Earlier in this string, there was a discussion about Scott Shannon. I’m sure the news has made it down to these parts that Scott has attracted many viable listeners from the competition. There’s a number of lessons learned here that go beyond comparing the biggest market in the country to smaller markets of North Florida.
For a long time, I’ve preached about the right talent making a difference. This goes beyond on-air presentation but it also includes the management, sales, and owners – really the entire team! Scott’s new station, WCBS FM is the #1 station in the very competitive New York City market. More importantly, they are #3 in 25-54. That’s incredible news. The station is also the third largest biller there.
I understand limitations of small markets that are in North Florida. But my feeling has always been if you want to make money, you have to make necessary investments. Those investments can also be effective promotion. Cox Media does an outstanding job in that regard. They execute flawlessly. We have a Good Time Oldies format and I didn’t know about it until someone posted a story about an FM translator – not good. Outside of Jax, my advice to you is let listeners know the format exists! Duh!
If you’ve followed my posts, I have mentioned WCBS-FM countless times over the past few months as an example of doing the format right. So, it brings me to Westwood One and their Good Times Oldies brand. It’s good. Personally, I’d love them to keep some of their elements but they need to update the music.
I continue to be very high on Greatest Hits. The 80’s right now are hot. I play DJ on Twitter – surprise, surprise but seriously I find that if I’m to get any response at all it’s when I feature 80’s. I’d like to see WW1 shed the real early stuff and venture into carefully selected 80’s cuts. A WCBS, for example, does feature 80’s songs other formats don’t feature. And that’s just it, there has to be enough to differentiate yourself while not featuring stiffs. It’s certainly not easy but it can be done. WCBS FM still features 60’s despite what you may have read. It’s usually once an hour – Beatles, Motown and even an occasional lost hit. It all works, given the ratings and their long established third billing position in NYC.
Then there’s presentation. I am convinced there are listeners like me who get turned off my over the top presentation. WW1 has an afternoon personality who is female and she’s not in your face. Actually, if Good Time Oldies made way for a Greatest Hits brand, she would be a keeper. I like her – sorry I don’t know her name as I’ve only listened sporadically.
Earlier in this post as well, I learned CBS Radio is not in the business of being in distribution. I wish they were. They do classic hits very well. Unlike other companies doing the format, they are not cookie-cutter but rather they sound like the market served. That’s not easy either. Clearly, when a company/owners, management, engineering and talent are all on the same page, odds at success increase. Even with provided programming like WW1, I still see merits in programming certain key dayparts locally.
The right personality is an asset as in the case of Scott Shannon. The right morning talent can help keep people listening in other dayparts. Middays at WCBS-FM have been reported in trending up as well. Scott’s a great presenter. He’s contemporary in a nostalgia format. Bingo – I’ve been saying that’s important for years!
It gets rather tiring having to defend the format so much. When done right, great things can happen, especially for listeners. It’s a viable, great at work format that has personality that should reflect the times and listener preferences. Avoid being goofy and annoying.
There's great music - still enough songs featured that are not heard elsewhere on the dial. I’m not sure about the rest of North Florida, but in Jacksonville there’s a lot of great talent who have proven track records and name recognition to attract listeners. I keep hoping they will have an opportunity to shine one day again.
We can’t do anything in this neck of the woods on the same scale as New York City. But there are fundamentals that work no matter the size of the market. I’ve discussed those things to the point of nausea. For now, some of us have Good Time Oldies in their respective markets. It beats having nothing. Still, radio tends to copycat what is successful in other markets. Companies such as Westwood One I’m sure do the same. Maybe they will change. Maybe the largest North Florida market – Jacksonville – will see the merits in a Greatest Hits format as well. A number of years ago, CBS Radio pulled the plug on WCBS-FM and went that dreadful Jack route. They saw the light and they are being rewarded big time. Listeners are too! I just love win/win scenarios. Bravo Scott Shannon and WCBS-FM! Peace!
