 40/M competitor in Market #1, it must do the following:
1) Change disc jockey and schedule
2) Decide on a music direction
3) Hire radio jingle package
The most important thing to do here is decide which of the two Top 40/M do you want to compete with? Given the many attempts by WNOW to be like WHTZ, do you want to be like WKTU or given the potential that WNOW still has in the market, do you want to be like WHTZ? What does this mean? Do you want to be more rhythmic and play throwbacks from the 90s-2000s mixed with current hits like WKTU or do you want to play more mixture of pop rock and alternative hits included with the current hits like WHTZ? WNOW must decide how it wants to approach.
If I had your position and/or able to work with you, my brother and I developed a unique way which will make WNOW competitive under two directions. Ultimately, you will want to decide what kind of station you would like to be.
Direction #1: WHTZ direction
1) Fire the current staff keeping selective weekend disc jockeys such as Ben Harvey and Ryder. These two men have the unique Top 40/M voice to keep WNOW competitive and keep on par with a WHTZ direction. How would the line-up be like?
Weekdays:
6:00 AM - 10:00 AM - Total Access with Michael Maze
10:00 AM - 2:00 PM - Michael Yo
2:00 PM - 6:00 PM - ON with Mario Lopez
6:00 PM - 10:00 PM - Rich Davis
10:00 PM - 2:00 PM - Ben Harvey
2:00 AM - 6:00 AM - Ryder
Weekends:
6:00 AM - 10:00AM - Total Access with Michael Maze (Best of)
10:00 AM - 2:00 PM - Ben Harvey
2:00 PM - 6:00 PM - Ryder
6:00 PM - 10:00 PM - Top 40 NOW w/Michael Maze
10:00 PM - 2:00AM - FILL IN
2:00AM - 6:00AM - FILL IN
6:00AM - 10:00AM - Rick Dees Weekly Top 40
10:00AM - 2:00PM - Ben Harvey
2:00PM - 6:00PM - Ryder
6:00PM - 10:00PM - Top 40 NOW w/Michael Maze (encore)
10:00 PM - 2:00AM - FILL IN
2:00AM - 6:00AM - FILL IN
The following is purely descriptions of the shows in the lineup:
Total Access with Michael Maze
The show was once on WKCI-FM (KC101) in Connecticut before he was let go by none other than Elvis Duran. As you are probably aware, Michael Maze does weekends on WWFS. Giving him the opportunity to create a morning show that the city can be proud of in New York would add another great guy to listen to over what you currently have on now which is sleazy, disorganized, and does not connect with the New York listeners. Total Access with Michael Maze would be a different morning show than Elvis Duran, more music, less talk. A mix found on WLTW, more music blended with talk of the morning's biggest events, news, and traffic, this morning show be the first step in creating a worthy Top 40/M morning show NOW!
Michael Yo
They say the man with the plan is the one in demand. Check out:
http://www.michaelyo.com/
Michael Yo rocked WHYI (Y100) in Miami for many years, but being let go last year. What a loss for them and a gain for NOW. Mr. Yo comes with a nationally-recognized The Michael Yo Show which can be on par with On Air with Ryan Seacrest and Wendy Wild over at the competition. Check out:
http://omg.yahoo.com/yo-show/
Mr. Yo is Top 40/M and can grab New Yorkers throughout the day with the great blend and direction NOW would be presenting. New Yorkers will instantly be attracted to the voice and compassion that comes in having Yo on the air.
ON with Mario Lopez
The host of TV's Extra is on NOW. ON top of the latest news and gossip straight from Hollywood, Mario is ON the air with the hottest celebs and artists every weekday. Take your listeners out ON the scene as Mario takes you inside the biggest entertainment events of the year, such as the Grammys, Oscars and Emmys. Playing your local music with customized song sells, Mario is ON board with your playlist and local imaging. He's also ONline with exclusive web/social media content. You get a personality you can depend ON NOW!
Hosted by popular television personality, producer, actor and best-selling author Mario Lopez, On with Mario Lopez is a four-hour, music-intensive program featuring a unique blend of entertainment stories and celebrity interviews from a multimedia star's point of view. Originating from The Grove in Los Angeles, Lopez keeps listeners up to date on the latest news, gossip and events, in addition to sharing his conversations with the hottest celebrities and music artists.
ON with Mario Lopez. Get ON NOW!
