WHTT:

[Radio_bored-Op]

When a station, like....WYRK plays a classic "GOLD" record , in a rare,( *bonus spin*)
the novelity works really well. However, if they 'tweek' the sound to start
to attract that demo; the effect is lessened and the programming 'glue' starts to come undone.

When WHTT, started this "new revolution" of the beatles, spin doctors, sheryl crow,
and then smash mouth's cover of "I'm a Believer" ...the board noticed, right away..that is our job!
When the listener started to notice, it seemed to be working...the numbers speak for them selves.

But, what is strange about WHTT, as mentioned above, in the example of WYRK, where the
trend of playing a "gem" works, some thing may not be working at WHTT. Does any one
recall, maybe about 18 months ago, perhaps after "superDave"(your term, not mine)
was out of kiss ( this may have happened when he was there), but they -reeeeely-
started to try, almost anything. Playing mom's, star102's favorites, during the day part,
and the "kiddies" one *hit wonder( finger-slipped,lol) during the afternoon drive and 10 @ 10...well,
it didnt work, and didnt last too long. But, working or not, it was a considerable noticeable difference,
between , a 'rare' (WOW) kind-of record sprinkled in; versus a station seemingly "all over the place"

Well, WHTT, may be at that very crossroads.
Last nite, this would be tues, 8.14.2007, at the start of the 11pm hour...
(Commentary: I have tuned into 104.1 more, hoping to hear, a 80s, or 90s, "favorite")...scan the dial,
104.1 is playing: Temptations "my girl" ( i believe that the temp's).

First thought:
It does sound kinda odd, *now, that WHTT, has re-invented the sound as not being grandpa's rocking
chair on the patio favorite station..but, again, my first thought: was a delightful mix of old and new.
Next song: Cher "..it's in kiss, that is where it is"....i started to become, well turned off, to 104.1 simply
for the fact, the seem to be having an identity crisis. WHTT wants all the 102.5/96.1-demo's/listeners, while
maintaining the 'old but goodie' crowd....cant have it both ways, or can they ? Is there any possible way,
(including speciality weekend programming to fill the older audience, such as machine gun kelly?/or an all-elvis,
beatles hour) that once was on the aire on sunday mornings?

Also, i am not sure, if the late hour of 11pm, factors into this equation, but...it did seem "ODD" (
almost, "wrong") especially the 'new' sound of 104...playing the old sound of 104...

This board is always the *best* for the responses, opinions, views etc...even if I am wrong...*DEAD-Wrong* on an
issue, you guys here, are pretty cool for the responses of -why- i was off the mark...and especially ,
since i took "inglish 101" class -n- u actually kno what i am sayin'

 

[Radknowski]

Interesting observation. Rather than being at a "crossroad," it might be that Mix 104 is in the midst of an evolution. The Temps' "My Girl" is an across the board hit, even though it's from the 60's, so it could have a place in rotation... especially, ahem, at 11 p.m. The station is maintaining a pretty interesting balance between WJYE which is very "soft" and Star which has CHR type rotations for its currents. Wonder what might happen for Mix when Christmas music begins on Star and WJYE a mere three months from now? Could Hot AC be on the horizon for WHTT?

OMG, did I mention Christmas music in August? Smack me upside the head!

 

[Ron_Mexico]

WHTT likely has a category of songs from the 60's and early 70's that they lump together. Everything from the Temptations to the Beatles to Don Mclean that still sounds good in the mix but they don't want to emphasize because they appeal to the upper end. Maybe they are hoping that by playing one or two 60's or early 70's song per hour they can still hold on to thier older listeners they had while building a new audience. Many of these songs can still be justified because they are fun, sing along songs that go with part of the image they are building.

Plus, if the novelty of Hall and Oates, Kajagoogoo, Chumbawamba, Bee Gees music sweeps goes away and the ratings take a nosedive they can always justify "de-volving" to what they were a year ago when I thought they sounded real good. Of course back then they were sharing more titles with their money maker 97 Rock and likely had execs worried that they were canabilizing each other. 97 Rock after all plays Fleetwood Mac, John Mellencamp, Journey and the Doobie Brothers like they are actually rock bands. They sure do play a lot of Top 40 rock as classic rock. But that's probably a whole other post topic.

 

[NeedsMoreCowbell]

It appears that Citadel accomplished what it wanted to with the evolution of WHTT from oldies to classic hits/AC: more female listeners. Although the females brought to the table are on the older end, it's definitely a far cry from the old 104, which was written about endlessly here. Now, nary a word about it. (Goes to show the demographics of this online community....)

