The Return of WEASE/Changes at Fickle?

[The Voice of Reason]

http://www.fybush.com/nerw.html

Will he made a difference at FOX? Yes I'm sure he will draw more of an audience to that station than currently exists. However I doubt he will have an impact on Rochester radio as he did years ago. Those days are over with.

I did hear an interesting "rumor" last Friday. There has been serious talk that "Fickle" might switch formats to go after Legends. Apparently the recent summer book proved there is an audience still out there for higher-age demographics. According to a very reliable source, Fickle's management is waiting to see how Legends does in the winter book before making any final commitment.

 

[cee]

Wease/Fox - interesting, according to fybush.com, his new sidekick will be national touring comedian Jamie Lissow, who's appeared on Leno and recently has been on some Fox News Show. Perhaps he wants to come back home.

Fickle - the winter book? When's that released -- in April or something? I think going after Legends is a good idea, but why wait so long.

 

[The Voice of Reason]

Fickle - the winter book? When's that released -- in April or something? I think going after Legends is a good idea, but why wait so long.

I'm just guessing here, but perhaps Fickle wants to see if there is any major changes from the summer to winter book before making any format changes. If Legends' audience increases, then Fickle might go forward with a simular format change. However if Legend's numbers stay the same, or decline, then Fickle's management might opt to stay with the format they currently have. Again this is just a guess on my part.

 

[SirRoxalot]

Since Legends has beaten Fickle handily for the last two books, with a pretty steep growth curve, why would the wait for another one? Maybe they feel it's too late to make the change in time for the Fall book, or maybe Stephens is still getting their feet under them in Rochester.

Wease will have impact. The Fox has been making a move, and is only half a share behind a sinking 'CMF (12+). Selecting a nationally-known comedian as his partner is interesting. Can anybody else foresee a fight over mic time? It sure seems that Clear Channel is putting some serious money into the Fox morning show.

 

[The Voice of Reason]

Since Legends has beaten Fickle handily for the last two books, with a pretty steep growth curve, why would the wait for another one? Maybe they feel it's too late to make the change in time for the Fall book, or maybe Stephens is still getting their feet under them in Rochester.

Stephens just moved out of the HSBC Building over to their new digs at the First Federal Building on Main Street. So perhaps the company is waiting to get settled in before making any serious format changes.

Wease will have impact. The Fox has been making a move, and is only half a share behind a sinking 'CMF (12+). Selecting a nationally-known comedian as his partner is interesting. Can anybody else foresee a fight over mic time? It sure seems that Clear Channel is putting some serious money into the Fox morning show.

I'm sure Clear Channel, and not Wease selected some comedian as his partner...perhaps as a part of a long-term plan to have this person in place if, and when, Wease retires or is shown the door.

 

[SirRoxalot]

CC: Brother Wease

Wease will have impact. The Fox has been making a move, and is only half a share behind a sinking 'CMF (12+). Selecting a nationally-known comedian as his partner is interesting. Can anybody else foresee a fight over mic time? It sure seems that Clear Channel is putting some serious money into the Fox morning show.

I'm sure Clear Channel, and not Wease selected some comedian as his partner...perhaps as a part of a long-term plan to have this person in place if, and when, Wease retires or is shown the door.

Interesting thought. "Welcome to Clear Channel, Mr. Levin. We'd like you to introduce your replacement to your listeners."

 

[scooterodell]

I did hear an interesting "rumor" last Friday. There has been serious talk that "Fickle" might switch formats to go after Legends. Apparently the recent summer book proved there is an audience still out there for higher-age demographics. According to a very reliable source, Fickle's management is waiting to see how Legends does in the winter book before making any final commitment.

I highly doubt that Stephens is interested in "higher-age demographics." That there is an audience of people who grew up with radio and still listen to it is not news. What would be news would be ad agencies suddenly recognizing that people over age 55 have money to spend. Now THAT would be something.

If Stephens is waiting for the Winter book to go after Legends, the reason will be to see whether the format can attract 25-54 numbers that are better than those of Fickle.

On a related note, I'm still mystified that Stephens is running both Fickle and WRMM. They both cater to a similar demo and have huge crossover listenership.

 

[Radknowski]

Winter book? Might Stephens prefer to review the performance of Fickle and Legends in the ongoing FALL (Oct-Nov-Dec) book? Seems to make more sense than basing a decision entirely on (a) the Summer (Jul-Aug-Sep) book which was recently released, or the (b) Winter book, which covers Jan-Feb-Mar of 09. Seems the Fall book would be a better indicator than the Summer and Winter books.

