Radio456 said:
Oldies 96.3 was ranked #3 in the market (Adults 25-54) when the decision was made to blow up the format. It had been as high as #2 and was nominated for R&R's "Station of the Year" in 2004. The audience wasn't dwindling and in fact the station was getting stronger. The strategic plan was to morph it into a classic hits format...then the JACK format came onto the scene.
That would have gotten my vote.
I think the biggest mistake Cumulus made was throwing the format on too quickly. They were very choppy and the music flow and imaging was bad. They ended up sounding like a cheap imitation for the oldies fans who wanted to make the switch.
They spent money on marketing and "stuff," some of which I still have, but merely throwing money at a station won't make it better. Their plastic, one-color license plate was just a cheap imitation of the iconic Oldies 96.3 metal plate, which I
still occasionally see on the fronts of cars in this area. Only the old Rock 103 plate of Memphis was better!
I like that 97.1 did a Beatles A to Y weekend on Memorial Day weekend in 2005, literally only mere weeks after adopting the format. They even tossed in Beatles solo stuff to give it more of a '70s feel! Good move! 8) It was great hearing "Let It Be" and "Listen to What the Man Said" back-to-back. I was hoping that it would become a yearly tradition, but they didn't repeat it the next year! :'( And by 2007, they had flipped again.
I also liked that they sponsored area 5K and 10K races, and probably other events that I was not even aware of.