I think the sale was finalized earlier this week so guess they are running the former Pamal stations. I'm sure Magic and the Buzz are safe since they have format exclusives. I guess WKZY could change but not sure what would be better than what they are doing now. I wish them luck but as has been discussed here, programming this group is a challenge.
-
Get involved.
We want your input!
Apply for Membership and join the conversations about everything related to broadcasting.
After we receive your registration, a moderator will review it. After your registration is approved, you will be permitted to post.
If you use a disposable or false email address, your registration will be rejected.
After your membership is approved, please take a minute to tell us a little bit about yourself.
https://www.radiodiscussions.com/forums/introduce-yourself.1088/
Thanks in advance and have fun!
RadioDiscussions Administrators
MARC Radio Welcome to Gainesville
- Thread starter Jeff2
- Start date
Yes, but dont forget the other 3 1/2 stations (I sorta counted WDVH AM & FM as 1.5 since they are simulcast) including the red headed step child down in Hernando WRZN. Not just programming but from a business (the back office stuff) and technical aspects taking over 7 stations all at once is definately a challenge. Welcome to the neighborhood Marc.
I wonder if they might sell WRZN since it is so far from G'ville. They could switch WDVH-AM to oldies or adult standards to offer something not available in Gainesville. I assume most of the country classic audience is on the FM. 1430 does pretty well with gospel and complements Magic. News/talk, sports, and definitely country are pretty much taken. I don't know if the Hispanic population is large enough to support a station.
MARC Radio may want to keep all seven stations because collectively the group covers the MSA as well as a big part of the TSA. This was the initial reason PAMAL acquired these stations in 2000 and 2001.
While WTMG, WKZY, and WHHZ have relatively decent Gainesville rim-shot signals, and WDVH-AM and WTMN-AM have full Gainesville coverage, WDVH-FM covers Gilchrist and Levy Counties quite well in the TSA while WRZN covers the city of Ocala, in addition to covering Marion, Sumter, Citrus, Lake, and Hernando Counties during the day with an impressive AM signal. These stations have much growth potential in that each can be sold separately while the group can be marketed and sold to agencies looking to get more "bang" for the "buck". It's all a matter of how well the group is marketed, the imaging created and presented as well as how good of a sales team MARC Radio has or intends to have...
While WTMG, WKZY, and WHHZ have relatively decent Gainesville rim-shot signals, and WDVH-AM and WTMN-AM have full Gainesville coverage, WDVH-FM covers Gilchrist and Levy Counties quite well in the TSA while WRZN covers the city of Ocala, in addition to covering Marion, Sumter, Citrus, Lake, and Hernando Counties during the day with an impressive AM signal. These stations have much growth potential in that each can be sold separately while the group can be marketed and sold to agencies looking to get more "bang" for the "buck". It's all a matter of how well the group is marketed, the imaging created and presented as well as how good of a sales team MARC Radio has or intends to have...
Boy, I dunno. This is a tough nut to crack. Mark, I concur that the collective signals "cover" these pieces of geography, but nearly all of the human beings live out on the outer edges of their FM "coverage," and with the possible exception of WRZN, their AM sticks are just daytimers with lightbulb-power at night--making them virtually useless. And the exception granted for WRZN is conditioned on the notion that it should be operated independently as a Citrus County station--unless they move 720 to Ocala (didn't somebody get a CP to do that--move it to someplace like Micanopy--awhile back?).
Two suggestions. One--in checking these signals on radio-locator.com, it didn't appear as any of the FMs are using on-channel boosters to maximize their signals in Gainesville proper. WKZY and WHHZ could pull this off, though WTMG isn't close enough--that is, boosters can't exceed the 60 dBu contour. But the other two could seriously benefit by having "city-grade" reception inside all them concrete & steel buildings in Gville. (FWIW, if I was them I'd give serious thought to flipping sticks on KZY and TMG).
Two--my hunch is that these guys could greatly enhance the value of these AMs by shelling out a few more bucks to acquire some FM translators to go with them. Since they'll have to buy-out some of the God Squad, it might cost more than pocket change, but it would be worth it.
In other words, there may be ways to improve or enhance these babies, but without this kind of strategic maneuvering... well, they'd have to wait another 100 years for Ocala and Gainesville to grow another 50 miles to the west... and for AM radio to bounce back by itself...
