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Columbia ratings

I'm pretty sure country would flop on 93.5 or any other signal. It did mediocre at best on 92.1 and was a complete failure on 98.5 (Cumulus never should have sacrificed WOMG just to expand their country brand at the time). 94.3 gets by but hasn't done great. I would venture to say WNOK and WCOS are the two hardest stations in the market to try to compete with.

93.5 has been a bottom dweller for years as CHR and Alpha has stuck with it. Perhaps they're happy being able to clear Brooke and Jeffrey in another market and CHR is the best format option. The market has too many signals and not enough viable formats not even counting all of the translators. 93.5 and 106.7 aren't doing well, but what would do better? Cumulus has tried almost every flavor of AC on 106.7. Speaking of BIN, it's doing impressively well for just a translator and to be in a small market.
 
Al Timiter said:
B106's ratings actually increased when they went Hot AC in 2013.
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If memory serves, they abandoned that approach when WOMG flipped to country. At this point they could cede the 80s to 98.5 and go back to a 90s-now Hot AC format. The 80s stuff is what sounds so out of place now.

I forgot Alpha has a CP to move WHXT closer to
Columbia which will greatly diminish the need for WSCZ. Wonder if they build out the CP if 93.9 will get sold off?
 
Cumulus could upgrade the R&B format from 103.1 to the big 106.7 signal which would level the playing field with WWDM.

B106 has been thru a rotating door of programmers, on-air talent, and musical tweaks. That's a recipe for struggling ratings.
I agree with what others have said. Classic Hits and AC can compliment each other very well, musically, and financially
 
radiofan86 said:
Cumulus could upgrade the R&B format from 103.1 to the big 106.7 signal which would level the playing field with WWDM.

B106 has been thru a rotating door of programmers, on-air talent, and musical tweaks. That's a recipe for struggling ratings.
I agree with what others have said. Classic Hits and AC can compliment each other very well, musically, and financially
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No need for 2 R&Bs. Isn't there a way to put hip hop on a big signal?
 
Blowing up WARQ ten years ago was such an egregious mistake the station nor trying bring back the brand on 99.7 has worked out well.

Once Alt died on 93.5 I think of course the independent WXRY has taken over the mantle. Of course they don’t subscribe so we don’t see their numbers but they definitely have developed a loyal listening/fan base.

Likewise blowing up the original Palm was a bad move. It just hasn’t recovered.

Getting rid of WTCB’s on air staff has been a death knell to a station that was already on the decline.

Not surprised by WOMG, last time I listened to it sounded like it was programmed by someone stuck in 1981.

WMFX sounds like it’s programmed by a 90 year old man.

Basically Columbia is a victim of terrible decisions with a lack of foresight all just save a buck or two. Unfortunate indeed but just a victim of present day circumstances in the radio world.
 
Columbia has been bad for a long long time. WXRY is really the only bright spot in Columbia. WTCB has been limping along really since pretty much 2015. Heck if they are gonna tough it out with the "B" moniker go rhythmic AC that way it can give WOMG some breathing room. Speaking of OMG add more 80's pop hits. Believe it or not pop music doesn't have to stop after 7PM. It's like the tale of two different stations. It's not even good day parting.
 
https://ratings.****************/content/arb183

Lots of stations in free fall - TCB is down to a 2.0, OMG is slightly ahead of it. If the signals were equal, 98.5 OMG would probably be more than a point ahead of B. 98.5 starts breaking up on Two Notch before Sandhill and Hard Scrabble.

WARQ is just in misery. Fox has had very much of a collapse. VOC took a beating.

Meanwhile, the class A Kiss 106.7 103.1 continues to outperform many stronger signals.
 
vchimpanzee said:
Sounds like a station I'd like to listen to, but I'm guessing it's not.
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Can assure you it’s not. lol. There are about half a dozen truly bad rock stations in the country….not counting the generic broom closet playlists. Ya know, small market stations that truly try and think they’re working, but don’t? MFX is one 1 of them. An absolute train wreck.
 
If I am reading it right, WTCB is the next to the last full power FM in the whole freakin market. With 100kw. I am glad I'm not the one who has to decide what the hell to do about it.
 
vchimpanzee said:
WWDM and WCOS are also full power, aren't they?
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I believe he means they're the next to the last rated FM station in the market that isn't a translator. Only WARQ is lower, and the gap between them and B is narrowing. I wouldn't be surprised if 94.3 were around or ahead B in the ratings, but they don't subscribe so we don't have a way of knowing.

I know such a massive shuffle would be a mess and not happen, just theorizing here, don't worry 🤣 - but I wonder how The Game moving to 106.7, Kiss moving to 107.5, 'OMG shifting back to 103.1 and a TBD format on 98.5 would work? Seems like better utilization of the signals. I just don't see B106.7 coming back. They've tried everything except rhythmic AC as stated earlier. Nothing works even if it has sounded pretty good at times. AC is struggling in pretty much all of the SC markets.
 
101tm said:
AC is struggling in pretty much all of the SC markets.
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Myrtle Beach's AC isn't even listed. It used to be number one with easy listening, but at some point it stopped being shown and I only found out it had dropped significantly when I asked one of the reporters for that area's big newspaper to cover it. He said it wasn't time to report on that station because it hadn't finished evolving, but I was able to persuade an editor to get a story written. That story said it had dropped significantly. That's the last time I heard anything since its numbers are never shown, but since then it has switched from soft AC to mainstream AC and back.
 
If memory serves, 101.3 and 89.7 (WMHK) are full class C's at 100kw, 91.3, 97.5 and 106.7 are C1's at 100kw, 104.7 is a heavily directional C1 at 90 or 95kw.

I think 107.5 is a C2 but it's located quite to the SE of Cola so it starts to fade quickly going north or west. Other than that, Columbia is a market of some C3's and A's. Honestly, a centrally located 6kw class A can cover the market effectively. Certainly working for WLXC.
 
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https://ratings.****************/content/arb183

Not a very good month unless you were Hot, Beat, Alt, or B which finally saw its ratings come back a bit. Alt needs to be moved to 93.5. Unless that’s a fluke - the class A 93.5 is getting HALF of the translator’s ratings!!!!!

Varying drops for OMG, MFX, Steve, and ‘VOC. That’s pretty bad for ‘VOC but I’m sure it’ll rebound.
 
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