Another Big Switch that Really Happened Today...

[jmtillery]

Well, sportsfans, I guess I wasn't off the mark afterall when I suggested last week that Cox "blow-up" WHTQ in favor of moving WPYO "Power" to the 96.5 frequency and begin simulcasting WDBO on the vacated 95.3 frequency. As many of you may already be aware, Cox blew up Atlanta's 15th ranked WBTS "95.5 The Beat" today at noon in favor of simulcasting 3rd ranked News-Talker WSB-AM on the 100kw frequency. These are confirmed facts Sportsfans. Can Orlando be too far in the future for such a change?

 

[FrankF]

We don't need another urban station on a big stick. But to do this on 96.5, that would be nice, but I don't know about mornings. Bubba has decent numbers as well as Jim Turner. But if Jim is indeed still leaving as posted in a thread earlier this year (can be found on page 5)......And also Bubba does what Howard Stern does (except on Fridays) and leaves the air when he wants to after 10:00AM. I don't think that would sit well with whatever syndicated stuff they would be running afterwards. But one could dream I guess, blow up WHTQ and WJRR to go mainstream rock and pick up the slack.

 

[jmtillery]

We don't need another urban station on a big stick.

From a personal perspective, I tend to agree with you as I don't care for urban nor hip hop. However, from a business perspective it makes sense to place the much higher rated urban/hip hop WPYO on the big stick. This would free up WDBO to migrate to FM on the vacated 95.3 C3 frequency; introducing WDBO's news-talk programming to a newer and younger listening audience via FM. Personally I'd much rather hear WDBO-FM on 96.5, but I'm being practical while viewing this scenario from a purely business perspective. Translation - more ad dollars for both stations at the sacrifice of the lower rated WHTQ. This is virtually the same thing that happened today in Atlanta. Cox Radio recognized the benefit of placing top rated news-talker WSB-AM on FM and seized the opportunity. Very few saw this coming.

 

[orlandoinsider]

Update. PPM pre-currency was released on Friday. Your scenario has very little chance of happening. WPYO has very solid numbers, including a #1 18-34 adults finish. WHTQ is in the game for the first time in years, outside of Bubba, who is looking horrible. And, another Cox stick (WMMO) is back from the ashes as well. WMMO is now a major in-office force after years of declines in diary.

Winners: WCFB, WXXL, WPYO, WJRR, WMMO, WRUM, WOMX
Losers: WMGF, WDBO, WFLF, WJHM, WNUE, WWKA
So-So: WOCL - Not the debut they were expecting. You could probably place them in the losers column.

Next weekly to be released on Wednesday. Still pre-currency for a couple of months, but the game has changed.

 

[jmtillery]

Update. WPYO has very solid numbers, including a #1 18-34 adults finish.

Which is exactly why I suggested placing WPYO on the bigger 100kw signal and placing WDBO on 95.3. Please go back and read my entire post, and you will note that is what I included as part of the overall scenario since WPYO DOES, indeed, have impressive numbers. I've known that all along. The logic behind moving WPYO to 96.5 is to give WPYO a more competative advantage over WXXL. I'm certain WPYO, on a 100kw stick, will consistently beat XL. And with a solid #1 18-34 adults, WPYO should be on a 100kw signal, which translates to higher ad $$$ overall

WDBO's numbers are lower and will continue to become even lower over time due to the fact it is on AM, and not due to content. This is why I suggested moving WDBO in simulcast to 95.3, a trend in many markets, including Cox Radio's own WBTS yesterday, once WPYO moved to the bigger signal. Of course if WHTQ has moved into the top 5, then it would make sense to leave WHTQ as is.

As for Sunny, that may be a good candidate for news-talk depending on how well WOCL performs in the PPM.

Thank you for the updated ratings information. These are indeed, interesting results.

 

[Stormychuck]

JMTILLERY Once again that crystal ball of yours continues to put you at the top of your game.

Your on the ball so-to-speak, I'm really anxious to see what will happen in the Orlando market in the weeks and months ahead, it should prove interesting before the next round of number crunching, I think it might come fast and furious.

As far as "SUNNY" no surprise there, at one point I really wanted to see em pull-it-off, as time went on no secret, everyone else could see that wasn't going to happen, thus no surprise.....

So what's next? Look into that crystal ball of yours and let's hear it......

 

[DJ Mo]

Could someone with pre-currency PPM numbers give me the data for WPRK-FM Fridays 5-8pm?
I'm curious whether my station is encoded & how my own show is doing regarding ratings.
I know my show isn't making any dent in the market with the small signal, but it'll be good to know where I stand while on a tiny 1000 watt signal.
Thanks. It would be very much appreciated.

