Philadelphia PPM Ratings: January 2015

[Questionable]

since more of us can now complain about WPHT

Haha. Love it!

 

[davideduardo]

Classic Hits stations (such as WLTW) are now moving beyond what a lot of people think of as '80s (Toto, Genesis, early Live A Virgin-era Madonna, etc) and are adding LATE '80s and early '90s (Paula Abdul, Taylor Dayne, Like A Prayer-era Madonna)!

Huh? WLTW is an Adult Contemporary station, with currents, currents and a base gold library.

"Classic hits" is uniformly used in the industry to describe a station that only plays gold from a specific period of time.

 

[Questionable]

Huh? WLTW is an Adult Contemporary station, with currents, currents and a base gold library.

"Classic hits" is uniformly used in the industry to describe a station that only plays gold from a specific period of time.

Yes, that was just a brainfart. I meant to type "Adult Contemporary" but my brain went the other way. I wish I could edit it but only registered members can edit. That typo notwithstanding, everything else I said still applies.

 

[AM/FMRAINMAN]

I think what a lot of people never take into consideration when they talk about what they wish WOGL would sound like (again, forgetting that it's a business) is WBEB.

WBEB is not like WLTW in NYC. WLTW is getting along just fine with iHM's typical lazy programming but WBEB has proven time and time again that they will not just sit back and watch while anyone starts nipping at their heels. WOGL sounds frozen in time because they basically are. WOGL has to be very, very careful with the '80s titles because WBEB can very easily cut back on the Hot AC/Adult CHR titles and add more '80s. WOGL is a much bigger concern for WBEB than WISX is. If forced to pick one to aim for, they're gonna aim for WOGL.

Classic Hits stations (such as WLTW) are now moving beyond what a lot of people think of as '80s (Toto, Genesis, early Live A Virgin-era Madonna, etc) and are adding LATE '80s and early '90s (Paula Abdul, Taylor Dayne, Like A Prayer-era Madonna)! WCBS is spinning "Opposites Attract" in pretty regular rotation right now. Do you think for a second that WBEB wouldn't add it if WOGL did? They can both get away with playing that song but neither has to, which is why neither of them is. Comprende?

You do make some great points that WOGL is frozen time, but then why is WCBS 101, Kool FM 94.5 Phoenix, Sunny 105.9 Orlando, WOMC Detroit, Khits Chicago, Kluv Dallas and Krth Los Angeles not frozen in time? I think WOGL should go after Ben FM and WBEB's 80s and early 90s music. I think with their presentation they would crush Ben FM and be right there with WBEB...at the same time grabbing a younger audience.

 

[Bob Eubanks]

I say this as someone who thoroughly enjoys Ben FM--WOGL already smokes Ben FM. Of course, Ben has to cost considerably less, so there's that.

WOGL needs more than Ben's audience. Perhaps if they move the music up, they can keep much of what they have, gain some more here and there from Ben and More. A pretty good place to be.

But perhaps their research shows that opportunity isn't there yet, for whatever reason. They've got access to a heck of a lot more data, and clearly have a reason for taking a different approach with WOGL than the other cities. Market demographics? Market dynamics? I'd wager a bit from both columns.

 

[Questionable]

I think my point is being missed. The reason WOGL is frozen in time, whereas similar stations in other markets are not, is WBEB.

More-FM represents a huge dynamic that most markets don't have. They can (and probably would) add virtually any song WOGL adds in an effort to move forward in time. Any forward creep from WOGL would represent a threat to WBEB. Jerry and Blaise simply don't put up with that sort of thing.

WOGL, WBEN, and WISX (and to an some extent others in the market) survive by basically figuring out how to stand clear of More-FM.

 

[AM/FMRAINMAN]

I say this as someone who thoroughly enjoys Ben FM--WOGL already smokes Ben FM. Of course, Ben has to cost considerably less, so there's that.

WOGL needs more than Ben's audience. Perhaps if they move the music up, they can keep much of what they have, gain some more here and there from Ben and More. A pretty good place to be.

But perhaps their research shows that opportunity isn't there yet, for whatever reason. They've got access to a heck of a lot more data, and clearly have a reason for taking a different approach with WOGL than the other cities. Market demographics? Market dynamics? I'd wager a bit from both columns.

I am with you in that I like Ben Fm's 80s music, but I am not a fan of their presentation. I like WOGL's presentation. I wish I could have both in one station lol. I think overtime this will happen.

 

[Bob Eubanks]

And what's funny is I like their presentation, minus DJs and such (save for the morning slot and call-in contests).
What I'd prefer is broadening the playlist, but I see the bind they're in. Another station I found that has the variety I like is Frank-FM in Cape Cod. Just found it this week--good stuff.

 

[AM/FMRAINMAN]

I think my point is being missed. The reason WOGL is frozen in time, whereas similar stations in other markets are not, is WBEB.

More-FM represents a huge dynamic that most markets don't have. They can (and probably would) add virtually any song WOGL adds in an effort to move forward in time. Any forward creep from WOGL would represent a threat to WBEB. Jerry and Blaise simply don't put up with that sort of thing.

