New boss/new direction for Rock 104?

[radiolistener66]

UF has hired a new chief for their whole broadcasting division, both commercial & public radio + TV. Insiders say Rock 104 is losing big chunks of money, like a couple hundred grand a year.

It's bad enough to get outbilled by a mile-or-three by WOGK, KTK & Sky, but now their 100,000-watt blowtorch is getting its ass kicked in the ratings by Pamal's little Class A rimshot from Williston.

So what does the new guy do to get WRUF-FM out of the ditch? Invite Lex & Terry to move to Gainesville and originate from UF, now that they lost their Dallas flagship? Or are L&T the problem?

Put Classical on 103.7 since they caught so much heat for dropping it from WUFT? Simulcast AM 850? Run Gator football highlights 24/7/365?

What would you do? What should they do?

 

[redneckriviera]

Tough call. Lex & Terry generate much of the meager billing they have left.

And changing formats entirely would mean a revenue drop to near zero for the short haul, and with UF in a budget crunch already, they'd be inviting a financial crisis.

They've spent 30 years-or-so establishing the "Rock 104" brand, and at this point have the entire Active Rock format to themselves. Moving in almost any other format direction would be moving into direct competition with an already-established station.

Most commercial outfits would just grit their teeth and blast away, but I kinda doubt the academics in the Journ department would. Not that they're not smart--they obviously are--but selling the university on a three-to-five year format war with, say, Entercom, might be a tad difficult, ya think? Most likely they just want a quick fix so it can start making money again with no muss, no fuss.

A magic wand would help.

 

[MN Maniac]

Part of the problem is the signal (or lack thereof) on the Ocala side of the market.

On paper, the 3.16mV/m contour goes through Ocala. But in the real world, there are "dead spots" throughout Marion County where 103.7 suffers from multipath, electrical interference, etc. This is especially true with cheaper radios. People just aren't going to listen to a noisy signal. There are too many other choices on the dial.

UF messed up when they failed to upgrade WRUF-FM during the Class C "use it or lose it" Docket 80-90 era of the mid-1980s. Tower height should have been raised to 300 meters and/or moved closer to Ocala. Now, they're limited by other stations which have since upgraded their facilities.

 

[Jeff2]

The only way I see if they want to change formats would be to go after Kiss. A rhythmic-leaning CHR might pull some ratings from Magic.  I'm sure they don't want to get in a war with Entercom for AC or News/Talk. It might make more sense to figure out what isn't working with their current format and strengthen that.  You would think some variation of a rock format would appeal to a big chunk of the 65,000 or so UF and Santa Fe students in town.  Country is taken and you don't want sports on a big FM signal.

 

[jackandcoke]

The only way I see if they want to change formats would be to go after Kiss. A rhythmic-leaning CHR might pull some ratings from Magic. I'm sure they don't want to get in a war with Entercom for AC or News/Talk. It might make more sense to figure out what isn't working with their current format and strengthen that. You would think some variation of a rock format would appeal to a big chunk of the 65,000 or so UF and Santa Fe students in town. Country is taken and you don't want sports on a big FM signal.

But they're going to be stuck with Gator football and basketball, at least--a huge tuneout in any kind of CHR/rhythmic/urban, where the majority of listeners tend to be of the female persuasion. Right now, sports is what's keeping them (sort of) afloat.

Not to mention that Marion skews much older than Alachua, so a CHR would keep them in the same bind they're already in, being a one-county station in a two-county market. Besides, tackling both Kiss & Magic means they jump into a 3-way format battle with a commitment to student on-air staff--easier to get away with in rock than a high-intensity format (especially when you're the only rocker in the market... considering WIND as an adult/classic rock).

 

[Jeff2]

"But they're going to be stuck with Gator football and basketball, at least--a huge tuneout in any kind of CHR/rhythmic/urban, where the majority of listeners tend to be of the female persuasion. Right now, sports is what's keeping them (sort of) afloat."

That makes sense. I think they even carry Gator baseball some nights.

