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Nostalgia Radio, Why Not Atlanta?

H

HippieGuy

I know there may not be much of an audience for nostalgia/standards format (or is there?), but I have always been curious why Atlanta never carried such programing.

In all my travels to some top cities, and some smaller markets, I always found a Nostalgia format on local radio, usually on AM. NYC/Chicago/South Florida/Long Island/Savannah-Hilton Head are some active cities playing it.

???
 
HippieGuy said:
I know there may not be much of an audience for nostalgia/standards format (or is there?), but I have always been curious why Atlanta never carried such programing.

In all my travels to some top cities, and some smaller markets, I always found a Nostalgia format on local radio, usually on AM. NYC/Chicago/South Florida/Long Island/Savannah-Hilton Head are some active cities playing it.

???
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Atlanta used to have "nostalgia" AM stations during the 1980's. 680 AM (WCNN) programmed nostalgia music for a couple of years after they abandoned their talk format and went primarily news. 1080 AM (formerly WJYA) also programmed nostalgia music in the late 1980's. Both went by the wayside because of the decline of AM listenership, ownership changes, and poor ratings. WJYA simulcast for a period of time with 104.1 FM and that signal was strong in south Atlanta to Columbus, GA when the transmitter was located near Corinth in Heard County. Alas, the nostalgia format drew poor ratings on the FM signal too. It is a niche audience, just like beautiful music stations. I do remember in the mid 1980's that 95.5 FM (formerly WPCH) drew the highest ratings in Atlanta for a short period of time when John Lauer was the GM. And the predecessor to 96.1 (formerly 96 Rock, WKLS) was a beautiful music format when Don Kennedy owned the station. But once again it is ratings, revenue, and ownership for too small a target audience.
 
sagebasics said:
HippieGuy said:
I know there may not be much of an audience for nostalgia/standards format (or is there?), but I have always been curious why Atlanta never carried such programing.

In all my travels to some top cities, and some smaller markets, I always found a Nostalgia format on local radio, usually on AM. NYC/Chicago/South Florida/Long Island/Savannah-Hilton Head are some active cities playing it.
Click to expand...
Atlanta used to have "nostalgia" AM stations during the 1980's. 680 AM (WCNN) programmed nostalgia music for a couple of years after they abandoned their talk format and went primarily news. 1080 AM (formerly WJYA) also programmed nostalgia music in the late 1980's. Both went by the wayside because of the decline of AM listenership, ownership changes, and poor ratings. WJYA simulcast for a period of time with 104.1 FM and that signal was strong in south Atlanta to Columbus, GA when the transmitter was located near Corinth in Heard County. Alas, the nostalgia format drew poor ratings on the FM signal too. It is a niche audience, just like beautiful music stations. I do remember in the mid 1980's that 95.5 FM (formerly WPCH) drew the highest ratings in Atlanta for a short period of time when John Lauer was the GM. And the predecessor to 96.1 (formerly 96 Rock, WKLS) was a beautiful music format when Don Kennedy owned the station. But once again it is ratings, revenue, and ownership for too small a target audience.   
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The short-lived nostalgia format on 680 was WGTW ("Gone with The Wind", "Stardust 68".  They still carried Tech sports during that time, in the mid-late 80s.

The 1080/104.1 combo was called "Joy AM/FM" (the FM side was WJYF; the AM side started as WJYI and changed to WJYA).  They carried MOYL.

More recently, before Jack Weber bought 1160 in the 00s, they were playing a format that was a mix of nostalgia and MOR.

I think nostalgia has simply aged out, much like 50s and 60s oldies have done since.

94.1, 94.9, 96.1, 98.5, 99.7, and 101.5 all carried BM/EZ at some point, with 96.1 becoming 96 Rock in 1974 and WBIE 101.5 going country in 1968.  Peach was 94.9, not 95.5. From the early 1970s into the early 80s when they all started dropping out of the format, WLTA 99.7, WSB-FM "Great 98, All Day, All Night, All Nice" 98.5, and WPCH "Peach 95" 94.9 all played BM and competed fiercely with one another.
 
