The "LITE" to Flip?

[Dr Wayne]

Rumors that Clear Channel is going to flip Chicago's Lite (WLIT) to the La Preciosa format.

 

[soundsandsports]

Why would the best AC station in the country do that? You'd better check the source on that rumor.

 

[davideduardo]

Rumors that Clear Channel is going to flip Chicago's Lite (WLIT) to the La Preciosa format.

Clear's satellite Preciosa format has gone from near 30 affiliates down to 5 or 6, and it takes it's morning show from an independent syndicator... the biggest market it is in is Fresno.

 

[musicman3355]

I highly doubt Lite would flip. La Preciosa doesn't do as well in the markets the brand is in. Though, if La Preciosa were to launch in Chicago, it would like be either 1390 or 1690 that would flip.

 

[radioaircheck]

I can't see if happening either. The have 1 Sapnish staion in the market already, I don't see thme doing 2.

 

[dave73]

I highly doubt Lite would flip. La Preciosa doesn't do as well in the markets the brand is in. Though, if La Preciosa were to launch in Chicago, it would like be either 1390 or 1690 that would flip.

1690 won't flip because Midwest Broadcasting (WVON) is running the station under an LMA. They also have the option to buy the station after the LMA is up. I don't know about 1390 as far as being profitible. You also have to remember that this is clear channel (cheap channel) & if corporate wants a certain format tried out in a specific market, they'll look stations that aren't performing as well. Adult Contemporary formats haven't done as well in recent years, due to the music being a bit more upbeat than in years past. The problem with CC has been that except for keeping the 70's music in the playlist, they've made their AC playlist nearly resemble that of a Hot AC . If people want to listen to Hot AC, they can get that on WTMX (though this station has changed their playlist too, but not enough to make it sound like CHR/Pop station). I don't know how many markets CC has the AC format, but between 2002 & 2004 (don't remember which year), they flipped their heritage AC station in Milwaukee to the Brew. In that market, the Smooth Jazz station became the new AC station while the Smooth Jazz format was moved to the station that had the Classical format. It wouldn't surprise me if the The Lite flips. If it does, then WILV will thrive and maybe Fresh (though there's rumors that CBS plans to drop Fresh in favor of The Score simulcast, which already exists on HD radio on 104.3-2)

 

[davideduardo]

I highly doubt Lite would flip. La Preciosa doesn't do as well in the markets the brand is in. Though, if La Preciosa were to launch in Chicago, it would like be either 1390 or 1690 that would flip.

Hispanics won't listen to a music AM in markets where there are Spanish language music FMs... the rejection is even greater than in general market situations. And the Preciosa type of format is alread on FM in Chicago.

 

[davideduardo]

I don't know how many markets CC has the AC format,

42 AC's in the group, including WLTW, KOST and KODA... plus 31 Hot AC and a couple of self-described AC hybrids.

Clear will invest in their formats when they see opportunity.

 

[Gregg]

And let's remember how WLIT zooms up to #3 or better during the holidays. You wouldn't want to give up that franchise if you can help it.

It is odd how WLTW NYC is always #1 in the ratings and especially in the 25-54 demo, and that KOST Los Angeles is also doing very well. So why can't co-owned, similarly-formatted WLIT do better outside of the holidays?

Never the less, I doubt Clear Channel is ready to switch WLIT to a Latino format, especially since the ratings for last year's switch of WNUA from Smooth Jazz to Latin Hits isn't a home run.


Gregg
[email protected]

 

[wprt949]

And let's remember how WLIT zooms up to #3 or better during the holidays. You wouldn't want to give up that franchise if you can help it.

they did that in atlanta right during the christmas format on 94.9 lite fm so anything is possible

 

[secondchoice]

I agree with Gregg.
CC Blew up AC 94.9 (the old Peach then Lite) in Atlanta a couple of years ago(during Christmas). I have not heard anyone or seen any report that they have recovered billing wise from switching from #2 AC to #3 Country. They are only #2 now because Citadel took their #2 Country (WYAY) to True Oldies to save air staff expense during Bankruptcy. They had 2 FM’s that were Hispanic. CC changed one to 105.7 The Beat which is a Rymythic / CHR which has not caught on ratings wise yet. The new Census will confirm my personal belief that Atlanta has a huge Hispanic population. CC couldn’t make the #2 Hispanic station work here, so logic say they would not make the same mistake in Chicago. (But then this is CC!) Atlanta has been a “Black Hole” for CC. They have 2 of the only 8 full power fm’s in Atlanta. In Feb.’s ratings CC could not get a station in the top ten 12+ http://www.radio-info.com/site/markets/grid/atlanta. In any market, if your CC market manager is from Atlanta LOOK OUT!

 

[davideduardo]

The new Census will confirm my personal belief that Atlanta has a huge Hispanic population.

The Census, via ACS, updates the population figures each year. Arbitron uses that data to do it's annual population adjustments, although it gets data that is processed by Claritas, a private sector demographer that uses the Census products as well as other information. The current Hispanic estimates are likely quite close to reality, so there will not be much change when the 2010 Census data comes out during 2011.

 

[chitownradioguy]

Gregg - The reason you don't see the same results here is that unlike NY and LA, WLIT has two other mainstream competitors. KOST is alone in the format in LA and WLTW was doing well when WWFS launched. As for Lite switching format, they hae higher ratings than WILV and WCFS. From what I hear, they also bill a lot more than either of those stations - and really that is the only thing that matters these days.

 

[DToTheJ]

And let's remember how WLIT zooms up to #3 or better during the holidays...

Let us also remember that WOJO is getting huge ratings as of late... yet, you summed it up nicely with this:

I doubt Clear Channel is ready to switch WLIT to a Latino format, especially since the ratings for last year's switch of WNUA from Smooth Jazz to Latin Hits isn't a home run.

 

[radioaircheck]

I don't see WLIT changing at all. If they do anything it might be to tweek the format a little.

 

[TheBootlegger]

I would think Fresh would change a lot sooner that Lite. That CBS station is DOA.