Rich Davis
Mr. Davis, a star of SIRIUS Hits 1's 'The Morning Mash Up' can now be found making an even bigger splash on SIRIUS Maxim Radio. Davis, a 7-year plus radio veteran, has interviewed everyone from Justin Timberlake to Jay-Z and Jessica Simpson. In 2000, at the age of 21, Davis began hosting the nighttime show at WHTZ/New York. Previously, he worked on-air at WIOQ Philadelphia, WPLJ New York, and WWHT Syracuse. A Syracuse University graduate, Davis landed on air at WJPZ Syracuse in 1998 for his first radio gig. Davis will fit perfectly with the Top 40/M scene on New York radio and taking New York into the night NOW!
Ben Harvey & Ryder
Two different men in their own right, their sound for Top 40/M blends perfectly in the direction WNOW would like to go and contribute to the ongoing pace that is in New York. Their professionalism during transitions from one hit to the other will continue to have WNOW right on track to get more people listening as possible.
Top 40 NOW w/Michael Maze
Hosted by WNOW's morning show host, the show is exclusive to WNOW and would heard on weekends. The show will showcase the biggest hits on WNOW as updated every Friday at 5pm. Top 40 NOW will contribute Mr. Maze to discuss the week's biggest news events across entertainment and speak with today's biggest celebrities and musicians. New Yorkers will be constantly addicted to the in-the-know that comes with this exclusive countdown.
Rick Dees Weekly Top 40
The countdown will serve as the national countdown for WNOW heard on weekends. An internationally-syndicated radio program created and hosted by American radio personality Rick Dees. It is currently heard on over 200 radio stations worldwide and the American Forces Network. It is distributed domestically by Dial Global and internationally by Radio Express. It is also heard on Dees' official website. The show features: Sure Shot - a song predicted to crack the Top 40 in the following weeks. Weekly Top 40 Challenge - during the program, listeners will claim their prize. Behind the Velvet Rope with Kevin Dees - a gossip segment hosted by Rick's son Kevin; previously known as a segment hosted by Rick, Dees' Sleaze. What's Happening - a rundown of new movies, DVD's & Blu-Rays and music. Number One's Around the World - a look at the Number One song in various nations. Top Downloads - the hottest music, ringtones, TV shows and videos being downloaded from the Internet. Planet of the Apps - the latest news on mobile smartphone applications.
2) Change the music direction to reflect the competition.
Under the new direction of WNOW, here it a sample hour of WNOW:
Time
Artist
Title
Year
CRG
7:00 PM
SWIFT, TAYLOR
I Knew You Were Trouble
2011
C
7:04 PM
FLO RIDA
I Cry
2012
R
7:07 PM
LUMINEERS
Ho Hey
2012
C
7:10 PM
GUETTA, DAVID
Titanium f/Sia
2011
R
7:13 PM
IMAGINE DRAGONS
It's Time
2011
C
7:16 PM
MACKLEMORE & RYAN LEWIS
Thrift Shop f/Wanz
2012
C
7:20 PM
FUN.
Some Nights
2012
R
7:24 PM
STAN, ALEXANDRA
Mr. Saxobeat
2011
R
7:27 PM
MURS, OLLY
Troublemarker f/Flo Rida
2012
C
7:30 PM
SHEEHAN, ED
The A Team
2011
C
7:34 PM
OUTASIGHT
Tonight Is The Night
2012
R
7:37 PM
KEYS, ALICIA
Girl On Fire
2012
C
7:40 PM
ADELE
Rolling In The Deep
2011
R
7:44 PM
JAY-Z
Empire State of Mind f/Alicia Keys
2009
G
7:48 PM
PHILLIP PHILLIPS
Home
2012
R
7:52 PM
MAROON 5
Daylight
2012
C
7:55 PM
JENNIFER LOPEZ
On the Floor f/Pitbull
2012
R
7:59 PM
PINK
Try
2012
C
3) Jingle, jingle, and jingle!
The following are great websites to contact to make WNOW attractive especially with a Top of the Hour (TOH): "NOW 92.3... NEW YORK!" A liner for new music: "NOW Playing... "
http://reelworld.com/flashindex.php ***
http://samedaypromos.com/demos/
http://www.bcvoiceover.com/*
http://www.richvanslyke.com/*
http://www.themixgroup.com/mainstream.html**
http://www.seancaldwell.com/radio/*
*** treat with great importance. Both WHTZ and WKTU use this package to get their station imaged well.
** use without Scott Matthews who sounds just as unprofessional and sleazy as the disc jockeys. He does an awful job on WNOW.
* give consideration.
