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WLFW/Chandler New Format

PTBoardOp94

PTBoardOp94

WLFW, formerly classic country Duke FM, has flipped to hot country as 93.5 The Lloyd WLYD. Duke FM's ratings had collapsed in recent books, so this probably isn't shocking to those in the market. It marks a return to the new country format, which aired on the station from 2005 until 2015.

According to Radio-Online, it is being programmed out of Midwest Communications' Nashville cluster.

https://news.****************/cgi-bin/rol.exe/headline_id=n36001
 
A little secret I heard from someone who heard it from somewhere is that 93.5 had decent cume, it had more listeners a week in the metro than 105.3. It just needed folks to listen longer. Wolf had decent number for a short time until they began to screw with it. They did hit country with a quick rotation, ratings slipped as TSL went down and they freaked out. Then they brought back the older stuff they had made fun of and extended the current rotation. Then they fired the long time morning man and replaced him with a piped in morning show causing the ratings to tank. Then they replaced that morning show with Bobby Bones and then came Duke.

The bigger problem is this Class A's antenna site is 10 miles from downtown. Signal fade was noticed by the prior owner. The chief engineer consulted with a certain antenna company located a mile from the transmitter site, they concluded the increase of man made mountains downtown attenuated the signal, then there are the natural hills of the Westside destroying it on that side of town. Meanwhile WKDQ pumps out 100kw from a 1000 foot tower within site of much of the city.

Long story short, don't hold your breath unless they pour money into serious marketing.
 
When I first heard 93.5 had gone current country as “The Lloyd,” my first thought was, “Right name, right approach, wrong format.”

I get it. WJPS was oldies and gave it up around the time everybody else did but shortly before “classic hits” became a thing. Maybe the new WJPS has classic hits cornered, but you’re not going to compete against WKDQ and a bunch of rimshots with that signal. I can’t blame Midwest for not toasting WIKY or WSTO. Nuking either would be stupid. Problem is it needs a signal like one of those if it wants to win that battle. Better to find a smaller niche that it can have to itself, or mostly to itself, than try to knock off WKDQ with another variation of an approach that’s already failed twice.
 
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