Two suggestions. One--in checking these signals on radio-locator.com, it didn't appear as any of the FMs are using on-channel boosters to maximize their signals in Gainesville proper. WKZY and WHHZ could pull this off, though WTMG isn't close enough--that is, boosters can't exceed the 60 dBu contour. But the other two could seriously benefit by having "city-grade" reception inside all them concrete & steel buildings in Gville. (FWIW, if I was them I'd give serious thought to flipping sticks on KZY and TMG).
Two--my hunch is that these guys could greatly enhance the value of these AMs by shelling out a few more bucks to acquire some FM translators to go with them. Since they'll have to buy-out some of the God Squad, it might cost more than pocket change, but it would be worth it.
In other words, there may be ways to improve or enhance these babies, but without this kind of strategic maneuvering... well, they'd have to wait another 100 years for Ocala and Gainesville to grow another 50 miles to the west... and for AM radio to bounce back by itself...
Nostalgia said:
"with the possible exception of WRZN, their AM sticks are just daytimers with lightbulb-power at night--making them virtually useless."
Meaning that daytimers with 45-watt or 166-watt night power aren't competitive. But WRZN's 250-watt night directional rig down in Citrus could be workable. Decent population base there, and not a ton of competition... and a sizable retirement segment. It could make some money in Greater Inverness. Or--as I mentioned--if the night-time site could be moved north of Ocala, it could actually be a viable radio station. Tack on an FM translator in Ocala and you're getting serious.
1430? Or 980 by itself? They both need FM support to be worth anything. And if that's the case, what's the point?
Never did I say nor imply it will be an easy task. Nothing worthwhile ever is easy. However, what I am saying is MARC Radio has the signals and the opportunity to succeed with what it has. That isn’t to say the group will be number one in billing, especially remaining as things are now; However, the group can make a decent profit for the licensee provided the stations are heavily promoted and aggressively sold.
Although on paper it looks good to move Magic to 106.9, and I have no doubts Magic would do very well on that 100kw stick, the question remains what to do with the class A rimshot on 101.3? Right now the current WTMG format does well because Magic owns the market for what it is doing. If another format is needed for 101.3, it would have to be something that will fill an existing void that there is a demand to be filled. Otherwise the station isn’t giving the market any reason whatsoever to listen to 101.3 over any of the other stations providing the same format with a much better signal.
Regarding the metaphoric “unloved red headed step children” stations in the TSA such as WRZN and WDVH-FM, these stations can only succeed if there is someone actually there in Hernando / Ocala and Trenton / Chiefland respectively in charge of sales and marketing rather than operating these stations from the Gainesville ivory tower. It will take an aggressive “hands-on” professional on sight to make it happen. WRZN already does quite well in Marion County in the County-By-County rankings, but performs poorly in the MSA survey due to the fact the station does not cover the complete MSA. Furthermore, to my knowledge, there is no real sales staff selling WRZN. Everything is managed from Gainesville.
Pamal did file an application several years ago to change the WRZN COL to Reddick with a tower and TL move North of Reddick near Macintosh. The proposal involved moving WYNY (now WZCC) Cross City to Hernando to replace WRZN. The 720 studios were to be moved to Gainesville. And while the new TL would have placed a decent nighttime signal over Ocala, Gainesville would have had only a day signal. That application was eventually denied, so WRZN has remained where it has been all along at the tower site with studios and offices residing in a customized mobile home which was manufactured specifically to house a radio station.
When Frank Watson originally applied for the 720 frequency back in 1985, he proposed Hernando as the COL because it brought a first service to that community. I believe there were more than one applicant vying for 720, so a first service always looks good on any application in better ensuring an application grant.
Lastly, I had looked into buying WRZN before Pamal acquired the station, and according my engineer at the time, WRZN could have increased its day power to 50kw-NDD and 1kw-DA-N. Watson knew this all along but elected for 10kw-NDD and 250w-DA-N to reduce operational costs. Originally Watson wanted to make WRZN a daytimer, however, the FCC was no longer accepting applications for new class D AM stations. Even at 10kw, WRZN has the best Central Florida AM signal. I believe it may still be possible to move the TL to an area North of Anthony, change the COL to Anthony as a first service, increase the day power to 50kw with 1kw DA-N, add a 250 watt FM translator and Ocala will have day and night AM coverage plus the 24-hour FM signal. Should WRZN take advantage of what I believe can be implemented, I will reserve comment as to what I would do with that 720 signal although I will say according to my research I would replace the current format with one that will produce not less than $60,000 each and every month in traditional advertising and another $150,000 monthly in NTR. The money is there… Someone just needs to go out in the field and ask for the business… That is how one succeeds!
