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Ratings in the Valley

Jason Roberts said:
If Springfield got a "combo", and a local owner, (or at least one committed to serving the local community) regardless of how it was arranged...I would be fairly certain an audio console would be the least concern of a licensee.

Why would someone need to move "into the old building" to be successful?

The "old building" is a part of radio of the past. Springfield should want radio of the future.

I respect the heritage of WIZE and WBLY...but, I'd rather have a vibrant, local broadcasting operation there than an operation living in the past.

Yes...the advertisers would accept it...if it's done correctly.
Click to expand...

I agree.. As a former part timer at WULM I concur with the statement that the board, and building in general, are in rough shape. I would also hardly call what was done in the old WIZE studio a renovation. A thorough cleaning, yes, but not a renovation. It could very well be less expensive to move to a new location rather than bring Miracle Mile into the 21st century. I'm as sentimental as the next person but in all things there comes a time to let go and move on.

Now assuming this all happens, what would be done with WIZE/WULM to make them profitable? I can guess that most people would say Oldies on WIZE, Talk on WULM but I can't help but wonder if that would actually work. In any case a LARGE promotional budget would be needed since the average "Springfielder" isn't aware that either station still exists.
 
Other than for radio geeks and nostalgia buffs,no one cares if a new/revamped WIZE/WULM/WKSW combo were to inhabit Miracle Mile along with the deer, moved into a larger suite in the shopping plaza on Derr Rd that WKSW currently inhabits, or somewhere else entirely, whoever gets it has their work cut out for them, because Springfielder's don't think of themselves as having any great loyalty to Springfield any more than people in Beavercreek consider themselvs first and foremost as Beavercreek residents.
 
Kiss Country has billed (over the years) better than a million dollars a year. I don't know if that's true today, but it certainly has the potential to do that...assuming it's well programmed and well run.

Certainly WIZE and WULM (if both were included in such a combo) would not each do that kind of billing. But, again...well programmed and well run with the combo operated by a lean, committed and motivated staff...I think such a combo would have the potential to do somewhere between 1.5 and 2 million a year. (Probably to the high side of that).

Springfield and Clark County will support such a business. But not if the programming is always skewed toward "Dayton". None of those stations can win the Dayton market in any format. Which is one of the problems they've all had. But, if they are well programmed and targeted to win Clark (and Champaign)Counties...they can do well, both in ratings...and finances.

It would also take people running it who offer a more compelling reason to advertise other than "we're here". You don't automatically get that credibility, you have to earn it and continue to earn it. That takes time, and effort and relationship building with your local advertisers.
 
I totally agree with you Jason. WKSW/WIZE/WULM could have a serious potential impact on Clark (Champaign) counties if done right.

The problem with Radio One was they really didnt even care. I mean that in all due respect. Their prominant worry was WDHT and WROU. If it were anything else they threw the rest of the budget ( a few pennies lying on the floor) at those stations. Now saying that, Radio One didnt understand the potential of those "other" stations.

I admit, WGTZ was billing at its worse in the last 3 years of ownership. The station could barely pull together 2-2.5 million (mostly national). So in retrospect, Mainline has done the signal quite a bit of favor. Its already expected to bill close to 3 million alone this year.

Radio One just collected what income they could off WKSW. Thats what made it such a sad situation. No marketing, no promotions budget. They didnt know Country if they tried and the Liggins family was probably afraid to do anything with it. I assume if they still owned the properties today, 101.5 would eventually take a run at Gospel or Rhythmic Oldies or AC.

If someone bought the combo in Springfield and made a true conservative effort to promote, invigorate and ignite the Clark County metro to support the combo (ie, Billboard Campaign, Being at every possible event known to man, Spot Television - Time Warner, Doing a ton of free van hits) WKSW could potentially beat WHKO in Clark County. They could also steal away a large chunk of WLQT listeners who would support it because of their commitment and relationship with the Clark County Audience.

It amazes me that the station tries to be Dayton. Im still shocked by the thoughts there.

