Time to turn out the "Lite"

[carolinaradio]

This station is literally sinking in share and cume. 4.2-3.8-3.6, solid downward pattern since around Christmas. K104 and The Link are the AC leaders now and have had pretty good growth. 102.9 is in 14th place and literally at the bottom of the market.

Any guesses how much longer it'll sink until CC fries it?

 

[robbie roundhouse]

I've always wondered why Clear Channel doesn't make a play for 730 and put sports on 102.9. An FM signal and more local programming could go a long way to taking down WFNZ.

 

[carolinaradio]

I've always wondered why Clear Channel doesn't make a play for 730 and put sports on 102.9. An FM signal and more local programming could go a long way to taking down WFNZ.

CC hasn't really warmed up to FM sports to the point that CBS has (they've been very successful with sports on FM in a number of markets).
Back when 104.7 didn't do well I used to wonder if they would eventually put WFNZ on that frequency, but I highly doubt it now since they're leading in the AC format and CBS's stations are all doing decently/well.

I'd really love classic hits on 102.9 (I've been streaming KOSF/103.7 in San Francisco, CC's classic hits station there, which is doing well and sounds fantastic). That format screams void in Charlotte more than anything. I wonder how much longer they'll let 102.9 be the 3rd-rate AC. I can't tell they've tried to improve sound any since the slide started.

 

[wpb1999]

🔊Maaaaaagiiiic One Oh Two point NIIINE.

SO why the resurgence of The Link?

 

[carolinaradio]

The Link has a strange music mix. I wonder if their personalities draw a lot of their audience. They almost sound like an adult/variety hits station but include some Hot AC currents. Not really AC, hard to call it Hot AC.

 

[wncc]

How about moving the 96.1 format to 102.9 and switching 96.1 to Classic Hits?

Though 102.9 the Beat just doesn't work, but Magic 96.1 might work.

 

[carolinaradio]

How about moving the 96.1 format to 102.9 and switching 96.1 to Classic Hits?

Though 102.9 the Beat just doesn't work, but Magic 96.1 might work.

It'd be really cool to have Magic back on 96.1, but I don't see it. The listeners would find it wherever it was (I'll bet a lot of former Magic listeners/classic hits listeners have listened to 102.9). Channel has gained a lot of good momentum lately and they probably don't want to cut in to it.
I guess Adult Hits/Jack-FM could be another possibility if they switch, but I think that would overlap with 99.7 down the hall too much and be too similar to 95.7.

FWIW, the WWMG calls are still available to them...CC "parked" them at an Urban station in Alabama.

 

[Mike Sheridan]

The answer is easy, fix the music mix. I won't get into how to change it because there are probably 100 different opinions here already. ;D

Back when Lite was WEZC we did a very simple promotion that worked wonders. It was "Take Your Radio To Work". We made a lot of friends with that simple promotion and I think it really put 102.9 on the map.

Back to basics, fix the music and then promote the product. Better to do that than blow it up and try a format that might or might not work.

 

[carolinaradio]

They have a typical playlist for a Clear Channel AC station. I'm all for them trying a different musical direction, but they don't seem too open to that due to the fact that the station's been hemmorhaging listeners since Christmas and they haven't done anything to the playlist. With 104.7 and 107.9 already quite upbeat, the only direction they have to go in to distingush themselves is softer, IMO -- an approach Clear Channel is not keen on anywhere.
102.9 is still "liter" than 104.7 or especially 107.9, and has more "variety."

I think the morning show is a major hindrance. They're up against K's recently-added morning show, which is quite good (as critical as I've been of K, they actually seem to be on the right track with mornings now), and 107.9's established Bob & Sheri, who probably have quite an audience of their own. That leaves 104.7 with "Valentine", who I believe is piped in from a Hot AC in Los Angeles. If they plan to stick with AC and want to fix anything, that's where to start.

Charlotte must prefer more upbeat AC with local personalities is all I can guess. I'm still trying to figure out what has made Lite's ratings go off a cliff this year and lose so to 104.7. I listened to them and while nothing stands out musically, the station is far from horrible.

 

[Mike Sheridan]

I know people who listen to a station, not because they like it but because it's the lesser of all evils. The Ride gets a lot of mentions.

A station could go softer and still remain Contemporary. Doing that would get them more play in businesses which would get picked up by the PPM.

Don't assume that the market loves upbeat A/C. There just isn't a lot of choice right now.

