Rock 104 Flipping?

[amfmxm]

It's pretty cheesy if it is a hoax and they used the UF News Bureau to issue a fake news story. Do we have "The New Rock 103.7" to look forward to?

Yeahhhh. That was my first reaction to Mark's suggestion of a "hoax" (or "stunt," as I had called it a few days ago). If the Big Guy hadn't used UF's official news channels to make the announcement, as well as the Gainesville Sun--maybe instead using social media exclusively, in kind of an anonymous underground/guerilla PR campaign--it might be forgivable.

But if this is nothing more than an in-book no-cost promotional stunt intentionally/consciously compromising the integrity of the University of Florida's College of Journalism & Communications position as a credible source of information...

... well, "cheesy" is way too kind. Sleazy is more like it.

If the UF News Bureau was in on it, shit should hit the fan. If the Sun determines that they've been used... well, it will probably be a Cold Day In Hell before they ever print another press release from the good folks at Weimer Hall. Short-term thinking with long-term negative consequences.

And if WRUF-FM really does go Country... well, we all seem to agree that it will be a monumentally stupid move.

So, call it a Lose-Lose scenario. Either way, UF loses.

Incredible.

 

[Kmagrill]

Though it does seem inexplicable, my sources tell me that they believe the switch is for real. Not being at the top of the food chain, there're no guarantees, but at this moment, it appears to be a bona-fide move afoot.

 

[ThatGuyOnTheRadio]

It's not a hoax, believe me. TV20 interviewed Randy Wright, all the trades are talking about it and I've seen an actual email from an Account Exec. with WRUF-FM stating to their client that they will be switching to country.

Why would they go THAT far for a stunt? If it is... FCC will be getting involved as well as a lawsuit by New York Times (parent to the Sun), All Access, Radio Online, RAMP, Radio Insight and TV20 against UF.

 

[RickSchmidt]

I would love to see it be a radio hoax but I'd bet it is not. Harry's last day is today. I believe that Lund did the research. New powers that be are confident that they'll knock out Thunder Country quickly and if they can dominant Gainesville, will pull down KCountry over time. Since a bigger slice of the diaries come out of the Marion, someone isn't thinking things through. More than likely, it will be a more current based young country...not sure how they plan to be a player 25-54. I know diddley about country, so I don't know that KCountry or Thunder Country are tired in listeners minds but still seems like a stretch to me.

Through all of this, Lex and Terry surely would have been gone and that may explain the timing of the change. End of contract and people likely to pull ads because of them leaving, so why not flip while the biggest cume magnet they have, Gator football, is available.

 

[jmtillery]

I serious doubt Country 103.7 will knock down WTRS since 103.7 does not have a comparable signal over Ocala, but WTRS does and is a heritage station. Same holds true with WOGK. Taking either station isn't going to happen anytime soon if at all. At best, the New Country 103.7 may do fairly well in Gainesville, but not in Ocala where the majority of the Country demos are within the MSA/TSA. This does not even go into account and consider all, or most of current, billing from Rock 104 will be gone after the change. WRUF-FM billed in the neighborhood of $1.3 million in total ad revenues. With a new format it will take a long time to get that back. And it is going to take some BIG promotional bucks to make any kind of an impact with country when you consider there are already an oversaturation of country signals in the market. I really do wish them the best of luck.

 

[jmtillery]

It's pretty cheesy if it is a hoax and they used the UF News Bureau to issue a fake news story. Do we have "The New Rock 103.7" to look forward to?

If the UF News Bureau was in on it, shit should hit the fan. If the Sun determines that they've been used... well, it will probably be a Cold Day In Hell before they ever print another press release from the good folks at Weimer Hall. Short-term thinking with long-term negative consequence

This is why a well orchestrated “hoax” would consist of “We've changed our mind due to public outcry in support of the existing format and advertiser complaints”. That way the initial annoucement comes across as legit creating the facade that, for all intents and purposes, the plan to change the format to country was “for real” all along.

However, due to the “public outcry” and “advertiser complaints” since the initial planned and announced changes, the powers that be “changed their mind” in support of the public interest best being served. Hence, all previously released press releases through TV 20, the New York Times (Gainesville Sun) and all trade publications are perceived as legit, because for all intents and purposes, on the surface, they are legit.

As for Harry Guscott leaving UF, he has been with WRUF 39 years and may have planned to retired all along. The timing could not be more perfect in annoucing Harry Guscott's departure at the same time a format change is announced... Do you see the beauty in all this?

Again, they may actually flip to country, but I am just pointing out a few of the tricks, and how to cover their tracks, that not everyone considers.

 

[amfmxm]

This is why a well orchestrated “hoax” would consist of “We've changed our mind due to public outcry in support of the existing format and advertiser complaints”. That way the initial annoucement comes across as legit creating the facade that, for all intents and purposes, the plan to change the format to country was “for real” all along.

However, due to the “public outcry” and “advertiser complaints” since the initial planned and announced changes, the powers that be “changed their mind” in support of the public interest best being served. Hence, all previously released press releases through TV 20, the New York Times (Gainesville Sun) and all trade publications are perceived as legit, because for all intents and purposes, on the surface, they are legit.

Again, they may actually flip to country, but I am just pointing out a few of the tricks, and how to cover their tracks, that not everyone considers.

If it was anybody other than UF and their Journalism department, manipulation of the press might be viewed as sleazy-but-just-business-as-usual. But it becomes extremely hypocritical for the department to preach journalistic integrity from one side of their mouths while using their position to mislead the press from the other side.

The Sun should send them a bill for $50,000 for the "free" advertising.

And whoever thought up the scheme should be fired.

IF... if it turns out to be a hoax.