Although on paper it looks good to move Magic to 106.9, and I have no doubts Magic would do very well on that 100kw stick, the question remains what to do with the class A rimshot on 101.3? Right now the current WTMG format does well because Magic owns the market for what it is doing. If another format is needed for 101.3, it would have to be something that will fill an existing void that there is a demand to be filled. Otherwise the station isn’t giving the market any reason whatsoever to listen to 101.3 over any of the other stations providing the same format with a much better signal.
Regarding the metaphoric “unloved red headed step children” stations in the TSA such as WRZN and WDVH-FM, these stations can only succeed if there is someone actually there in Hernando / Ocala and Trenton / Chiefland respectively in charge of sales and marketing rather than operating these stations from the Gainesville ivory tower. It will take an aggressive “hands-on” professional on sight to make it happen. WRZN already does quite well in Marion County in the County-By-County rankings, but performs poorly in the MSA survey due to the fact the station does not cover the complete MSA. Furthermore, to my knowledge, there is no real sales staff selling WRZN. Everything is managed from Gainesville.
Pamal did file an application several years ago to change the WRZN COL to Reddick with a tower and TL move North of Reddick near Macintosh. The proposal involved moving WYNY (now WZCC) Cross City to Hernando to replace WRZN. The 720 studios were to be moved to Gainesville. And while the new TL would have placed a decent nighttime signal over Ocala, Gainesville would have had only a day signal. That application was eventually denied, so WRZN has remained where it has been all along at the tower site with studios and offices residing in a customized mobile home which was manufactured specifically to house a radio station.
When Frank Watson originally applied for the 720 frequency back in 1985, he proposed Hernando as the COL because it brought a first service to that community. I believe there were more than one applicant vying for 720, so a first service always looks good on any application in better ensuring an application grant.
Lastly, I had looked into buying WRZN before Pamal acquired the station, and according my engineer at the time, WRZN could have increased its day power to 50kw-NDD and 1kw-DA-N. Watson knew this all along but elected for 10kw-NDD and 250w-DA-N to reduce operational costs. Originally Watson wanted to make WRZN a daytimer, however, the FCC was no longer accepting applications for new class D AM stations. Even at 10kw, WRZN has the best Central Florida AM signal. I believe it may still be possible to move the TL to an area North of Anthony, change the COL to Anthony as a first service, increase the day power to 50kw with 1kw DA-N, add a 250 watt FM translator and Ocala will have day and night AM coverage plus the 24-hour FM signal. Should WRZN take advantage of what I believe can be implemented, I will reserve comment as to what I would do with that 720 signal although I will say according to my research I would replace the current format with one that will produce not less than $60,000 each and every month in traditional advertising and another $150,000 monthly in NTR. The money is there… Someone just needs to go out in the field and ask for the business… That is how one succeeds!
RNR, I agree with what you said in reply to my post, but that is not the quote I was referring to. Maybe I was just reading between the lines but you said "And the exception granted for WRZN is conditioned on the notion that it should be operated independently as a Citrus County station" I was wondering if there had been some freqency horse trading way back when that would have put 720 in Hernando with some condition or restriction that would have limited it from moving again. That is what I was wondering about.
Don't know why I'm so interested but…
If I have calculated the document stamps ($15,050) correctly, MARC paid $2.15 million for the Pamal building off Tower Road. That would put the total purchase price, including the non-compete, at about $5 million. Bargain? Remains to be seen, I guess.
If I have calculated the document stamps ($15,050) correctly, MARC paid $2.15 million for the Pamal building off Tower Road. That would put the total purchase price, including the non-compete, at about $5 million. Bargain? Remains to be seen, I guess.
N
NumbersGuy
Guest
mark PhD said:
"I would replace the current format with one that will produce not less than $60,000 each and every month in traditional advertising and another $150,000 monthly in NTR."
Let's see now... that's $210,000 p/month total, or $7,000 p/day using a full 30 day month... breaks down to $583 p/hour using a 12 hour Daytime sked. Now, with an average of 12 minutes of Avails p/hour you only need to get $48.61 per :60 second spot. GeeWhiz!
"I would replace the current format with one that will produce not less than $60,000 each and every month in traditional advertising and another $150,000 monthly in NTR."
Let's see now... that's $210,000 p/month total, or $7,000 p/day using a full 30 day month... breaks down to $583 p/hour using a 12 hour Daytime sked. Now, with an average of 12 minutes of Avails p/hour you only need to get $48.61 per :60 second spot. GeeWhiz!
