"Not to hijack the thread but does anyone think it would make sense for Regent to now move WECK in an oldies direction?"
Hiijack away. We're all willing participants.
To us, the posters and readers here, it seems like a no-brainer. But I suspect Regent has more important issues to deal with than WECK. Still, one could make an argument for that alledged $1 million annual billing that, according to Mr. Silver, WECK brought in with its Standards format.
If they did that, and simply matched CHWO's current Buffalo market numbers, they'd be doubling their AQH audience immediately.
True, but they'd have to SELL it. Can the Regent sales force SELL those numbers? What sales person is going to hit the streets attempting to sell 50+ when they know they can more easily and effectively sell the HEFTY 25-54 numbers on WYRK, WJYE, WBLK and even Jack? Let's be serious: Sales people, like water and electricity, take the path of least resistance. We've repeatedly heard the big issue with Oldies and Standards is "it's a tough(er) sell because of the demos..." Programmers don't control radio these days, SALES people do. Read
alw's essay a few threads ago, regarding the attitude of sales people. They don't give a spit WHAT the format is, as long as they THINK they can sell it. I could be very wrong (it wouldn't be the first time) but it seems that experienced sales people CAN sell 35+ and even 45+. But the more important question is relates, who's BUYING 35+ and 45+. I think we know what the answer is, "not many clients." Hence, a sales staff's aversion to selling 50+ on a small AM, when it's easier to sell 25-54 on four FM's.
Most retailers want 25-54 if not 18-49. They want to establish brand awareness and brand loyalty with YOUNGER demos. Awareness and loyalty are out of play with 45+ and 50+ listeners. It's hard to make a buck living on clients like Catholic cemetries, assisted living and orthopedic footwear. Buick already has the 45+ locked up. Buick wants the Toyota, Honda and Nissan buyers, most of whom can be found listening to Star, Kiss, WJYE and 97 Rock.
What we're learning right now, is that Entercom pulled the plug on KB way too soon, that there was real potential in a personality oldies format on the AM band, and a Toronto station is now exploiting a big chunk of it (not that it does them much good, since I'm sure they make no sales effort outside the GTA).
KB was, from the get-go, toxic. It defied generally accepted principles of a well-programmed radio station. From day one, it was fighting a battle on half a leg and with one arm tied behind its back. A radio station cannot succeed by relying on a 30 year old reputation. CHWO-AM really isn't attracting "a big chunk" at all, especially when the numbers are broken down. In fact, it's barely more than a blip. Would the numbers be more substantial on WECK? More than likely. Still, who'd BUY advertising on WECK? WBEN's sales staff is extremely proficient at "boxing out" and "out pricing" competing stations in the 45+ demo, e.g., "there's no need to buy a 5 share on WECK for
X amount of dollars when WBEN delivers a 15 share far more efficiently."
Since the current KB format is on the road to nowhere, seems to me Entercom has two choices for KB. Either move back to personality oldies, do it right, and get a 3 or 4 share in Buffalo, or (now doable under the FCC's new facilities change rules) move it lock, stock and transmitter towers to Rochester and take on a vulnerable WHAM with a serious local news/talker, and grab a 6 or 7 share in an equivalent and still growing market. Either way they protect WBEN's franchise while making the most economically of that blowtorch signal.
Key phrase,
"do it right."
You
really want another 50 in Rochester, don't you Bob.
(Sigh...)
It's a nice dream, but it's not gonna happen. Sources within Entercom Buffalo have said the Field faction is quite pleased with KB's progressive talk format because, even with paltry numbers, it complements WBEN and strangles any competitors' attempts to make in-roads on WBEN's talk franchise.
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