Clear Channel market manager Kristen Delaney says "we are expecting significant ratings growth by simulcasting on 103.1, which has changed its call letters from WHRL to WGY-FM."
Ms. Delaney seriously believes simulcasting the mostly satellite programming from Premier-Clear Channel on FM is magically going to transform the station's ratings? She really believes the Clear Channel Tripe now on 810 simulcast on a 6 kw FM will attract "younger listeners?" (In today's news-talk radio parlance means anybody under the age of 50.)
Drinking the corporate cool aid.
Recent research has shown that listeners under 50, especially the coveted 18-49 demo, aren't attracted to the shout-over format and pontification that define commercial talk radio. How does a guy like Limbaugh, who makes millions a year, authentically speak for the interests of an 18-49?
Seriously?
He doesn't.
Younger demos think he's full of himself, if not full of spit.
This will be an interesting experiment. It's the flavor-of-the-day-smart-thing-to-do and no doubt, there will be more of it. But simply moving talk to FM, especially the mostly satellite delivered fare that's on heritage 50kw WGY-AM, won't automatically make it a success. The simulcast likely will get better ratings than whats now on 103.1, but it's also very likely the demographics will be 50+. The kind of radio that Rush, Beck and Hannity do isn't an automatic with 25-49's just because it's on FM. These guys were once thought to be so big that, as one former Clear Channel executive said, "they re-define radio... listeners will seek them out whether they're on AM, FM, Shortwave or CB."
As to the clash of commercial talk radio with what can be heard on NPR, you might as well be comparing apples to coconuts.