I would be amazed if HTT decided to take on Star head-on. Not that they couldn't, but the time for that was last November when Joy and Star's all-xmas pissing match began in earnest. HTT's formatic shift then showed how far they were willing to go, and they've pretty much stuck to that musical model ever since. New jingles, slogan, and a female afternoon jock followed, but the music "mix" hasn't shifted all that much in a year's time. The question, as always, is revenue. Last I heard, the Big 4 were still on top: YRK, BEN, TSS, and GRF, not necessarily in that order. As always, everyone else is fighting over the leftovers.

 

[Yeziknoradio]

I would be amazed if HTT decided to take on Star head-on. Not that they couldn't, but the time for that was last November when Joy and Star's all-xmas pissing match began in earnest. HTT's formatic shift then showed how far they were willing to go, and they've pretty much stuck to that musical model ever since. New jingles, slogan, and a female afternoon jock followed, but the music "mix" hasn't shifted all that much in a year's time. The question, as always, is revenue. Last I heard, the Big 4 were still on top: YRK, BEN, TSS, and GRF, not necessarily in that order. As always, everyone else is fighting over the leftovers.

Could it be that Mix's plan is to be an alternate to Jack while everyone else plays Christmas music?...Or will WHTT actually go all Christmas before anyone else in the market?
(Or, for that matter, since Jack is under new ownership, perhaps one could ask the same question of Jack...?)

 

[NeedsMoreCowbell]

You're up against a law of diminishing returns with 3 all-christmas ACs in the market. Imagine Citadel going on the street trying to sell THEIR xmas product, while Regent and Entercom simply renew old client relationships, not to mention those who had already re-signed last year? HTT's place as the AC alternative to holiday music gives them more bang for the buck, and ultimately more listeners.

I wouldn't be surprised if Regent tweaks Jack around Christmas this year, to take on 104 just a tad more than they are.

 

[SirRoxalot]

Need a little A/C?

You're up against a law of diminishing returns with 3 all-christmas ACs in the market. Imagine Citadel going on the street trying to sell THEIR xmas product, while Regent and Entercom simply renew old client relationships, not to mention those who had already re-signed last year? HTT's place as the AC alternative to holiday music gives them more bang for the buck, and ultimately more listeners.

I wouldn't be surprised if Regent tweaks Jack around Christmas this year, to take on 104 just a tad more than they are.

I agree with your take on Christmas music, but I don't see how Regent can tweak Jack toward women without affecting their own WJYE, and giving up male numbers to 97-Rock & The Edge. I think that they'll just let it keep rolling along as-is.

WHTT has successfully rolled a lot of listeners over to the new format, while pickup up younger demographics. The overall A/C share is still considerably larger than the country share, and WHTT has made significant inroads into 25-54 women. Star continues as a juggernaut, but WJYE cheaped out on talent during the end of the CBS/Infinity regime, and has some issues. Their audience is aging, and Christmas music wasn't particularly kind to them last year. I'm sure that they'll go Christmas earlier than ever this year, and it wouldn't surprise me if they came out of Christmas music with a revamped - and more current - playlist.

 

[Yeziknoradio]

So then, the *Best* plan would be for Regent to convert their AM country station into all *Classic* Christmas...and surprise us all from there...

 

[Element9]

Rox tallies the shares for AC being greater than the shares for Country.

Seems WHTT is content to move slowly and methodically in the direction of AC. I'd argue that it's still Oldies or Classic Hits, presently, very 80's centric with a splash of 70's and 90's, a few songs from 2000+ and every once in a while a current pops up, seemingly when it's least expected. After all, a song from '82 is 25 years old! It's conceivable the station is headed toward full blossomed and even hot AC, but at this juncture WHTT may be content to let the 80's do the talking. It worked 15 years ago, so why not now? The 80's are the new 60's.

-9-

 

[Radio_bored-Op]

After all, a song from '82 is 25 years old!
-True:
i was posting/thinking about that, about 18 months ago...
what will be the "new" format ? (not the "buzz") being an all-80s station,
but...is "oldies" the music from the 60s, and "new oldies"(haha) the playlist
from the 80s...

in grand theft auto III, there is a classic liner, on "flashback" FM:
"...songs you were sick of 20 years ago..here again!"
ha,ha - ya didnt like 'em the first time around........lol !!!

 

[Yeziknoradio]

Add Regina Spector to the playlist, and that'll be a good clue WHTT is serious about this whole Classic/new AC "mix".

(at least one of theese three songs: That time, On the radio, and Fidelity)