WROR taking digs at Oldies 103

[Runrigger]

I've heard WROR running this promo using This Magic Moment by Jay & The Americans in the background with a voicer saying something to the effect of "we're not the ones calling you old". I assume that it's aimed at Oldies 103. Both stations are playing 60s & 70s with WROR playing some 80s too, but ROR is more rock based. The funny thing is music aside, WROR sounds older. This classic hits format seems to be synonymous with low-key conversational deliveries while Oldies 103 is still upbeat in delivery. I wonder if sooner or later someone is going to come up with the idea that a classic hits format might lend itself to a delivery with more energy. Ed McMan is a prime example of someone working classic hits at B101 in Providence & doing it with more of an energetic approach.

 

[Eli Polonsky]

I've heard WROR running this promo using This Magic Moment by Jay & The Americans in the background with a voicer saying something to the effect of "we're not the ones calling you old". I assume that it's aimed at Oldies 103.

It also says something like "we don't play jingles between every song, because that would suck", and it ends with a quick mock-Oldies 103 jingle which sings something like, "Everything we play is moldy!!" I think it's kind of funny.

Both stations are playing 60s & 70s with WROR playing some 80s too, but ROR is more rock based. The funny thing is music aside, WROR sounds older. This classic hits format seems to be synonymous with low-key conversational deliveries while Oldies 103 is still upbeat in delivery. I wonder if sooner or later someone is going to come up with the idea that a classic hits format might lend itself to a delivery with more energy.

I'd guess that since 103 is doing the upbeat 70's AM Top 40 radio style delivery, that WROR wants to provide a contrast and attract listeners who want a different, lower-key more traditionally FM radio style delivery, rather than try to compete with a more-successful 103 with the same approach.

In Providence, B-101 has no local competition doing either format, so they combine elements of both.

 

[JustinT]

I've heard WROR running this promo using This Magic Moment by Jay & The Americans in the background with a voicer saying something to the effect of "we're not the ones calling you old". I assume that it's aimed at Oldies 103.

It also says something like "we don't play jingles between every song, because that would suck", and it ends with a quick mock-Oldies 103 jingle which sings something like, "Everything we play is moldy!!" I think it's kind of funny.

What's interesting is that WODS is the last of CBS' stations to use the word "Oldies" in its name; WOMC made the flip a month ago. If WROR's campaign is successful, it just might be the impetus to rebrand the station "103.3 WODS".

 

[keyjock]

If you've listen a little closer, may catch the occasional subtle mentions of "Boston's 103"

 

[LoveFist]

Ratings seem to say something totally different. ODS basically kicks ROR's ass in several key demos. Oldies is strong and ROR is wasting it's time imaging against it. ROR should spend more time focusing on the already stumbling ZLX.

Every sweeper/ID you play slamming or mocking the competition is a sweeper you could've played promoting something you're doing to your listeners. A waste of time, and usually over the head of the audience.

 

[Garrett]

WROR is taking the wrong attitude, especialy considering that those call letters are famous the "I'd Rather Be In Boston" series of jingles, that became very popular, even being used for TV stations as well (like WBZ's Newscast in the late 1970s and early 80s).

But not to get off on a tangent, my main point is that WROR is using counter programming in hopes that they will get the disenfranchised WODS listener who likes the music but does not like the "hype." The trouble is, that's a little like expecting to find Twentysomethings who like Adulat Standards; they may exist, but are probably few an far between. Same problem here, as the music that WODS and WROR are both playing really sound better with jingles and heavy promotion. Otherwise, what's the difference between WROR and Magic 106.7 (aside from some newer titles on Magic)? Not enough really if you think about it. And how exactly do you excite advertisers with a format that plays old music without much promotion. Are these the kind of listeners advertisers want to reach? I doubt it.

The biggest problem I see here is brand identity. WROR is trying to play the type of music that 103 plays, while going after the kind or people that would really rather tune to WZLX. I do not think WROR is distinct enough in this way, and what they really should be doing is capitalizing on the WROR name and the fact that they were in the "Oldies" business long before WODS. Instead, they are going backwards; a curious strategy indeed.

I'm not trying to discourage those of you who do not like jingles, and I am not trying to knock WROR, but they are going in the wrong direction, and if they stay that course, don't expect them to be 'ROR much longer...

Ratings seem to say something totally different. ODS basically kicks ROR's ass in several key demos. Oldies is strong and ROR is wasting it's time imaging against it. ROR should spend more time focusing on the already stumbling ZLX.

Every sweeper/ID you play slamming or mocking the competition is a sweeper you could've played promoting something you're doing to your listeners. A waste of time, and usually over the head of the audience.

 

[Eli Polonsky]

WROR is taking the wrong attitude, especialy considering that those call letters are famous the "I'd Rather Be In Boston" series of jingles, that became very popular, even being used for TV stations as well (like WBZ's Newscast in the late 1970s and early 80s).

I don't agree. I love "heritage" radio as much as any longtime radio geek who started out glued to a transistor 40 years ago, but that's not most people today. Today's listeners respond to the programming currently airing. When Greater Media first put the "new" WROR on 105.7 in the mid-90's, they tried imaging it like the original with jingles, etc..., and it didn't work in the ratings against WODS who, during the years when there was no WROR, took the format and that style of production and ran with it to huge success in the market.

