You've got to give Brad credit for these changes. Providing a local talk show between 12noon and 3, when his two prime commercial competitors are in syndicated programming, is a good move and could attract some listeners. It's also good that they got rid of the 11am shows, which were more of an interruption and had to be a drag on the ratings.
Here's the challenge. Their hosts have to step it up. Just because you're offering local content doesn't mean you're offering something better. The programming has to be compelling. Rush on WBEN and Jim Rome on WGR are proven commodities. Plus, there are compelling interview, state politics and issue-oriented talk shows with guests on WBFO and WNED-AM. Frankly, I haven't heard Nick Mendola at night, so I can't comment on his abilities. I'll leave that to others. But as I mentioned in a previous post, I listened to a good chunk of Bill O'Loughlin's show for the first time in a while last week. Again, he had no calls during the time I was listening, and he seemed to be rambling at times. Admittedly, I'm a public radio guy who rarely tunes away from NPR's On Point and Tell Me More on most days.
I find it extremely interesting that WGRZ will provide newscasts after FOX world and national news at the top of the hour. That allows WECK to have a local news presence throughout the day. I have a feeling that a Channel 2 news anchor will simply deliver headlines. But if these casts include stories from on-the-scene Channel 2 news reporters in breaking news situations, that would certainly be an enhancement, especially since WBEN has not had a full-time daily street presence since Barbara Burns left. But that's probably wishful thinking on my part.
The bottom line is that this is an example of Brad putting some actions behind his recently-released manifesto. The question is whether these changes are enough to provide a boost beyond the 0.5 to 0.7 12+ share WECK has received in its three years with this format. We can debate this here. But the true answers will be found when the ratings come out.