If not... well, if not they'll be fired when the red ink becomes inexcusable.

Again, incredible. These people are supposed to be smart.

 

[jmtillery]

This is why a well orchestrated “hoax” would consist of “We've changed our mind due to public outcry in support of the existing format and advertiser complaints”. That way the initial annoucement comes across as legit creating the facade that, for all intents and purposes, the plan to change the format to country was “for real” all along.

However, due to the “public outcry” and “advertiser complaints” since the initial planned and announced changes, the powers that be “changed their mind” in support of the public interest best being served. Hence, all previously released press releases through TV 20, the New York Times (Gainesville Sun) and all trade publications are perceived as legit, because for all intents and purposes, on the surface, they are legit.

Again, they may actually flip to country, but I am just pointing out a few of the tricks, and how to cover their tracks, that not everyone considers.

If it was anybody other than UF and their Journalism department, manipulation of the press might be viewed as sleazy-but-just-business-as-usual. But it becomes extremely hypocritical for the department to preach journalistic integrity from one side of their mouths while using their position to mislead the press from the other side.

The Sun should send them a bill for $50,000 for the "free" advertising.

And whoever thought up the scheme should be fired.

IF... if it turns out to be a hoax.

If not... well, if not they'll be fired when the red ink becomes inexcusable.

Again, incredible. These people are supposed to be smart.

DISCLAIMER Please don't take anything I have posted as fact. I'm just pointing out the "what ifs" that may happen.

 

[Obtuse1]

If and when this does occur:

Will the small-signaled WHHZ FM be the main beneficiary, or will some other station in the market give Active/New Rock a shot? One of the under-performing Asterisk properties, perhaps?

 

[Louis_009]

What they should have done if Rock 104 (103.7) has HD Radio in the Gainesville/Ocala area they should have putting Rock 104 on 103.7-2 as they new country will be on 103.7-1.

 

[Obtuse1]

Of course WRUF-FM doesn't do HD, and given HD Radio's failure in the marketplace, it's highly doubtful they would invest in it at this point.

Sister station WUFT could flip one of their 3 HD subchannels, though.

 

[Jeff2]

If and when this does occur:

Will the small-signaled WHHZ FM be the main beneficiary, or will some other station in the market give Active/New Rock a shot? One of the under-performing Asterisk properties, perhaps?

I hadn't thought about Asterisk but 99.5 should be a candidate as they are not doing much in the ratings. 100.9 seems to do well with their Smooth (jazz dropped) format. My office mate on campus always has Kiss on her radio so don't know what the reception is like on campus for 99.5, 100.5, and 106.9. Nobody liked my suggestion of a swap between 100.5 and 106.9. I know it's probably just bravado but L&T are saying they have two offers—maybe Asterisk and The Buzz???

 

[Kmagrill]

What they should have done if Rock 104 (103.7) has HD Radio in the Gainesville/Ocala area they should have putting Rock 104 on 103.7-2 as they new country will be on 103.7-1.

2 problems:
1. They have no HD signal.
2. HD-2 = no listeners, though that will change over time.

Again, incredible. These people are supposed to be smart.

Smart? Yes. Familiar with the dynamics of this market? Evidently not.
They'll find out. Or maybe we'll all eat crow next year. Should be interesting either way.

 

[Obtuse1]

This September article is somewhat enlightening:

http://www.gainesville.com/article/...=Could-Rock-104-be-the-next-to-change-format-

It reveals that Lex & Terry's contract is up on October 16th. Guess that might explain the timing.

2.  HD-2 = no listeners, though that will change over time.

To less than no listeners? A move to HD-2, like a move to "online only" is usually a death sentence. The station would end up as just another automated "ghost jukebox" like so many other HD-2's.

 

[jmtillery]

KMagrill - Set a place for me at the dinner table, cause if I am wrong about this, I will be the first to concede and also be the first one to partake in the crow feast served at the Country 103.7 The Gator banquet table.

 

[vadar]

C'mon folks....it's all about the bottom line. Even the Dean of the J School knows that. Long live Harry Guscott. Nice work and congrats for making the career of many promising young broadcasters.

 

[jmtillery]

C'mon folks....it's all about the bottom line.

In that case they definately picked the wrong format...

 

[ThatGuyOnTheRadio]

Rumor has it they flip at 11AM today.

Anyone going to be able to record the flip?

 

[amfmxm]

KMagrill - Set a place for me at the dinner table, cause if I am wrong about this, I will be the first to concede and also be the first one to partake in the crow feast served at the Country 103.7 The Gator banquet table.

Yeah, I'll join you guys for the Crow Feast if Country-formatted Gator 103.7 just blows through the market and zooms to #1 ratings and obscene profits. I'll bring the beer.

FWIW, the new GM/Director was a major market jock at one time, so don't be surprised if they've hired top-notch programming consultants & ATs. It could sound pretty damn good.

 

[ThatGuyOnTheRadio]

The flip happened. Ya didn't miss much. 2 minutes of Randy Wright pleading his case as to why they flipped and congratulated Harry on 28 great years.

Here is what they've played so far. Read bottom to top.

David Lee Murphy Dust On The Bottle 2010-10-15 11:37:00
Blake Shelton All About Tonight 2010-10-15 11:33:40
Rascal Flatts Why Wait 2010-10-15 11:25:28
Brad Paisley Online 2010-10-15 11:21:40
Trace Adkins This Ain't No Love Song 2010-10-15 11:18:26
Zac Brown Band Toes 2010-10-15 11:14:38
Luke Bryan Do I 2010-10-15 11:10:46
Toby Keith As Good As I Once Was 2010-10-15 11:06:52
Easton Corbin Roll With It