Without a Trace: The WGST Mystery

[del_griffith]

We operate in small markets where it's still possible to have one on one contact with listeners and advertisers. Despite the community emphasis, we find in our small towns that the days of bringing back an AM allowed to die are behind us. A really good sales person can find a way to make some money on such an AM but bringing back its community prominence and listenership acceptance is practically impossible. If it's impossible in a small town, I would think it's even harder to do in a larger market like Atlanta. WGST is accustomed to playing second fiddle to WSB...that is pretty much the history of the two stations in Atlanta but now they aren't even in the same concert hall.

They to a successful AM today is maintaining a good one and folks in the front office have to be committed to its preservation.

I am saving and printing your comments. I have a friend who is looking at a portfolio of stations and among them are some long neglected small town am stations. One even at one time had established itself as a heritage station. The other was too close to a major market and always had trouble, but was at one time profitable. Through consolidation, the station is no longer considered as a heritage or go to outlet.

This is an experienced operator. Yet there is a belief by this person you can jumpstart by being critically local once again with these stations. I expressed my doubts.

The only problem with find that good sales person is you only become a spring board for them to hone their skills. They will be scooped up by in a larger market or other business. In many cases, it will be difficult to keep and maintain the book they built because it was more about them and their abiltity to shake business for the station than the station itself.

 

[bnaivar]

Two things will bring it back to glory:

1 - FM Simulcast
2 - Sign on door: "Under New Management"

2 - Sign on door: "Under new Ownership"

Fixed it for ya.

 

[DashRiprock]

Two things will bring it back to glory:

1 - FM Simulcast
2 - Sign on door: "Under New Management"

2 - Sign on door: "Under new Ownership"

Fixed it for ya.

Thanks - We can only hope...

 

[jal41]

Now, under the master tutelage of Messrs Hogan, Deskins and Doomquist - you could yell WGST in a crowded theatre and no one would put down their popcorn.

On the other hand, if you yelled WSB in a crowded theater, people would be flocking to find out if Clark Howard or Monica Pearson was making an appearance. If you yelled WSB in an adult theater, they would think Jodie Flischer from WSB-TV was there with the police to arrest them for indecency.

Seriously...don't count on WGST flipping anytime soon. However, since Clear Channel is selling off their big AMs in Washington, they might could sell WGST. But don't count on it. As we are seeing right now with 94.9, CC will stand out as a champion for incompetant management.

 

[jabba17]

Here's a pessimistic thought: Is AM--especially non-clear-channel AM--the canary in the coalmine for radio? Or is AM nearing the end of its useful life?

I assume that there will always be a market for small, local, full-service AM stations, and I am sure that the clear channel AMs will be able to hold their own--perhaps even more so if other stations on their frequency go dark. But is a non-clear-channel AM station--especially a large expensive one--still viable in a future with satellite, good ol' analog FM, and HD subchannels? Is CC marking time with WGST until HD gets enough penetration to enable WGST (on an FM HD subchannel) to compete with WSB?

 

[DashRiprock]

I love how posts disappear without a trace!

 

[InTIMadate]

Bonneville has proved that you can take AM product, move it to a strong FM signal, grow ratings to #1, and make lots of money. For those that don't look beyond Atlanta, research WTOP, Washington DC.

It's time to do the same to WGST and lease out the AM signal to whoever will rent it.

If you're not the big stick, you're just burning kilowats.

 

[bnaivar]

If you're not the big stick, you're just burning kilowats.

..or just "watts" if you're WGST nighttime.