 

[CrazeeCarroll1]

I think Like could be saved, but as they say you get what you give and when you put sub-par programming on you will keep getting those ratings that slip lower and lower. At one time when I was still living down in SC "Lite" was one of those stations you could turn to and hear really good music then the tinkering started and they kinda lost their way, but regained it only to start losing it again. Since radio today no one wants to have all their stations be winners the best thing for CC to do is find a compliment to one of their other stations IE something to compliment 96.1 or heck maybe something to compliment Kat. Like in another thread I am willing to bet a good rhythmic AC station would do very well... CC1

 

[carolinaradio]

I know people who listen to a station, not because they like it but because it's the lesser of all evils. The Ride gets a lot of mentions.

A station could go softer and still remain Contemporary. Doing that would get them more play in businesses which would get picked up by the PPM.

Don't assume that the market loves upbeat A/C. There just isn't a lot of choice right now.

I'm in agreement. I love softer AC music, especially from the later 70s, 80s, and early 90s and would love to hear it on the radio again. My point was that Clear Channel doesn't have really have any soft-sounding AC stations these days (the only one close to that I can think of is WMGF in Orlando); they're all getting more and more upbeat/aggressive. So, unfortunately, I don't see them reversing course. They're convinced that upbeat is the way to go.

 

[RBRadioWaves]

I Personally WOULD support a format similar to WFEZ. But, it does not bring in the revenue that CC would want.

My recommendation would be to go..... OLDIES 102.9 (or something to that effect). Play hits from the 60's to the 80s. CC can do ANYTHING with oldies, from just changing the music and name to cleaning out the station and starting again! It would also aid WRFX as a pop based format.

 

[gj567]

I have been on business/vacation here in Charlotte, NC and have found myself listening to The Link @ my sister-in-law's pool, K104.7 and Greenville's Magic 98.9 as I drive, and Lite when I want to fall asleep in bed.......

Gary Johnson

 

[carolinaradio]

If Lite does flip, I see classic hits or (maybe) Hot AC like My 102.5 Greenville. There's really nothing else within their realm to do. I somewhat doubt Hot AC, though, because it could hurt Channel 96.1 since they are an adult friendly CHR, as well as draw some of the adult audience Channel gains from Ace & TJ. Plus, 107.9 is kind of already doing HAC. Clear Channel has shown they can make classic hits work with minimal effort in a number of markets.

I'm just surprised Clear hasn't done anything to help Lite. Their numbers keep falling but there have been very little changes on air other than removing Delilah. That's why I wonder if they have plans for something else. I do agree that Lite 102.9 is one of the most boring sounding AC stations there is. Sometimes I wonder if 104.7 is trying more to compete with 107.9 than 102.9.

 

[theradiokid]

The light has been turned out.

Turn on your radio, and jump in the lake.

It's Variety Hits!

1029thelake.com

The flip just happened at midnight.

--The Radio Kid
(Oswego, NY)
Email: [email protected].

 

[RobynWattsV2.0]

All I can say is WOW! While it's sad that a once-highly rated station flips formats after many years on the air, it was time for WLYT to become something else.

Lite 102.9
WLYT Hickory/Charlotte
1993-2012
RIP

Robyn

 

[eacalhoun1]

Was there a smashing light bulb (incadescent not CFL) sound effect when the Lite was turned off? Or, the loud sound of an old clickety wall light switch?

Eric

 

[DToTheJ]

Maybe they should have played the first few seconds of Billy Joel's "You May Be Right" on a loop as sort of a stunt... ;D

One source says the first song, Everclear's "Father Of Mine," was this morning. Yes.com has it played at 12:06 AM - which means they were still the previous Premium Choice "lite" format at the top of the hour (Nickelback's "Far Away" played at 12:02 AM)! Biggest format flip devoid of fanfare ever... Now what to do with those prized WLYT calls... :

 

[LenoxAve]

Maybe they should have played the first few seconds of Billy Joel's "You May Be Right" on a loop as sort of a stunt... ;D

One source says the first song, Everclear's "Father Of Mine," was this morning. Yes.com has it played at 12:06 AM - which means they were still the previous Premium Choice "lite" format at the top of the hour (Nickelback's "Far Away" played at 12:02 AM)! Biggest format flip devoid of fanfare ever... Now what to do with those prized WLYT calls... :

Seems like Clear Channel Charlotte loves those midnight format flips! If I remember correctly, didn't Magic 96.1 mysteriously fade into the night at midnight, too?

And to their credit, Yes.com has been buggy lately and is usually a few minutes off with their times. It's very likely that the first song did air at 12:01 or 12:02.