Dayton Trend WCLI

[Radio Dude]

Two months into the Arbitron ratings and after a ton of money spent in marketing WCLI ranks #16
with a 0.9 Share.

 

[Bob in Dayton]

It can't be true! Not after getting 2 bazillion Facebook friends.

Aren't they listening?

I once heard the Click while out shopping. Wait a second....

Maybe it was the noise of someone using their Blackberry to check out Facebook. Or maybe it was the noise of someone hitting the button to switch to 99.1 or 92.7 on the car radio.

I wonder if the WFLP-FM call sign is available? They could become Flip 101.5 while they're searching for a format that works.

 

[TANKSBACK]

LMAO! (Laughing My Arbitron Off!)

 

[alans613]

I wonder how they're doing in the demos?
I don't get how a station has almost 5,000 Facebook fans and does zero ratings. Click is a great station IMO. I think they have a great sound to them. This has to be disappointing to Main Line. I wonder if they will stick with the format and keep fighting or flip to something else. They need to add some personalities ASAP and hit the streets. Today marks three months since the launch. Also, that 6,000 watt Class A signal can't be helping matters either. Scott Sands has this station sounding good. Why the ratings aren't showing that is beyond me.

 

[rubberchicken]

People may be listening to Click. But that doesn't mean they are writing it down in their diary. PPM is much kinder to station launches. It shows instant reaction. Takes longer with diary. Click should have a high cume, in reality, doesn't mean that's being reported by the diary holders.

 

[alans613]

People may be listening to Click. But that doesn't mean they are writing it down in their diary. PPM is much kinder to station launches. It shows instant reaction. Takes longer with diary. Click should have a high cume, in reality, doesn't mean that's being reported by the diary holders.

I wonder if diary placement has anything to do with it as well. Click should be doing better than a 1.0. However, even a 1 share for a brand new station/frequency that didn't even exist until three months ago isn't too bad.
I wonder if the folks on here bashing Click are former Kiss Country staffers. I can understand their beef with the format change, but sheesh, move on with life. You can't live in the past forever.

 

[mattsledge]

...but sheesh, move on with life. You can't live in the past forever.

This is news to about 70% of the population in the area.

 

[almaniac27]

...but sheesh, move on with life. You can't live in the past forever.

This is news to about 70% of the population in the area.

This is southwest Ohio, we do live in the past!

 

[KFodor]

I wonder how they're doing in the demos?
I don't get how a station has almost 5,000 Facebook fans and does zero ratings. Click is a great station IMO. I think they have a great sound to them. This has to be disappointing to Main Line. I wonder if they will stick with the format and keep fighting or flip to something else. They need to add some personalities ASAP and hit the streets. Today marks three months since the launch. Also, that 6,000 watt Class A signal can't be helping matters either. Scott Sands has this station sounding good. Why the ratings aren't showing that is beyond me.

It's called TV advertising and billboards that are telling people to "Like" the station...

Facebook likes do not translate to radio ratings.

Another thing to remember: This station was a rimshot, and it's still a rimshot. The signal's a little better over Dayton than it was...but it's still a class A anchored north of town.

But...also to remember: If the one share, or one and a half share or whatever it ultimately gets pulls from Mix...it's a winner in their books. (Why? See Fly 92-9's ratings and add Click's to it.)

I've told you guys before, you need to stop hyper ventilating when a station gets a one share. If it's in the right places in the book, it may be serving its' purpose. Not all stations are planned these days to get a 6 share...or even a 3.

 

[alans613]

Jason, you're right on the money. If you add Click's 1.0(Not a 0.9 as someone reported at the beginning of the thread-Go look at the ratings)to Fly's 4.7, they're basically knocking on Mix's door and almost even with their 5.9. Click is doing what it's supposed to be doing-Shaving away ratings points from Mix. Just think, if Click does get up to a 1.5 or even a 2, Main Line wins.
We'll have to wait and see what effect the Channel-Lite swap has on the ratings of Fly and Click as well. Of course, it will be a few months before we know the full effects of the frequency swap. My guess is that Channel goes up in the 5s and Lite drops below a 4. Mix could get a bump up as well, but time will tell. If only PPM was here! Anyone know when Dayton is getting the PPM? Click seems like it would be a PPM-friendly station.
I also wonder if Main Line will ever have the option to raise the power on Click. That 6,000 watt Class A directional signal is the only thing hurting them IMO. The station sounds good overall...good imaging and good music. I know they had an ad in the trades looking for air talent and they were taking applicants through the end of May. My guess is they put someone on in morning drive or afternoons. Click needs to be music-heavy, but it also needs someone in there selling the brand, not just letting the music and imaging alone sell the brand.

