Tag Archives: WFPG-FM

Luck, Signal & Being Unique

123Back before the turn of the century, radio station owners often did market research to find viable programming “holes” in a market. Often it didn’t even take research, just an experienced radio nerd with a sense of what was to be popular. Once identified, the task was simply to put it altogether and hit the air.

Beautiful Music to Lite AC

I was in Atlantic City doing one of Bonneville’s beautiful music formats and Jerry Lee was in Philadelphia doing Bonneville’s Matched-Flow beautiful music format on WEAZ (EZ 101-FM).

Jerry Lee has always been a leader in the radio industry and with the research of Bill Moyes, they moved WEAZ from beautiful music to Lite AC and re-branded the station B101 (with new WBEB call letters too). It was a very gutsy move!

Jerry’s success with the new format saw me take WFPG-FM from beautiful music to Lite AC and re-brand as Lite 96.9 a few years later.

Timing is Everything

The year was 1989. The country would soon be headed into a recession. The format switch at WFPG-FM saw us go from #2 in the 12+ Arbitron Ratings to #1. Even better, we took the #1 positions in all the key buying demos.

As the economic conditions tightened in the early 90s, the number of stations deep being bought in Atlantic City regionally/nationally would go from five to three to one. And WFPG-FM was the one.

We delivered our first million-dollar bottom-line year in 1991. We repeated that performance in 1993. Meanwhile, the other radio stations in the market were just about making ends meet.

Signal, Signal, Signal

In real estate, the key to having a winning property is all location, location, location.

In radio, the key to having a winning property is signal, signal, signal.

WFPG-FM had one of the market’s only 50,000-watt non-directional signals at that time. Two other 3,000-watt radio stations were already programming a light adult contemporary format, but when we put that format on our huge signal, they both bailed, one changing to classical music and the other to classic rock. It left WFPG-FM as the market’s only Lite AC radio station and with the most popular music format at that moment in time.

Me Too

What I’m seeing is too many “me too” stations on the air today.

Me too is not a viable strategy.

The future for any venture in a 21st Century world is to zag when others are all zigging.

Look at any successful enterprise and you will see two things:

1) not everyone loves what they do and

2) they’re famous for what they do. (Think Howard Stern)

Howard would make Sirius Satellite Radio something special and unique. 124It’s why they forked over hundreds of millions of dollars to have Howard join their team.

What happened to the OTA radio station’s when Howard left for Satellite Radio?

They had an Excedrin headache for quite a few years.

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Relevancy

82I am a trombone player. Or maybe I should say “was” as it’s been quite a few years since I picked up the horn. Growing up, I knew that was the instrument I wanted to play. Out of all the instruments in the band, trombone was the one that caught my attention and was relevant to me.

76 Trombones

Meredith Wilson’s Broadway smash “The Music Man” is one of my all time favorite musicals. Can you guess why?

In that production, Robert Preston knows to be successful in selling band instruments “you gotta know the territory.” In fact, all of the carpetbaggers knew this. In “The Music Man” the song “Rock Island Line” establishes the rules of selling on the road. In other words, you had to know how to make what you were selling relevant.

And then I heard someone say RADIO

Alan Mason is a programmer that I’ve known for years. I subscribe to his weekly “Mason Minutes” and was thrilled to see Alan promoted to President of K-Love and Air1 as this New Year began. Alan actually assumed his presidency before Trump did.

Alan’s minute recently told the story of celebrating his birthday in a crowded restaurant. You know the scene, you hear lots of conversations but you’re not really paying attention. When Alan said he heard someone say “RADIO” and he heard that clearly.

“It’s funny how our minds are attuned to filter out almost everything except what’s relevant to us. We can be in a crowded ballroom buzzing with people and still hear our own name. It gets our attention and pulls us in,” Alan wrote.

Frost Advisory

I also subscribe to John Frost’s weekly “Frost Advisory” and John must have been as taken by what Alan wrote as I because he made it the subject of his programming memo this past week. John wrote about his friend Eddie who needed to get a passport photo. He went online and found a place all the way across town. It wasn’t until he was on his way home he noticed a camera store near where he lived that took passport photos. He never noticed, because getting a passport photo had no relevance to Eddie, until it did.

Radio Ads

And that’s the way it is with radio ads. The listener never hears them until something that’s relevant to them speaks to them.

Sadly, radio programmers no longer have a say in what commercials air on their radio stations.

I was a general manager before becoming a broadcast professor and even I had lost control of what ads would be placed on my radio stations by (at that time) Google.

Google did a deal with Clear Channel and would insert ads they had sold on all of the stations in my cluster between 2am and 3am in the morning. I wouldn’t even know what they had sold until I heard it on-the-air driving into the station.

I heard ads for restaurants advertising their lunch special for that day and the restaurant was over three hours away from my coverage area. I heard ads out-of-phase air on my AM station in the cluster that were 30-seconds of dead-air. (Out of phase ads means the left and right channels of audio cancel each other out on an AM mono signal.)

Bonneville Beautiful Music

When I moved to Atlantic City, New Jersey in 1984, WFPG-FM was a Bonneville Beautiful Music station. Bonneville had strict guidelines about what content could be added to their music presentation and that included commercials.

Atlantic City’s biggest car dealer did the loudest screaming radio ads you’ve ever heard. We dearly wanted their business but not those screaming ads.

It took lots of meetings but we finally convinced the owner not to “wear a t-shirt to our black tie” radio station over-the-air presentation. We would be the only radio station in Atlantic City to have specially created ads that would perfectly fit the musical content of our format.

I don’t hear that happening on any radio station today.

Relevancy

Today, money talks and nobody walks.

Radio stations appear to take every ad that comes through the door.

When you consider the volume of ads airing on stations these days, one or two ads in that cluster than aren’t relevant might lose the listener’s ear or worse, cause the station to be changed.

WAVV in Naples, Florida is a station that marches to a different drummer. It plays music the owner enjoys and the sound is so unique it can’t be heard anywhere else. It’s why the station doesn’t stream. You have to listen to it over-the-air on your FM radio. But what makes WAVV golden in my book is that the commercial breaks are just as carefully watched over as the music. The ads are about things that listeners attracted by the music will also enjoy. Be it theater, dining, travel, clothing etc.; it’s all relevant.

John Frost ends his article by writing “We throw a bunch of stuff at the wall without using the precise filter of relevance. Start with the listener and work back. What does she care about RIGHT NOW?”

Unless the program director is given the authority to approve every element that goes on the air and insure that each goes through the relevancy test, your product is compromised.

Is what I wrote relevant to your radio station?

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