WAY-FM...and the winner is KM

[bluefin]

WAY-FM is doing well in West Palm Beach, FL ARB Spring 2008. The report shows that 88.1 WAYF upped it’s CUME to 125,800 weekly listeners besting the previous high of 114,700 reached in Fall 2007. In addition the station is now # 1 Women 18 – 34, # 1 Women 25 – 44, # 2 Teens 12 – 17 and # 3 in Adults 18 – 34 with a 12+ share of 3.0 in the market. Same product coming to Louisville!!

 

[William_Yeager]

Just a point of research... Way's daytime format is not teen based... There is a FALSE presumption that their format is teen driven, in the daytime... The research shows their base is not much younger than 105.9's target of 25-54 females.. Over the last several years, their strength in their in house research shows the daytime demo is more 18 to 49 and then they target the 12-25 in the "Total Axcess" show hours in the evening..

Earlier this decade WAY-FM easily had the worst music mix of any Christian CHR in the country-it was dominated by AC core artists like Michael W. Smith and Amy Grant. Fortunately, that's changed, but WAY-FM gets a little AC-ish at times.

This is a good pickup for WAY-FM, though. They already have listeners on the South End, despite 104.3 not coming real well there, and the bulk of the local Christian Music scene is on that side of town. If WAY-FM stays involved at the level they have done so in Southern Indiana, they will do fine.

WRVI, while an AC reporter, does play quite a bit of Hot AC material-after Salem took the station off the bird a few years ago, WRVI began playing things like Lifehouse's "Hanging By A Moment", "Yours" by the Dizmas, the full version of Building 429's "Glory Defined", etc.

So now, the questions for everyone:

(1) How will Air1 do against 104.3/105.9 with it's plethora of lesser signals?
(2) Can WAY-FM make any headway against WZKF, WDJX, or WXMA?
(3) Does the River move down to 94.7, or is this the end?

 

[radiohawkins]

Just a point of research... Way's daytime format is not teen based... There is a FALSE presumption that their format is teen driven, in the daytime... The research shows their base is not much younger than 105.9's target of 25-54 females.. Over the last several years, their strength in their in house research shows the daytime demo is more 18 to 49 and then they target the 12-25 in the "Total Axcess" show hours in the evening..

Earlier this decade WAY-FM easily had the worst music mix of any Christian CHR in the country-it was dominated by AC core artists like Michael W. Smith and Amy Grant. Fortunately, that's changed, but WAY-FM gets a little AC-ish at times.

This is a good pickup for WAY-FM, though. They already have listeners on the South End, despite 104.3 not coming real well there, and the bulk of the local Christian Music scene is on that side of town. If WAY-FM stays involved at the level they have done so in Southern Indiana, they will do fine.

WRVI, while an AC reporter, does play quite a bit of Hot AC material-after Salem took the station off the bird a few years ago, WRVI began playing things like Lifehouse's "Hanging By A Moment", "Yours" by the Dizmas, the full version of Building 429's "Glory Defined", etc.

So now, the questions for everyone:

(1) How will Air1 do against 104.3/105.9 with it's plethora of lesser signals?
(2) Can WAY-FM make any headway against WZKF, WDJX, or WXMA?
(3) Does the River move down to 94.7, or is this the end?

(1) Air1 is a non factor in the Louisville market.
(2) No way
(3) The end

 

[skippertthomas]

Point of research... Sad, but true.. Christian Teens don't fill out Arbs very well.... But, to say Way is sunk is to say you have not done your research on their 20 year track record of success... You sound like the AC types that 'deeped sixed' Way's first station as it signed on 21 years ago this coming October.. IT'S STILL THERE doing the same format.. Way has spent alot on symposium numbers to work with inside the network circle and has done far beyond the giving base.... They have barely rubbed into Louisville, and in time, we'll see.. Alot of Christian radio listening is "Habit of Dial Position".... This is to Way's advantage with 105.9... Alot will still have it set on the dial when the switch comes... All the years I was with Way, teens and young college aged kids would not speak of us to their non-christian peer, let alone admit they were listening.. In Fort Myers, West Palm and Nashville, that was broken over time... Plus, remember, Way is more MISSION oriented than just looking for the prime rib of audience.... Alot of their loyalty factor comes from 25 to 49 year olds that grew up listening to them in Florida and Tennessee.... With Way's financial EFICOM statement showing a healthy support base and that base MISSION minded to see Way in other larger markets, I don't think Way is done with looking at commercial properties...Two jocks with one in programming and one in promotions and one manager and a live feed when not local, Way is ready to market more......AND, MR. YEAGER, I DO AGREE... It was sounding 'Way-Too-AC' in the early to mid-90's.... It has turned it around.. I see the Radio & Records AC Charts more HOT AC with between 10 and 13 songs on it's chart, also charting on the CHR chart.... And I like the "No Way" statement... They really don't determine if they do what they do solely on Arbitron numbers.. If they did (even symposium Arbs), they would have moved away in earlier markets... They do it over time and do it with local involvement...Get in the street and be a part of the community.. With very affordable rates and prudent budget to provide local and network mixed programming, they will get more than enough to keep them goind for a long while.... Unlike EMF that has bought and signed on anything it can get its hands on, Way really looks into each new market with white gloves on.....