The New 98.7.....Radio Bubba!

[Obtuse]

Focusing on the male country audience is probably the best long-term strategy for Bubba's show, as that seems to be where the growth is these days. Would he fit in at WQYK? Not sure (though it would give them a leg up over WFUS).

Here's a possible 'QYK scenario:

Bubba goes to 'QYK mornings, 1010 AM/WHFS HD-2 goes to 24/7 Bubba (with WHFS HD-2 feeding the 106.9 St. Pete translator they currently have a CP for).

98.7 goes Urban AC, or classic hip-hop. (Variety hits would be off the table if Q105 remains as-is).

Either way, Wild remains at 94.1 with Rhythmic CHR. Orlando currently has the #2 morning show in town, and it's the only young-demo station Beasley has in the Tampa cluster.

I'm still leaning toward the "Q105 becomes more Eagle-like" scenario. (Bubba does mornings there, the Q105 crew moves to 98.7 to helm Variety Hits). The 24/7 "1010/106.9" Bubba still happens.

 

[billalm]

I still find it really hard that they're gonna upset the Q105 listener and or move that established "station" to 98.7. Any version of variety hits or AC is not gonna work on 98.7 and I don't care who you've got on the air to anchor it (even Mason). I would hope that the people that were around for "Play" remember that poor attempt. The question I'm still asking is does Wild 94.1 really need that big of a signal? They were successful on 98.7 and could be again. As for WQYK... it all depends on the demographic breakdown. If they're not concerned with losing the female country audience to US103.5, I say go for it. Fact is... there's a stat in ratings and research called "hot zips". The zip codes that provide the most listeners for any given radio station. If research shows that the majority of Orlando and Wild's audience are within the Pinellas and Hillsborough county metro, there's no reason they can't slide back over to 98.7 and go after the entire market with something different on 94.1. I realize that you wanna call that their only young targeted station.... however I believe Maxima 92.5 also skews young. Sales wise.... I like the looks of a Wild 98.7 / Maxima 92.5 combo, a WQYK / Q105 combo, and some bad ass rock / talk hybrid with Bubba anchoring mornings on 94.1. For me... it comes down to justifying each format, it's revenue, and what dial position works best for each. I'm just not convinced that moving from 98.7 to 94.1 years ago has really increased revenue and value to WLLD.

 

[billalm]

One more thing concerning AM 1010. I like your thoughts about a 24/7 Bubba station there. In fact, they moved the 1010 on HD2 from 98.7 to 99.5 a few weeks ago. That to me is interesting. Why would they do that unless it's to provide 1010 with market wide HD2 coverage as just like the analog, 98.7's HD just doesn't get out as far.

 

[Robk]

really gotta agree

with you bill.

Why disturb Q105 ? They were the number 3 12+ station in December and have the ''Q105'' name heritage

WILD was already a PROVEN success on 98.7....put it back

Give your #1 HUGE morning man the BIG signal that reaches all over polk and sarasota counties and beyond....WHY ?....because once again......hes a previously PROVEN success , wherever he is.....so give em the big coverage........

the ''hog '' name is already catching on with the bubba fans.....some of the fans are already referring to the station as 98.7 THE HOG (bubba said he likes that name)

More interestingly.....if anyone caught it...

Bubba said this : about the format the other day

They (Beasley) are gonna come to me in about 2 weeks with the results of research and present the format that the research says is the biggest ''hole'' ....Bubba says he has contractual right of refusal of the format.......in which case, Bubba's chosen format (whatever that may be....gave no hint) would be installed.....however......said chosen format would have to be top 5 , men 25-54 BY APRIL 1st, or the plug could/would be pulled on the format.

as for frequency...he did mention 104.7 as a possibility, but more recently he keeps saying they are gonna upgrade the 98.7 frequency, is that possible ?

move, power or height......??...no idea. Obviously they are looking into it

 

[coolaid213]

Just a few thoughts... I won't be surprised if Bubba ends up on another frequency next month, but they really don't have to do that. 98.7 throws a city grade signal into the most densely populated areas of the Tampa Bay area. If they do move him, I like the idea of putting him on 94.1. That's the biggest signal they have, and as previously stated, Wild already has a history of performing well on 98.7. But again, they really don't have to move him for his show to be effective.

I really hope they don't put a country music format around his show. I understand that he already is on a country station, and I understand that many of his fans also like country... but this really would be a huge turn off for me. Beasley has been insisting that whatever they do, it will be "different" and "something that has never been done", so I don't think they will be putting an active rock or classic rock format around his show. I think a Jack type format with Bubba in the morning and someone else in the afternoon is the most likely scenario. If Beasley puts him on 94.1, it's all over for the Bone.