After a station has been off the air for a number of years like WROR (or WMEX, when Greater Media tried to revive it in the mid-80's as an oldies station with limited success), only a small number of us radio geeks care about it's "heritage", not the average listener. Reviving old call letters and imaging from the past ends up turning into a fad approach which burns out quickly if the station doesn't find a successful niche within today's market and against the present competition.

I'm sure that the current WROR would be doing just the same (moderately well) in the ratings today if it had different call letters. Very few people are listening just because they may have heard some of the same music on the original WROR over fifteen years ago. They're listening because they enjoy the music mix and imaging being offered right now, over that of another station in the market.

But not to get off on a tangent, my main point is that WROR is using counter programming in hopes that they will get the disenfranchised WODS listener who likes the music but does not like the "hype."... Same problem here, as the music that WODS and WROR are both playing really sound better with jingles and heavy promotion. Otherwise, what's the difference between WROR and Magic 106.7 (aside from some newer titles on Magic)? Not enough really if you think about it. And how exactly do you excite advertisers with a format that plays old music without much promotion. Are these the kind of listeners advertisers want to reach? I doubt it.

WROR had already tried going head-to-head, with jingles, etc... against WODS for a few years when it came on in the mid-90's, and failed. WODS was too established and successful with the format. WROR would have been dead in the water if it had continued to try. Though playing much of the same music, they had to find a formatic niche that was not being offered by their competition.

WROR doesn't have to worry about any formatic similarites with WMJX, they're co-owned. Also, though WROR doesn't play jingles, there's plenty of on-air self-promotion. There are produced promos and live-read or recorded liners between practically every song.

The biggest problem I see here is brand identity. WROR is trying to play the type of music that 103 plays, while going after the kind or people that would really rather tune to WZLX.

If people would really rather tune to WZLX, they would. They wouldn't be listening to WROR, which has been beating WZLX in the ratings lately.

At least part of WROR's current level of success is because there really is a significant element of people who want the music WROR plays without the 1970's AM Top-40 radio style format of WODS. They may have been people who had listened to FM AOR (album rock) radio in the 70's such as WBCN or WCOZ and appreciated the lower-key non Top-40 style delivery at the time, but they no longer want the wide, deep variety of album tracks those stations used to play, or the harder rock which is now part of WZLX's playlist. They now want to hear the lighter hits of the era, but without jingles and a lot of high-energy hype, and the demo of people of that age group is certainly attractive to advertisers.

If they had unsuccessfully continued to try to compete with WODS with jingles and a similar upbeat delivery, they would be known to advertisers as a "WODS junior", which is no way to survive. Advertisers tend to use only the most successful station in the same format.

I do not think WROR is distinct enough in this way, and what they really should be doing is capitalizing on the WROR name and the fact that they were in the "Oldies" business long before WODS. Instead, they are going backwards; a curious strategy indeed. I'm not trying to discourage those of you who do not like jingles, and I am not trying to knock WROR, but they are going in the wrong direction, and if they stay that course, don't expect them to be 'ROR much longer...

I really think very few of today's WROR 105.7 listeners care, or would care, that the original WROR on 98.5 was playing oldies long before WODS over two decades ago. Bringing that up now so many years later would be indeed "going backwards". They're listening for what the station is offering now. WROR has been generally ticking upwards in the ratings over the past couple of years. I think that after a decade of floundering on 105.7, that they have finally found a viable niche, and won't be going anywhere in the forseeable future.

Ratings seem to say something totally different. ODS basically kicks ROR's ass in several key demos. Oldies is strong and ROR is wasting it's time imaging against it. ROR should spend more time focusing on the already stumbling ZLX.

I think WROR has already done all they can against WZLX. They have been beating WZLX in the ratings for the past couple of years. WZLX has imaged itself as a somewhat harder-rocking, mainly male-oriented classic rocker. There's no use in WROR trying to get more of a piece of that particular, smaller pie. Their strategy of picking away at WODS, though not copying them, with some similar music (though not as much mid-60's pop and 70's disco) and a lower-key delivery seems to be their best and most viable option for a retro music format in this market.

 

[keyjock]

Just my opinion, take away Loren & Wally, and there would be no WROR.

 

[SheaTheDJ]

I've also noticed that WROR is slowly moving out of the 60s, 70s & 80s. In the past few weeks I've heard U2's "One and REM's "Losing My Religion". Are they starting to pull a WZLX and move into the rock of the early and mid 90s as well?

 

[Eli Polonsky]

Just my opinion, take away Loren & Wally, and there would be no WROR.

That may be true. L&W's morning show makes up a significant portion of WROR's ratings. Their morning show actually beats WODS's "Breakfast Club" in the daypart ratings even with great local DJ legend Dale Dorman at the helm, and it beats relative newcomers Karlson & McKenzie on WZLX by far.

WROR is even re-running the morning's L&W segments again in the evenings from 7-9 PM, milking them for all they're worth. Sadly (in my opinion), doing that probably does more for their evening ratings than anything they were doing before. I think WROR could add a little more "personality" to the rest of their shifts without sounding like the 1970's Top 40 style of WODS. Mid-day host Julie Devereaux is a fine air talent who could do a lot more, but it sounds like the rest of the WROR DJ's after L&W don't get a chance to do much more than read liner cards. I realize that, besides L&W, they're trying to be music intensive, but I think they could allow or encourage the other DJ's to do a little more to engage people.