 

[Limp73]

Rimshot indeed! It barely comes in to Piqua...(Sidney????...dunno!)
At first I thought it was a directional FM antenna at Enon pointing towards Dayton. I can see why Channel got transplanted to 99.9 so they can go in for the kill.

 

[alans613]

Rimshot indeed! It barely comes in to Piqua...(Sidney????...dunno!)
At first I thought it was a directional FM antenna at Enon pointing towards Dayton. I can see why Channel got transplanted to 99.9 so they can go in for the kill.

I have no problem picking up Click, but I live in Clark County.
I'm not sure which way their signal is pointed. I've heard it has problems further south as well. I'd be interested to hear how it is coming in around Dayton. It comes in well in Beavercreek at least...that I know since I tested it out on a trip down there last month. Once again, that's pretty close to the tower though.
I've never thought that Click and Channel compete for the same audience. I would think that Click goes after an older audience than Channel. I do flip on Channel here and there...but not much. I'm more of a Click and Fly guy. Before people on here go crazy, no, I don't work for Main Line.

 

[TANKSBACK]

Had the chance to cruise around the south part of town this weekend. Click has some real signal problems around Cross Pointe Center (48 & I-675) very spotty in places. Heading over toward the Dayton Mall on 725 there are places where the signal completely disappears, and places where only us radio geeks would listen through the static to hear what was playing. I like their music mix for the most part but I'm certainly not in their target demo. (Don't call me old, call me young plus!) Lite is going to fall off of the edge of the earth on 94.5, not a strong enough signal and very poor building penetration in downtown Dayton. I wonder if they have research to back up the "more 70's" approach. Channel should really grow on that big stick. Should be fun to watch the ratings over the next couple of books!

 

[alans613]

Had the chance to cruise around the south part of town this weekend. Click has some real signal problems around Cross Pointe Center (48 & I-675) very spotty in places. Heading over toward the Dayton Mall on 725 there are places where the signal completely disappears, and places where only us radio geeks would listen through the static to hear what was playing. I like their music mix for the most part but I'm certainly not in their target demo. (Don't call me old, call me young plus!) Lite is going to fall off of the edge of the earth on 94.5, not a strong enough signal and very poor building penetration in downtown Dayton. I wonder if they have research to back up the "more 70's" approach. Channel should really grow on that big stick. Should be fun to watch the ratings over the next couple of books!

Thanks Tanksback! That's not good if the signal disappears around Centerville. That's not too far from 717 E. David Rd. It makes me wonder if the signal even reaches down that far. At one time 102.9 had similar problems until Radio One fixed them. From what I understand, when the station was Classic Rock, even though 102.9 was/is 50,000 watts, it still had serious signal problems south of Dayton. Also, on a somewhat related topic, they've had some problems with their Transmitter Link-Up over the last couple of months. Yesterday around 8 AM the station went silent and finally came back around 30 or so minutes later. That's not good...especially since I saw someone on their Facebook page say that they ended up flipping over to The X. They've got to get that problem fixed pronto.
A local doctor's office I go to used to have Lite 99.9 on until the frequency flip. I asked the receptionist about the swap and if she could pick up 94.5 and the answer was no. A TON of offices I'm sure had on Lite 99.9 and were none too pleased when Channel went to 99.9. My guess as to why Lite is focusing on the 70s is that since Mix is the station that "Owns the 80s"(More like STUCK in the 80s)maybe they're trying to make Lite the station that focuses on the 70s. That's my guess. At least they got their heads out of their rear ends for a minute over there and kept the legendary and super nice Kim Faris! I was happy to hear they kept her. What they did to Paul Ellis on the other hand was a total head scratcher. They fired him a couple years ago, then brought him back just to fire him again. Sheesh. Poor guy. That's radio I guess, but still...