As to the appeal of "upper demos," it may be that a strong, balanced showing in 35-54 or 35-64 is easier to sell than moderate to weak 25-44 numbers. What has the potential to bring in more revenue: #3 (or better) Persons 35-54 and 35-64; or #6 (or worse) Women 25-54? To this point, the downturn in the economy may have a critical impact on the way agencies and direct buyers place their (shrinking) advertising budgets. First, it may be that some clients will dump their ad agencies. Secondly, adapting a more aggresive posture, more stations may go direct in an attempt to "get on the buy." Third, the economy may demonstrate to advertisers that 35-54 or 45-64 demos have more expendable cash than 18-34 / 18-44 demos.

It may be easier and more productive for Fickle to morph into a Classic Hits mode, featuring hits from 65-89. Additionally, Warm and Fickle would complement, rather than compete with each other. Stephens might want to make Citadel an offer for the WBBF call letters that are parked on an AM daytimer in Buffalo and drop what has to be (IMHO) one of the worst monikers in radio.

Only an observation.

 

[candy_kisses69]

I wish someone would go after legends. They need a station where the oldies were narrowed down a bit 50s-70s. 93.3 used to be oldies. Who cares if legends ratings are good or not I say give them a run for their money. Ever since WBBF left Rochester radio has stunk.

 

[The Voice of Reason]

Some station executives have suddenly "seen the light" and realize that its the older demographics that have the money to buy cars, HDTV sets, and afford lawyers to sue other people; not the teenagers or 20-somethings who are struggling to keep their jobs and pay their mortgages. Plus the fact that younger people no longer listen to radio as a means for music; not with Ipods and other devices.
I agree that "now" would be the perfect time to go after Legends, but Stephens, or any other broadcasting company wants to first look at one or two more ratings books before making such a format change. After all why invest time and money into a format if it doesn't work? Another thing to consider is that such a format would require live announcers to make it successful and decent talent is going to cost money.
Fickle, to me at least, would make the logical choice to challenge Legends. But I have the feeling that Stephens doesn't want to spend the money necessary to make that change. Also take into consideration that the only station in that chain making any money, or showing substantial numbers in Arbitron is WRMM; and what's going to happen to WRMM once Tony's contact expires and he goes to work for either Entercom or Clear Channel and is partnered up with his old sidekick Dee Alexander again?

 

[Element9]

Fickle, to me at least, would make the logical choice to challenge Legends. But I have the feeling that Stephens doesn't want to spend the money necessary to make that change. Also take into consideration that the only station in that chain making any money, or showing substantial numbers in Arbitron is WRMM; and what's going to happen to WRMM once Tony's contact expires and he goes to work for either Entercom or Clear Channel and is partnered up with his old sidekick Dee Alexander again?

Nobody wants to spend money. We're going through a very dark and challenging period. Hopefully, 2009 will be better. The experts (yes, the same ones who told us the housing bubble wasn't a threat to the overall economy) are predicting that mid-2009 will see an uptick. We can only hope. Stephens may have plans to procede in a slow, deliberate manner, assessing the market. Stalking. Perhaps I'm giving them too much credit, but until we see otherwise, let's presume they know what they're doing. As to Tony and Dee, they're high profile and recognizable. So too were Pete Kennedy and Dave Kane. What happened to them? Laid off and rehired at a considerablly lower salary. And while the return of Wease is much anticipated and expected to be accompanied by much fanfare and hoopla, only time will tell if he'll power The Fox to a long running position of dominance in the market, worthy of CC's return on investment.

 

[Bob1370]

One reason the crew at Stephens might wait for the winter book, is that the second half of the fall book may end up distorted by stations that go to holiday music in November and December (including their own Warm 101.3, and probably one or two others). On New Year's Day, formatically radio goes back to normal and we get to see in the January-March book what the underlying strength of each FM is (the AMs, with the exception of WHAM, are a little crippled from November until the March equinox by the timing of their pattern changes).

Billing's probably going to be slack until the spring anyway, and the economy may be kind of punk until the weather gets warmer as well, so you'll want to make any big format news when both the dollars and the listeners are available.

 

[umtrr-author]

Bob posted while I was posting... but I'll ask anyway...

Didn't both Fickle and Warm temporarily flip to all-Christmas-all-the-time in 2007? I was sick of the idea about 2 hours into Rochester's multiple station flip (two? three? aargh) so I didn't pay that much attention.

If I'm right, I'm assuming that they wouldn't both go this year given that they're owned by the same company now.

Perhaps if Fickle is the one of the two to go all-Christmas, then December 26 (or thereabouts) would be a logical time to re-launch Fickle toward the older demographic?

 

[The Voice of Reason]

Nobody wants to spend money. We're going through a very dark and challenging period. Hopefully, 2009 will be better. The experts (yes, the same ones who told us the housing bubble wasn't a threat to the overall economy) are predicting that mid-2009 will see an uptick. We can only hope. Stephens may have plans to procede in a slow, deliberate manner, assessing the market. Stalking. Perhaps I'm giving them too much credit, but until we see otherwise, let's presume they know what they're doing. As to Tony and Dee, they're high profile and recognizable. So too were Pete Kennedy and Dave Kane. What happened to them? Laid off and rehired at a considerablly lower salary. And while the return of Wease is much anticipated and expected to be accompanied by much fanfare and hoopla, only time will tell if he'll power The Fox to a long running position of dominance in the market, worthy of CC's return on investment.