My e-mail: [email protected].

 

[DJ Mo]

Regarding WHTQ, I'm starting to hear more of the Classic Rock from the 80's that I, as a non-rock listener, recognize. I also heard Aerosmith "The Other Side", which is 90's, not 80's. Something is definitely happening at WHTQ.

 

[jmtillery]

Regarding WHTQ, I'm starting to hear more of the Classic Rock from the 80's that I, as a non-rock listener, recognize. I also heard Aerosmith "The Other Side", which is 90's, not 80's. Something is definitely happening at WHTQ.

I agree something has started happening over there, and I would not be at all surprised to learn it has to do with WHTQ's attempt to delay or eliminate becoming the "sacrifical lamb". Cox sacrificed one lamb with co-owned WBTS in Atlanta yesterday. The WBTS situation proves Cox is willing to sacrifice one format for another on a 100kw stick if it improves the overal bottom line. The music tweaking may help WHTQ, but it may also be too little, too late. Unless WHTQ rises to become a top 5 station, it makes more sense to place WPYO on that signal since Power is already miles ahead of WHTQ in the ratings. Higher ratings on the bigger signal means more ad dollars.

 

[jmtillery]

JMTILLERY Once again that crystal ball of yours continues to put you at the top of your game.

I don't have a crystal ball, although sometimes I wish I did have a real working one. I'm just someone who has been in the business for over 34-years (now I'm giving away my age), and I follow the advice of the late John D. Rockefeller - "Never, Ever Deceive Yourself, and ALWAYS Pay Attention to Little Details". If I have one, I guess you might say that advice may possibly be my own "crystal ball".

 

[jmtillery]

As far as "SUNNY" no surprise there, at one point I really wanted to see em pull-it-off

So do I. From a personal perspective, I really like Sunny 105.9 as it plays the classic hits I know and remember from my teen years. I really hope Sunny ultimately succeeds. Rick Stacey has done and outstanding job reformatting Sunny into yesterday's Top 40 radio station. I remember him well from when he was on-air nights on the former Y 106 in 1979. He was good then, and he is still good now. Hopefully the forthcoming PPM results will be "good" to WOCL. If not, we may see changes over there at 105.9 down the road although I don't know how many PPM results mangement will evaluate before making any format change decisions if one is later warranted.

 

[Parttimer]

I don't know how aggrssive CBS will be in this market, as they have let it be known that their first priority is to sell the whole cluster and get out of markets this small. Trouble is the credit markets haven't loosened up enough to allow buyers to surface.

But having said that, they were pretty proactive in moving things around in Tampa when they felt that smooth jazz had little or no future, first revamping 94.1 to satellite programming, then trading dial positions with Wild 98.7.

CBS likes oldies and classic hits though. Their oldies KLUV in Dallas just went to #1, so maybe they just try to fix what they have.

 

[Stormychuck]

JMTillery, Just when everybody was beginning to believe your age was 39 or something.
you through us a curve ball...

I too, although I don't make it a habit of listening to WHTQ, have heard subtle little changes while sampling them, but I did LOL when JM mentioned them being the possible "Sacrificial Lamb".

CBS doe's like oldies and classic hits stations so I'm thinking "SUNNY 1059FM is safe for the time being they'll give Rick Stacey and crew time to work out the bug's, Mr. Stacey has only been with SUNNY for the last few months, sometimes, as you know, it takes a little time to get it together and he'll work it out...Or...... well you know...

Lots of radio changes nation wide and in some cases COX is stepping up to the plate.
Interesting to see how things here in WhOrlando play out......

 

[jmtillery]

JMTillery, Just when everybody was beginning to believe your age was 39 or something.
you through us a curve ball...

I suspect you thought I was copying the legendary Jack Benny by claiming to remain perpetually "39". Actually I am 49 (I hit the big "Hawaii 5-0" in January). It's been nearly 35-years, having began my radio career in 1975 at the age of 14.

I am curious, however, what "curve ball" I may have thrown your way?

As for Sunny, I believe CBS may give it a few PPM reports to give it a fair chance under Stacey to make a go of it. Afterall, Rick hasn't had very much time to really work his magic although he has already made tremendous advances.

Regarding Cox, only time will tell for sure what Cox may do in Orlando. I believe it's only a matter of time before WDBO will eventually appear on one of the Cox Orlando FMs; especially in light of what Cox did in Atlanta Monday. Cox already has a news-talk simulcast in Jacksonville with WOKV-AM 690/WOKV-FM 106.5.

