I’d like to get back to the subject of this string. In the scheme of things, preferring one imaging style over another just reflects individual taste. I think the important question to ask is why the change and why now. There may be nothing to all of this. After all, it’s not uncommon for long-running formats to tweak to stay as fresh as possible.
But in this case, I have more questions than answers. The old voice imaging was very identifiable with the station and that is no more. Dropping “new” maybe nothing, but without “new” it’s now “old.” Does that mean something new is on the horizon and if so what?
Eagle’s ratings have been on an upward trend and that doesn’t surprise me. From Day One, I said there are two separate audiences for classic hits/Eagle style and Greatest Hits/Magic style. I suspect Eagle has benefited from upper end 25-54 rockers who feel more comfortable with Eagle than they do with the new Rock 104.5. But I supsect, that is about to change.
I don’t have any inside track as to what goes on at Cox but I would think they have to be pretty pissed with WSOS now being classic rock. There’s no doubt in my mind, that move has very much muddied the waters. Not only is the Jax market oversaturated with rock formats but it almost boxes Cox in a corner to keep Eagle staying the current course. That course may or not be what Cox ultimately wanted to do in the first place. If enough people figure out there's a pure classic rock station in town, even a 1 or 2 share erosion could be significant.
What complicates this even more is what is now going on at Magic 107.3 (WJGH). In case you haven’t noticed, this past Thursday after midnight Magic introduced dozens of songs they didn’t play much as well as songs they have never played. Edgier and deeper into the 80’s including the very late 80’s, they have very successfully managed to mix Eagle and former Point type songs along with pop hits giving them a very unique sound and I believe makes them a very formidable competitor. That kick-ass morning show with JT will be/is a lighting rod to attract more listeners. You have to love all that weekend special programming (finally) too! They have a ways to go but they have exceeded my expectations.
For those of you who listen to Eagle regularly, I would be very much interested in learning if the music is being tweeked as well as the imagining. That may give a clue as to where they are headed. Still, in back of mind is Orlando’s WMMO and I just wonder if a unique Jax version of that could find its way here going more soft rock/adult alterantive. This could be interesting and with Cox, you never know. They often do the unexpected and keeps radio very interesting. Your turn.