As for upgrading 98.7, it's not beyond the realm of possibility, but I don't think it'll happen, per the previous reasons listed.

 

[byron]

OK If Bubba lands on 94.1, I don't see Beasley just moving the WiLD brand over to 98.7. I believe they'd rebrand or retool it in the process. Why move a station you moved, back? (When you're not doing so in hopes of helping that station, I mean.)

Another reason I would not think they'd throw him on 94.1, and it has nothing to do with Beasley here... But I don't think a station that can fire signal that well north into Orlando would be a good Tampa-based home for his show, with the new Wolf station (103.1) making it as far down as Lakeland just fine any day, anytime. Then again, that may be desired by the man himself...depending on how he sees it. However, I wouldn't want to be the Orlando affiliate if all one has to do is flip to 94.1 as soon as you're out of the metro...

And it also makes 98.7 seem as unlikely a fit for the show, considering signal strengths once again. Won't net advertisers outside of the true metro if you're signal's not getting out well enough. (Not to mention, won't get Nielsens to have those potentials to begin with.)

Leaves 99.5 and 104.7. No signal or overlap problems there, just maybe some formatting issues to tend with.

Byron

 

[billalm]

"You" isn't Beasley. They didn't move Wild to begin with. CBS did. The strength of 94.1 into Orlando is irrelevant. JVC owns 103.1 (and also 102.3 to the North) and has nothing to do with Beasley being successful in Tampa Bay. You've got the other 20 hours of the day to worry about and if Bubba overlaps with another market's signal during the morning drive, I think they could care less. I mean if you wanna make that argument, the better example is Bubba on 94.1 taking away listeners from Beasley's own 96.1 to the South. But honestly... it's about Pinellas, Hillsborough, Pasco, Polk, and Manatee. The rest of the areas are just a bonus as far as listeners go. ...And as far as the ratings, the metered market is only Hillsborough, Pinellas, and Pasco if I'm correct. I'd be more concerned with 98.7 not throwing a good enough signal into Northern Pasco and East Hillsborough. Once you get East of Brandon, there's a lot of listeners out there that 98.7 just simply struggles to get too. In the car... OK.... but on a table top or indoor stereo... you've got problems. That's why I bring up the point of hot zip codes. IF Wild's numbers are all coming from areas where the 98.7 signal is OK.... then put it back on that signal and let the potential Bubba rockers in the sticks have 94.1. That's my point.

Of course like you say.... go with 99.5 or 104.7 and all is fine except for the risk of displacing already dedicated listeners on those stations. Between the 3 signals we're discussing, I believe the Wild 94.1 listeners are more likely to make the move to 98.7 than the WQYK or WRBQ listeners. Neither format in it's current form will do as well on the 98.7 stick.

92.5 seems to be the forgotten one in this talk.... but since it's the same power and on the same stick at 98.7, there's probably no reason to mess with it.

 

[TGunn]

Ok, I've been praising bubba so much you probably all think I'm getting paid, but I assure you I don't work in radio anymore.

I have to say, I finally got to listen to a couple hours of the show tonight, and I not only enjoyed the program, but I laughed my ass off at some of the bits he was playing. I guess I am a low class slob or something, but I don't like wrestling, or mudding, or trucks, or racing, or natty light... I just like the way he does what he does. Cowhead better be drinking his milk.

I heard a tape of Bubba a long time ago..and was not impressed. He's a poor man's Howard Stern..

 

[Obtuse]

Of course, there's still the least risky scenario:

Give Bubba his "chosen format" on WHFS FM, and see how it goes....then consider a move to a bigger stick if the numbers add up. As others have posed, why replace/displace a known performer (Wild, Q105) with an unknown? Bubba's show will do fine, but how would a new format fare the rest of the day (especially a rock format with multiple competitors)? Rock with Bubba in the AM has already failed once, on the biggest stick in the area, no less.

As for the signal issues, they could direct listeners to (the potential) "1010 Bubba" (which has a decent daytime signal in some of the areas 98.7 does not reach), push streaming and/or launch a dedicated smartphone app.

If it were on my dime, I'd start there. But it isn't my dime.....

 

[coolaid213]

I like the idea of simulcasting Bubba on 1010, whether Beasley will do it is another story. It makes perfect sense though, they could broker out the rest of the dayparts to make some $$$, and anyone too far east of 98.7 will be able to pick up that monster 50,000 watt daytime signal. Their nighttime signal isn't that bad either. The plan might be to use a translator though... it would be interesting to put him on 1010 though, as Cowhead used to board-op there.