 

[Parttimer]

Regarding Cox, only time will tell for sure what Cox may do in Orlando. I believe it's only a matter of time before WDBO will eventually appear on one of the Cox Orlando FMs; especially in light of what Cox did in Atlanta Monday. Cox already has a news-talk simulcast in Jacksonville with WOKV-AM 690/WOKV-FM 106.5.

Jacksonville's a totally different scenario. 106.5 is a small signal licensed to Ponte Vedra Beach. It's never had any success as a free-standing station, and its only purpose as a simulcast partner is to fill a hole in the AM's night signal out at the beach.

That actually prompted me to check, and WBTS is licensed to Doraville, 40 miles NE of Atlanta and does not put a city-grade signal over much of the metro.

http://radio-locator.com/cgi-bin/pat?call=WBTS&service=FM&status=L&hours=U

The station had OK numbers but probably wasn't making any money. Given the fact that WHTQ is #2 in their target demo, they are probably doing better business.

 

[Deano]

Cox has an application on file with the FCC to move WBTS to the same tower that WSB-FM transmits from near Downtown Atlanta. If this application were to ever be approved it would make WBTS a full-market Atlanta signal.

http://www.fcc.gov/fcc-bin/FMTV-service-area?x=FM1209588.html

 

[davideduardo]

Jacksonville's a totally different scenario. 106.5 is a small signal licensed to Ponte Vedra Beach. It's never had any success as a free-standing station, and its only purpose as a simulcast partner is to fill a hole in the AM's night signal out at the beach.

THe FM puts a 60 dbu over two-thirds of the population. That's enough to make a big difference, and it did.

When the station was AM only, it was down as low as a 5.3 share. In the last two years as a simulcast, it has been in in the high 8's to the mid-10's.

Since 69 shoots the non-directional equivalent of over 200 kw east from its night transmitter, there is really no significant amount of population in the metro that does not have a fairly good night signal. But that skips over the point that nights contribute very little to the sales and ratings of a talk station. What adding the FM did was make WOKV #1 in 25-54 men, something an AM alone can't do.

 

[davideduardo]

CBS likes oldies and classic hits though. Their oldies KLUV in Dallas just went to #1, so maybe they just try to fix what they have.

A little clarification... CBS does not like oldies, but does love classic hits since they saw how well that format did in the early PPM tests in Philadelphia.

 

[Parttimer]

Jacksonville's a totally different scenario. 106.5 is a small signal licensed to Ponte Vedra Beach. It's never had any success as a free-standing station, and its only purpose as a simulcast partner is to fill a hole in the AM's night signal out at the beach.

THe FM puts a 60 dbu over two-thirds of the population. That's enough to make a big difference, and it did.

When the station was AM only, it was down as low as a 5.3 share. In the last two years as a simulcast, it has been in in the high 8's to the mid-10's.

Since 69 shoots the non-directional equivalent of over 200 kw east from its night transmitter, there is really no significant amount of population in the metro that does not have a fairly good night signal. But that skips over the point that nights contribute very little to the sales and ratings of a talk station. What adding the FM did was make WOKV #1 in 25-54 men, something an AM alone can't do.

A couple of comments...

My knowledge of Jacksonville is a little dated at this point. I used to go there a lot on business but haven't been there now for a few years.

I believe 106.5 has been upgraded at some point, mainly in that the tower is on the Hogan Road antenna farm. I could be wrong but I don't think that was the case originally, they barely got off the beach when they first signed on the in 90's.

The only distinction I'd draw is that in the cases of Jacksonville and Atlanta, the FM signal is not one that could be a big ratings winner as a standalone. WHTQ would be less of a candidate to simulcast WDBO than to move it there and put something else on AM. I think there are better solutions (now if you moved WPYO to 96.5 and simulcast DBO on 95.3, that would follow exactly what Cox has done elsewhere.).

 

[jmtillery]

I think there are better solutions (now if you moved WPYO to 96.5 and simulcast DBO on 95.3, that would follow exactly what Cox has done elsewhere.).

Parttimer - Please refer back to my previous posts in THIS thread and re-read what I wrote word-for-word. What you just said here is exactly what I suggested in earlier posts verbatim - word-for-word. I've said all along move WPYO to 96.5 and implement a simulcast of WDBO on both AM 580 AND FM 95.3. In fact, I've been saying that since the first thread I started "The Big Switch" several weeks ago.