WTKK: Will Greater Media blow it up?

[robotique]

i think the people and the economy of the area are ready for a spanish FM in the market.

 

[dhoule]

Boston and Philly are the only two markets in the top 10 that don't have a Spanish FM in the Top 20.

 

[MR. JAROME_CALVIN]

I would love to see a station like "Mia 1430" on FM

 

[WLYNWAZNgm]

Never gonna happen. Not cost-effective, bad business...

 

[reelyreal]

Never gonna happen. Not cost-effective, bad business...

Do you mean Mia, or spanish FM? Because I think there are a number of very strong spanish language FM's in New England and beyond that would disagree.

 

[WLYNWAZNgm]

Either. Both. The Spanish population is not large enough
in the Boston area to justify a good enough return on investment
for an FM signal. On top of that, the local Spanish population
is fragmented. They come from a variety of South/Latin American
countries. To us Anglo-types Spanish is Spanish, is Spanish.
Not so for them....

 

[JustinT]

the local Spanish population is fragmented. They come from a variety of South/Latin American
countries. To us Anglo-types Spanish is Spanish, is Spanish.
Not so for them....

It is a bit fragmented, but it's nothing too extreme… Mega is not combining bachata and norteno on the same station to get ratings.

What is fragmented, to me, is the geography that such a Spanish FM would need to cover. You'd want to cover Worcester to the west and Lowell to the north, as well as the city itself. To cover such an area, you'd need either a Pru or FM-128 FM… which is prime real estate. I've always thought that the 104.5 signal could be used to rimshot Boston (keeping the intellectual property of WXLO on another Worcester County FM)… maybe Cumulus' financial state will make than an option.

 

[surfin bird]

Also, doesn't Pat Costa have Power 102.9 (out of Methuen), which has an excellent signal north of Boston?

I don't think that you actually need to "blow-up" 'TKK. Just their talent. Keep Egan and Braude, but get rid of Michael Graham and Doug Meehan. They put you to sleep and Michael Graham is also a bigot.

Though, if you are going to flip, what might work would be a strong Jazz station on 96.9 FM. All types of Jazz (Swing, Be-Bop, Latin, Contemporary, etc). Seeing that Boston is supposedly an intellectual utopia, why not find a format that fits with the demographic.

There's still not enough of a strong black demographic in Boston to support an Urban AC station. Not being racist. It just wouldn't have a strong arbitron showing.

 

[WLYNWAZNgm]

Uh, there was "smooth jazz" on 96.9 already! Been there, done that. As I recall, it did not really
do well. Civilians (those not in the broadcast business) need to understand one
basic truth: something that you, personally, would like is no indication of the general public,
much less a desirable audience to advertisers. It is alot like showing strangers your home
movies - it means alot to you, but nobody else really cares. What about that station
that formats Lithuanian marching music? ;D

The geographic dispersion of the overall Hispanic audience - SB is right on target. My point
was more about the cultural differences. Even within the US, cultural differences between
different parts of the country can be HUGE...

 

[reelyreal]

Uh, there was "smooth jazz" on 96.9 already! Been there, done that. As I recall, it did not really
do well. Civilians (those not in the broadcast business) need to understand one
basic truth: something that you, personally, would like is no indication of the general public,
much less a desirable audience to advertisers. It is alot like showing strangers your home
movies - it means alot to you, but nobody else really cares. What about that station
that formats Lithuanian marching music? ;D

The geographic dispersion of the overall Hispanic audience - SB is right on target. My point
was more about the cultural differences. Even within the US, cultural differences between
different parts of the country can be HUGE...

The Hispanic population everywhere in America is diverse. The non-hispanic white population is also diverse. Like any format in any language, you chose a format that satisfies the majority and provides the best revenue opportunities.

Some interesting info on the Hispanic population in Boston:

-Since 2000, the Hispanic population in the Boston metro area has grown 48% (compared to 45% Asian growth and 16% non-hispanic black/african american, and a 6% decrease for non-hispanic whites.)

-Median Hispanic age in Boston is 28 years

-60% of that Hispanic growth occured in just 6 cities, led by Boston, Lynn, and Revere.