When I was going through my early teen rebellion phase, I HAD to be different and one way of doing that was to listen to MOYL when everybody else was listening to rock or whatever. No I am not kidding. Laughable now. If I had a penny for every bad idea I had as a kid....

So other than me, the format probably hasn't gained a listener since 1980. My rounds sometimes take me to retirement homes where the target audience should live, but everybody is watching TV. Few radios.
 
nightmanager said:
When I was going through my early teen rebellion phase, I HAD to be different and one way of doing that was to listen to MOYL when everybody else was listening to rock or whatever. No I am not kidding. Laughable now. If I had a penny for every bad idea I had as a kid....

So other than me, the format probably hasn't gained a listener since 1980. My rounds sometimes take me to retirement homes where the target audience should live, but everybody is watching TV. Few radios.
Click to expand...

[size=10pt][size=10pt]Total BS, I do not know how old you are, but people are yearning for this kind of music to be heard again. I am 50+, very hip , vibrant, sexy, etc..I despise the top 40 of today. It is not anywhere near comparable to the hits of the 60's 70's. Not everyone in this age group lives in a retirement home rotting in a wheelchair drooling, get real man. [/size][/size]
 
BRENT said:
Total BS, I do not know how old you are, but people are yearning for this kind of music to be heard again.
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This is apparently a complex business proposition that is not easily implemented. I assume every major city has seen some nostalgic entrepreneur buy a dog of a station and give it a try. The thread has already referenced our Atlanta example. But they don't work.

Why?

A number of years ago I did considerable business travel in Florida. That is where I first came across MYOL. Now that has to be the most desirable test-site on the planet to develop and perfect the concept. More mature adults per square mile than cows per square mile in Wisconsin!

And in Florida there should be retailers who understand that their market is different than Cleveland or Kansas City of Tulsa. They have got to learn to sell to and deal with the mature customer whether they like to or not. The big chains can write off the over 55 market just about every where else, but you would think Florida would be the area where marketing to "a more mature clientele" would be perfected.

So someone share with us: how well does "nostalgia music" work out in your market in Florida?
 
Not to sure about Florida but our closest Music Of Your Life station is located in Montgomery.  This station is a 1000 watt day timer, with some power at night.  They are known as WNZZ 950 AM (America's Music). 

Last time I checked the ratings, they were at the bottom or close to it. 

This radio station is owned by Cumulus. 

Personally, when I'm visiting that city, it's one of those stations I tend to avoid anyway.  When I'm listening to the radio, in the Gump, I want to check out something that will come in very clear and not have issues of static fading in and out.  WNZZ is a bad about that.  Hence the reason why I don't tune in.

I know some of you reading may flame and/or take issue to my thoughts.  If you need to, then carry on.  I won't mind it at all.

R.D.P. <><

P.S. I'm surprised this station is still on the air.  They must make just enough money to pay the light bill.  I believe our friend Mr. Brent would enjoy this radio station, if he was living in Montgomery and wanted to hear the timeless songs of his youth again.
 
BRENT said:
nightmanager said:
When I was going through my early teen rebellion phase, I HAD to be different and one way of doing that was to listen to MOYL when everybody else was listening to rock or whatever. No I am not kidding. Laughable now. If I had a penny for every bad idea I had as a kid....

So other than me, the format probably hasn't gained a listener since 1980. My rounds sometimes take me to retirement homes where the target audience should live, but everybody is watching TV. Few radios.
Click to expand...

[size=10pt][size=10pt]Total BS, I do not know how old you are, but people are yearning for this kind of music to be heard again. I am 50+, very hip , vibrant, sexy, etc..I despise the top 40 of today. It is not anywhere near comparable to the hits of the 60's 70's. Not everyone in this age group lives in a retirement home rotting in a wheelchair drooling, get real man. [/size][/size]
Click to expand...

50s/60s golden oldies is NOT what is generally considered to be "nostalgia", regardless of what MOYL plays.
 
As I continue to learn about the radio business, I've discovered many things.

I've learned that to play music released before the mid 60s British Invasion now would be the death of a radio station.

It's getting harder to sell the music of the 1950s and early 60s.

Playing the classic hits of the Mid 1960s, 1970s, 1980s and 1990s will gain you a big audience.

