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Why Does WLIT Underperform?

G

Gregg

In the latest ratings, WLIT is tied for #7 overall. But it's a deceiving number because WLIT is doing poorly in its primary demographic. Reading the April Arbitron thread below, we find WLIT is down to #13 among 25-54 adults! I don't understand it? (WTMX and WVAZ excel in the money demographic.)

It isn't like Clear Channel can't figure out how to program a big league AC station. WLTW NYC is both #1 among all listeners and far ahead at #1 in the 25-54 demo. In LA, KOST, also a Clear Channel AC station, is consistantly in the top 5 both among all listeners and among 25-54 adults.

Why don't Chicago adults want a soft music station anymore? Especially now that People Meter will catch passive listening when you walk into a store or office playing AC on the loudspeakers. Clear Channel a couple of years ago eliminated WLIT's main competition, WNUA Smooth Jazz, switching to Latin Hits. Shouldn't WLIT get those listeners by default? (I'm sure most Smooth Jazz listeners are unaware of 87.7.)

I guess my question is as much about radio as it is about psychology. As modern life becomes crazier and more of us, especially women, are balancing career, kids, home, etc., why do they have so little interest in a soft music radio station to relax with? Past generations had stations playing much softer AC, Smooth Jazz, even Easy Listening. Remember how strong WLIT was at one time? How strong WNUA had been playing jazz? Can you remember back to 100.3 WLOO (W-One Hundred) and 93.9 WLAK being two of Chicago's biggest FM stations playing soft instrumentals and Sinatra? Or that Chicago had THREE classical music stations at one time, 99.5 WEFM and 97.1 WNIB in addition to WFMT? What happened to the brains of adults that they no longer need or want soft music?



Gregg
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I think the problem is Greg, is that WLIT is NOT really that light or soft. I beleive the AC format has gotten more and more upbeat within the last 10 years. Advertisers want that younger Demo, and I think that is what hurts Light. There is not really a Soft AC station anymore. WLIT is more like a Hot AC than even main stream AC. The format has changed with the times I quess. It is my belief that the old type AC listeners are going to Oldies or Classic Hits format. I would love to see other responses. Am I off the mark here? I am not saying I am right, it is just what I see. If you notice, Fresh is not doing good either.
 
KOST and WLTW aren't really "lite" either, but both do well. Actually, WLIT isn't that different from most other AC's in the country that do well or fairly well. I don't understand what their issue is either.
 
But then that becomes a chicken and egg question... Do they do poorly in the ratings because they voice-track? Or do they voice-track because they do poorly?

It is surprising that WLIT voicetracks so much while WLTW, as far as I know, has a live announcer at all times except for syndicated Delilah in the evening. Even overnights on WLTW have a live host.


Gregg
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I have said this before many businesses will not play or allow WLIT because of its play list. Hard to relax to disco and all the other songs they play. I mentioned this before, look at WFEZ or WDUV's play list www.yes.com as a comparison to soft AC. WLIT's does well at the holidays and than has a hugh drop of listeners when they begin playing their playlist after Christmas. So many great relaxing favorites out there but us baby boomers are not the target anymore. So sad! But true.....
 
WTMX isn't what it used to be either. WTMX is more like an adult CHR station than a Hot AC station.

WLIT used to never play disco, & I believe that's what partially hurts them. I'm not really sure how AC is supposed to sound today, but the 70's more than likely need to go. Most of the people who were adults in the 1970's are now at least 50, & radio really doesn't like to target people over 50. I say that if WLIT wants to stay with a lot of the older music, then maybe they should just go Gold AC, & exclude anything past 1999 as well as disco.
 
Dave said:
WTMX isn't what it used to be either. WTMX is more like an adult CHR station than a Hot AC station.

WLIT used to never play disco, & I believe that's what partially hurts them. I'm not really sure how AC is supposed to sound today, but the 70's more than likely need to go. Most of the people who were adults in the 1970's are now at least 50, & radio really doesn't like to target people over 50. I say that if WLIT wants to stay with a lot of the older music, then maybe they should just go Gold AC, & exclude anything past 1999 as well as disco.
Click to expand...

Hey I'm 55, and WLIT needs to cater to me, and younger to around 41. But it's not going to work going to much younger. Real young demos are not huge radio listeners. I do believe a core light 80's and 90's and 2000's is fine with a sprinkling of late 70's. I'm still the money demo for a number of years past 25-54!
 
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