 

[TANKSBACK]

A quick note on Lite 94.5's signal. Today I had a doctor's appointment in downtown Dayton. His office is on the tenth floor and they always have had Lite 99.9 on the music system. Today it was on Mix. Coincidence? I think not.

 

[alans613]

A quick note on Lite 94.5's signal. Today I had a doctor's appointment in downtown Dayton. His office is on the tenth floor and they always have had Lite 99.9 on the music system. Today it was on Mix. Coincidence? I think not.

Tanksback, you're right on the money here. CC/Dayton shoved poor Lite to 94.5 so they think that they'll force folks, like doctor's offices that had on Lite, to listen to Mix. The office I go to that had Lite on now has K-99.1 on. Lite is getting buried b/c their audience is aging...and who benefits? Mix 107.7. Sure, Channel benefits from this move, being on a big stick and all, but this move was ultimately made to protect Mix from the Fly and Click onslaught. End of story.

 

[Elephant]

Really Alan? The onslaught? Is that the onslaught from the full power station (92.9) with a 4.7 or the barely listenable signal in large areas of the market (101.5) with less than a 1 share? I understand you're in love with Click and you hate MIX, but you really need to step back and review your analysis. In the latest available ratings, MIX was still beating Fly and the addition of Click isn't going to amount to much at all.

CC moved Lite to 94.5 because that's a facility they are required to sell. The CHR format appears these days to have much more potential in the PPM world. It only makes sense to put the format you're committed to on the signal you will be keeping. Doesn't it? Sure, they want to protect themselves against Click and Fly, but I would hardly call that an onslaught. The flip of the frequencies is just good business.

 

[alans613]

Really Alan? The onslaught? Is that the onslaught from the full power station (92.9) with a 4.7 or the barely listenable signal in large areas of the market (101.5) with less than a 1 share? I understand you're in love with Click and you hate MIX, but you really need to step back and review your analysis. In the latest available ratings, MIX was still beating Fly and the addition of Click isn't going to amount to much at all.

CC moved Lite to 94.5 because that's a facility they are required to sell. The CHR format appears these days to have much more potential in the PPM world. It only makes sense to put the format you're committed to on the signal you will be keeping. Doesn't it? Sure, they want to protect themselves against Click and Fly, but I would hardly call that an onslaught. The flip of the frequencies is just good business.

Yes, I love Click and Fly, I'll admit it. I don't hate Mix, I just don't understand sticking with stale 80s music. Every time I flip on Mix I hear stale 80s music. Good business would be to drop the 80s. Jeff Stevens is a great guy BTW...I like him a great deal. One of the nicest guys left in the business today.
Remember, the 12+ ratings are a beauty contest...or at least that's what I've been told numerous times on this board. Since we're discussing 12+, Mix did a 5.3 to Fly's 4.7. That's close. Imagine if Fly didn't exist. Mix would still be #1 or closer in the market. Fly has brought Mix down to Earth from where they were from 2000-07. That's why I say that Fly is bringing on an "Onslaught" to Mix. Click, yes, the signal is a rimshot, but once again, they're serving their purpose for Main Line(That's purely a guess from me...I DO NOT work for ML). It's really too early to write off Click. If they're doing a 1 in a year, then maybe it's time to write them off, but until then, let's not write them off. Once again, they're theoretically taking another point from Mix and perhaps a tad from The X.
Once CC sells 94.5(If ever), the Lite will be shut off. Where do those listeners go? To leave Dayton without an AC is a short-sighted and stupid move. Sure, they made a good move putting CHR on 99.9, but they also could've possibly in the long run shot themselves in the foot with this move. Cox or Main Line would be foolish to not take on the AC format if CC ever sells 94.5. That leaves a HUGE format hole in the market. Cox could theoretically slip it onto 95.3(A rimshot, but it would fill a format hole). We'll see what shakes down, but so far, 2011 has been an interesting year in Dayton radio, just from format changes and frequency swaps. The future looks even more interesting. The Summer and Fall books will be interesting to see, that much is for sure.