- 1/3 of all spanish-speaking households are linguistically isolated, meaning no family member over age 14 is fluent in English.

-As of 2007, Massachusetts had the largest hispanic population in New England, and was 15th nationally

-While 2/3 of the nation's Spanish speaking population is Mexican, it's a different case in Boston. 27% is Puerto Rican, 21% is Dominican. Add in the 4% of Cubans and that's over 50% of the Boston Hispanic population is from the Caribbean.

THE MONEY:

In 2007, Hispanics spent $1.2 billion in MA. They contributed $1.6 billion to the gross state product. There are 2,960 hispanic owned firms.

17% of that population work in managerial/professional roles, 26% in technical, sales, and administrative support.


With those demographics, I think there's evidence that a Caribbean/Tropical based CHR on FM could be profitable.

 

[Jimmy128]

Also, doesn't Pat Costa have Power 102.9 (out of Methuen), which has an excellent signal north of Boston?

I don't think that you actually need to "blow-up" 'TKK. Just their talent. Keep Egan and Braude, but get rid of Michael Graham and Doug Meehan. They put you to sleep and Michael Graham is also a bigot.

Though, if you are going to flip, what might work would be a strong Jazz station on 96.9 FM. All types of Jazz (Swing, Be-Bop, Latin, Contemporary, etc). Seeing that Boston is supposedly an intellectual utopia, why not find a format that fits with the demographic.

There's still not enough of a strong black demographic in Boston to support an Urban AC station. Not being racist. It just wouldn't have a strong arbitron showing.

I think that jazz is too much of a small niche format. It would work full time on a College station. As far as Smooth Jazz, it's big on HD2 channels, but I don't think there is enough support, which is actually too bad, but that's the reality.

I would love to see WTKK blown up. I can't stand it. I think that Greater Media should give Urban/R&B/Soul a chance before they consider Spanish.

I noticed that Greater Media has a certain formula with their stations. Note the similarity between WBOS & WKLB. (Don't laugh)

They have a solid core of songs from the '80, '90s '00s. They have a very tight playlist of only the hits, with a heavy rotation of the current top 20.

This could work with an Urban station. Its' worth at least a try. Look at all the Black pirate stations, so there's an interest.

Also a lot of White people listen to Soul/R&B. I do and I'm an old White guy.

 

[CTListener]

This could work with an Urban station. Its' worth at least a try. Look at all the Black pirate stations, so there's an interest.

Also a lot of White people listen to Soul/R&B. I do and I'm an old White guy.

The classic Motown/Stax/Atlantic/Philadelphia Sound stuff, yes, the more contemporary product, no. At least that's what I've read elsewhere about the problems of Urban AC as opposed to hip-hop-based formats. Rap gets the suburban kids in the money demos, but Urban AC doesn't get their parents. The question is not how many people will listen, it's whether national advertisers will like the demographics and spend.

 

[DanStrassberg]

What is fragmented, to me, is the geography that such a Spanish FM would need to cover. You'd want to cover Worcester to the west and Lowell to the north, as well as the city itself. To cover such an area, you'd need either a Pru or FM-128 FM… which is prime real estate.

Sounds to me as if you have described the WAAF/WKAF simulcast as providing the ideal coverage.

 

[Retro]

Here's a thought. How about WTKK becoming a Hot AC station with an Urban slant since nobody around here wants to go full Urban AC.

This would draw listeners from WBMX and WJMN. Songs from the '80s till now with an Urban slant. With a soft Urban show at night. 8 PM -1 AM. It could work.

IF they flip WTKK and knowing how Greater Media programs. Replacing Mike FM would be their best bet.

 

[Retro]

Here's a thought. How about WTKK becoming a Hot AC station with an Urban slant since nobody around here wants to go full Urban AC.

This would draw listeners from WBMX and WJMN. Songs from the '80s till now with an Urban slant. With a soft Urban show at night. 8 PM -1 AM. It could work.

IF they flip WTKK and knowing how Greater Media programs. Replacing Mike FM would be their best bet.

