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Changes at US 99

D

Dr Wayne

This was a tough week for employees at Country station, US 99. Morning duo Lisa Dent and Rambling Ray were both let go followed by Personality Joel Jaxson. Many speculate a programming flip is about to happen. The station has been playing country since around 1982. The station denies a format change is about to happen.

The station recently has competion when WBIG 95.5 flipped to a country format. I have noticed they have a larger playlist including added country classics. My opinion is that US 99 has started to become stale in its sound while 95.5 is much fresher. It will be interesting to see what changes we will see at US 99.
 
I haven't really read too much in details on what has been going on at US 99, but to my knowledge that Rambling Ray Stevens very quickly got himself a new job, as he is going to be the new co-host on Big John Howell's morning show on WLS 890. And I am assuming that he is going to be starting next Monday on WLS AM.
 
I happened to turn on 95.5 and heard the morning crew wish Ray and Lisa the best. I thought that was very nice. Starting Monday, Ray will join Big John on WLS 890.
 
Dr Wayne said:
Many speculate a programming flip is about to happen.
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I don't know anyone who has speculated this. Chicagoland Radio & Media tell the story very differently. They say that Rambling Ray was not let go, but announced that he rejected a new contract offer and was going to WLS. Those who know Ray say he'd been wanting to do talk radio for some time. Ray starts his new gig Monday. Lisa was on vacation at the time.

http://chicagoradioandmedia.com/new...us99-5-joining-wls-am-as-morning-show-co-host
 
TheBigA said:
I don't know anyone who has speculated this.
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I don't have any idea if there'll be a flip. Nor do I even remotely care. But what my first thought was....and what Larz also pointed out in another post....is that the Chicago market has never been able to fully support two major-signal country stations.

For the most part historically, it's been always been one flourishing country station operating in a niche unto itself. No one has ever been able to successfully slice the pie in such a way as to create two thriving ones. IF there were two, even the more successful of the two would almost certainly have to settle for being "also ran" in terms of revenue. So that leaves me thinking that if the suits at i-heart guessed successfully that US-99 after 33 years was ripe for the taking, then that leaves CBS with the choice of either (a) Attempting to fight off the challenge with a revamped product. (With the goal of reclaiming solo status for the format). (b.) Attempting to drive more profit by cutting costs but keeping the country format. or (c.) Trying something else. None of which should come as a surprise to anyone.
 
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cyberdad said:
For the most part historically, it's been always been one flourishing country station operating in a niche unto itself.
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That's true. CBS had a similar situation in Seattle, where its heritage country station, KMPS, was challenged by The Wolf. They came in pushing the youth card. They had a young morning show with Fitz, they had a young staff, and they played mostly currents. That change kicked KMPS's butt. So KMPS cleaned house, hired a new morning show, and went back to reclaim their spot as #1 country in Seattle. Clearly, as evidenced by comments here, US99 had gotten stale and old. That's not good. So the first thing they have to do is fix that situation.

Blowing up the format costs a lot of money and takes a lot of time. Much easier to fix a broken format. Certainly iHeart has done a good job in Chicago. They tried the same thing in Boston and so far hasn't done as well. The other factor no one has mentioned is the fact that CBS announced last week that their radio division has lost money for the 6th straight quarter, so obviously they need to focus on improving profitability. That means cutting some expensive talent, especially at stations that are struggling. This is one of those places. So Lisa & Ray's contract was up. What a convenient time to make a change, especially if half of the team already has a new job. That's what I think happened here. Time to refresh the station, come up with some new ideas, maybe bring in a familiar name in the mornings, someone everyone already loves, and then tighten up the music.
 
Good points, Big A. It'll be interesting to see how this unfolds. Obviously the ideal situation would be to exist comfortably, profitably, AND alone in the space where there was only one player for more than 30 years. If CBS decides that reclaiming their niche is the most viable alternative it sets up what could be a fascinating battle between two giants....neither of which are currently "at the top of their game".
 
I don't expect either station to give up. Too much money and prestige in the format. It's been a long time, almost 15 years since CBS gave up on country. Plus there aren't a lot of format options to take in Chicago. It's just a new reality that they have to deal with.
 
From Country Aircheck:

CBS Radio's WUSN/Chicago has rolled out a new logo along with the positioner "Chicago's Hottest Country" as "US99.5" becomes simply "US99."

More changes coming. Looks like no format change. Just tightening up the playlist.
 
US 99 has hired Stylz & Roman to take over morning drive. The duo are the afternoon jocks at CBS' B 96. Both are not truly familiar with Country music so it will be interesting to see how this all will shake out.
 
The announcement notes that the two are partners in the bar Wrigleyville, located near the famous stadium. It's not unusual for morning teams to come from other formats. iHeart's syndicated Bobby Bones came from an alternative rock station in Austin. The main qualifications are personality and ability to relate to the station audience, and given that the Cubs are the best team in baseball, these two should be close to local heroes. The only thing better would be to have an actual Cubs player as a regular.
 
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