I've always said programming in Gainesville-Ocala is an almost impossible task given the differences in the two cities. Is the loss of money for Rock 104 just a matter of the bad economy, or should they be doing better even with the bad economy?

 

[Kmagrill]

Rock 104 used to make money hand-over-fist for UF back when Bob Leach, and later, Jim Geason ran the stations. It was always a sore point with management that Rock 104 made a ton of money, but all of the best equipment and resources were sunk into WUFT-FM, which was a financial looser. Although there are new signals competing for the listeners, WRUF-FM has a fine signal in Alachua county which is where the target audience is. The signal is definately unexpectedly poor in Ocala, but still useable enough to compete. No other stations with similar formats cover Ocala any better. Gator sports might be a minor detraction, but they've always aired those events and it's never been a problem before. Besides, plenty of sponsors want to be associated with Gator sports, so despite any minor negative effects on the ratings, I suspect that athletics is a significant revenue source.

In short, they always managed to make money in the past, despite all of these obstacles, so if they're loosing big money today, then it's just bad salemanship or incompetant leadership.

 

[amfmxm]

Rock 104 used to make money hand-over-fist for UF back when Bob Leach, and later, Jim Geason ran the stations. It was always a sore point with management that Rock 104 made a ton of money, but all of the best equipment and resources were sunk into WUFT-FM, which was a financial looser. Although there are new signals competing for the listeners, WRUF-FM has a fine signal in Alachua county which is where the target audience is. The signal is definately unexpectedly poor in Ocala, but still useable enough to compete. No other stations with similar formats cover Ocala any better. Gator sports might be a minor detraction, but they've always aired those events and it's never been a problem before. Besides, plenty of sponsors want to be associated with Gator sports, so despite any minor negative effects on the ratings, I suspect that athletics is a significant revenue source.

In short, they always managed to make money in the past, despite all of these obstacles, so if they're loosing big money today, then it's just bad salemanship or incompetant leadership.

Well, "bad salesmanship and incompetent leadership" probably figure in somewhere. I believe that after Leach & Geason they just plugged in a guy from accounting as GM and the rest is history. IIRC, the (non-student) PD is in his sixties--a holdover from the 1970s. Not that there's anything wrong with that...

Sports--especially football--works okay on rockers. Same basic audience. Sure, in Gainesville, Gator football is huge regardless of gender, but anything beyond football (basketball, baseball) isn't. And on a CHR, AC, Rhythmic/Urban that stuff would kill TSL... and with any format competition at all would be death.

The new guy has a tough job ahead of him. Gotta wish him luck. He's gonna need it.

 

[ThatGuyOnTheRadio]

I hear they are going back to Beautiful Music.

J/K. We'll see what's in store for Rock104 (that rhymes)

My guess is a whole hell of a lot of nothing.

 

[RickSchmidt]

Okay, help me here. Just looked at the 12+ numbers (which I know are not sellable)...
if WHHZ is beating Rock 104, they must be killing 18-34 because Rock had over a 4 share
and HHZ had less than a 1 share 12+. Share if you have real numbers....

 

[radiolistener66]

Okay, help me here. Just looked at the 12+ numbers (which I know are not sellable)...
if WHHZ is beating Rock 104, they must be killing 18-34 because Rock had over a 4 share
and HHZ had less than a 1 share 12+. Share if you have real numbers....

Though HHZ had a nice bump in the last trend (up to a 1.6), Magic is the Class A rimshot I was talking about. Not a direct competitor, but they're killing 104. Wind has been a big thorn in in their side in the Men 25-54 demo that RUF-FM used to own--and still do in morning drive, which is why they're scared to death at the prospect of ditching L&T.

But thatguyontheradio probably has it right. They'll probably just blame it on the sales people... fire a few, hire a few, and keep doing the same thing. Insanity.

Truth is, if they bail out of rock they'll be inviting major howling from campus. In fact, no matter what they do, it will cause major squawking from somebody. Between a Rock and a hard place, as they say.

 

[ThatGuyOnTheRadio]

"between a ROCK and a hard place"

no pun intended radiolistener? LOL.

