The Fringe Changing To Classic 105.3 (Austin, Texas)

[flyingdj]

I was not a listener so I have no personal comments about this change. This article was in the Austin360 section of the online Austin American-Statesman paper today:

http://tvradio.blog.austin360.com/2...-105-3-morning-co-host-sandy-mcilree-departs/

The Fringe changing to Classic 105.3; morning co-host Sandy McIlree departs

(two excerpts from the article)

Excerpt #1:
Say “so long” to the Fringe and “hello” to Classic 105.3 FM.

While the Fringe played tunes that were a little off the beaten path – primarily retro alternative music – Classic 105.3 FM will play, as the name implies, classic songs primarily from the 1960s, ’70s and ’80s, according to well-known Austin broadcaster Bob Cole, one of the founding partners of the Austin Radio Network, the station’s owner.

(and)

Excerpt #2:
The extensive playlist for the new Classic 105.3 FM will include songs from Blondie, Billy Joel, the Eagles, Neil Diamond, Roy Orbison, the Beatles, Elvis Presley, Stevie Wonder and Phil Collins, among others.

Some of those same artists were heard until recently on another Austin Radio Network station, 104.9 the Horn. That station, which had featured a 50-50 mix of local sports and music, is now round-the-clock sports, augmenting its locally produced daytime shows with national programs from NBC Sports Radio and Yahoo Sports Radio on nights and weekends.

There were two comments from readers following the article:

Comment #1:
The Fringe played some great music you wouldn't hear on other stations. This new format is too depressing for words. Wow, Billy Joel AND the Eagles? Can't get that anywhere else!

Comment #2:
“It’ll be all familiar songs that no one else in Austin is playing,” said Cole. “We’re serving all these folks who aren’t getting this anywhere else.”

Well so far I've heard the Beatles, Bob Seger, Billy Joel, JJ Jackson and one other song that I've heard on Bob FM and KLBJ.

Where is the music that no one else in Austin is playing?

 

[Unregistered]

I did like the variety on The Fringe. I would tune it in sometimes while up in Austin. Guess it's 101X for alt rock there now.

 

[erwin33]

It's big shame that this Fringe format is gone. You never hear such format elsewhere, classic alternative and new music what fits in the format on one station. It's a Classic Hits station you hear everywhere. It's the same crapy Classic Hits playlist you hear on iHeartmedia, Cumulus and CBS Radio owned stations

 

[b-turner]

The format certainly did not last very long. It appears a mismatch between the morning show (strong female numbers) and the music intensive hours (very male oriented). At least they went out on a limb and gave it a shot and that is where credit is due. The owner could have been like every other company and never given it a shot. While not my cup of tea, I feel your pain.

Maybe the ratings were too low and/or the advertising agencies were too uncomfortable to place a buy on a format they were not so familiar with. As a station manager in another Texas city, I can tell you the decision was purely monetary. With the 'classic hits' being dropped for all sports recently opened the hole to cover the format that has a better chance of making the money they need. I'd bet my integrity on it being purely a business decision.

If there was any significant audience somebody thinks they are missing you might see a station lean a bit that way in order to try to grab some of the abandoned listeners. I admit 'classic hits' (really oldies) is not the big moneymaker it once was but looking at the Austin market, it was likely the best opportunity for servicing the debt the station has. The Fringe was a very left field format but is getting closer toward the middle as time moves on. Maybe the timing was just not right, yet.

While you are let down at the loss of the format, if the station wasn't producing the revenue to keep going (and I guarantee that was the case), what would you do to stop the bleeding?