Could WLS FM Become Warm 94.7

[Dr Wayne]

I have seen some cumulus stations have flipped to Warm FM. They are now playing soft AC music. What are the chances we might see that flip at WLS FM? It would be a warm welcome to have a soft AC station in Chicago. Wondering what your thoughts are?

 

[TGunn]

Are there that many insomniacs in Chicago?

 

[gr8oldies]

I don't see it. It seems there is plenty of A/C in Chicago.

 

[ContinuousWave]

With WLS FM adding more 70s music to the rotation and the jocks talking more than under Jefferies, I suspect its not changing from Classic Hits anytime soon...NOW to bring back the Musicradio moniker, etc would be the ultimate topping....

 

[Gregg.]

Warm is basically Very Soft AC. This format, under other names, is #6 in Miami (WFEZ), #2 in San Diego (KIFM) and always #1 in Tampa (WDUV). It has to be done just right to get the desired sound but not too soft or its audience will age out of the 25-54 demo.

Chicago is unique in having two Classic Hits/Oldies stations. There really isn't any large market that does. And some large markets, like Boston and Atlanta, have none. (Classic Hits/Oldies is different than WDRV in Chicago or WROR in Boston, which may call themselves Classic Hits but are really pop-leaning Classic Rock. They don't use jingles and don't play Madonna, Michael Jackson, Gloria Estefan, etc. They only play songs that were popular on Album Rock stations while also hitting the Top 40.)

On the other hand, WLS-FM isn't really that far behind WJMK. Until recently, WLS-FM had better ratings than WJMK. So I don't think Cumulus will switch the format at this time.

 

[Gregg.]

I believe the original poster is referring to a Cumulus/Westwood One format on a few HD and translator stations called "Warm." I've never heard a Warm station but I've seen it discussed elsewhere on this board. So that's why the original poster is wondering about WLS-FM taking this format.

Actually WLS-FM originally started with another syndicated format, Scott Shannon's "True Oldies Channel." It ran the format as delivered with only a couple of local DJs originally, IIRC.

 

[cyberdad]

WLS-FM originally started as WENR-FM, taking the call letters of the station that shared the 890 AM frequency with WLS. In some of its earliest days it was a partial simulcast of WLS-AM.

 

[semoochie]

WLS-FM originally started as WENR-FM, taking the call letters of the station that shared the 890 AM frequency with WLS. In some of its earliest days it was a partial simulcast of WLS-AM.

Gregg was referring to the current WLS-FM format.

 

[semoochie]

Seattle's Warm was originally Soft AC, competing against Mainstream AC KLSY. After common ownership, Warm became Mainstream and KLSY's format was eventually discontinued.

 

[cyberdad]

Gregg was referring to the current WLS-FM format.

I presumed that. Actually, the Chicago 94.7 frequency has used the WLS-FM call letters four different times, beginning in 1964 and each lasting about seven years. The current incarnation is at about seven and a half years. No less than seven different calls have been used on the frequency during the grand total of about 40 years when the WLS-FM calls were not being used. WENR-FM being the "record holder" with sixteen and a half consecutive years. More the double the longest stint for the WLS-FM calls.

In fact, for a time, the 94.7 frequency was considered by some to be "jinxed" given the number of unsuccesful formats that came and went there. I'm not a betting man, but if I were, I'd wager that it's only a matter of time...although perhaps not in the near future...before some cloud company suit comes along, gets impatient, brings in a new format/call letters, and repeats the process.

 

[PTBoardOp94]

Weren't the WLS-FM ratings higher when they were primarily Scott Shannon's True Oldies circa 2006?

 

[davideduardo]

Weren't the WLS-FM ratings higher when they were primarily Scott Shannon's True Oldies circa 2006?

Yes, but much of the audience was in 55+, which can not be monetized.

 

[Dr Wayne]

It appears that the Country stations carrying Nash Fm are not doing well. The Atlanta Station 98.9 recently flipped from Country to Warm 98 and now playing Christmas music. All eyes are focused as to what the playlist will be come December 26. It appears that if this is successful, other stations will follow to the Warm format.

 

[CTListener]

It appears that the Country stations carrying Nash Fm are not doing well. The Atlanta Station 98.9 recently flipped from Country to Warm 98 and now playing Christmas music. All eyes are focused as to what the playlist will be come December 26. It appears that if this is successful, other stations will follow to the Warm format.

I'm convinced that "Warm" is a set-up for a swerve come 12/26 and that the actual format will be something uptempo and rhythmic, since that's where just about all the ad dollars are.

 

[CTListener]

The website indicates that the Atlanta station has flipped, and yes, it's soft AC.

"WARM 98.9 -- Atlanta's Adult Contemporary Station. WARM 98.9 is your new home for the sounds of adult contemporary.. Barry Manilow, Cher, Celine Dion, Bread, The Carpenters and more, we want to be part of your memories. Atlanta’s home for Adult Contemporary is WARM 98.9!" Interesting that the industry term for the format is being used to market it. You don't see CHRs calling themselves "Your home for Contemporary Hits."

Yet the playlist so far seems to be standard uptempo AC, so maybe the actual flip comes later.

 

[CTListener]

And after listening for an hour, those artists are certainly not what is being played. Disappointing.

Confusing is what it is. Yes, there are some softies in the mix ("Time After Time," "You're Beautiful," even the country hit "Live Like You Were Dying"), but no Manilow, no Carpenters, no Bread. And they're playing "You Give Love a Bad Name" and "Summer of '69." Huh? The jocks -- who have a generic, medium market sound, not typical of a top 10 market at all -- continue to push this format as "soft favorites," even when a rocker has just played or is about to play next. Did someone get his/her signals crossed in setting up the website?

 

[K.M. Richards]

Actually, the Chicago 94.7 frequency has used the WLS-FM call letters four different times, beginning in 1964 and each lasting about seven years. The current incarnation is at about seven and a half years. No less than seven different calls have been used on the frequency during the grand total of about 40 years when the WLS-FM calls were not being used. WENR-FM being the "record holder" with sixteen and a half consecutive years. More the double the longest stint for the WLS-FM calls.

Boy, I sure wish I could figure out what that has to do with this thread's actual subject ...

 

[davideduardo]

Boy, I sure wish I could figure out what that has to do with this thread's actual subject ...

Does the 7-year itch apply to formats or call letters? Or consultants?

 

[cyberdad]

Boy, I sure wish I could figure out what that has to do with this thread's actual subject ...

Well, sir, the second part of my post points out that each call letter change is accompanied by a flip. And so the question becomes, "is the 'seven year itch' about to happen again?" Hope that explains it. I also indicated that I wouldn't be at all surprised if some suit at Cumulus got nervous and executed a flip.

........."Best predictor of future behavior is past behavior" - Dr. Herb Cohen. Attorney/Author: "You Can Negotiate Anything" NY Times Bestseller, 1980.

 

[K.M. Richards]

Boy, I sure wish I could figure out what that has to do with this thread's actual subject ...

Well, sir, the second part of my post points out that each call letter change is accompanied by a flip.

I'll give you a case where that didn't happen ... and it was at the very same station we've been discussing.

Remember when WLS-FM became WYTZ with the exact same CHR format in 1986? I heard an aircheck running through the call letter change at midnight and nothing changed except that "95 WLS-FM" became "Z-95" ...