This radio discussion board has had, as we all know, an interruption of service. I've noticed new participants here and elsewhere and I've also noticed a significant drop-off in overall participation. Hopefully that will all change. However, in line with Gainesville's "Wow" brand featuring The Greatest Hits format, I thought it both timely and important to explain the incredible hard knocks that format has endured in Jacksonville. There are after all, new participants who may not know the story.Sean Ross's recent newsletter talked of effects on format flips. Edison Research's Infinite Dial study found that 44% of listeners would be very disappointed to lose their favorite broadcast station. The impacts to segments of Jacksonville's adult listeners have been significant when you consider all that has happened. As great a radio fan I am, when I'm in Jacksonville radio simply turns me off knowing what I know.
This saga actually started 10 years ago and even longing when you consider the firing of an individual who had the skills to program the highly popular and successful oldies format Cool 96.9 two years earlier. (WKQL at the time) In 2004 - 2005, the oldies format as once existed began advancing the music. The playlist was centered on the mid to late 60's through the mid 70's. Soon after, the late 70's and disco found their way into the format. It was interesting to witness what a number of markets were doing. Jacksonville was a different case.
On Christmas Day 2004, Cox practically fired the entire air staff of Cool 96.9 and the format was completely blown up. There was no evolution of popular retro music or tweaking or even throwing things against the wall to see how a hybrid oldies format would be positioned to be viable in what was then changing times. Often I have spoken in how the few and powerful in broadcasting make decisions that not only affect the bottom line but there are impacts to listeners as well.
The head of Cox at the time was considered a programming genius. Cox was also building it's reputation as a very strategic company. We can only look at the results because metrics do not measure emotions. I've often wondered how different the radio landscape in Jax could have been had Cox thought of the classic hits format in the same way CBS Radio did. There are great programmers at Cox and I'm certain with their promotion savvy and ability to get things right the first time, a Greatest Hits format in Jax would have earned heritage status by now if the "Cool" years were included.
In 2005, the format was attempted at Renda Broadcasting. Happily, my memories of that time are fading. However, I will never forget the launch and those first few months because it was in a word a "disaster." Unfortunately, Renda was juggling too many balls in the air. They were getting newly purchased Soft AC Sunny 94.1 (WSOS) off the ground. They moved the old Froggy from Daytona to Jax challenging long-time country leader WQIK.Today, they are Gator Country. So they proclaimed "Cool" was back but this time it was with a K and it really didn't resemble what listeners really remembered.
Renda also made the horrific mistake of placing the format on 100.7. That signal is heard better the further north you go from downtown while the Greatest Hits audience is in South Duval and through a good portion of St. John's County. I must have posted over 100 posts over the years advocating the format to go on 94.1. With some tweaking the old Sunny could have easily morphed with the tag line "Jacksonville's Greatest Hits." There were so many talented people including former Cool 96.9 PD Pat Garrett who could have made such a positive impact with the format. He was never hired. Renda had A.J. Davis at the time as well. I'm confident he would have built something that would have been successful as well - none of that happened. The format didn't last long and that was replaced with a rhythmic format and that wound up not lasting long either. What a mess.
Shortly after all the Renda chaos, TAMA introduced True Oldies. It was on again and off again. It was on some of the time then off then back. They had I believe 3 stations. Sometimes it was on one and not the other. Even I can't remember it all. Think about the impressions this is all making on listeners. Understand why I have long talked of the terrible reputation Jacksonville has in this regard.
I will save the best for last because it truly was so - Magic 107.3. I'm a firm believer that the right owners and managers can make all the difference in the world. As far as the Greatest Hits format goes in Jax, those who enjoy retro music variety and great personality to boot have just not been lucky to have a company who were as enthusiastic as they. The rush for phenomenal overnight results is unrealistic. Slow and steady and prudent decisions are the way to go. Yes, think The Titanic. Lots of bad decisions and we know how that story went down. I'll be back to discuss Magic 107.3 and all the potential and missed opportunities for Clear Channel.
This saga actually started 10 years ago and even longing when you consider the firing of an individual who had the skills to program the highly popular and successful oldies format Cool 96.9 two years earlier. (WKQL at the time) In 2004 - 2005, the oldies format as once existed began advancing the music. The playlist was centered on the mid to late 60's through the mid 70's. Soon after, the late 70's and disco found their way into the format. It was interesting to witness what a number of markets were doing. Jacksonville was a different case.
On Christmas Day 2004, Cox practically fired the entire air staff of Cool 96.9 and the format was completely blown up. There was no evolution of popular retro music or tweaking or even throwing things against the wall to see how a hybrid oldies format would be positioned to be viable in what was then changing times. Often I have spoken in how the few and powerful in broadcasting make decisions that not only affect the bottom line but there are impacts to listeners as well.
The head of Cox at the time was considered a programming genius. Cox was also building it's reputation as a very strategic company. We can only look at the results because metrics do not measure emotions. I've often wondered how different the radio landscape in Jax could have been had Cox thought of the classic hits format in the same way CBS Radio did. There are great programmers at Cox and I'm certain with their promotion savvy and ability to get things right the first time, a Greatest Hits format in Jax would have earned heritage status by now if the "Cool" years were included.
In 2005, the format was attempted at Renda Broadcasting. Happily, my memories of that time are fading. However, I will never forget the launch and those first few months because it was in a word a "disaster." Unfortunately, Renda was juggling too many balls in the air. They were getting newly purchased Soft AC Sunny 94.1 (WSOS) off the ground. They moved the old Froggy from Daytona to Jax challenging long-time country leader WQIK.Today, they are Gator Country. So they proclaimed "Cool" was back but this time it was with a K and it really didn't resemble what listeners really remembered.
Renda also made the horrific mistake of placing the format on 100.7. That signal is heard better the further north you go from downtown while the Greatest Hits audience is in South Duval and through a good portion of St. John's County. I must have posted over 100 posts over the years advocating the format to go on 94.1. With some tweaking the old Sunny could have easily morphed with the tag line "Jacksonville's Greatest Hits." There were so many talented people including former Cool 96.9 PD Pat Garrett who could have made such a positive impact with the format. He was never hired. Renda had A.J. Davis at the time as well. I'm confident he would have built something that would have been successful as well - none of that happened. The format didn't last long and that was replaced with a rhythmic format and that wound up not lasting long either. What a mess.
Shortly after all the Renda chaos, TAMA introduced True Oldies. It was on again and off again. It was on some of the time then off then back. They had I believe 3 stations. Sometimes it was on one and not the other. Even I can't remember it all. Think about the impressions this is all making on listeners. Understand why I have long talked of the terrible reputation Jacksonville has in this regard.
I will save the best for last because it truly was so - Magic 107.3. I'm a firm believer that the right owners and managers can make all the difference in the world. As far as the Greatest Hits format goes in Jax, those who enjoy retro music variety and great personality to boot have just not been lucky to have a company who were as enthusiastic as they. The rush for phenomenal overnight results is unrealistic. Slow and steady and prudent decisions are the way to go. Yes, think The Titanic. Lots of bad decisions and we know how that story went down. I'll be back to discuss Magic 107.3 and all the potential and missed opportunities for Clear Channel.