I can attest to the fact that my company, which does purchase ad time on TV and radio, has cut back for this and the next quarter as we await happenings on Wall Street. Personally I am praying that the so-called experts are right when they say the economy will see an upturn in mid 2009. But something tells me that it will be later that year, or even in 2010 before this economic mess is fixed. Remember 1929 was the crash on Wall Street, but it wasn't until 1930 that the depression hit the U.S. and the rest of the world.
Responding to your comments about Tony and Dee, it appears Entercom has put Dee "on the shelf." There has to be a reason for that. It could be the possibility of her teaming up with Tony again on one of Entercom's stations once Tony's contract expires with Stephens, or waiting for her contract to expire before letting her go. Always remember the old broadcasting credo: " Out of sight, out of mind."

 

[scooterodell]

Bob posted while I was posting... but I'll ask anyway...

Didn't both Fickle and Warm temporarily flip to all-Christmas-all-the-time in 2007? I was sick of the idea about 2 hours into Rochester's multiple station flip (two? three? aargh) so I didn't pay that much attention.

If I'm right, I'm assuming that they wouldn't both go this year given that they're owned by the same company now.

Perhaps if Fickle is the one of the two to go all-Christmas, then December 26 (or thereabouts) would be a logical time to re-launch Fickle toward the older demographic?

They did both flip last year, but I would think that Warm would be the one to carry on the tradition. They've got a very established position as THE Christmas station... it's the station my family listens to every December, even though we don't listen the rest of the year.

 

[umtrr-author]

Ah, yes, good point, Scooter. Stephens would break that tradition at their own peril; I suspect that they did garner some bad feelings about Tony Minus Dee and it wouldn't help to drop another long time custom.

I guess that knocks me out of the Holiday Music Station Prediction Pool straight away... ;D

 

[Element9]

It's a mystery to me as to which station in Rochester is going All Christmas first, but I'd put my money on Warm and Warm alone in the Stephens cluster while Fickle maintains its format "as is" with a taste of Chistmas music as December 25th approaches. Warm's the Queen of the Cluster and the revenue generator with a successful track record of doing All Christmas. Fickle's just, errr, fickle.

It's likely that Stephens's research (Gut speculation? Reading this board?) shows the present Fickle format is a little too close for comfort to Warm and changes will be made. Maybe there's a hole in the market for Oldies-Classic Hits, if so, it's conceivable that Stephens flips the switch on December 26th. Doing so gives them a three month run-up to the Spring book and stirs up some interest in the normally dormant period between Christmas and New Years, when radio interest is in a lull.

On the other hand, the 93.3 signal is "competitive enough" to mess with WBEE and create an "addition by subtraction" effect should Stephens "go diva" and choose country. Admittedly, a stretch. Bad decision? Possibly. On the table for consideration and researched? It should be.

Now then, what about the Zone? It may be that Stephens finds this frequency well-suited for (dare I suggest it) a Spanish format such as El Zol or La Fiesta. This is where the board speculators should have a little more fun... and Bob1370 dancing with delight.

 

[Bob1370]

"Now then, what about the Zone? It may be that Stephens finds this frequency well-suited for (dare I suggest it) a Spanish format such as El Zol or La Fiesta. This is where the board speculators should have a little more fun... and Bob1370 dancing with delight."

Mmmm, not dancing with delight, just looking at the market and not seeing any other significant audience niche without at least one station catering to its needs 24/7. When you have a market where some format niches are well served and many are over-served, it's good business to try to find an opening wherever you can, and when you have a group of 50,000 listeners without a station to call their own, opportunity knocks. Last time that big an audience emerged without a station to call its own, back in the 1970s, the Langstons launched WDKX and the rest is history. I'm not saying a Latin format station will ever rise into the top 3 in 12+ AQH and dominate 12-34 listening like WDKX now does, because a Latin station would also have a big language barrier to cross that WDKX never had to deal with as it reached out to young white suburban listeners and eventually captured a lot of them. But it could build a loyal 50,000 cume following and develop huge TSL that could turn into a healthy 2.5 to 3 AQH share. Not market-shaking, but enough to make a nice profit.

 

[candy_kisses69]

Welll all I can say is we don't need anymore country stations. There is about 4 where I live Wbee, Big Dog country, 107.3, and there is another one I am not sure exactly where its out of maybe Geneva. And no religious stations either.

 

[scooterodell]

No one else really offers what the Zone has, though. Fox and CMF are classic rockers. If Zone flips, will someone else try to capitalize on the opportunity?