B 1079 moves to the 80's

[Radioma18]

As of Monday I have noticed that they are playing a lot 80's music and only one or two 60's songs per hour.

 

[Al Timiter]

Well, I wondered how long it would take 'em. No matter what they do now this station has too much "stink" on it to do anything other than tread water....i.e. listeners tuning in and their expectations not being filled. The ratings were much better when Stop 26/Riverbend owned it and that's really saying something.....

 

[xiradiodotcom]

I was randomly scanning the dial today and noticed Level 42 on around 12pm. They followed it up with The 4 Seasons and Three Dog Night. Talk about a trainwreck.

http://web.yes.com/chat/stationlog.php?station=WODB&day=0&hour=12

 

[Nu_Roo_2]

I was randomly scanning the dial today and noticed Level 42 on around 12pm. They followed it up with The 4 Seasons and Three Dog Night. Talk about a trainwreck.

http://web.yes.com/chat/stationlog.php?station=WODB&day=0&hour=12

Sounds like WLZT segues. But I shouldn't say that...no station deserves the ignomy of being compared to that disaster at 93.3. Actually, for the most part I've very much enjoyed what I've heard on 107.9 since reading Radioma's post. With some fine-tuning I could see them doing well if on a good signal, and minus the "oldies-conversion" baggage. But those factors present big hurdles.

 

[schmave]

It sounds horrible. I like oldies and if I want to hear 80s, I'll gladly switch to 105.7 or 97.1. I know I'll get panned by someone here, but why can't 107.9 just STICK TO OLDIES???

 

[alans613]

;D I know Kevin Fodor and all the former talent at WXST will love this post...107.9 was best as 80s Oldies Star 107.9. Man what a killer station...that station had it all...Great talent, great music, good imaging...Too bad management didn't give a darn about the station. I know 80s oldies is a dead format, but maybe if they went Hot AC at least they could justify playing 80s music. However, shmave said that they should just stick to Oldies. Problem is, the people that love oldies are aging and unfortunately not in that all-important selling 25-54 demo. Most oldies stations have leaned away from the 50s and early 60s oldies and favored the 70s and 80s more(See 103.5 WGRR in Cincinnati)and in a Classic Hits direction(Also see WZLR/95.3 The Eagle/Xenia). It is sad to see the oldies format getting the shaft, but it is slowly dying off across the country, not because of music, but the almighty, evil dollar. :'(

 

[Radioma18]

It sounds horrible. I like oldies and if I want to hear 80s, I'll gladly switch to 105.7 or 97.1. I know I'll get panned by someone here, but why can't 107.9 just STICK TO OLDIES???

I agree, maybe 920 wmni could pick up the true oldies channel or 93.3 could go straight to oldies to pick up listeners from B 1079. With a signal like they have I think that an oldies format would do well.

 

[V.Riley]

I'm all for 107.9 becoming an 80s station once again. However, I must confess that my position on this issue may not be a fair once since I'm the one streaming the Tribute site to STAR 107.9 (http://www.star1079.com). I wouldn't say that 80s is a dead format, but if you only play the top 40 80s, then yes, your audience (IMHO) will get tired of the music. Plus, it's the radio personalities (the DJs) that also help create the environment. If you have a great variety of 80s and great DJs, then a great time is an obvious conclusion. Also need to listen to your audience, if they are telling you they are tired of "I'm to sexy for my shirt" then put it on the back burner. If they shout out for an alternative 80s, or a hard rockin' 80s tune then give a spin or two. Be responsive and involved in community events, and they will keep listening.

As for where to take the oldies? WMNI as someone else mentioned before could easily adopt that format, but TALK-FM might be interested in jumping on that one if their Talk format is not bringing in the crowds, and if Saga were to dump oldies and Flip 107.9 back to 80s.

Again, I'm biased on this topic so, I'll leave it at that.

 

[Nu_Roo_2]

W

 

[Nu_Roo_2]

While I like the change at 107.9, the fact remains that the common notion that money can't be made with a 55+ audience is preposterous. Baby Boomers have a huge amount of disposible income which they are only too happy to part with. Today's 55-70 year olds buy plenty of new stuff all the time. And they are not much more brand loyal than younger consumers.

The 25-54 travesty is due to a combination of young media buyers, young programmers/GM's, and a lazy/noncreative/lemming-like radio sales mentality that won't work on ways to prove the demo's economic value and then sell it.

BTW, I thought the 80's format was still reasonably healthy on some stations, with Cox one of the major proponents of the format.

 

[schmave]

That last statement you made, nu_roo_2, is absolutely true. The 80s are alive and well at many stations across the country. It's a format that's screaming to be done right. I don't know that Cox is doing that; their "Point" format is often panned for repeating the same songs incessantly and having their DJs read little more than robotic liners during breaks. Those things aside, it seems to work well. It was in Dayton until recently, when Cox switched 95.7 to an FM simulcast of WHIO-AM (1290).
I'd love to see the 80s back here. I just think 107.9 is doing a terrible job of transitioning out of the 60s. Maybe they should listen to what Dick Bartley is playing on his show tonight in their own station ... much better than "Truckin' TK."

 

[Nu_Roo_2]

I'd love to see the 80s back here. I just think 107.9 is doing a terrible job of transitioning out of the 60s.

Just to clarify, when I say I like the change at 107.9, I just mean that I *personally* enjoy their current music mix. But from a business standpoint, I do have to question whether it was the best move for that station. The transition process does seem questionable. Their current music mix is actually something that would be better suited for 93.3. (Of course, almost *anything* should have more potential on 93.3's big signal than on 107.9's, including traditional 60's/70's oldies.)

