Re: Bye, bye WAAF on 1150; Hello "1150 The Touch"

[FM radio 1 <FMradio1@aol.com>]

In a message dated 98-05-12 23:04:04 EDT, dan.strassberg@worldnet.att.net
writes:

<< CBS has apparently ended the WAAF simulcast on WNFT. In its place is what
 sounds to me like African-American-oriented, satellite-delivered music
 programming. They bill it as "Boston's best variety of hits and
 oldies--1150, The touch." I'm sure that there's a generic name for this
 format, but I don't know it because I'm really not up on the names of
 formats that skew toward younger and ethnic audiences. The music is
 relatively inoffensive (no rap, for example), but, like the so-called Smooth
 Jazz formats, it contains absolutely nothing appealing or memorable. To me,
 every selection sounds just like every other. >>

"The Touch" is a 24 hour format distributed via satellite by ABC Radio
Networks out of Dallas.  It is essentially an Urban AC format, targeting 25 to
54 African-Americans.  
The format is similar to what WRKS in New York and WDAS in Philadelphia are
doing. Both WRKS and WDAS do very well in their respective markets, and I'm
sure CBS is looking to see if they can get some results with the format here.

I'm suprised it has taken this long for this format to find a home in Boston.
Since the music is rap-free, it should be an easier sell than, lets say,
WJMN--which pulls in great 12+ numbers but underperforms saleswise due to the
advertising community's biases and misconceptions of the 18 to 34 minority
demographic.   

As Donna has mentioned recently, there is growth amongst the 25 to 54 minority
demographic in Boston, particularly in the upper and middle classes.  This
would explain why Greater Media remains committed to Smooth Jazz, which also
targets this audience.  With WILD's awful signal and no other urban
competition (outside of WJMN), I think that the Touch, if properly promoted,
could reach a 1 share, which would be the best 1150 has done in a long time.

Mike Thomas, WERZ & Premiere Radio Networks

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