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96.7 Steve-FM

M

MarkL

Looking at the recent Columbia ratings, WLTY 96.7 Steve-FM is up to 4th.

I'm not usually a big fan of Jack-type stations, but I enjoy the variety of music on 96.7 so more than the usual adult hits station.

What does everyone else think about this station?
 
The skinny I've heard on the streets is this: Like the music, don't like the attitude. Personally, Steve, stop telling me that I'm faceless.
 
The funny thing is, Clear Channel can't celebrate Steve's success, because it is beating WNOK (one of the two 100,000 former cash cows) like a drum 25-54, and even hurting them 18-34. And The Beat (their own Hip-Hop Urban) is hammering WNOK 18-34. And WCOS (the main 100kw cash cow) just had what is probably their worst book in their entire history. To recover, CC is going to have to pump lots of money in to the country battle. So the jockless flank stations are taking money from the two flamethrowers. Steve is making more money than Lite did. But the cluster lost millions last year because of it. WVOC did poorly despite it being an election year. So the question is, how long before CC washes their hands of this market? And how many seconds will it take before Double O buys it?

As a listener, I like Steve FM. As a broadcast guy, I hate the idea that this jockless jukebox doing so well.
 
Great observations Bugz. I've never gotten Steve-FM as a listener, and I still haven't figured it out as a programmer. The licensed JACK-FM stations all have a very clear thread running through the apparent randomness (e.g. WQSR Baltimore had a classic-rock bent to it). But it is almost impossible to put a finger on exactly what ties the Steve-FM music together or what drives its success. Blind luck? Huge amounts of research? A bored pop-listenership? Gary David's innate sense as to what Columbia listeners would like to hear?
 
I'm guessing a bored pop listenership, myself. There's a "variety" station in Richmond Va that's musically similiar and doing quite well also. I have always thought that Columbia would embrace a "Hot AC" and this is as close as the market has for that format. The Older listeners in the 25-49 bracket are over 'NOK and the younger ones are bored with B-106. Just me guessing.
 
Liberty 98.9 is pretty well researched. It seems to have a definite pop focus. Micheal Berlin at IQBeats did a great job with the Liberty jingles.
 
I've had some dealings with them. I haven't heard them in person and can't stream. Only seen their music log. When they first came on, they looked like they were all over the map but I haven't checked them lately. They recently added their first "host," a guy who got moved over from one of their sister stations in the market. Now, back to our regularly scheduled topic.
 
Steve is a heck of a lot better than our BOB or NINE FM is... A lot of the music they play reminds me of the old WNOK when they play a lot of good eighties tunes... CC1
 
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