Re: New Waves - in Rochester???
>
> The most underachieving full market signal is probably WVOR,
> aka "Mix 100.5". It probably should be the one to try the
> personality 1964-84 oldies route, and if they pick the right
> air talent roster they could enjoy some of the same success
> in Rochester that WHTT and WSEN are getting in their
> respective markets.
>
Bob, I don’t see an oldies based format returning to the Rochester airwaves in the for seeable future. If you did swap WVOR and made it sound like WHTT or WSEN I am sure it would be huge in the market but would it be a wise business move-meaning $$$$?
Here’s how I see it. Entercom dropped oldies from 98.9 because the Rochester cluster had too many older demos. There were few 25-44 year olds listening to any of their stations. The buzz on 98.9 helped solve that problem. They plumped WBBF on 93.3 and hoped it would work. For whatever reasons, lack of signal, no promotion, no personality -jukebox, whatever, it did not work. When they cut WBBF loose they really didn’t lose much in audience. Fickle has about the same size audience but it is a little younger and that’s good for them.
An oldies based format in Rochester would have to be on a full signal. Your suggestion of WVOR makes good programming sense but….. Let’s look at it from a business sense.
Clear Channel doesn’t need the audience that an oldies station would give them in Rochester. They already have that with 95.1 the Fox with their classic hits. Why would they want to go up against themselves for an audience advertising agencies are telling them to keep away from? And of course, WHAM is huge with the 54+ crowd. I don’t have a ratings book but I bet, although, WVOR looks pretty meager 12+, they do well with women 25–54. An oldies based format wouldn’t give them that.
Now over to CBS. I don’t see any changes there. 98 PXY has been slipping over the years in total audience but do just fine with their target demos. WCMF and WRMM are certainly stable. As far as, 94.1 goes, once again, you have a weak signal, and you know CBS’S recent reputation with oldies. And as far as, your suggestions of a Hispanic format on 94.1, I don’t see that either. Simply not enough population and money at this time.
WSEN in Syracuse is doing great ratings wise at the moment. They have made some very wise programming decisions in the last year or so. However they have their problems too. Although they have great managenment, they have trouble finding a stable sales staff to sell the oldies. They are basically a stand-alone operation. They have nothing to group their sales with. Their AM, WFBL, has a great signal but not catching on with the second rate right wing programming. They have no younger demos to sell at all. I don’t see a format change at WSEN, because there just isn’t any place for them to go. A progressive format at WFBL might work but I don’t see Rick Buckley going there.
WHTT is another story. They are in a big cluster and their format and demos fit in like a tight glove. They sound great and seem to have the sales force to back them up. The right format in the right place at the right time.
Yeah, it is too bad the listeners in Rochester are being denied a station like WSEN or WHTT. With big business owning all the big signals, I don’t see that changing. But who knows what tomorrow brings?