NumbersGuy said:
It can be done. If you are basing the total $210,000 on local retail spot sales, your assessment would be correct. However, I am only attributing $60,000 in monthly billing to traditional spot sales. The remaining $150,000 would come from NTR (Non Traditional Revenue) which includes anything that is not traditional advertising. I’m not revealing here what that NTR is that I have in mind, hence keeping the formula to myself unless MARC Radio management is interested in negotiating something mutually beneficial. It cost nothing to discuss revenue producing plans. In fact, the plan will cost WRZN absolutely nothing - Period!
N
NumbersGuy
Guest
Watching you Flail in the Wind is reMARKable!
NumbersGuy said:
I might add you left out a very important and integral part of my original statement you quoted above. I said "According to my research I would replace the current format with one that will produce not less than $60,000 each and every month in traditional advertising and another $150,000 monthly in NTR." That means I have researched what is potentially the highest and best use of the station, generating the highest and best possible ROI as opposed to me making a random statement for the sake of making it.
I won't speculate on what Mark's research identifies as the optimal use for 720 nor the specific NTR opportunity he has identified. It could be anything.
I will say, though, that a friend of mine runs a sixties-based Oldies station (late 50s through early 70s) and makes most of his money using the station to produce & promote a never-ending series of Oldies concerts. With all the gray-heads in Marion & The Villages and surroundings, that kind of strategy might very well work.
BTW, the notion that the owners of this thing have apparently passed on a non-DA 50kw rig on 720 in order to save on electricity is kind of mind-numbing, ain't it?
Mark, you may be onto something. This isn't just any old AM stick. It would be nice to see you snag this one. It's hard to imagine the new owners are really focused on AM. Maybe you could get them to toss 980 into the package and simulcast the two--giving RZN a fulltime signal in G-ville, for whatever that is worth...
I will say, though, that a friend of mine runs a sixties-based Oldies station (late 50s through early 70s) and makes most of his money using the station to produce & promote a never-ending series of Oldies concerts. With all the gray-heads in Marion & The Villages and surroundings, that kind of strategy might very well work.
BTW, the notion that the owners of this thing have apparently passed on a non-DA 50kw rig on 720 in order to save on electricity is kind of mind-numbing, ain't it?
Mark, you may be onto something. This isn't just any old AM stick. It would be nice to see you snag this one. It's hard to imagine the new owners are really focused on AM. Maybe you could get them to toss 980 into the package and simulcast the two--giving RZN a fulltime signal in G-ville, for whatever that is worth...
RNR - WRZN began broadcast service in 1989 with a pure gold format, later switching to adult standards. The original owner applied for 10kw in order to save on the power cost of operating a 50kw transmitter as well as the transmitter cost itself. This strategy made sense at the time considering the station was a start-up, and 50kw MW AM transmitters are rather expensive, even a pre-owned one. With 10kw WRZN accomplished the initial objective the original owner wanted. WRZN 720 right now has the best AM signal between Tampa, Orlando and Jacksonville. If the 50kw is still possible, I’d apply for it and add an FM translator in Ocala which will give Ocala 24-hour coverage via FM plus the primary AM day signal. That will make a huge difference.
As for me “snagging” anything, I’d much rather consult the new owners by working with them to increase the overall FMV and positive cash flow. I have no interest in becoming an employee, nor am I interested in securing a job, and a job is exactly what I would have if I work for the station or if I owned it; However, I may be persuaded to consult full-time putting in the necessary hours to bring the station to producing what I have previously and briefly outlined. I believe it will be well worth the new owner’s while to consider my proposal by at least speaking with me and giving me 180-days to implement my business plan. This will be enough time to show the station is moving in the desired direction. I can have the station profitable within a year with promising results present within 60-90 days. Currently this station is a “sleeping giant” with no apparent or visible threat to anyone - the underdog, and it’s waiting for someone to wake it up!!!
As for me “snagging” anything, I’d much rather consult the new owners by working with them to increase the overall FMV and positive cash flow. I have no interest in becoming an employee, nor am I interested in securing a job, and a job is exactly what I would have if I work for the station or if I owned it; However, I may be persuaded to consult full-time putting in the necessary hours to bring the station to producing what I have previously and briefly outlined. I believe it will be well worth the new owner’s while to consider my proposal by at least speaking with me and giving me 180-days to implement my business plan. This will be enough time to show the station is moving in the desired direction. I can have the station profitable within a year with promising results present within 60-90 days. Currently this station is a “sleeping giant” with no apparent or visible threat to anyone - the underdog, and it’s waiting for someone to wake it up!!!
- Status