One less sports station in New England

[Mainedude2007]

On a bandscan this evening of the AM dial across Central Maine it's apparent there's one station actually moving away from the sports radio fad as Mountain Wireless' WSKW 1160 AM has flipped from ESPN Radio to a 60's based oldies format.

Smart move since it's a small AM going up against 3 FM sports signals, the ESPN brand can only get you so far.

 

[oaktree]

Ok, let's take your scenario and see where the logic is.

Three FM sports, ESPN branding. Against a less coverage AM, playing music, and music that is already 40-50 years old, music that has long burned out.

Next, an economy certainly not dependent on radio, let alone AM. People don't make the switch from FM to AM. There are too many alternatives, including finding what they like on FM. The economy does not make sponsors who are paying the bills want to reach out for an AM station that plays music. It's been proven over and over and over again.

Now, a very heavy local involvement in both programming and community service, with a decent sounding airstaff might help, but that either costs money, or are a group of minimum wage "DJ's" who are just starting. Not the way to make money in a competitive market these days. Satellite programming and a different format all-together (such as talk or, for that matter, sports) is a much better option, though, probably, not a popular one.

It still costs to run a radio station, no matter its' size. It's not done for free. Changing an AM format these days is a risk and a major gamble if not don't well, correctly and with money in the bank account while things are, hopefully, being built better than what they were.

Good move? Horrible move and a nightmare waiting to happen.

You don't throw a format on a radio station in the last two weeks of a financial quarter and think that because your friends, your best advertiser, etc. think this will be the greatest thing since sliced bread. And with the shopping season coming up, either the station will learn the hard way that no one wants to take chance with minimal ad dollars or they'll be out of business in January when the ad dollars spent for the holiday season dry up. Either that, or there's a lot of money in the bank to see them through the "lean times" of the winter coming up after Christmas.

It's about making money, not about making you a listener. Most sponsors don't buy 50+ audiences, unless its very local and unless there is already a demonstrated need for that kind of programming.

That's reality.

They may be looking at cheap satellite programming right now.

 

[WCWalker]

Actually it might be a very good move. The median age of the residents of Skowhegan is about 40 years old and the towns surrounding it also have a similar median age. This suggests that the area is comprised of aging population that likely will listen to this Oldies format.

I am acquainted with a guy running a Part 15 AM station in a community in Indiana that also has a live stream. His format is primarily Oldies from the 50's through 70's. I'm surprised at the number of sponsors he has signed up that are advertising on his peanut whistle radio station. They have live and local programming including area high school sports. I've also found quite a few licensed AM stations in small cities and rural areas doing a similar format that seem to be doing alright.