> Now that the newness has worn off a bit, and the "sampling"
> period is over, the question arises:
>
> How will talk radio be affected by the new kids in town?
>
> Which station(s) will show significant ratings growth?
>
> a) WBEN
>
> b) WHLD
>
> c) WWKB
>
> d) None of the above
>
> e) All of the above
>
WBEN is far from being the news radio station it once was ten years ago. These days, it's become mediocre at best, especially since it's been without any direct commercial AM news-talk competition in the last six years. Employees of WBFO and WNED-AM will take note of the distinctions made in the preceding sentence. Despite my disdain, I will admit to listening to WBEN for traffic, news and weather as well as the occasional right wing spin. I consider mysef a typical listener in this regard, so it's my opinion that WBEN will actually go UP in the Winter book.
The spurts of bad weather in the last three months and coinciding traffic problems will fuel WBEN's rise. To be sure, I don't expect the station to skyrocket. Up means an increase, whether it's a tenth of a share or a whole share or two.
As to WWKB, there wasn't much left (no pun intended) when Entercom pulled the plug on the oldies format. As such, one shouldn't expect much from the new "Left Channel" talk format. A one share, 12+ Persons might be acceptable and perhaps even considered a success for the new format. In talking to a market veteran recently, he compared WWKB to a horse that had long ago run it's best race, offering that the station would best be "taken out back and put out of its misery."
Miller and Schultz will have their following. Leslie Marshall is flaccid, appearing desperate in her attempt to gain traction and generate coherent calls.
WHLD is a feckless enterprise at this juncture. Much more was expected from the station and the parties involved. It's been a disappointment with regard to style, formatics and content. Randi Rhodes is the station's saving grace, yet it's rather perplexing as to how the average Joe or Jane will credit the radio station in their Arbitron diaries considering the lack of promos, ID's or bumpers during Ms. Rhodes' show.
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