Magic seems dead in the water

[AMRocks]

I'm sure the flip of WYRD and WSPA has helped the $$ books for WORD and the news/talk format. And, after all, with election season upon us, the new 98.9 will print money, but does anyone else think that Magic is pretty much dead?

WORD when it was on 106.3 pulled in some pretty darn good numbers, especially when the election was hot last time. Now, they still seem to have good numbers, but Magic has nearly disappeared. AC, like most formats, cycles up and down, but did Audacity kill it too soon? Or maybe not soon enough?

I have to admit, I listen to neither since WORD's content makes me want to vomit and I can get better/similar music without yacking DJs and commercials and with better clarity streaming (or on SiriusXM in the car) but just looking at ratings figures, it seems dire for 106.3. other than one announcer and a couple of part timers, it's all piped in jocks from out of the market. (Then again, most stations are like that these days. Does The Lake have any jocks at all? 😥)

Would love to get this group's thoughts and opinions.

 

[101tm]

The move to 98.9 for WORD may help them for sales purposes but their numbers are at or lower than where they were on 106.3. Also, I don’t think Audacy foresaw that this election is not going to have any competitive primaries on either side which is very rare. Other than governor, NC has no major state races this year, and SC has none. I don’t believe there’s going to be many election ad buys around here like in years past. It’s not a political swing area.

I’ll spare my speech but Magic was placed on 106.3 with very limited notice and the listeners got lost. In my opinion, that’s a major factor. A 2.9 in the last ratings release is an improvement. We’ll see if they’re able to build on it. Most of the Audacy stations are at the lower end of the pack. The only way I see Magic flipping is if Audacy decides they want Fan or Block on a bigger signal, but they’d be giving up Magic’s revenue. I don’t think they’re going anywhere for a while.

 

[Kelly A]

A 2.9 in the last ratings release is an improvement. We’ll see if they’re able to build on it. Most of the Audacy stations are at the lower end of the pack. The only way I see Magic flipping is if Audacy decides they want Fan or Block on a bigger signal, but they’d be giving up Magic’s revenue. I don’t think they’re going anywhere for a while.

A 2.9 6+ could mean they saw a 4+ in demo. That wouldn't spell dead in the water.