Entercom NYC

[Jeffrey]

after the acquisition of WNSH Entercom owns 2 underperforming fm stations. WNYL and WNSH. I can't imagine they would leave them both as is. After the latest PPMs WNSH trended higher than WNYL but cumed less. That's not bad for WNSH.

I have no idea if either station bills well but I would be curious as to why they want 2 underperforming stations in the number 1 market unless they think they can make a vast turn around with new formats.

Classic hip,hop and r&b may be a format of the day so to speak and has failed in some markets but currently does well in Chicago with WBMX. I would guess that it would peel some numbers away from WBLS and to a lesser degree WKTU. I have no idea if it would bill well as it may eschew older but aside from all the other formats discussed what do you do with them....?

 

[TheBigA]

after the acquisition of WNSH Entercom owns 2 underperforming fm stations. WNYL and WNSH. I can't imagine they would leave them both as is.

By the same token, they have format exclusives with those two formats. That's a nice thing to have in NYC. And they have three of the highest billing stations in the city (perhaps in the country). So that gives them some latitude. But 102.7 isn't really pulling it's own weight either. So they have three underperformers, not just two.

This has been brought up before is that classic r&b trends old, and they have a lot of old trending stations in their cluster. The two you mention may cume smaller, but they're also younger. So that's something to consider.

 

[Jeffrey]

It would seem that by default WNEW's numbers should increase after the sales goes through with WPLJ as has been said before.
I do agree having 2 formats exclusively to themselves is great but they're not winning formats. I suppose they could keep the formats as place holders in a sense but my guess is that they will probably do some format changes.
Shake up the market! I use the classic hip, hop example because of the WBMX success in Chicago. New York is the birthplace of hip, hop. In a way it makes sense to have a classic hip, hop station here.

Soft AC is also another great idea I think. I don't believe it would eat away at WNEW as it's HOT AC but would eat away at WLTW.

I also think WNSH would be the one to change formats if one goes. It's older and had more time to achieve success than WNYL.

 

[Theater of My Mind]

IMO these stations stay right where they are.

WNSH is still a New Jersey signal that hits the suburbs better than the city and is well-suited to its Country format. Entercom has a strong portfolio of country stations and I think they'll want to do the format their own way and try to grow it.

WNYL is still new. Word is that David Field is a personal fan of the format, and Entercom has a strong portfolio of Alt branded stations. I believe they're committed to Alt 92.3 for the foreseeable future.

 

[TheBigA]

I also think WNSH would be the one to change formats if one goes. It's older and had more time to achieve success than WNYL.

However, they just replaced a syndicated morning show with live & local host, and they're about to move the antenna closer to NY. My expectation would be that they would want to see the result of those two changes.

Both of your proposed new formats are older targeted formats, and as I said, Entercom has WCBS-FM, WINS-AM, and WCBS-AM that all skew old. Don't you think they need to address that at some point?

 

[Tibbs4]

Nice start to what should be a very interesting post.

IF "you" were in the management position that "required" you present a business plan that you MUST a) change the formats of both WNYL and WNSH and b) attempt to equal or top the revenues of WCBS-FM and you had a budget of $10M to rebrand and market these stations, what two formats would you choose? BigA, you just added a valid part of the equation of skewing things younger. There is some serious potential to reshape the entire radio dial in NYC before our eyes. What would the best moves with maximum long term revenues be? (Also, I have not looked at the reshaping of the WNSH signal, so with the impending changes, how would "you" steer that ship?)

 

[TheBigA]

What would the best moves with maximum long term revenues be?

There is a word that's very popular in management today: Strategic. Within every company, you have executives whose job it is to find strategic ways to maximize revenue. They don't just look at one station. They often don't just look at the cluster. But they look at all assets within the market: Digital as well as analog. So if I was involved in this, I would look at the long term strategic goals of the company, the strategic sales objectives, and potential advertisers that might be addressed, costs involved in a reboot, and then all the potential benefits. It's all very cut & dry. Not a lot of fun or sex in such a report. You won't see long song lists or potential DJs they might hire. Strategy.

 

[Jeffrey]

However, they just replaced a syndicated morning show with live & local host, and they're about to move the antenna closer to NY. My expectation would be that they would want to see the result of those two changes.

Both of your proposed new formats are older targeted formats, and as I said, Entercom has WCBS-FM, WINS-AM, and WCBS-AM that all skew old. Don't you think they need to address that at some point?

Not sure they need to address anything that makes money for them. Presumably WINS, WCBS AM and FM make a lot of money.

I'm not advocating for soft AC or classic hip hop since I don't have the wherewithal to make that decision. As an observer however and knowing the New York market to me classic hip hop makes sense given my previously mentioned points.

Additionally if WNHS was to remain country why would Entercom want to move it's signal closer to New York when it's a suburban format? The new morning show on WSNH began before the sale to Entercom.

 

[TheBigA]

Additionally if WNHS was to remain country why would Entercom want to move it's signal closer to New York when it's a suburban format?

To improve their signal in Long Island and Westchester County. I suspect someone knew the sale was happening before they changed the morning show.

 

[Theater of My Mind]

Additionally if WNHS (sic) was to remain country why would Entercom want to move it's signal closer to New York when it's a suburban format?

It may have just been a financial decision. WNSH got free tower rent on First Mountain for 5 years as part of Cumulus' purchase from Family Radio, but that window ended last year and it's possible Entercom negotiated more favorable terms for the Meadowlands location. At that height still west of Manhattan, I don't think it's much of a signal upgrade for the city.

 

[davideduardo]

I'm not advocating for soft AC or classic hip hop since I don't have the wherewithal to make that decision. As an observer however and knowing the New York market to me classic hip hop makes sense given my previously mentioned points.

