First off, I wish everyone the very best this holiday season and the New Year. Folks, it seems we have come full circle. Before the talent @ Magic 107.3 was in place, I strongly advocated for a female voice. I’m happy that has finally become reality. I'm also happy to see the "O" word resurface. As I mentioned in an earlier post, its a great way to differentiate yourself from all the others.
Prior to the Christmas flip, there were a good number of folks from varied formats and locations who were heard on weekends as an audition. While some voices may have been unfamiliar, I was rather surprised no one caught on especially with two who were on Jax radio in the past. Not surprising, I was routing for someone I have long respected. I suppose it wasn’t meant to be as she didn’t get the gig. Still, opportunities can always present themselves.
For a long time too, I always saw a format hole that existed between what WEJZ and WJGL offered. The music along with the imaging, jingles etc. is more defined and this is where they should have positioned themselves in the first place. How refreshing too to see talent added instead of fired during the holidays.LOL. I recommended a 70s @7 feature...maybe they listened. ;D
No format is dead unless management and owners deem it so and lets it die on the vine. In many ways I can identify with Clear Channel. For years I worked for a big bank that is mainly hated by the public. Just like radio, there were lots of rigid rules and even little freedom to be creative and venture a different course. I’d always remind clients that there was a local team who were bent on making their experiences better.
I’ve had the pleasure of meeting with a number of CC associates and management this year. What particularly impressed me was seeing first hand how motivated they all seemed. It starts with the top and I believe they have a far more engaged management team than in the past.
All I can say is Magic is now in the hands of the ultimate jury – the listeners and ratings. Unlike the past, there has been an extraordinary work effort to make this format work. If it all ended tomorrow, I would still be grateful to CC for trying. At least according to the November ratings, it would appear the Christmas format will benefit CC the most and not with the obvious either. WEJZ alienated many of their listeners by their knee-jerk decision to go all Christmas prematurely. Magic had everything to gain and 'EJZ had everything to lose. Interestingly, WQIK gained tremendous momentum as listeners went with what they knew - heritage Country. Magic will enter the new year stronger than they did in January 2011. It's going to take hard work to keep that momentum going.
If there is one area I see opportunity for improvement it is in editing the music log. In the past, there was some unevenness and lack of balance. Occasionally a song(s) featured a prior hour will repeat the next, sometimes only 15-20 minutes apart – not good. I’d also make sure AM drive and PM drive repetition was kept to a very bare minimum because the most listener impressions are made then.
It’s time for me to hit the road literally as I leave South Florida. 2012, I believe, will see significant change in Jax Radio.We’ll just have to stay tuned. Happy New Year!
