Charlie FM at 106.3 flips

[radioboy]

My stepson lives near Greenville, and we noticed that this station has had a different format
every year when we go to visit them.

We actually kind of liked "The Walk," but quit listening after that change.

I think Entercom has more stations than they know what to do with. Maybe they need to divest of a couple and concentrate on doing those as best they can. They're clueless about 106.3.

And I've listened to WORD. It ain't that great.

 

[Lhsh]

I really wish that they had left the oldies format alone. It was a great sounding station and I could pull it a good way between Newberry and the border and then I could pull it pretty well in Brevard. I think that Entercom would have better servedif they had just left it alone and we wouould not have seen all of these stupid format flips and even though I like some of the news talk, most of it I can live without and I think that they would have been better served going back to the oldies format because there is not a good oldies station in the upstate and I wish that there was one in Charleston. At least we have a relatively good one here in Columbia.

 

[MarkL]

I really wish that they had left the oldies format alone. It was a great sounding station and I could pull it a good way between Newberry and the border and then I could pull it pretty well in Brevard. I think that Entercom would have better servedif they had just left it alone and we wouould not have seen all of these stupid format flips and even though I like some of the news talk, most of it I can live without and I think that they would have been better served going back to the oldies format because there is not a good oldies station in the upstate and I wish that there was one in Charleston. At least we have a relatively good one here in Columbia.

I'm thinking Entercom just doesn't want to put the money into 106.3 - all the recent formats: women's talk, adult hits, and now a simulcast of WORD are low-cost.

 

[carolinaradio]

I've advocated WORD moving to 106.3 for quite some time now. Definately over a year. I know, why don't you make more than 43 posts, hang around here for a few years, THEN tell me when I'm not a "genius"?

Okay, 'splain this to me. How does this generate more revenue than Oldies on 106.3? Entercom blew off Oldies to put the already failed "Walk" on 106.3. That failed. Then, they very ingeniously decided to create a lefty-leaning all chick talk station for 106.3. If I'd taken out a map of the U.S. and picked the place least likely for that format to succeed, GSP would have been it. But wait, there was more genius to come. Charlie! That's it, we'll "Play Everything" and surely that will turn the tide. Nope.

Now they're trimulcasting a single format. I see how adding 106.3 FM to the two AM's might boost the ratings on WORD, but will it really be enough to offset the revenue they might have gained simply by leaving the Oldies station on in the first place? Could they not have gone back to that format? It's almost as if they'd rather lose money than admit a mistake.

And by the way, while I think there's a good chance this move will significantly lift ratings, that's far from guaranteed. And if it doesn't, what next? Tropical? When Entercom Greenville says "We play Everything", they mean it. They've played just about everything already.

Exactly!! I still do NOT see the logic for them fooling with 106.3 (back in '05) in the first place. I know it was billing around 3x as much as "Oldies" as the 103s were as "The Walk." They should have done what most of the Oldies stations are doing now....go 60s/70s/early 80s, drop the 'Oldies' moniker. Go for a fresher, more upbeat sound. Leave the rest alone. I have yet to see any of the formats since get ratings anywhere near what they did as Oldies. and, I'd be willing to bet the same goes for revenue. Oldies was a dying format back in 04-05. Programmers have come back to their senses and are freshening/updating the playlists where so they can continue to be successful. A number of those that flipped in that time period have come back - notably WCBS/NYC and KFRC/San Fran. The format has returned in Atlanta and Baltimore as well. They should have just updated. Oh well...

I think they've run out of options with 106 so now they're just simulcasting. They're too proud to do what they should, which is go back to Oldies. There is no other format to try. They should just sell it. We've got three frequencies broadcasting the same thing....now what? I wonder if Cox would consider buying....always wished they would have bought from Barnstable instead of Entercom. Their playlists are tight but they seem to have more sense.

 

[TheStoker]

The Big problem with Entercom, and others is the lack of patience! They gave Charlie 8 months. I don't think it would have ever done great, but you have to give any format a couple of years!

 

[MarkSC]

The "trimulcast" won't last long. Unless you believe there are a lot of AM-only receivers out there.

If Entercom is gonna keep it, I'd say they'll go the sports route...all network, because they, like Clear Channel, aren't about paying local talent. But, more likely, they spin it off and it ends up gospel or hispanic.

I do believe WORD can crack the Top 5 now, at least 12+. N/T with Rush and Hannity in this super-conservative market has no business not being Top 5, as long as the signal covers the metro reasonably well.

 

[carolinaradio]

106.3 does not cover the whole metro very well. It's pretty weak when you get towards Easley, Travelers Rest, Anderson, etc.

CC's 96.7 frequency is sort of in the same boat as 106.3, I guess. Both stations have just been wasted and could be doing better. Maybe they will drop the 'Shine' thing on 96.7 soon and try something else.

 

[SaltyDog]

The "trimulcast" won't last long. Unless you believe there are a lot of AM-only receivers out there.

You mean there's not? When did that happen? Last I looked WSB-AM Atlanta was still number two!

As has just been pointed out by someone else, 106.3 is a nice enhancement to WORD, but it alone can't carry the station.

There are smart people at 25 Garlington, but it's just possible that all of the credibility was spent by the people that went before them and they just can't get anyone to pay attention to yet another format flip. That, and the need to cut expenses right now may have forced them into this move. It's not a terrible move, it's just that it would have been so much better for them if they left Oldies on 106.3 after they bought it.

 

[MarkSC]

I know WSB-AM. WSB-AM is a friend of mine. WORD is no WSB-AM.

 

[MarkL]

106.3 does not cover the whole metro very well. It's pretty weak when you get towards Easley, Travelers Rest, Anderson, etc.

I agree. It's spotty in Northern Spartanburg County too. Also, people are so used to 1330/950 now that it would take quite awhile to get the audience to move.

 

[MarkSC]

Whatever. You guys want spotty, check out 1330 and 950 on night pattern. Plus the 1330 transmitter is on it's last leg.

 

[carolinaradio]

If they wanted a VERY solid coverage, they should have tried for talk on 93.3. Bet that would get some numbers. If they felt Planet was worth saving, move it to 106.3.....but it probably would have been killed off anyway, especially on a smaller signal.

 

[upstate29651]

WORD on 93.3? That makes no sense. People in Asheville & Clemson don't care about WORD, but they have target "P1"s" in both cities for Planet, to borrow a phrase from their morning show.

G

 

[carolinaradio]

Any update on what Entercom's plans for the trimulcast between 106.3/950/1330 are? Surely they won't do this forever. I guess they're airing it on 106.3 because they've tried just about everything there and haven't been pleased with the results, so there's nothing else they can do..

 

[Lhsh]

It is a shame that they just did not leave it the oldies format that it was because they played great music and it had a great sound.