Re: AM radio is NOT dead!!

[Dan Strassberg <dan.strassberg@worldnet.att.net>]

At 06:16 AM 6/13/97 +0000, you wrote:
>In a message dated 97-06-12 21:20:41 EDT, ssmyth@tiac.net (Sean P. Smyth)
>writes:
>
>> That is why I feel stations
>>like WESX and WJDA, who have strong local news content minimum once per
>>hour as well as in morning drive, do better than WXKS, which has no local
>>identity. People from miles away listen to either of the Asher stations,
>>because they like the way things are done. Meanwhile, on 1430, there is no
>>identity there at all. Check the ratings, and I would bet that WESX and
>>WJDA do better running the same format 
>
>If you were to check the ratings,  you'ld find that consistently, 1430's
>numbers are slightly larger than 1230's and 1300's added together.
>  Remember, mediocrity wins in America.
>
I have to take issue with the original post to which you are replying, Bob.
I think the locations of WJDA, on the South Shore and WESX on the North
Shore have enabled those stations to establish a local identity. The
character and politics of these regions is separate and distinct enough from
from that of the larger metro area of which they are part, that local radio,
targeted to the stations' areas makes sense.

True, when what was then WHIL was locally programmed, it tried to establish
some (rather weak) ties to Medford, Malden, Melrose, Everett,  Revere, and
even communities as far away as Woburn, Stoneham, and Wakefield. But, face
it, the station is located at Wellington Circle because the location is the
best one in greater Boston for a relatively low power nondirectional AM that
aspires to serving the entire market. (WHIL was originally built as a 250W
daytimer on 1540. How the station got to 1430--for those who don't know--is
a story for another post, or you can read all about it at the Boston Radio
Archives.) In any event, Malden and Medford, the original COLs, and now
Everett, are close-in suburbs with little to distinguish them from the rest
of the Metro area. (Cambridge, WJIB's COL, is arguably different. Though
centrally located, Cambridge has a distinct character and a rich cultural
heritage, because it is the home of Harvard, MIT, and some smaller less well
known educational institutions.)

I believe that the local angle, which works well for WESX and WJDA, would be
a money sink and a general disaster for WXKS (AM).

- -------------------------------
Dan Strassberg (Note: Address is CASE SENSITIVE!)
ALL _LOWER_ CASE!!!--> dan.strassberg@worldnet.att.net
(617) 558-4205; Fax (617) 928-4205

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