CANTON'S CAT COUNTRY 104?

[kentuckymedia]

I have been wondering this for a while, but finally decided I might as well put something up here and get opinions.

The 104.5 WQKT Wooster in my opinion is a waste of a signal in its current state. They are selling spots for the combination of both the AM/FM for $15 a pop. Thats not great by any means, especially with the money it could make if it repositioned itself.

Now before people get all hell bent on Wooster losing their FM. Why should a 52,000 watt signal serve only Wooster. People all over the country would love to get their hands on a signal like that. And, WKVX serves Wayne County well with both day and night patterns.

Now here is my thoughts.

104.5 WQKT actually spend some money in upgrades to just about....everything. First, dump that absolutely terrible WW1 Country Format.

Then for a few weeks prior to the relaunch just have a few cat meows throughout programming. Wayne County is the kind of community that would be writing in letters to the editor saying that there much be a cat stuck in the transmitter.

Get a commercial ready, the hottest jingles for country I ever heard (Cat Country 2006 Package from Reel World), Scott Matthews and Brian Lee and the voiceover guys.

Then at 10:45 on a Tuesday morning, just shut the station off and stunt for an entire day. The station doesnt have enough cume from the Canton book to worry about losing an audience. Then at 10:45 the next day....launch it as

CANTON'S COUNTRY FAVORITES, CAT COUNTRY 104!

Keep the legal ID, WQKT Wooster just add Massilon and Canton in there. Bring in not sub par talent, but put LIA on at night, and build up the staff with good local talent. Eventually look at the possibilities of a downgrade and move into Massilon.

A country station targeting Canton with a format like that, the spot rates could quickly go from $15 each to atleast $30 if not more. Then, the national advertising alone would suppliment the money they were making in Wooster.

Your ideas?

 

[radiogeek07]

It sounds like a good idea. How far into Canton can you pick it up though? Will it penetrate buildings and such?

 

[david5258]

mike breckenridge runs a clean ship. qkt can be picked up in columbus, mount vernon, marietta, new phila and akron with its 52000watts. breck takes pride in serving the local community and for hs sports they dont have any peer except for 1480. it would be great to hear breck and his crew do more local music cuts in addition to news. i think breck is more concerned at the moment with the ashland stations than canton--david5258

 

[OhioMediaWatch]

There are many, many problems with this scenario.

1) WQKT is basically the flagship station of Dix Communications, the Wooster-based broadcast media arm of the publisher of the Wooster Daily Record and the suburban Record Newspapers up in the Akron area. Dix doesn't have many broadcast assets anymore, but 'QKT is "it". Would they sacrifice their FM in their hometown? Only if they were getting out of radio entirely.

2) WKVX does not cover Wayne County at night. The daytime signal gets out enough, but look at that night signal: 32 watts! The night signal - added on a few years ago when many daytimers got puny night power to cover their COL only - peters out by Smithville. With all the local sports coverage the station does, all of Wayne County would complain and complain loudly.

3) Then, there's Holmes County, an important secondary market for WQKT, which is sparsely covered by WKVX. Of course, Millersburg has WKLM/95.3, but WQKT makes some money down there.

A lot of money? Who knows? But...no. This isn't happening.

With ONE caveat.

As OMW reported long ago, there was actually a deal in the works back before the 2001 Great Frequency Swap. Clear Channel offered to buy 104.5 and move it up closer to Akron as the replacement for WKDD, then at 96.5. Yes, "104.5 WKDD", instead of the 98.1 Canton signal that ended up hosting the hot AC format.

In exchange, CC was offering 107.7 Loudonville as the replacement FM for WQKT. I don't recall if CC actually owned 107.7 at the time, but of course, they did eventually get it.

In the end, Dix nixed the deal. Presumably, they would have been concerned that 107.7 wouldn't be an adequate full-coverage replacement for WQKT's 52KW stick. People in places like Doylestown would basically be out of luck.

I'm not sure much has changed in the ensuing 6-plus years...

 

[74WIXYGrad]

Rittman checking in. To hear anything else on that frequency besides, "you're listening to sports country 104.5 WQKT, Wooster" would cause an uprising in Wayne County.

WQKT does a more than adequate job in serving the community. I don't thin either Ken Nemeth or Mike Breckenridge would be interested in fixing something that isn't broken.

 

[kentuckymedia]

I lived in Kidron for 15 years of my life and even went to Dalton High School. I just wish they could do more with that signal...honestly in its current condition, its a waste.

Thanks OMW for some insight on the plan. I was working for Clear Channel Mansfield in 2001, they were planning on spinning off 107.7 because they were over the limit back then. But everyone just kinda shoved it off. So that makes perfect sense. I know that 104.5 had the chance to move their tower to a site about 8 miles east of Orrville once Froggy in the Burgh got their move in.