 

[zburns]

I know this is about Click, but the conversation talked about 94.5's reception around Dayton. When I worked at Oldies 94.5 sometime ago, while in the air studio during my shift, I lost, I mean lost the station!! I began to pick up mix 94.5 out of Lexington,KY!! The kicker, the studio was on the 20th floor of the 5/3 building!!!
I flipped her in production mode, called the engineer Tim and proceeded on with my shift. Tim explained it at an atmospheric anomaly.
We had other issues too like a bird sitting in front of the STL and causing us issues.
SO, lite was sent to 94.5 to sell 94.5 and purge CC of some of their heavy a/c formats.
I am not a fan of click, I was (years ago) a former kiss country staffer. BUT she had her day in the sun and main line did not see it in their game plan to invest in kiss country. It made more sense for them to do as they did.
What I have heard of click is good, but that is not my first choice for music.
As far as average listeners are concerned. All stations compete with each other not just mix and fly or click and the x.
How often do YOU flip channels during the day? How many different types of music is on your Ipod?
If you clean up clicks signal, maybe it will do better. BUT no matter how good the station is, if you can't hear it people will go elsewhere. That may be their approach with the whole internet/social media thing. Play on their week spot (signal) and you not realize it.
As far as Kiss Country staffers and getting over it....... I believe we already did!!

 

[alans613]

I know this is about Click, but the conversation talked about 94.5's reception around Dayton. When I worked at Oldies 94.5 sometime ago, while in the air studio during my shift, I lost, I mean lost the station!! I began to pick up mix 94.5 out of Lexington,KY!! The kicker, the studio was on the 20th floor of the 5/3 building!!!
I flipped her in production mode, called the engineer Tim and proceeded on with my shift. Tim explained it at an atmospheric anomaly.
We had other issues too like a bird sitting in front of the STL and causing us issues.
SO, lite was sent to 94.5 to sell 94.5 and purge CC of some of their heavy a/c formats.
I am not a fan of click, I was (years ago) a former kiss country staffer. BUT she had her day in the sun and main line did not see it in their game plan to invest in kiss country. It made more sense for them to do as they did.
What I have heard of click is good, but that is not my first choice for music.
As far as average listeners are concerned. All stations compete with each other not just mix and fly or click and the x.
How often do YOU flip channels during the day? How many different types of music is on your Ipod?
If you clean up clicks signal, maybe it will do better. BUT no matter how good the station is, if you can't hear it people will go elsewhere. That may be their approach with the whole internet/social media thing. Play on their week spot (signal) and you not realize it.
As far as Kiss Country staffers and getting over it....... I believe we already did!!

Atmospheric Anamoly may explain why sometimes Fly flickers in and out(Rarely, but it does happen)and Click. After last week's storms, Fly and Click BOTH were having signal problems. Click's was so bad that I couldn't pick them up almost at all...and I live in Clark County! That's all been fixed now.
Also...Click has been having problems with their Link-up from time to time. They need to make sure that this doesn't keep happening. It's happened at least once a month since they signed on back in March.
I have nothing against former KC staffers. I feel awful for those that lost their gigs. What I was getting at was that there is just too much negativity coming from a certain board member against K-99.1 FM and Cox. I'm sure this individual blames K for their no longer having a gig, but ultimately, Main Line made the decision to pull the plug on KC, and I think there is still some ill will there. IMO, Main Line made a smart decision dumping Country. Had they moved onto 101.5 as KC, K-99 would've crushed them like a fortune cookie. Instead, ML decided to fill a format hole in the market left between The X, Channel, and Mix. Sure, Click's music isn't everyone's cup of tea, but even if you don't like their music, or their lack of having a big stick, you still have to admit that the station is programmed rather well and the imaging is really top notch. Yes, I have Click as my #1 preset in the car and at home. However, I have listened to many, many radio stations in my life and Click is one of my all-time favorites. CLiCK reminds me of The Edge back when they first signed on back in August 1995. WXEG sounded more like a Modern AC for the first five years of its existence...until they went with that Active/Alternative hybrid model, which isn't my cup of tea, but has obviously worked well for CC/Dayton. The X has garnered great ratings for them...especially for a 2600 watt stick(Less than half of CLiCK's).