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What Happened to 107.7 WMGF?

G

Gregg

It wasn't long ago that WMGF Magic 107.7 was the solid #1 station in Orlando, sometimes by a sizable margin. Now it's #11 in the latest ratings.

I thought People Meters were supposed to help Soft AC stations, heard in offices and stores even if the person carrying the meter didn't choose the station. Soft AC is #1 in NYC and Philadelphia, #2 in LA, #3 in San Francisco. In Miami WLYF is still the #1 Anglo station and its new competition, WFUS Easy 93 is now the #3 Anglo station. In Tampa, WDUV is always #1. Why has Soft AC fallen out of favor in Orlando? Meanwhile WMMO, a cross between Classic Rock and AC, is beating WMGF

WMGF has one of the best signals in the Orlando market, nearly 100,000 watts at 1580 feet. You can hear it from St. Augustine in the north to Lakeland and Melbourne to the south.

Any ideas about what happened to WMGF?


Gregg
[email protected]
 
Did they even top the PPM during the Holiday book?

How many times a day is 'MGF playing the "Lite" classic "More Than A Feeling" by Boston?
 
I thought WMGF was Mainstream AC, like Philly and NYC.
Soft AC is more what i'd call WDUV.
Anyone heard "Listen to my heart" by DHT? I thought DHT on MGF ?
Is this the new style of AC ?
John
 
MMO, AC? sounds like a softer version of classic hits, with a few currents.
What do you mean by MGF hardening it up too much?
 
John Holcomb II said:
MMO, AC? sounds like a softer version of classic hits, with a few currents.
What do you mean by MGF hardening it up too much?
Click to expand...

Just like almost every other cheap channel a/c station (WLTW in New York for example which still calls themselves "Lite FM" but is hardly "lite" like they once were) WMGF has added songs they wouldn't touch back in their "Soft & easy favorites" days in recent years. They should change their slogan to "Magic 107.7, where our sister station WXXL's re-currents go to die" ;D
Come to think of it the other radio monolopys a/c's have been taking a similar approach with their music as well.
 
I briefly listened to WMGF Monday and Tuesday to get a feel for what Magic 107.7 is doing formatically. To me, the format sounds very hot adult contemporary with select lighter hits in the mix. I did hear Boston's More Than a Feeling along with a few other songs that would be questionable under the former soft a/c format. Magic is definately "tweaking" its overall sound and imaging, possibly to become more competitive with WOMX.
 
As of June 2011 ratings, WMGF is standing 6th place with a 5.9 share in the Arbitron Ratings. Looks like WMGF is coming back to success.

Their playlist is synced with Premium Choice 24/7. That's why you see WMGF is playing the same thing some other CheapChannel AC stations plays at time. Most ClearChannel AC stations have their playlist sync with ClearChannel's "Premium Choice" for AC for the majority of the hours depending on the station choice or ClearChannel choice.

Their Premium Choice playlist were aggressive a several months ago playing Bon Jovi's "Wanted Dead Or Alive" and such, but it's not too bad because they still mix in a lot soft AC songs while playing Hot AC stuffs. I believe ClearChannel have their Premium Choice toned done recently, now it sounds more like soft AC and maybe that's what brought the WMGF numbers up.
 
Having a Christian station #1 is what stands out about Orlando ratings. The strength of WPOZ could help explain why AC and Country underperform in Orlando.
 
Jay F said:
Having a Christian station #1 is what stands out about Orlando ratings. The strength of WPOZ could help explain why AC and Country underperform in Orlando.
Click to expand...

Also the market is over 38% Hispanic and African-American, typically not heavy A/C or Country listeners.
 
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