J
Joseph_Gallant
Guest
Based on the released 12-plus numbers for the first phase of the Summer 2005 Arbitrons, I have a few comments:
(1) WAAF-107.3 and WFNX-101.7. WAAF has (in terms of total audience) lost one-third of it's listeners in the past year. WFNX has again ranked below a 1 share (with the lowest 12-plus share since the complete Summer 2004 book).
I used to think that Boston was immune to the problems facing rock radio nationally (mainly due to the fact that the format's traditional prime demographic, young adult males, is not more likely to listen to rap and hip-hop instead of rock). But now, with WAAF's poor showing since the Fall of 2004, I wonder if Boston will even be able to support more than one rock station.
Again, WFNX owner Steve Mindich should drop rock and change his station's format (perhaps to Spanish-language programming; there's now a huge hole in the market for it). But realistically, I think the only way 'FNX's format will be changed is if the station is sold.
If WAAF's ratings continue to shrink, I wonder if the station might decide to change formats. Yes, WAAF would be abandoning a 35-year or so legacy as a rock station, but Entercom may find more success with 107.3 were they change formats (i.e. Spanish-language programming, a simulcast of either WRKO-680 or WEEI-850 to alleviate the signal problems both stations have in Metrowest, smooth jazz).
(2) WMJX-106.7: Their 12-plus share in the first part of the Summer book has to be their worst 12-plus share in many years. But I wouldn't worry much about it. The first phase of a Summer book is the worst single month of the year for most soft AC's like WMJX: After all, most people are on vacation the first two weeks of July and soft AC's like WMJX generally promote at-work listening.
(3) WXKS-107.9, WJMN-94.5, and WBOT-97.7: Over the years, top-40/CHR stations (including WXKS-FM), and in more recent times, rhythmic CHR's (like WJMN) and young-skewing urban stations (like WBOT) usually have their best book in the Summer due to the fact that teens are out of school and have more time to listen to the radio.
But in 12-plus, WJMN, WBOT, and WXKS-FM all only managed very small gains. But the impact of WBOT's new signal (transmitting from the top of Great Blue Hill) probably won't be felt until the final portion (Phase 3) of the Summer book and the Fall book.
(4) WMKK-93.7: The 12-plus numbers, which went down a bit after the change from "Star" to "Mike" went down a bit again. But it's much too soon to press the panic button.
Besides, with no live announcers, Entercom does not have to pay for a high-priced airstaff at "Mike". Even if "Mike"'s ratings go down, with a corresponding reduction in the price of the station's commercial spots, it's possible that the station's profit may go up, because the huge overhead has been significantly cut.
(5) WBZ-1030: WBZ did dip between Winter and Spring, and had slightly fewer listeners during Phase 1 of Summer 2005 than in the Summer 2004 books. Blame the arrival of Spring and Summer (and the fact that the winter snowstorm season has ended) and the fact Boston is not hosting a politcal convention this year as it did last year.
(6) WJIB-740: Would Bob Bittner consider selling a limited number of commercial spots?? There might be a chance to make a little money with the station. I personally am not the type to sell radio spots, however, if I were an advertiser looking to reach mature adults in the Boston area, I would actually try to buy some commercial spots on WJIB as part of my radio advertising buys.
Comments? Please feel free to post your opinions.
(1) WAAF-107.3 and WFNX-101.7. WAAF has (in terms of total audience) lost one-third of it's listeners in the past year. WFNX has again ranked below a 1 share (with the lowest 12-plus share since the complete Summer 2004 book).
I used to think that Boston was immune to the problems facing rock radio nationally (mainly due to the fact that the format's traditional prime demographic, young adult males, is not more likely to listen to rap and hip-hop instead of rock). But now, with WAAF's poor showing since the Fall of 2004, I wonder if Boston will even be able to support more than one rock station.
Again, WFNX owner Steve Mindich should drop rock and change his station's format (perhaps to Spanish-language programming; there's now a huge hole in the market for it). But realistically, I think the only way 'FNX's format will be changed is if the station is sold.
If WAAF's ratings continue to shrink, I wonder if the station might decide to change formats. Yes, WAAF would be abandoning a 35-year or so legacy as a rock station, but Entercom may find more success with 107.3 were they change formats (i.e. Spanish-language programming, a simulcast of either WRKO-680 or WEEI-850 to alleviate the signal problems both stations have in Metrowest, smooth jazz).
(2) WMJX-106.7: Their 12-plus share in the first part of the Summer book has to be their worst 12-plus share in many years. But I wouldn't worry much about it. The first phase of a Summer book is the worst single month of the year for most soft AC's like WMJX: After all, most people are on vacation the first two weeks of July and soft AC's like WMJX generally promote at-work listening.
(3) WXKS-107.9, WJMN-94.5, and WBOT-97.7: Over the years, top-40/CHR stations (including WXKS-FM), and in more recent times, rhythmic CHR's (like WJMN) and young-skewing urban stations (like WBOT) usually have their best book in the Summer due to the fact that teens are out of school and have more time to listen to the radio.
But in 12-plus, WJMN, WBOT, and WXKS-FM all only managed very small gains. But the impact of WBOT's new signal (transmitting from the top of Great Blue Hill) probably won't be felt until the final portion (Phase 3) of the Summer book and the Fall book.
(4) WMKK-93.7: The 12-plus numbers, which went down a bit after the change from "Star" to "Mike" went down a bit again. But it's much too soon to press the panic button.
Besides, with no live announcers, Entercom does not have to pay for a high-priced airstaff at "Mike". Even if "Mike"'s ratings go down, with a corresponding reduction in the price of the station's commercial spots, it's possible that the station's profit may go up, because the huge overhead has been significantly cut.
(5) WBZ-1030: WBZ did dip between Winter and Spring, and had slightly fewer listeners during Phase 1 of Summer 2005 than in the Summer 2004 books. Blame the arrival of Spring and Summer (and the fact that the winter snowstorm season has ended) and the fact Boston is not hosting a politcal convention this year as it did last year.
(6) WJIB-740: Would Bob Bittner consider selling a limited number of commercial spots?? There might be a chance to make a little money with the station. I personally am not the type to sell radio spots, however, if I were an advertiser looking to reach mature adults in the Boston area, I would actually try to buy some commercial spots on WJIB as part of my radio advertising buys.
Comments? Please feel free to post your opinions.
