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WPHT Changes

DToTheJ

DToTheJ

I know many folks are clicking on this thread expecting to read a false report, well, this is regarding actual (albeit slight) changes to the station, so... the joke's on you! ;D

Lately, I've noticed they're not been stressing their call letters (WPHT) in their on-air identity, other than the TOH and at :06 when syndicated shows start (I suppose they haven't gotten around to changing them yet). If you look at the station logo on their radio player, there have been some modifications to it over the last few months. The "WPHT Philadelphia" that appeared over the talk balloon logo have disappeared. Then, just this week, the right part of the logo with the "AM" was cropped off.

Further proof that 1) call letters don't mean much anymore, and 2) AM is "dead".
 
It also proves the PD or GM (whoever is running the show) is still stuck in a arbitron "diary" mentality. In the old days, repetitive call letter identification was critical in getting diary mentions but now with the PPM, it doesn't matter. What stations need to do is increase TSL so instead of call letter identification, stations need to constantly tease upcoming shows, promotions, guests, songs..etc. Furthermore, on a lot of syndicated talk radio shows, that ten second sting that is used going into breaks as a bed for call letter identification should now be used to promote upcoming programming...
 
Yes, there are still references to "AM" on the website. But seeing "AM" being absent from their logo on the radio player, on the heels of "WPHT" being removed from the same radio player, and vocal references to the call letters disappearing in some areas, just makes me wonder...
 
But wait until they go to a commercial break and they play a spot which is not accompanied by a sponsor banner, you will see the cropper 1210 logo I referred to earlier...
 
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