WOGL, WBEN, and WISX (and to an some extent others in the market) survive by basically figuring out how to stand clear of More-FM.

The rumor is that WBEB is for sale. If CBS purchased More FM, then they would probably keep playing the music they are currently playing mostly 2000s then this would have no effect on WOGL. But what I have found very strange...is that I noticed WOGL playing more 60s music. While other classic hits stations are playing very few if none..they have increased their's slightly. Has anyone else noticed this? I still think that 1979-1992 should be the demo for classic hits, but WOGL is not following this even though they were not in the top 7 in the all important 25-54 demo.

 

[wprt949]

CBS would have to spin 96.5 Off to another group if they bought 101.1

 

[davideduardo]

CBS would have to spin 96.5 Off to another group if they bought 101.1

No, they would just have to sell one station, with 1210 the better candidate. They can have 5 FMs, 1 AM and 2 TVs in the market.

 

[Bob Eubanks]

The rumor is that WBEB is for sale. If CBS purchased More FM, then they would probably keep playing the music they are currently playing mostly 2000s then this would have no effect on WOGL. But what I have found very strange...is that I noticed WOGL playing more 60s music. While other classic hits stations are playing very few if none..they have increased their's slightly. Has anyone else noticed this? I still think that 1979-1992 should be the demo for classic hits, but WOGL is not following this even though they were not in the top 7 in the all important 25-54 demo.

To the first part of the post: regardless of whether CBS bought WBEB, it's rwadonable to assume they'll keep playing what they're playing now. If CBS did own them, the only practical effect would be synergies and packaged sales opportunities.

Just because we don't see all the data doesn't mean it's not there. If WOGL isn't entirely mirroring its siblings, there is almost certainly a logical explanation. And quite frankly, there's not room for everyone in the top 7. It's an important audience, but not the only profitable way to slice things. WOGL makes good money in their position. I'd trust the management to be looking at the landscape and what will work best for them here, not trying to force a square peg into a round hole just because it works for them elsewhere.

 

[CurtisNEPA]

Now what if there was an assumption that CBS buys More FM and moves the format to 98.1, with WOGL, in turn switching to 101.1?

 

[davideduardo]

Now what if there was an assumption that CBS buys More FM and moves the format to 98.1, with WOGL, in turn switching to 101.1?

Why would you confuse listeners who for decades have associated each of the formats with its traditional dial position? Such a change would cause loss of audience, and require millions in marketing to inform listeners of where to find the station. And that involves the assumption that people would quickly reset car radio presets...

It's a huge cost, a huge risk and zero to gain.

 

[Bob Eubanks]

Now what if there was an assumption that CBS buys More FM and moves the format to 98.1, with WOGL, in turn switching to 101.1?

Why would anyone assume that would even be a thought?

 

[AM/FMRAINMAN]

To the first part of the post: regardless of whether CBS bought WBEB, it's rwadonable to assume they'll keep playing what they're playing now. If CBS did own them, the only practical effect would be synergies and packaged sales opportunities.

Just because we don't see all the data doesn't mean it's not there. If WOGL isn't entirely mirroring its siblings, there is almost certainly a logical explanation. And quite frankly, there's not room for everyone in the top 7. It's an important audience, but not the only profitable way to slice things. WOGL makes good money in their position. I'd trust the management to be looking at the landscape and what will work best for them here, not trying to force a square peg into a round hole just because it works for them elsewhere.

That is a good point Bob. Check out this story regarding WCBS FM in NY who for 25 plus years focused on the 60s...I thought it was an interesting read. http://www.nydailynews.com/entertai...s-younger-audience-responds-article-1.1972619

 

[atrainradio]

Yes I did notice WOGL has changed their playlist a bit to add in more 60's and less disco (thank god!)

 

[Unregistered]

In this thread about WBEB, a poster is perhaps looking for symmetry in frequencies by having two CBS classic hits stations on 101.1. Is that important? It's a bit like the SF folks who can't get over NBC leaving KRON a decade later.

A poster on this thread wants CBS to buy WBEB so that it will have to unload WPHT so that said poster can have a format he likes on a frequency that means too much to him, unless he's buying it.

Why??

 

[AM/FMRAINMAN]

I am also glad they cut back on the disco, but I would prefer they played more 80s and early 90s music.

 

[davideduardo]

Just because we don't see all the data doesn't mean it's not there. If WOGL isn't entirely mirroring its siblings, there is almost certainly a logical explanation. And quite frankly, there's not room for everyone in the top 7. It's an important audience, but not the only profitable way to slice things. WOGL makes good money in their position. I'd trust the management to be looking at the landscape and what will work best for them here, not trying to force a square peg into a round hole just because it works for them elsewhere.

All excellent points.

WOGL is 6th on average (based on last three non-Holiday months of 2014) in 25-54 and is first or second in 35-54. Those are solid sales demos, and are big enough that doing anything but minor tweaking would be more like twerking.

We know the CBS stations do quite a lot of music research and perceptuals, so it is likely that they have found that the Philadelphia audience is a bit different than the other markets where CBS has classic hits stations.