 

[xmusicmatt]

If 107.9 goes towards 80s, wont it be pointless for 91.5 FM to lean 80s? Specially on a non-com freq where the business aspect is harder to sell.

 

[V.Riley]

With 107.9 playing 80s music, I could at least see how the business model would work as they can play commercials to help fund the station. My understanding of 91.5 is that they are non comm, and would have to do fund drives, or have corporate sponsors. Hmmm, just trying to imagine the liner for that corporate sponsored Hour.... "Coming up next we have Billy Idol, Talking Heads, and Duran Duran, brought to you by the 80s lovin' bunch at American Electric Power, KFC, and by listeners like you".

I'm not saying it couldn't work, but it would be interesting to see how they can pull that off. I'd welcome an 80s station either way, as I'm already listening to 91.5 every time I'm in the car. On the other hand, if 107.9 went all 80s, would they go back to the STAR 107.9 name since it is already well known from years before, or would they come up with some other name. Either way, it looks like one of these stations is about to claim 80s as their own.

 

[Nu_Roo_2]

I'm not saying it couldn't work, but it would be interesting to see how they can pull that off. I'd welcome an 80s station either way, as I'm already listening to 91.5 every time I'm in the car. On the other hand, if 107.9 went all 80s, would they go back to the STAR 107.9 name since it is already well known from years before, or would they come up with some other name. Either way, it looks like one of these stations is about to claim 80s as their own.

Please let it (somehow) be 91.5, with its far superior signal. Besides, unless they evolve further, ODB still plays more non-80's than 80's.

 

[Snat]

Baby Boomers have a huge amount of disposible income which they are only too happy to part with. Today's 55-70 year olds buy plenty of new stuff all the time. And they are not much more brand loyal than younger consumers.

Can you cite some research or a source to support these statements? I'm not trying to pick a fight - just curious about the authenticity of what you said because it contradicts much of the industry's "conventional wisdom."

 

[KevinFodor]

Do a Google search on this and you'll find dozens...literally dozens of articles on this subject.

It is true that there are numerous business consultants who have suggested that businesses not ignore
the 55 plus Baby Boomers. They are not, like the generations previously, going quietly into that good night.

 

[Nu_Roo_2]

Do a Google search on this and you'll find dozens...literally dozens of articles on this subject.

It is true that there are numerous business consultants who have suggested that businesses not ignore
the 55 plus Baby Boomers. They are not, like the generations previously, going quietly into that good night.

No, they're not. That's a key point of differentiation from 50+ of a generation ago. While a 60-year-old's needs are obviously different in so many ways from a 30-year-old's, today's 60-year-old is a very different consumer than their parents were at 60.

Here is a link to an article about how the nations largest packaged foods manufacturer, Kraft Foods, is focusing heavily on 50+ consumers, the so-called "Liberated Boomers." As should be obvious to anyone on this board whether a professional or just a radio enthusiast, Kraft is a major national radio advertiser. They're not in the top 10 (which is all I can find for free at the moment), but I'm pretty sure they're in the top 20. And if they're not, maybe they should be?? This is just one example.

http://www.reuters.com/article/Food06/idUSMUN35852220060603

 

[alans613]

That last statement you made, nu_roo_2, is absolutely true. The 80s are alive and well at many stations across the country. It's a format that's screaming to be done right. I don't know that Cox is doing that; their "Point" format is often panned for repeating the same songs incessantly and having their DJs read little more than robotic liners during breaks. Those things aside, it seems to work well. It was in Dayton until recently, when Cox switched 95.7 to an FM simulcast of WHIO-AM (1290).
I'd love to see the 80s back here. I just think 107.9 is doing a terrible job of transitioning out of the 60s. Maybe they should listen to what Dick Bartley is playing on his show tonight in their own station ... much better than "Truckin' TK."

"The Point"/95.7/WDPT...Where do I start? Robotic liners(and robotic DJs, since they were all voice tracked LOL), same songs over and over...A terrible 80s station. "Star 107.9"/WXST/Columbus...An awesome 80s station with great talent. WDPT did a 1.7 share in the last ratings before the stupid switch to the AM/FM WHIO simulcast. I always thought Cox used 'DPT as a thorn in WMMX's side, at least take away a few of their (MMX's) thousands of listeners to protect K-99's ratings. I remember someone saying that 'XST's last book in mid-2001 they did a 3 share...Great for a station with an awful signal. If 'ODB did by some chance become "Star 107.9" again, they would have to find new call letters...I believe there is a station using those WXST calls. Anyhow, I digress...STAR was/is the correct way to do an 80s station, plain and simple. The Point was/is the wrong way to do an 80s station.

 

[V.Riley]

I remember someone saying that 'XST's last book in mid-2001 they did a 3 share...Great for a station with an awful signal. If 'ODB did by some chance become "Star 107.9" again, they would have to find new call letters...I believe there is a station using those WXST calls. Anyhow, I digress...STAR was/is the correct way to do an 80s station, plain and simple. The Point was/is the wrong way to do an 80s station.

The WXST call letters are currently being used by STAR 99.7 FM in Chaleston, SC. I don't believe they have any historical attachment to the call letters like STAR 107.9 does, so they may be willing to trade call letters. Or given some time, that station might be getting ready to change formats (if it's like what we've seen in Columbus lately).