Lucylu said:
Too true. Bigger question: how do you save the morning show? I heard, but haven't seen the numbers myself, that they were 16th in the market! Didn't ZLX spend big money on a TV buy for them? That's gotta hurt. How do they save themselves?
I haven't seen the latest daypart breakdowns, but I know that last year K&M were way behind other adult demo music shows like L&W and Uncle Dale. Somehow, I get the feeling that ZLX won't be able to save the mornings under the current management. The Boston audience has some particulars that are unlike some other places, and trying to program the show to sound like other "wanabee shock-jock ultra-lite" Classic Rock morning shows elsewhere may not work very well here. That seems to be K&M's approach, and I know I can't listen to it.
ZLX's morning numbers tumbled when Charles left, and never recovered. I'm not saying that they should try to lure him back from Hawaii or recreate him in any form. He had three golden decades on Boston radio, and they have passed. But, what has ZLX done since? They made a valiant try for the local "hip" comedian approach with Tai (for a short time) and Sweeney, but Sweeney's on-air delivery and pacing was too low key for a morning show.
Then they get K&M, with a "shock-jock lite" approach that seems to go for the lowest common denominator, while consistently continuing to lower the bar. I think that here in Boston there is some portion of the audience that goes for this (including the buffoons they put on the air for their silly call-in segments which go on way too long), but the ratings show that a larger portion of the audience has turned off and tuned out (even more since Sweeney left), and I think many potential Boston Classic Rock listeners feel that their intelligence is being insulted when they hear this banal show. I don't think that the same dumbed-down tabloid approach that may work for Classic Rock morning shows in some other areas may work very well here.
I think Classic Rock listeners in Boston want to hear Classic Rock, not dumbed-down drivel, even in the morning. People who want to hear a lot of "shock-jock lite" schtick with their morning rock are listening to WAAF or WBCN, and people who want to hear opinionated listeners ranting on the phone are listening to the talk stations. People who want hokey comedy with their Classic Hits are listening to Loren & Wally. I think WZLX should try going with a music-intensive morning show, but not the way WBOS does it with a faceless bland blend.
There should still be a strong, upbeat morning personality, and of course the necessary morning headlines, traffic, etc... as well as promos, contests, and some other (brief) features, but make it about the music with a host who may talk (a little, not too much) about the music and the artists, get occasional brief interviews when Classic Rock artists come to town, and make more of the features about the music, rather than going on and on about the tabloid news of the day which is already being discussed ad nauseum on the talk and shock-rock stations. Of course, important local events deserve some banter, but don't make talk so much the focus of the show.
I don't know who particularly to suggest for a host for this show. It should not be someone whose radio heyday was decades ago and is past their prime, but it should be someone within the stations age demo who is knowledgeable about the music of the entire Classic Rock era, as well as someone who Bostonians (of all various levels of intelligence!) can identify with, and who has an upbeat, entertaining, personable manner, but not insulting or condescending and doesn't make the show into just their own ego trip. It doesn't even necessarily have to be an extremely well-known or heritage DJ as long as they can pull this off. But, it's not going to happen if there's a PD who doesn't know the vibe of the area and who goes with generic cookie-cutter formulas because they may happen to work elsewhere.