Im also thinking by returning 1340 to some "oldies" format could only help the cause. The station would be hard pressed to compete with WHIO/WLW. Plus there is a hole for the format. If executed properly, the station could bill 400k per year. I would then operate 1600 WULM as a Jammin Oldies format. Maybe something like 1600 THE VIBE - Classic Dance and Soul. It could be a "dumping ground" signal and a added value station. But with the likes of 200k per year could be made on that signal if done well. The cluster could like you said potentially bill 2 million per year. It would just have to take a lot of elbow grease and some hard workers....but it could happen.

Im excited to see whats going to happen with CC in the sell off. They are now just saying that 94.5 and 106.5 are for sale. What if someone bought those two, swapped Mainline for 94.5 and EMF for 106.5? Its all theoretical, but....you could have a nice little cluster in Springfield/Troy.
 
Radio One sadly didn't care about any signals other than 92.1 and 102.9. No wonder Z-93 went down the toilet under their ownership. I always thought Radio One should've put Hot on 92.9 anyhow since it has a better reach into Dayton. I remember Z was doing a 5 share until mid 2001 when Hot 102.9 went on the air. Radio One, I thought, shot themselves in the foot by putting a Rhythmic CHR on the air as well as have a Pop CHR under the same roof. Radio One basically split the audience with both Hot and Z. They could've just stuck with Classic Rock WING-FM on 102.9 and still had good ratings even without Bob and Tom. Hot would've prospered on 92.9 and probably done great billing and even higher ratings without Z around. Just a thought...However, I am willing to bet that Fly would've ended up on 102.9 if the above had happened.
The Springfield situation is just plain sad. WIZE wasn't even ranked in the Fall 2007 ratings. Oldies would be a good fit for 1340. WULM could go for Standards. Anything is better than the situation they're in now. I remember 'ONE/'IZE usually tying Z-93 a few years ago with a mid 3 share when they were playing Standards. Springfield's AM stations are almost totally forgotten due to poor ownership by CC and Urban Light. At least Kiss Country is still well known in Clark and Champaign counties. Ask anyone about WIZE and WULM and you'll probably get a response something like, "Are they still on the air?" CC and UL should be ashamed of themselves for letting these heritage signals go to ruins. :mad:
 
KY and Alans, too:

I admit these days I'm not a big fan of music formats on AM. However, in the case of the hypothetical Springfield "combo", your ideas do make sense from certain perspectives:

Let's take WIZE for a moment. Let's remember its' past. Top 40 from 1960 something until into the 1980's. WIZE was the "minor leagues" for Great Trails stations in Dayton, Columbus and elsewhere.(Though it never had a minor league sound.) An oldies format, based along the lines of the current WCBS-FM just might make sense here. A smattering of music from rock's "early years", centered in the 60's and 70's, with a sliver of 1980's hits. Tie it all up by playing the "heritage" card, (The station Springfield grew up with is back!) I'd even see if I could re-license the TM "Winning Score" jingles they used for so many years, and wouldn't be afraid to revisit the "There's no such thing as Dayton/Springfield. You live in Springfield, and so do we." top hour ID. With good production and imaging, professional sounding jocks (live mornings, voice tracked elsewhere), an active presence in the community and a little marketing...it just might work.

Oh yeah...go trade (or trade plus cash) another small RV and put "Rolling Radio" back on the streets of Springfield.

Hey...it worked for WING for awhile. Why couldn't playing the heritage card work for WIZE?

Now, the hypothetical WULM. I say...get rid of the call letters. From people I talk with in Springfield, that station (to them) is still WBLY. Get those call letters back if at all possible. The idea of Adult Standards is not bad...a soft music station for the upper demos. A mature morning host who could, perhaps, also sell airtime on the streets. A presence on the streets. Recall the station's heritage. (I would see if Smiley's "Heart Attack" fund is still around and make that the station's primary "charity", in his honor.)
I wouldn't be against putting Ag programs on this station, since the older demo is a tougher sell...and I'd also consider some high school/college sports on both AM's to help the financials.

Why would I suggest this? It's what people expect from those stations. It's what they remember about them. OK, the 20 year olds won't care. I suspect there are still adults in that community that would.
 
A group who could potentially purchase the 2 AM stations in Springfield and make a competitive run for WKSW could be sitting on a gold-mine.

