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ogl and arbitron

S

saintrichard

Guest
With all the competition WOGL has now-adays, WXTU/WMGK/WPEN/WSNI/WTHK/WRNB and some out of town stations, how can they still rate so high. Top 10 for years, Top 5 recently, always above a 4.0. To me this seems a bit strange, I never hear them anywhere I go, they do not sound so exceptional, just an ordinary generic oldies playlist and presentation, so why? Are the diaries going to the same people, same areas, is there a payoff to Arbys, what does anyone else think. Not to be always beating a dead horse, but these ratings seem funny. I have nothing against WOGL but with the current trend of oldies stations and all the competition in this area, plus their general sound, I cannot understand their high performance. Can anyone shed some light on how they do it....
 
> Can anyone shed some
> light on how they do it....
>
I'll take a stab at it.
First, your premise is a bit flawed. Most of the stations you listed are not competing with WOGL, and the others don't have the signal to get noticed in most of the market, so OGL hasn't had any significant erosion in those directions.
Second, WOGL is well established; it has been doing pretty much the same thing for nearly 18 years.
Third, the station is targeting a fat demographic, the baby-boom crowd, that most other stations aren't no longer super-serving or even touching.
Fourth, the station has a history of outpromoting most others in the market. In short, it is an established brand.
Fifth, it plays well-tested music that has broad appeal.
 
By the way, was that you I heard the other day on KYW, reporting on the bus accident outside of Baltimore?

> > Can anyone shed some
> > light on how they do it....
> >
> I'll take a stab at it.
> First, your premise is a bit flawed. Most of the stations
> you listed are not competing with WOGL, and the others don't
> have the signal to get noticed in most of the market, so OGL
> hasn't had any significant erosion in those directions.
> Second, WOGL is well established; it has been doing pretty
> much the same thing for nearly 18 years.
> Third, the station is targeting a fat demographic, the
> baby-boom crowd, that most other stations aren't no longer
> super-serving or even touching.
> Fourth, the station has a history of outpromoting most
> others in the market. In short, it is an established brand.
>
> Fifth, it plays well-tested music that has broad appeal.
>
 
I agree with another poster that your premise is flawed. Aside from the demographic problems with your argument, I find WOGL's playlist and presentation to be far from generic. Generic oldies, for me, would be Oldies Radio, which some small market stations carry. WOGL plays stuff that you'd rarely hear on WCBS, may it rest in peace. It plays a lot of the Philly Sound and it has a killer weekend line-up from Pantano's dance party to Holiday's "Street Corner Sunday" to even Ron Cade's Elvis show. Those shows are appointment listening for a lot of people. I can remember when I was much younger listening to Holiday's show in the back of my parents' car on our way home from the shore on Sunday nights. It was a ritual. WOGL has variety, which is lacking at a lot of oldies stations. WCBS, for example, was always disco-heavy, which made a lot of people hit the scan button.

I would also note that WOGL has some of the best on-air talent around. Holiday's tops in my book and has been there forever, and if there's one thing Philadelphia as a media market has shown, it's that it likes consistency. (This is one reason Action News has dominated on the TV side.) Big Ron's pretty darn good, too, and the other players are all pleasant to listen to. As another poster said, WOGL has out-marketed many other stations and when you add that brand name to the quality, the station has etched itself into the soundtrack of the region. When I go to my local deli, 'OGL's on. My mechanic plays it. My mother plays it. And I, who am far younger than the average oldies listener, listen to it whenever I am in range. It's one of those neat things about Philly-- when we like something, we cling tightly to it.
 
wmid

WOGL's playlist and presentation to be far from generic. Generic oldies, for me, would be Oldies Radio,
which some small market stations carry.

I would say going from "Return to Me" by Dean Martin to "Walk on By" Leroy Van Dyke into "Henry the VIII" from Hermans Hermits to be a wide playlist, that is what WMID(small market) did yesterday. I would say the same Motown/Soul cuts and the few overplayed British Invasion and American Bands Generic, to me that is WOGL. Just my opinion..
 
> By the way, was that you I heard the other day on KYW,
> reporting on the bus accident outside of Baltimore?

KYW used my report? That's pretty cool!
 
> With all the competition WOGL has now-adays,
> WXTU/WMGK/WPEN/WSNI/WTHK/WRNB and some out of town stations,
> how can they still rate so high. Top 10 for years, Top 5
> recently, always above a 4.0.

Compared to quite a few FM oldies stations, I think OGL does a great job. Solid jocks, Harvey always does a terriffic job, they have a decent signal and the "vacation-a-day" promotion couldn't hurt either.
 
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