Rock104 may tweak the music (in what direction, I know know) or perhaps do something with L&T, add an hour/best of stuff, cut an hour-- but I don't see any major changes.

 

[ThatGuyOnTheRadio]

Coming May 1: "CHANNEL 103-7" The Ville's New Hit Music Channel.

 

[jackandcoke]

Coming May 1: "CHANNEL 103-7" The Ville's New Hit Music Channel.

Transitions are a bitch, especially for organizations unaccustomed to the gestation period of new formats.

All the rock money goes away, immediately. All the CHR advertisers take a wait-and-see attitude, encouraged to do so by the sales staffs at Kiss, Magic, Entercom & Dix.

Better have some killer sales types on board. Or be prepared to take a huge financial hit for the next 12-to-18 months.

Think the College of Journ is ready absorb a half-million-a-year in red ink from their commercial stations?

 

[jmtillery]

One thing that is obvious with WRUF AM and FM is the lack of aggressive and creative marketing, imaging and promotions. The station has become stale although the format is still very much viable.

To correct the situation and turn Rock 104 around into a profitable entity once again, let's start with WRUF-AM:

WRUF-AM has the best AM signal in the market and should be exploited as such. The programming needs to be "cleaned up" and made more competive in the market. This is a Top 100 radio market (ranked 81st), so this isn't exactly "tobacco row". We do have some very good stations in the Gainesville/Ocala market, including WRUF. By repositioning WRUF-AM as a major news-talk player in the market, sales and ad revenues will increase on the AM side. A new imaging and positioning statement should be implemented as well to indicate the station has been "revamped" and is on the cutting edge of news, talk, sports and information. Additionally, WRUF-FM should establish an HD2 channel to re-broadcast WRUF-AM, theoretically giving WRUF-AM virtually the same coverage as the FM main channel, and it should be heavily promoted as such.

On the FM side, the format is basically fine the way it is. Completely changing the format would mean immediate revenue loss, so it would take deep pockets to float WRUF-FM for a while if management decided to "blow up" Rock 104 in an effort to bring the area a completely new FM radio station.

Instead, I would recommend that WRUF-FM become much more heavily promoted with desirable contest and creative station imaging. Billboards or outdoor advertising would also be in order along with a completely updated station website. A name change might also be in order, however, I'm not talking necessarily a call letter change although that may not be a bad idea. Realistically the name "Rock 104" has become stale and very old. It's been in place since 1982, so after 28-years, its time for a change to keep up with and reflect today's contemporary lifestyles. This will create in the listeners minds that WRUF-FM is always on the cutting edge, is refreshing, up-to-date, and keeping with the times. This can be done very effectvely with the current Active Rock format.

Additionally, and this is imperative to the success of any station, including and especially WRUF-AM-FM, the station needs a highly industry and general educated, aggressive, "go getter attitude" sales force consisting of not less than 6- top grade professional account executives, consisting of 4-full-time AEs in Gainesville and a minimum of two in Ocala. This isn't to say the current sales force is anything less, but I do feel there may be some lack of direction at the station. WRUF-FM also should establish a real "We are here and a part of the community" presence in Ocala complete with a local sales office with a local Ocala phone number. Billboard imaging should be blanketed all over Ocala along with Gainesville.

This is my basic general overview observation and recommendations without going into the details needed to actually implement any successful turn-around plan.

And lastly, if anyone who is a real final decision maker at WRUF just happens to read this, contact me direct using the email address located in my signature at the bottom of this post. You may also find my general contact information at www.jmtilley.com. I will be happy to give you a consultation on how to turn WRUF around into a major money making market player once again and within a reasonable time.

Best of luck to WRUF.

 

[upstate29651]

A name change might also be in order, however, I'm not talking necessarily a call letter change although that may not be a bad idea. Realistically the name "Rock 104" has become stale and very old. It's been in place since 1982, so after 28-years, its time for a change to keep up with and reflect today's contemporary lifestyles. This will create in the listeners minds that WRUF-FM is always on the cutting edge, is refreshing, up-to-date, and keeping with the times. This can be done very effectvely with the current Active Rock format.