Mainline doesnt care if it has 101.7 or not. All the station serves as is leverage to keep WHKO from getting 20 shares in Dayton. Its doing that pretty well...but they know its never going to give Cox a serious run for their money. Cox owns nearly 70% of the country market if not more.

I am not a huge fan of Music on the AM either, but as you said...they really could have something if they did it right. The original company is still in the business planning stages for their radio division. Ive been asked to keep a watchful eye for some great properties. WIZE and WULM both have a ton of potential.

First, maybe look at constructing a new facility on Troy Road (near 100.3), or re-locate all the studios to a vacant building somewhere near the 41/68 interchange. This way, its more of a centralized location, close to the three towers and also could service the listeners and clients who want a content and clean atmosphere.

Then first move forward with the outright purchase of 1340 and 1600 both. Get the AM combo in the building. Build out a production facility and turn 1340 into a Classic Hits/Oldies combo. WULM should then segue into a local information, standards, farm station. It should also air as much local high school programming as possible. Springfield, Northeastern (Kenton Ridge), Northwestern, Urbana. Im not certain on Greenon...it may do well...just not a core growth area.

Then try and go after the purchase of 106.5 and 94.5. This way you could leverage 94.5 for 101.7 from Mainline. It would be nice if they moved WDHT to the 94.5 frequency, but we all know better than that. Then you could own 101.7 and the 2 AM signals.

I know this may sound crazy and out of thin air. Swap 96.9 from EMF for 106.5. They love the coverage that 106.5 could offer, then move a form of Smooth Jazz onto 96.9 and utilize the 96.7 and 103.7 translators from EMF to rebroadcast the Smooth Jazz format for Springfield. 106.5 has tremendous coverage that EMF could add to their ranks, plus be able to completely cover Richmond, Dayton and a large portion of Indiana.

This way you could potentially have 2FM and 2AM stations. Or if you want, spin off the Smooth Jazz format to another potential buyer.

Keep 101.7 country, maybe tweak it and lean it to Springfield. I would also drop the long and terrible moniker. Number One for Todays Best and Hometown Country...WHAT??
It should be 101.7 KISS FM - SPRINGFIELD'S OWN COUNTRY.

The one thing that amazes me about Springfield and Clark County is that the residents are loyal to the local cause. They love what their town has to offer (even though most of its moving away). A great locally owned and programmed cluster in Springfield could do quite a bit of good.
 
Last time I heard the WBLY call sign was being used on a low power FM operated by a church near Sycamore,GA. Lima originally had the WBLY call letters on 1240 kHz before moving to 1160 becoming WLOK,then later as WIMA.


http://home.alltel.net/bethel01/
 
kirkiefan said:
Last time I heard the WBLY call sign was being used on a low power FM operated by a church near Sycamore,GA. Lima originally had the WBLY call letters on 1240 kHz before moving to 1160 becoming WLOK,then later as WIMA.


http://home.alltel.net/bethel01/
Click to expand...

I looked it up myself recently and I think you are right. Still, a LP-FM could be "persuaded" to change their calls...if someone wanted to pursue it.
 
You'd want to run the high school sports on WIZE, not WULM, as well as Kiss Country. The 34 watts of WULM covers the Upper Valley Mall parking lot with a competitive signal...listeners and advertisers complained constantly that the games were inaudible.

I think there's a segment that believes in Springfield as an independent city removed from Dayton; I'm not sure that's it's any kind of majority.
 
How does WIZE do at night? When I lived in the Fairborn area they were somewhat audible from inside the graveyard mud.
 
Since WIZE doesn't power down at night as does WULM,it does fairly well in Clark and Champaign counties..Historically (when I used to listen to them during its Top 40 days)it gets lost in the clutter once past that area at night. It still runs 1,000 watts 24/7. Under CC's ownership..it's anybody's guess although I do believe it upgraded to a newer xmtr a few years ago.
 
They were doing some testing with IBAC...you could hear the hash on 1330 and 1350.
CC is usually good about maintenance on their facilities so I would imagine that it's in pretty good shape.
 
WIZE may have been the first in the area with IBOC. They did get a new digital transmitter before 2005. Technically, they don't sound that bad.
 
Which could reinforce the idea of playing the "heritage" card. As a "local", the signal over Springfield is good 24/7....
 
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