The signal, even nudged closer inwards, is not appropriate for a format that depends on Manhattan and the boroughs for much of its audience. And classic hip hop as a format has a very short shelf life.

Additionally if WNHS was to remain country why would Entercom want to move it's signal closer to New York when it's a suburban format? The new morning show on WSNH began before the sale to Entercom.

The move does not lose any of the MSA areas, and any small loss is outside the measured market. The move is only a couple of miles.

 

[Y2kTheNewOldies]

https://www.nydailynews.com/new-york/ny-metro-1010wins-wcbs880-contract-fight-20190224-story.html

Here is a rumor of Entercom consolidating its news operations.

Media giant Entercom is making waves at popular New York radio stations 1010 WINS and WCBS 880 over demands for “cross-utilization” that workers fear will end up melding two of the city’s most distinct news voices.

The Pennsylvania-based corporation, which owns 235 radio stations across 48 media markets, making it the second-largest radio company in the U.S., acquired both 1010 WINS and WCBS 880 from CBS in 2017.

Since then, it’s been tussling with Writers Guild of America, East – which has repped both newsrooms since the 1960s – over a new contract. The main sticking point is Entercom’s wish to “cross-utilize” resources across both newsrooms, the union said.

Phil Pilato, who works at 1010 WINS as an editor and writer, said wages have been stagnant since the last contract expired in 2015 – but Entercom won’t talk about anything until its “cross-utilization” demands are met.

 

[TheBigA]

Here is a rumor of Entercom consolidating its news operations.

Seems to me this was an issue under CBS ownership a few years ago, and the Writers Guild objected to it then.

As I recall the structure there, the Writers Guild only represents the news writers and producers. The announcers are represented by AFTRA.

 

[RadioGuy1864]

Why shoudn't they "cross-utilize" everyone is working for Entercom, so what's the problem?

 

[TheBigA]

Why shoudn't they "cross-utilize" everyone is working for Entercom, so what's the problem?

Not in union shops. Roles are very clearly defined by contract. You have certain people who can do certain things. An engineer can't fill in as a DJ.

At one place where I worked, operations engineers couldn't do maintenance, even though it was a similar skill set.

 

[Jeffrey]

The signal, even nudged closer inwards, is not appropriate for a format that depends on Manhattan and the boroughs for much of its audience. And classic hip hop as a format has a very short shelf life.



The move does not lose any of the MSA areas, and any small loss is outside the measured market. The move is only a couple of miles.

The location certainly isn't the best for where most listeners are but there is a sizable urban population in the near New Jersey suburbs which would be in their target audience and it's not like the signal doesn't reach the boroughs. In Chicago Entercom started WBMX classic hip, hop not too long ago and it's doing pretty well. In most markets it has had a short shelf life but Chicago seems to be holding out so far...I don't know why Entercom took the chance in Chicago after failed attempts at the format in other cities but perhaps they will do the same in New York unless country is making enough money without the need to change formats or they don't want to gamble in New York where perhaps more is a stake.

 

[Barry]

If it made sense for any local station to try a classic hip hop format, it would probably be WNBM 103.9. Their signal reaches primarily urban areas, and they are getting nowhere in terms of ratings trying to compete with WBLS with an urban A/C format. I believe they do play quite a bit of classic hip hop during the weekends. The fact that the station has not switched to this format full time is an indication that management concluded this would not improve their situation. Putting this format on the largely suburban NJ signal of WNSH seems ludicrous.
And let's not forget that in a cluster such as Entercom's in New York, the stations fit into a synergy aimed at offering an appealing package to advertisers. Whether WNSH by itself produces large revenues is not the only factor the owners would consider. It is a part of a group of stations offered to sponsors that as a cluster can deliver desirable demos, such as the young and financially secure listeners that country stations tend to attract.

 

[Jeffrey]

If it made sense for any local station to try a classic hip hop format, it would probably be WNBM 103.9. Their signal reaches primarily urban areas, and they are getting nowhere in terms of ratings trying to compete with WBLS with an urban A/C format. I believe they do play quite a bit of classic hip hop during the weekends. The fact that the station has not switched to this format full time is an indication that management concluded this would not improve their situation. Putting this format on the largely suburban NJ signal of WNSH seems ludicrous.
And let's not forget that in a cluster such as Entercom's in New York, the stations fit into a synergy aimed at offering an appealing package to advertisers. Whether WNSH by itself produces large revenues is not the only factor the owners would consider. It is a part of a group of stations offered to sponsors that as a cluster can deliver desirable demos, such as the young and financially secure listeners that country stations tend to attract.

I'm not sure if WNBM realistically ever tried to compete with WBLS. It would never have been a competition given their limited signal. You can reach them far outside the city to the north and all of Brooklyn, Queens and Staten Island but it's spotty in Manhattan with the buildings. Classic hip, hop would do nothing for their ratings in the overall metro nor would any format really. I've always seen them as a station that primarily targeted the Bronx and Harlem and I'd be curious to see their numbers in those neighborhoods if there were such an embedded market.
As for WNSH I am quite sure Entercom currently has every intention of keeping it country for now but we don't know what they will or will not ultimately do as they take over the reins. They also have WNYL to play with since it too isn't exactly in the top 10. Both formats that don't do well in New York. Their newly acquired WNSH may fit well into their "appealing package" as you claim it does but it would be foolish to think that any station with numbers at 2.0-2.5 in this market doesn't carry any risk of a format change if they see a chance at higher numbers and better billing especially when the station in question no longer falls into the package that Cumulus created it for. Time will tell...