Direction #2: WKTU
1) 1) Fire the current staff keeping selective weekend disc jockeys such as Ben Harvey and Ryder. These two men have the unique Top 40/M voice to keep WNOW competitive and keep on par with a WKTU direction. How would the line-up be like?
Weekdays:
6:00 AM - 10:00 AM - Total Access with Michael Maze
10:00 AM - 2:00 PM - Michael Yo
2:00 PM - 6:00 PM - ON with Mario Lopez
6:00 PM - 10:00 PM - Rich Davis
10:00 PM - 2:00 PM - Ben Harvey
2:00 AM - 6:00 AM - Ryder
Weekends:
6:00 AM - 10:00AM - Total Access with Michael Maze (Best of)
10:00 AM - 2:00 PM - Ben Harvey
2:00 PM - 6:00 PM - Ryder
6:00 PM - 10:00 PM - Top 40 NOW w/Michael Maze*
10:00 PM - 2:00AM - FILL IN
2:00AM - 6:00AM - FILL IN
6:00AM - 10:00AM - FILL IN
10:00AM - 2:00PM - Ben Harvey
2:00PM - 7:00PM - Ryder
7:00PM - 12:00PM - FILL IN
10:00 PM - 2:00AM - FILL IN
2:00AM - 6:00AM - FILL IN
*The countdown still exclusive to WNOW would be more rhythmic than it is with direction #1.
2) Change the music direction to reflect the station.
3) Jingle, jingle, and jingle!
The following are great websites to contact to make WNOW pop especially with a Top of the Hour (TOH):
http://reelworld.com/flashindex.php ***
http://samedaypromos.com/demos/
http://www.bcvoiceover.com/*
http://www.richvanslyke.com/*
http://www.themixgroup.com/mainstream.html**
http://www.seancaldwell.com/radio/*
*** treat with great importance. Both WHTZ and WKTU use this package to get their station imaged well.
** use with Scott Matthews who sounds just as unprofessional and sleazy as the disc jockeys.
* give consideration
Finally, WNOW needs a new look, a logo that looks amazing. A logo that trendy, but Top 40/M.
In the end, you and other staff are the only individuals who can make a decision on the direction that will change the station for the better. The better you invest, the better the station will be. Really consider what you have on WNOW right now and imagine what can be better going forward. How can you get 2 people to 3 or 4 people? From 2.6 million to 3.6 million? It's possible with the right direction. I fully promise that if you adapt the ideas lay out here, you will do great and the station will as well. Aside from all the other things to add on, you want to use your resources you already have. You are CBS Radio. You have the #1 television network in the USA, coverage of the Grammys & Super Bowl, and Viacom which includes MTV & VH1. Sure, they are not what they used to be, but you have to resources to really establish a brand.
Check out the new station Nash FM 94.7. Their presentation for the station is amazing from Day 1, hour 1. Check out their website which should mirror the trending look the new WNOW should have with the NOW logo reflecting artists playing on the station. Also, it should not be called 92.3 NOW. Make the name stick with people by introducing it first-hand. Therefore, as the logo show above, it should be NOW 92.3. Obtain the website nowfm.com. Make it a brand. It's already a brand for several Top 40/M station across the USA.
I have a done initial research on you, Mr. Gillette. You have worked with DMX Music, a music firm that programs music for businesses such as Ralph Lauren, Victoria’s Secret, H&M, Nordstrom, Macy’s and Wynn Resorts. You must understand and value that presentation is anything to people. Imagine you walked into Macy's on 34th or Victoria's Secret in Times Square and saw clothes and lingerie on the floor, everything disorganized. How would you look at the store? How would you consider the presentation of the store? People on radio blogs don't understand, but everything from the imaging, logo, and music presentation makes several stations staples on New York Radio. Look at your sister stations WCBS-FM & WWFS-FM. They have been able to establish themselves as brands because of their presentation, imaging, and music presentation. They understand their audience and commit to them. Don't you want to be a station played in stores across the city like your competitors are?
I would like to hear back from you as soon as you are able. My brother and I worked hard to develop a presentation that we think will create a new WNOW that will shape and even out the New York Radio market with Top 40/M market. Please respect us and give us your opinion. What works? What doesn't?
It can be done as soon as you are ready and up to go by March if you take February to work on putting it together. The station can be reintroduced on a Friday at 5pm to give listeners a new perspective and image of the station. We would be more than happy to come in and we could discuss the plan in person; we leave that to you.
Sincerely,
NY Radio Listener
. And as abrasive as Chunky and TicTack could be at times, they still had the bold personalities and from what you're telling me the women apparently loved it.