I disagree 110%. One of the things that has the listening public howling mad a consultants is their attempts to toss aside heritage. In their search to be "new, bold & fresh", they forget that listeners tune in to what they know & what is familiar.

Sure, have at their playlist with guns a-blazin'. But there would be certain heck to pay if the heritage calls or moniker are toyed with. People actually DO care about those kinds of details!

G

 

[jmtillery]

A name change might also be in order, however, I'm not talking necessarily a call letter change although that may not be a bad idea. Realistically the name "Rock 104" has become stale and very old. It's been in place since 1982, so after 28-years, its time for a change to keep up with and reflect today's contemporary lifestyles. This will create in the listeners minds that WRUF-FM is always on the cutting edge, is refreshing, up-to-date, and keeping with the times. This can be done very effectvely with the current Active Rock format.

I disagree 110%. One of the things that has the listening public howling mad a consultants is their attempts to toss aside heritage. In their search to be "new, bold & fresh", they forget that listeners tune in to what they know & what is familiar.

Sure, have at their playlist with guns a-blazin'. But there would be certain heck to pay if the heritage calls or moniker are toyed with. People actually DO care about those kinds of details!

G

I respect your decision to disagree with me "110%". However, for the most part, the only people who care about the heritage call letters and moniker are the listeners who grew up with the station. AND, those listeners are aging out of the present target demo. The younger demo who are actually listening doesn't really care about call letters. And, if you are going to program an Active Rock format, it goes without sayting that your primary target demo with that format are Males: 18 - 49 and secondary Males: 25 - 54. Someone who was 25 in 1982 when Rock 104 was first established is now 53, well into the top end of the secondary target demo. An 18 year old in 1982 in now 46, fast approaching the 49 year old primary target demo end age. If you are going to target a specified demo, you have to make and maintain the necessary changes to remain competitive with the competition who is targeting your same target demo. If WRUF doesn't keep up with the times, another station will, and will succeed.

Regarding a call letter change, please note I did not say such a call letter change was necessary. I said it may not be a bad idea. However, changing the moniker from Rock 104 to something to reflect today associated with the WRUF-FM call letters would actually be an enhancement.

Besides, I thought the whole idea behind any improvements with WRUF is because the station has had a significant sales decline due to several factors including listernship erosion although it still does pretty well, and considering you only took issue with my recommendation to change the Rock 104 moniker, I'll take that to mean you agree with everything else I suggested.

The bottom line is it's time for an improved change. I think we can all agree on that note.

 

[redneckriviera]

Let me toss in several thoughts:

Active Rock is--and probably always will be--a great position to own in a college town. And Rock 104 OWNS that position. No major direct competitor. Moving into an arena (CHR) in which Kiss & TMG are already well established is buying trouble that they really don't need. So I agree with Mark that maintaining 103.7's format is the smart thing to do, but with a makeover--to shake the cobwebs. And market the SOB, for god's sake! Hell, somebody in the College of Journalism and Communications should know SOMETHING about marketing. You'd think they'd have a damn clue.

I agree completely (120 percent?) with the sales plan. Having no salespeople in Ocala is just plain stupid. I have friends in the College and last time we spoke they said that only one person had significant radio sales experience and everyone else was a rookie. And none of them knew where Ocala was. Duh. IIRC, the guy heading up sales is a print guy. Duh, Two.

As for the calls and the flip ("Rock 104"): The calls go back 60+ years on the FM, and the flip goes back 30+ years. Branding, branding, branding, branding, branding, branding. If they stay in the same Active Rock format, throwing away that kind of branding would not be terribly smart.

Last thing. Rumor has it that the new guy was a major market CHR jock in his youth. So all this discussion may very well be way too late. Could be that he's hell-bent on CHR, regardless, and the format change is a foregone conclusion.

But if that's the case, and the "Channel 103.7" tip from ThatGuyOnTheRadio is accurate, you'd think he'd know better than to give the competition a heads-up five weeks before pulling the trigger. Nothing like giving them a month-plus to blunt the impact!