Jax Reflections & Predictions

[faaradar]

WOKV was on 100.7 sometime around 1991. So this is not the first time this has been tried. Though 100.7 isn't a great signal either for JAX.

 

[nfladxer]

Yes, WOKV had an LMA, for a time, on 100.7 FM, as a solution to increase their full time coverage when they were on AM 600. At that time, AM 600 WOKV was in the early building stages of their franchise as a news/talk station. A lot of things have changed since then, WOKV is now an established, heritage radio station in this market, and accordingly, the franchise is now worth much more to the current owners than it was then. Also, even though they traded up to the much more powerful AM 690 signal around 1994, the prestige of AM, especially here in Florida, where a large number of AM facilities suffer from uneven coverage day to night, has slipped considerably, especially with younger demos. Plus, as was pointed out, back in the early 90's, FM 100.7 had penetration problems in Jacksonville proper. If my memory serves me correctly, Cox paid over 7 million dollars when they decided to reinforce WOKV AM with a simulcast on 106.5 FM. That's a big chunk of change, especially for a smaller class A facility, but since the tower is in the middle of town, the signal reaches most of Jax with decent coverage. The question is: If the current WOKV AM/FM combo starts to experience a ratings decline, or, possibly, stronger competition, will Cox Jacksonville react by switching WOKV FM to one of their more powerful FM signals. It may never happen, but, it makes sense that it would be a consideration.

 

[John FL]

It’s interesting that WOKV was once on 100.7 way back when. Since we are reflecting a bit anyway I recall Dr. Tillery mentioning last year that WAPE went country for a couple of years in the early 80’s. I believe he also said Jax was without a traditional Top 40 station at that time. Ordinarily, decisions have consequences and the Jax radio landscape could have been far different today had someone recognized opportunity.

If you think back to the early 80’s, Cable TV was pretty new and it was the rage. MTV was huge and it featured popular hits of the day but in video form. With all that going on and public demand, I find it rather surprising that no one back then went full throttle with the CHR format on a big stick. It’s entirely possible the big CHR station in town could have wound up in a cluster owned by a different company. WAPE as an old AM Top 40 could have just been a memory.

Cox Radio is aggressive and they are very successful but their results come with such a high human toll. Still, I often wonder if a different owner had come to town and had a different philosophy about formats and talent too, where would we be as a radio market today. You probably know where I stand. Yes, decisions DO have consequences.

 

[nfladxer]

While WAPE AM 690 remained a potent and viable music station until about 1981, when they were purchase by Eastman, they flipped to Country WITH the Greasman still on board. With in a year or so, he left for DC, the station underwent several changes, and eventually the WAPE call letters went away on the AM as well. WIVY, which had been very successful as Y-103 in the late 70's and into the early 80's, went from more of a CHR to a bright AC, and became WIVY 103. At one point before, WAPE came back on FM, they had a 15.1 or so share. When Power 95 WAPE debuted in 1986, they literally CRUSHED WIVY within a matter of weeks. I know,I was there, and it wasn't pretty! The company that owned WIVY at that time was warned about the impending competition, was advised to go head to head, and decided not to respond, for whatever reason. The rest is history. And, yes, JohnJax, the jacksonville radio landscape could possibly be different had some other savvy operator jumped on the CHR void back then, but radio, especially as far as talent is concerned, has de-volved, not just here, but in most of the USA, with very few exceptions.