If I were Dix, I would capatilize on the money. I understand that everyone there does a great job, so instead of them being so fixed on Wooster and Millersburg, why dont they make a run after WNCO. I was looking at the county by county I have in front of me...

WAYNE COUNTY 12+

WQMX-Country #1
WONE-Rock #2
WTAM-Talk #3
WQKT-Country #4
WNCO-Country #5
WHBC-Adult Contemporary #6
WKDD-Hot Adult Contemporary #7
WZKL-CHR/Top 40 #8

HOLMES COUNTY 12+

WKLM-Adult Contemporary #1
WQKT-Country #2
WQMX-Country #3
WNCO-Country #4
WXXF-Rock #5
WFHM-Christian #6
WTNS-Adult Contemporary #7
WYHT-Hot Adult Contemporary #8

ASHLAND COUNTY 12+

WNCO-Country #1
WYHT-Hot Adult Contemporary #2
WTAM-News/Talk #3
WXXR-Rock #4
WVNO-Adult Contemporary #5
WNCO-Nostalgia #6
WSWR-Oldies #7
WQKT-Country #8

I just want Canton to have its "own" country station to compete. It would help leverage a little better war in Canton. CC owns everything once again, and this doesnt allow for much healthy competition.

 

[john23]

Wow, I'm a bit suprised by those county 12+ rankings. Can you even get WFHM in 9/10 of Holmes County? Although I guess #6 doesn't have to mean a high rating. And the fact that WQMX is so much higher than WQKT right in their own county....they're doing a lot of things well....but they sure could be doing a whole lot better.

 

[74WIXYGrad]

One thing that Canton is missing is all three hours of Dave Ramsey live. Maybe Mr. Amrhein can do something about that. Then when I get out of work at 3:30(and I can pick up WCER on the east side of C-Town) I can hear some common sense for my dollars and cents.

 

[david5258]

kentucky--in regards to holmes county,i think that the number 6 station is more likely to be wnpq 95.9 the light from new phila by way of north canton.
wklm millersburg95.3 and the FISH 95.5 would be side by side signals and fade in and out with k95,5 counrty from columbus in hilly holmes county. i live in orrville, close to kidron, and drive thru holmes county on a regular basis--david5258

 

[kentuckymedia]

Your correct...my bad. Its WNPQ in Canton, however WFHM does show up at #10.

 

[Catawba Scott]

I know it's not in this area of the state that thinks like this, but frankly, I'm getting sick and tired of a radio station or a fan of radio who thinks a station can only exist when they group themselves with a larger city. Why can't people in Canton just say that station in Wooster sure sounds good.
I was born and raised in Wooster. I now live in Florida. After seeing how local radio is down here in Citrus county, you should be glad that some local radio exists.
Does this mean that Radio Wooster AM and FM are perfect? The answer is an obvious no. The AM in my opinion could do more to provide more local oriented talk and information during the day. And the FM could provide more agricultural updates during the day too.
Try to remember how many radio stations played your local high school games then as compared to now. In 2005, I was living in Port Clinton, Ohio. In the 1980's, WFRO in Fremont played the high school basketball tournament games. They don't anymore. I was lucky enough to find them on WFOB in Fostoria that year. You should be grateful that WQKT continues the tradition.
As Ohio Media Watch said, Mike Breckenbridge runs a tight ship. Thank God he does. Keep up the good work, Mike and tell Christie I said hello.

 

[OhioMediaWatch]

Thanks OMW for some insight on the plan. I was working for Clear Channel Mansfield in 2001, they were planning on spinning off 107.7 because they were over the limit back then. But everyone just kinda shoved it off. So that makes perfect sense. I know that 104.5 had the chance to move their tower to a site about 8 miles east of Orrville once Froggy in the Burgh got their move in.

I heard that CC was looking to land somewhere closer to Doylestown or so, aiming at Akron. That'd likely be possible, given the move over to the east. There are other problems (104.7 Geneva, etc.), but they likely could have been OK moving 104.5 to Doylestown-ish.

If I were Dix, I would capatilize on the money. I understand that everyone there does a great job, so instead of them being so fixed on Wooster and Millersburg, why dont they make a run after WNCO.

I'm not sure Dix is interested in expanding their broadcast media holdings, frankly. I believe they've basically shrunken to WQKT/WKVX and maybe one or two other stations. If they went after Ashland, they'd probably want to do it in the same way they do Wooster. There is enough crossover there (i.e. sports teams play each other, etc.) that maybe they'd be interested.

I just want Canton to have its "own" country station to compete. It would help leverage a little better war in Canton. CC owns everything once again, and this doesnt allow for much healthy competition.

Again, I don't think Dix is interested in A) serving Canton or B) selling to a buyer that'd do a move-in there. Who would be interested in a Canton move-in, anyway?

