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WOGL's Christmas Failure

S

Seltzer

Well hopefully they learned their lesson. WOGL. They actually dropped in the ratings while B grew in every adult demo.

This should again prove once and for all the B 101 owns the Christmas Music position in Philadelphia radio and going up
against them at Christmastime is fruitless. And you gotta be 24/7.

OGL is better served by being the alternate..playing their regular music and mixing in Christmas music, gradually adding more once they get closer to the holiday.

Hopefully next year OGL will not go down that route again.
 
Which ignores a very real possibility: that they would have gone down further had they not switched. Trying to beat the B is fruitless; it's not at all clear that trying to minimize the inevitable bleeding is a bad strategy.

Or are we to believe that had they dumped the Saturday night dance party that they'd have gone up? ::)
 
Frankly these ratings only have OGL as a Christmas format during its first 10 or so days. B101 is a Christmas format a week more in these ratings, so I will put more stock in next months ratings which will have a larger sample of the format, and both stations with it for an equal amount of time. Not that I expect the ratings to be much different then what just came out.

Nobody was expecting OGL to beat B101, but I think they did a much better job compared to the previous time they tried it. They clearly distinguished themselves from B101 with its "Christmas Classics" slogan. Their wonderful Christmas sweepstakes, which gave away $98 per hr whenever Paul McCartney's "Wonderful Christmas Time" was played, and they were out and about promoting the station. I saw them at a few malls, the Phillies store during their holiday sale & tree lighting event, and every weekend at the Christmas village. Each one handing out candy canes with little OGL plays the "Christmas Classics" tags on them.

In the end, again nobody expected them to beat B101, people at OGL were probably hoping for a little gain, but I think as long as they stay close to their normal numbers they succeeded. Stop the bleeding as Homer said. OGL has been hurt badly in the past by B101. B last year at this time got 11.0 rating, so maybe OGL was able to prevent b101 from getting that extra rating point this season, and at the same time helped themselves from not sinking 2 rating points?
 
Perhaps. But I'll be willing to bet that if the heaviest listeners to WOGL or as its called in the industry P1 listeners did not want WOGL to be wall to wall Christmas music. And ultimately when you do things that go against your heaviest listeners want , it will hurt you long term. So we'll see what happens.

CBS-FM in NYC who faces a similar situation with Lite..did the right thing.
 
I switched my Oldies station to WLS-FM on-line. They did it the way Top 40 stations did it back in the 60's. One Christmas song per hour until Christmas Eve. Even I could tolerate that.
 
jhguthlac said:
I switched my Oldies station to WLS-FM on-line. They did it the way Top 40 stations did it back in the 60's. One Christmas song per hour until Christmas Eve. Even I could tolerate that.
Click to expand...

Exactly right
 
And WLS went down 7/10 of a point themselves, faring little better than WOGL on that front.
 
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