Or they could just modify the existing format and go "All News" instead as that seems to be the trend in radio right now too.

 

[raccoonradio]

Eagan and Braude and I think Michael Graham have contracts into next year (though they have been known to break contracts--like Severin) and they may covet Howie. While the ratings have not been stellar they seem committed to a talk format. News? They'd have to go up against WBZ and hire a bunch of people. (What do they do, simulcast NECN part of the time as they already
do in the wee hours?) Speaking of all news, Mark of BRW pointed out to me on Twitter that
one reason WEEI (then at 590) went sports in the early 90s was because WBZ had started to
do all news (exc. at night) and 'EEI couldn't compete.

Yesterday I heard a few minutes of Joe Liguiotti (sp?) on 96.9 discussing the case of the Beverly mom who hosted an underage drinking party. His voice sounds like he gargles with Drano and he has a wicked pissah Boston accent, but hey he's on. Just on Saturdays though.

If they did go music a Mike-FM type of format, as much as it would stink to have no-DJs,
might work. Or they could something like Frank on the Cape which does have DJs and
people have boasted of the music mix.

In Philly Greater has sports on 950 and 97.5 (and CBS has their own combo, 610 and 94.1)
and the 97.5 just managed to land the 76ers and the Flyers...and in an unusual move
the 76ers games started right away with the playoffs. Our own Green Team faces Philly
in this round so I don't know how long the 76ers will last; now, I'm not suggesting in
any way that WTKK go sports (not with the 2 stations we already have giving them
competition); just mentioning what Greater is doing in a different market, and maybe
they'll have success with it. As for Boston, talk, oldies, Jack or Mike, or maybe they'd try Spanish, CHUrban, etc; smooth jazz
would have a niche audience but I don't think they'd risk it (failed, sorry SJ fans, here
with 96.9, 99.1, 99.5...)

There is a smooth jazz HD station as part of WMJX.

Here's a cover from a CD put out by GRP Records, "Boston's Smooth Jazz CD-96.9"
http://i296.photobucket.com/albums/mm181/karl_ktarn/555fedf-1.jpg

WMJX HD 2 http://tunein.com/radio/WMJX-HD2-1067-s52462/

 

[NERadio2007]

96.9 Needs to start by dumping Graham...he is insufferable to listen too and smerconish...my god im wishing the signal would flip to spanish so i don't have to listen to that. If I want to listen to right wing radio I'll turn on RKO...(if you can even pick up the signal). Braude is fine but why start it at 7am...that just doesn't make sense. Localize the programming more and dump the extreme righties and get some people who can host an intelligent real talk show.

 

[raccoonradio]

Also not crazy about Graham's voice. I think he may have been brought in after Severin left briefly and when Sev. came back he filled in for him a bunch of times. Contract runs out next yr I think. And of course when WXKS hired Severin, WTKK quickly made the move to put Graham opposite him (instead of Doug Meehan)
8/17/110:
>>WTKK fired back yesterday at Jay Severin, the controversial yakker the FM talk station whacked in April. Just hours after it was announced that Severin would be back on the air on WXKS AM Talk 1200 tomorrow, his former station moved popular mid-day host (and Herald columnist) Michael Graham to afternoon drive. Graham takes over the 3-6 p.m. slot Severin held for nearly 10 years on ’TKK, beginning this afternoon.

http://www.bostonherald.com/track/inside_track/view.bg?articleid=1359384

 

[NERadio2007]

For me the Tea Party rehtoric and conspiracy theories that graham talks about all damn day just makes me flip off the dial as soon as litsen to him...and its funny that move for severin really worked out, did anybody see Talk 1200s ratings?...Curry College radio got more listeners than that station. Seems like the only conservative talker who does well locally is Howie and thats because he does do local issues and stories. If TKK wants to to be a serious competitor go back to more local news broadcasts and talk with less crazy people hosting the show, if only Brudnoy were still around....

 

[dhoule]

@ Retro---That would take a lot of tweaking. An expensive format if done correctly too. I'd love it but doubt that they would do it as Greater Media also has no experience with all news.