RBR.com: Ad Buyer Speaks

[lance]

Today's Radio Business Report features a quote from Rich Russo of media buyer JL Media on the flip of 101.1 to Jack-FM.

"CBS-FM lost its cache awhile back, so flipping it out of format is not a big deal nor will too many clients be upset. The bigger issue is the motive, Infinity was beaten to the punch on a jack type format in SF by Bonneville, where rumor has it, they were beaten by one day as well in Philly and Boston, which were done by Greater Media and Entercom, beating Infinity to the punch again. I think they didn't want to have that happen again especially in key markets like NYC and Chicago. The most ironic thing is that CBS-FM in its heyday was probably the original Jack, when other oldies stations were on a tight playlist, CBS-FM was able to go from Doo-wop to disco to rock to funk in a single stopset. When they stopped doing that is when they started to go downhill, leading to this change. In my opinion they should have gone back to the original CBS-FM because... What I am hearing this weekend, isn't the spirit of the "Jack" format, it's a flank to get the name, and really is a full frontal assault on WPLJ, which has always been vulnerable and now they will get their first dead on competitor in awhile. This CBS-FM "Jack" isn't playing what they want (they aren't even using that tagline), they are playing what WPLJ wants to play but isn't or can't. Based on the state on NYC radio, this is better than what we had last week, but still far off as to what we should have, so hopefully this chess game plays out to what is needed in NYC, which of course is a solid well thought out Rock station...."
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[Brooklyn67]

I don't think anyone can dispute the potential for a JACK-FM in New York City. I don't think any of us have a problem with JACK-FM as an alternative to a classic oldies station such as WBCS-FM. I think the main issue is, why WBCS and not WNEW? Infinity could have accomplished every outlined above goal, without the "shock" effect, and without creating such animosity between "corporate radio" and the little guy. But I suppose that was the point, after all.

It's funny though. I'm a child of the 70's. JACK-FM is "my" oldies station, and to tell you the truth, I've come to like the variety. However, in contrast, I also miss "personality". The basic building block radio had always been. "A friend".

I don't see JACK as a friend. And I miss WCBS-FM. Not the music they played, because I can play the music myself, but the personalities I grew up with over the last 38 years of my life. Who became a part of my life over those years.

I can tell you this- when it happens, and I'm sure it will happen, wherevere the group of former CBS Jocks land, I'll be there. JACK? Eh.. I'll visit. But I'll live with my friends.


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Everything and Anything Buses</P>

 

[romer979fm]

I think the main issue is, why WBCS and not WNEW?

That's the real question, huh? I've read elswehere on the web
(a site that links to news sources) that MAYBE the plan is to change
101.1 to JACK just for the outcry...then "give in to the public"...put
oldies back on CBS-FM....and put JACK on 102.7. Not sure I but any of
it...sounds like "new Coke" to me. <P ID="signature">______________
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[RickRose]

> 101.1 to JACK just for the outcry...then "give in to the
> public"...put
> oldies back on CBS-FM....and put JACK on 102.7. Not sure
> I but any of
> it...sounds like "new Coke" to me.
>

They could also simply launch a new oldies station on 102.7 and receive a lot of media attention that would have never happened if Jack started on 102.7fm.

 

[dommy]

> > 101.1 to JACK just for the outcry...then "give in to the
> > public"...put
> > oldies back on CBS-FM....and put JACK on 102.7. Not
> sure
> > I but any of
> > it...sounds like "new Coke" to me.
> >
>
> They could also simply launch a new oldies station on 102.7
> and receive a lot of media attention that would have never
> happened if Jack started on 102.7fm.
>
Yeah...but are they smart enough to do that? Here's the bottom line on all this..with all due respect to the "Madison Avenue" person who started this thread: Generally speaking, you've got a bunch of kids making all these buying decisions. They can't relate to the format. But they're missing the boat..just like the folks buying TV....the population is aging. As baby boomers move closer to retirement, they are becoming the biggest chunk of the population. By sheer numbers, they will have the most disposable income. A market the size of NYC should be supporting two oldies stations. Follow the money!!!! This isn't that difficult to figure out...but it sure seems to be!!!

 

[BRNout]

> > 101.1 to JACK just for the outcry...then "give in to the
> > public"...put
> > oldies back on CBS-FM....and put JACK on 102.7. Not
> sure
> > I but any of
> > it...sounds like "new Coke" to me.
> >
>
> They could also simply launch a new oldies station on 102.7
> and receive a lot of media attention that would have never
> happened if Jack started on 102.7fm.
>
They won't. It would compete with their precious Jack, which is the entire reasoning behind blowing out CBS-FM. Because Jack-ball would have been in competition with oldies (theoretically).

In Infinity's mind, some of the oldies listeners (lacking anywhere to go) may end up at 102.7. Others will stay with Jack.

Either way, don't look for Infinity to do oldies in New York anytime soon. Too much money and ego are riding on the roll of the dice that was just made.

The only 2 FM stations that would seem to be candidtates for a flip to oldies in NY are WQCD and WPLJ. And, there still is the demographics issue. So, it is far from a sure thing that either would step in to snap up the CBS-FM audience.

At the moment, the outlook for oldies seems grim.