The Shark has been an underwhelming performer for some time despite having a flamethrower signal. One can only wonder how well Wild 102.7 or WJSE could have done if given the opportunity to broadcast on it. I still think Atlantic should have flipped this station instead, but I guess they're worried about losing listeners to competitor WZXL if they make such a move. Once again, alternative rock fans are the odd losers out.
I would say that Equity could afford to drop one of its Top 40 stations. Of course, there's just one teeny tiny little problem with that idea - both stations are highly successful, consistently ranking in the Top 5. Such a move would be a big gamble, and I understand the reluctance to roll the dice, especially in this economy.
Right now, the most expendable station on the FM dial is Millennium Radio's SoJo 104.9. It has the weakest ratings of all the Top 40 (yes, I said it, Top 40 - it's a Hot AC in name only) stations in the market, and it's essentially a WAYV doppelganger. This is another great signal that has been wasted over the years with formats that were either unnecessary (whatever you call SoJo) or unsuccessful (Latin, Smooth Jazz). Now's the time to try something they haven't done yet - alternative rock. On a signal like this, I fail to see how such a format couldn't succeed since there is absolutely no competition now. While I would love a listener-interactive approach not unlike G Rock when Terrie Carr was PD, I think it would do pretty well even if they emulated Radio 104.5 with little talk, a handful of Currents, and a bunch of songs you're probably sick of if you've been a fan of the format as long as I have ... or, for that matter, even just a few years. Anyway, if the ratings are lousy again (WITHOUT Wild 102.7 being a factor), they should give this some serious consideration, perhaps with a Labor Day launch.
