here’s what Townsquare may do according to rumors to save significant money, boost ratings while increasing revenue.
I still suspect the primary reason Millennium might be sold is to get out from under crushing debt before the roof falls in when interest rates rise, or a refinancing becomes necessary. Townsquare just has a bucket full of private, possibly hedge fund type money, and it sees a chance to make a big score.
That said, the rumors about Townsquare switching the NJ-101-5 to all NJ news are interesting to think about.
But the first thing the rumors are claiming is dead wrong. In no way would going to an all news format "save significant money."
All news operations are expensive to do, and require a lot more people and resources than a talk format. Since most news is scripted, you need writers, editors, reporters, anchors, technicians. You need to send more reporters to news conferences and that means car expense etc.
News anchors can't just start ranting anything that comes into their mind the way talk show hosts can. In the all news business they refer to the problem as "the news hole," you have to just keep generating new scripted and recorded material and throw it down the hole that never fills. It takes a lot of effort, and a lot of people, checking and re-checking facts, writing it all down, recording and editing the sound bites and making it all sound easy when it is not.
The cost of call screeners, or "expensive 800 phone lines" is really minor chump change by comparison to the cost of the additional expenses an all news operation brings. They are not even on the radar screen.
All of that considered, it would probably cost many times what is now spent on programming to run all news. However, it could be worth the investment. Many of the highest grossing radio stations in the country are all news, and any NJ all news operation could join that highest grossing list especially if stations in North and South Jersey were included.
An all news format would likely draw a bigger audience. The NJ-101.5 signal covers the New Jersey wealth belt, including parts of Middlesex, Somerset and Hunterdon counties, which are among the wealthiest in the country. The more highly educated folks who live there may tune into NJ-101.5 now for traffic, when they have to, but they consider much of the programming in between to be "a little stupid." I have heard that any number of times over the years. Those highly educated, high income folks are very attractive to advertising dollars and bringing them into the audience for longer listening would help the numbers.
Even more of those advertiser attractive wealthy type folks could be added with a good signal in North Jersey, in places like Morris, suburban Essex and Bergen counties. And the high cost of the news operation could be spread over that many more potential listeners. But there is no NJ-101.5 type signal in North Jersey.
If they were to stick with FM, the only two NJ stations that would get the job done are WDHA and WFME. An AM possibility would be WMTR from Morristown, with the Sussex corner being filled in by the 1-kw AM station there that is now for sale, probably at a very cheap price.
WFME, would cost big bucks, because it covers NYC too, if it was even for sale. (although it's founder claims the world is about to end, so who knows? He may want to sell it quick and take the loot with him in the Rapture)
WDHA's signal would overlap a lot with NJ-101.5, and not reach the riches of Bergen County well.
Still this is all just speculation, since there is no indication that Greater Media would want to sell MTR or DHA, although they probably have high debt too since together with WRAT they were bought for about $100-million when station prices were peaking.
If DHA were involved, the guys at Townsquare would be taking a couple of very successful radio stations, NJ-101.5 and DHA, and blowing up the longtime successful formats. Its a big risk, but then again, Townsquare is based in what likely is the hedge fund capital of the world, Greenwich Connecticut, and we are talking about possibly risking many tens of millions of dollars on an all news experiment. That's the kind of risk these extremely rich billionaire folks take all the time in hopes of getting high rewards. If things don't work, they find some way to offset the loss against their taxes. So I wouldn't discount the all news possibility entirely, but I still think that if the current format at NJ-101.5 is working, they may not mess with it too much now. You know, don't try to fix what ain't broke.
Still, this could get very interesting. Stay tuned !