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96.5 WOXL On A Slippy Slope?

T

tk

Seems 96.5 WOXL/Asheville has been slipping since they shifted their music more to the 70's with a Rock edge. I realize they had to skew younger to stay alive, but it appears they've lost their way! Most of the oldies stations have indeed switched to late 60's/70's hits...but it sure sounds like this station has taken the music much further. The ratings are apparently trending down. Anybody know why the station has lost it's focus?

booger!
 
I think that perhaps a big part of the problem is that 104.3 has stolen a whole lot of their "listen at work" audience since the format flip. If they aren't careful, WWNC just might overtake them when the next book comes out in August. Personally, and this is just my opinion, the stations isn't "oldies" enough to be oldies. Perhaps the new is just wearing off 96.5.

Of course, Saga is probably trying to figure out how they'll program their new FM which should be on the air within a matter of months in Asheville. It also seems that they can't keep help over there, but that's just my opinion. I suppose they are more concerned with cluster-building than with dominating the market with WOXL. You don't have to have the number-one station in a market to make a pile of money, after all.
 
> I think that perhaps a big part of the problem is that 104.3
> has stolen a whole lot of their "listen at work" audience
> since the format flip. If they aren't careful, WWNC just
> might overtake them when the next book comes out in August.
> Personally, and this is just my opinion, the stations isn't
> "oldies" enough to be oldies. Perhaps the new is just
> wearing off 96.5.
>
> Of course, Saga is probably trying to figure out how they'll
> program their new FM which should be on the air within a
> matter of months in Asheville. It also seems that they can't
> keep help over there, but that's just my opinion. I suppose
> they are more concerned with cluster-building than with
> dominating the market with WOXL. You don't have to have the
> number-one station in a market to make a pile of money,
> after all.
>

True...they have definitely gotten away from their original sound. I'm surprised that Star could penetrate offices with their weak signal...but if so they would be a factor... It'll be interesting to see what Saga does with the new FM. If their wise, they could be programmed to offer a 1-2 punch with one station targeting younger and the other skewing a little older. Ashevile certainly is a retirement community and that audience could still be a viable demo since the market is not agency driven on buys.
 
> > I think that perhaps a big part of the problem is that
> 104.3
> > has stolen a whole lot of their "listen at work" audience
> > since the format flip. If they aren't careful, WWNC just
> > might overtake them when the next book comes out in
> August.
> > Personally, and this is just my opinion, the stations
> isn't
> > "oldies" enough to be oldies. Perhaps the new is just
> > wearing off 96.5.
> >
> > Of course, Saga is probably trying to figure out how
> they'll
> > program their new FM which should be on the air within a
> > matter of months in Asheville. It also seems that they
> can't
> > keep help over there, but that's just my opinion. I
> suppose
> > they are more concerned with cluster-building than with
> > dominating the market with WOXL. You don't have to have
> the
> > number-one station in a market to make a pile of money,
> > after all.
> >
>
> True...they have definitely gotten away from their original
> sound. I'm surprised that Star could penetrate offices with
> their weak signal...but if so they would be a factor...
> It'll be interesting to see what Saga does with the new FM.
> If their wise, they could be programmed to offer a 1-2 punch
> with one station targeting younger and the other skewing a
> little older. Ashevile certainly is a retirement community
> and that audience could still be a viable demo since the
> market is not agency driven on buys.
>


There are some good people over there, but they have gotten way off target! Its another example of turning their backs on the 50+ demo, and assuming now they can target 18-34! Isn't going to happen. They should get back to being an "Oldies Station". We have seen this over and over. Their list isn't deep enough, and they play a lot of stuff they shouldn't!
 
GET BACK TO WHERE YOU ONCE BELONGED...

> > > I think that perhaps a big part of the problem is that
> > 104.3
> > > has stolen a whole lot of their "listen at work"
> audience
> > > since the format flip. If they aren't careful, WWNC just
>
> > > might overtake them when the next book comes out in
> > August.
> > > Personally, and this is just my opinion, the stations
> > isn't
> > > "oldies" enough to be oldies. Perhaps the new is just
> > > wearing off 96.5.
> > >
> > > Of course, Saga is probably trying to figure out how
> > they'll
> > > program their new FM which should be on the air within a
>
> > > matter of months in Asheville. It also seems that they
> > can't
> > > keep help over there, but that's just my opinion. I
> > suppose
> > > they are more concerned with cluster-building than with
> > > dominating the market with WOXL. You don't have to have
> > the
> > > number-one station in a market to make a pile of money,
> > > after all.
> > >
> >
> > True...they have definitely gotten away from their
> original
> > sound. I'm surprised that Star could penetrate offices

> There are some good people over there, but they have gotten
> way off target! Its another example of turning their backs
> on the 50+ demo, and assuming now they can target 18-34!
> Isn't going to happen. They should get back to being an
> "Oldies Station". We have seen this over and over. Their
> list isn't deep enough, and they play a lot of stuff they
> shouldn't!
>

I totally agree. There are some great folks over there. But I did hear their research showed Asheville was a "rock" market. I totally disagree. You have a huge influence of youth that are both eccentric and eclectic here. They hang out downtown and listen to WNCW, along with their Ipods and personal cd collection. Next...the good ol boys and girls (rednecks in some cases) who listen to Kiss. Lately the 25 to 35 Yuppies listen to the new Star. Last but not least...the 45 to 50 plus crowd who used to listen to WOXL (where the numbers went) Now listen to WWNC and their own cd collection. The rest of the stations are just picking up the scraps...

Wake up WOXL..you have where else to go. Serve the audience that is missing you and you'll see those numbers come back. Everyone else in Asheville is already being served. You can't steal away the Rock 104 crowd. The women are with Star now and not My 102. Country folks are with Kiss. Wake up and serve the only audience you have left...people who love oldies. And I'm not talking going back to Do-Wop...but certainly back to Motown, The Beatles, and a focus mainly on the 60's with a lean into the mid 70's max. Stations that truly play "the Greatest Hits of the 60's and 70's" across the country are seeing success with this format. So why not emulate them instead of trying to offer a more rock edged format? I really believe your research is faulty...and I would hate to see Asheville lose the station entirely if Saga pulls the plug and heads another direction. That happens way too often to too many stations these days. WOXL is too good of a station with a lot of talent and potential for that to happen. Let's hope whoever has the ability to make a change wakes up soon....
 
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