I understand the thought, and indeed, we all got schnookered (OK, for a day or two) about "101.7 The Bull" back before that station made the move north as an AC outlet. But there are plenty of factors involved here making your scenario unlikely.

But while we're here...what about the CC Mansfield stations?

Are they gonna split them into pieces, and who's sniffing around?

 

[sunset77]

Try to remember how many radio stations played your local high school games then as compared to now. In 2005, I was living in Port Clinton, Ohio. In the 1980's, WFRO in Fremont played the high school basketball tournament games.
Please let it be known that WFRO did indeed carry each and every tournament basketball game this year. I for one disussed it with the local owners and they agreed it would be of interest to the community...even though there were no local teams left. The point is...companies like CC and Cumulus have lost touch with any and all of the communities they serve...or should serve...big markets are the key to them...revenue is everything and the basic community concepts that the FCC license was awarded for...has all been abandoned. I would encourage everyone to embrace their "local" owners...and encourage them to grow...If not...and the rumor mill is swirling...that CC is selling this region to a large consolidator...and it will be more of the same...only worse...cause if the rumor mill is true...the sale price the consolidator is paying is out of sight...if it's true...it's only good for CC...everyone else will pay the price...

 

[Tim]

I see the ratings daily...and all the demos as well. And, I've never seen any station #1 in Wayne County in 12+ other than WQKT.

Yeah, the programming is typical syndication...and there's really nothing special about WQKT...but, they OWN Wayne County. A couple Akron and Cleveland stations do pretty well there too (no Canton station does much of anything in Wayne County...not even top 5...they never have.....that's odd but true).

For more than 30 years...many, many, many programmers have approached the Dix Family, and suggested 104.5 go live and become an Akron or Canton or Akron-Canton station...and they've always said a resounding NO.

And, they've been asked to sell for far more money than the station is worth...and they've turned it down every time.

Could that station have been big in either Akron or Canton? Sure...no doubt. But, the Dix Family could care less. They like things just the way they are. In these days of doing anything for money, regardless of whom you hurt or leave behind....ahem!!!.........I guess you could really respect the Dix Family.

And, no...I'm not a friend or relative of them. I wouldn't know any of them if they walked in front of me.

 

[john23]

One thing that Canton is missing is all three hours of Dave Ramsey live. Maybe Mr. Amrhein can do something about that. Then when I get out of work at 3:30(and I can pick up WCER on the east side of C-Town) I can hear some common sense for my dollars and cents.

You can now hear a half hour of common sense for your dollars and cents - Dave Ramsey is live 2-4pm on WCER as of Monday 9/10/07

 

[74WIXYGrad]

John,

That is indeed good news ;D Excuse me while I spread the word. But speaking of country stations. The latest post on my blog, WIXY's Gone Bananas is about the current station with the WIXY call letters, country station 100.3 from Champaign, Illinois.

http://wixygrad.blogspot.com/2007/09/wixy1003-champaign-urbana-illinois.html

 

[YEKIMI]

I remember {I think} that the AM side of Wooster {WWST} back in the 70's as having a CHR or Top 40 format. I do know I have some cassette tapes of them that I recorded off air back then [when I was in high school] and still have them somewhere. I know the FM hasn't always been country.

 

[VODood]

Try to remember how many radio stations played your local high school games then as compared to now. In 2005, I was living in Port Clinton, Ohio. In the 1980's, WFRO in Fremont played the high school basketball tournament games.
Please let it be known that WFRO did indeed carry each and every tournament basketball game this year. I for one disussed it with the local owners and they agreed it would be of interest to the community...even though there were no local teams left. The point is...companies like CC and Cumulus have lost touch with any and all of the communities they serve...or should serve...big markets are the key to them...revenue is everything and the basic community concepts that the FCC license was awarded for...has all been abandoned. I would encourage everyone to embrace their "local" owners...and encourage them to grow...If not...and the rumor mill is swirling...that CC is selling this region to a large consolidator...and it will be more of the same...only worse...cause if the rumor mill is true...the sale price the consolidator is paying is out of sight...if it's true...it's only good for CC...everyone else will pay the price...

Cumulus Toledo sports WLQR/1470 carries high school football

 

[OhioMediaWatch]

I remember {I think} that the AM side of Wooster {WWST} back in the 70's as having a CHR or Top 40 format. I do know I have some cassette tapes of them that I recorded off air back then [when I was in high school] and still have them somewhere. I know the FM hasn't always been country.

I don't remember 104.5 before it became WQKT (and country)...never heard either AM or FM before then. But I'm guessing WWST was an AM/FM simulcast, probably running MOR or AC music in a full service format before splitting off 104.5 as country WQKT and 960 as oldies WKVX.

 

[74WIXYGrad]

At one point in time I think I remember 960(I don't know if it was WWST or WKVX at the time) had a Contemporary Christian format. Maybe David can shed some light on that for us.