[BC] In the AM radio wars of the '60s, they talked big and talked back

[Dana Puopolo]

The reason that radio has failed is due to the 'cookie cutter' approach that
consolidators are using. I'm sorry, but what plays in Peoria (or Los Angeles),
doesn't work in Boston or Providence.

Rich worked for one of the highest rated, most profitable easy listening
stations in the country. It was located in Boston. I worked for another
monster EZ station located an hour down the road in Providence, RI. The two
stations could have not been more different. WJIB had a flavor that was 100%
BOSTON-right down to the ship's bells telling the time each break. WLKW was
100% PROVIDENCE too! Does it surprise you that Providence people eat Manhattan
Clam Chowder (tomatoey) by the pail while Bostonians want nothing to do with
it-instead loving New England (white) clam Chowder?  You can buy coffee
flavored milk at every corner store in RI, but try to find it in ANY store 40
miles north in Boston! These two markets whose Metros touch each other share a
football team, but otherwise couldn't be more different! 

If two markets 40 miles apart can be so different, then just imagine how
different cities located hundreds or thousands of miles apart are?

Clear Channel took off the local morning team on one of their Providence FM
stations and replaced it with a simulcast of their Boston KISS 108 morning
show. NO ONE LISTENS! 

THIS is the reason that radio is dying. THIS is also the reason that some
stations (like WBEB in Philly, WCBS-FM in NYC and many of the smaller locally
owned stations) are still holding their own-they KNOW what their audience
wants and they GIVE IT TO THEM!

The irony is that CBS almost blew it with WCBS-FM. They changed it to a McJack
format and watched its ratings tank. Fortunately, Dan Mason (a real radio guy)
got hold of the CBS radio group and was able to fix it by returning it to its
roots.

What a concept, huh? Give the customer (listener) what THEY want!

Too bad that John Hogan, Farid Suleman, Lew Dickey and others don't understand
this simple concept!

I wonder if they teach this at The Wharton School of Business any more?

-D



From: Rich Wood <richwood at pobox.com>
Subject: Re: [BC] In the AM radio wars of the '60s, they talked big and talked
 back

------ At 04:03 PM 10/6/2009, JIM GRAHAM wrote: -------

>As I've mentioned more than once, the whole
>industry shot itself in the foot by teaching a whole generation,
>in effect, that commercials cause cancer.
>
>And, aren't today's programmers giving this booster shots all the 
>time with the "hour of commercial free music" or X-Songs in a row!

Ad agencies don't respond well to the mention of "commercial free." 
You can add the two commercial breaks per hour fiasco to the list. I 
can get through a chapter of  "War and Peace" before the music begins again.

At WJIB(FM), Boston, we'd have commercial free hours but we called 
them "Total Music Hours." Agencies didn't object because we weren't 
badmouthing commercials. Their spots also got heard because our spot 
load was 8 units per hour. Not 8 minutes. 8 units.

One of the people I respect most in this industry is Jerry Lee of 
Philadelphia's WBEB. He's a great guy and a brilliant broadcaster. 
Not only does he promote year round with a vengeance, the station 
helps advertisers create great spots. Spots are considered 
programming, not interruptions. Best of all, it's locally owned by 
Jerry. One man. One station. 100% attention to it. Did I mention the 
station is nearly always #1?

Rich