Many of the Classic Hits stations, I'm able to get, go that route and it's a winning formula for them all.

R.D.P. <><
 
R.D.P. said:
Not to sure about Florida but our closest Music Of Your Life station is located in Montgomery. This station is a 1000 watt day timer, with some power at night. They are known as WNZZ 950 AM (America's Music).

Last time I checked the ratings, they were at the bottom or close to it.
Click to expand...

(I tried to stream WNZZ, but they don't support macs. Maybe you can have better luck and tell us how they sound online.)

So someone takes a format that NEEDS heavy promotion, throws it on a dumpy obscure station, tells no one about it, and expects it to grow. You can tell how much they care about it. (Remember WGST?) It's just taking up space on the dial.

MOYL would not work in downtown Atlanta, but it just might work in the suburbs. So, what ever happened to the CP for 830 in Sandy Springs? You could program a mix of nostalgia and early oldies in the daytime and play 30's and 40's network radio shows that are in the public domain in the evening on your flea power.

It just might fill a niche, but you gotta promote it!
 
I too use a Mac Computer.

Sorry about that.

Maybe someone who can do it, will assist you on that request.

I have checked them out a few times in the past.

They have static issues, while traveling through Montgomery.

Hence my reason for now avoiding them on purpose.

R.D.P. <><

P.S. This radio station also airs the following programs: WSFA Channel 12 news and Atlanta Braves Baseball, when their sister station WMSP isn't broadcasting the game.
 
Just checked out the newest ratings for the Gump.

Discovered WNZZ wasn't even in them at all.

I'm very surprised this station is still chugging along.

You would think Cumulus would've pulled the plug on them long ago.

Oh well, if they're making enough money to pay the light bill, why knock it.

R.D.P. <><

P.S. If anyone was to bring back Oldies to Atlanta, Cumulus would most likely be the one to have at it.  Since their WNZZ brand in Montgomery is not doing well at all, they may not want to take a chance in Atlanta and run with that format.  Sorry Oldies fans.  You're best bet is to pursue a non-commerical LPFM broadcast and run with the format.  Then again, another idea is to get an AM station and then relay it on FM. (Something like WJRD in Tuscaloosa) (A Mom and Pop owned Oldies Station) A final idea would be to buy time on a mom and pop owned brokered AM station and do a program that plays these timeless songs. Those ideas may be your best bet for bringing those songs back to Atlanta.  Don't expect the big boys to do it.  If a big boy can't sell the format in a medium sized market like Montgomery, they it's highly possible they might not be able to sell it in a big sized market like Atlanta.  Just some food for thought.

B.T.W. Now I know that some radio insider will come along and say you sir got that right.  I'm impressed with you.  This poster has been doing his homework.  Yes I'm still learning about this business, as I continue to pursue a LPFM for my hometown.
 
R.D.P. said:
They have static issues, while traveling through Montgomery.

Hence my reason for now avoiding them on purpose.
Click to expand...

So, you probably would listen if the signal was better. Maybe more of Montgomery would listen if the signal was better. Maybe the low ratings is because of the signal, but the blame for low ratings goes to the format?

The jury is still out on this one until the playing field is level. ;)
 
I would check them out more often, if the signal was better than it is now.

That may be the real reason behind the low ratings.

The music is great on there.

Wish Cumulus could find another spot to put this music on and/or set up a FM relay for this station.

They might stand a better of chance of making it, should that happen.

R.D.P. <><
 
With all due respect to WNZZ, they should not be used as an example as to why MOYL formats fail.

On the other spectrum (no pun), is WHLI-AM out on Long Island (I listen on-line), they just celebrated their 65th year in the industry with a 'Big Band-Standards-MOYL' format all those 65 years.  They have a weekly Sunday show all about Sinatra music. I can not believe such format would not survive here. Only if I had the money....

By the way there is some stromg competition of radio in LI/NYC area. It can work, and seems to survive in other major cities and smaller markets.

From the MOYL website:
"Music of Your Life is the longest running syndicated music radio network in the world! Founded in 1978 by music producer Al Ham, Music of Your Life has been broadcasting non-stop for more than 34 years!"

...There MUST be a reason for it
 
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