What's the Point?

[Dib9@aol.com]

I wonder if the folks at One City Center are questioning their decision to 
build a radio station around Lori Voornas.

According to the Associated Press, Arbitron ratings released Thursday show 
that WMGX's morning show has improved from the fall ratings period while WTPN 
has fallen.  The figures show that the market share for the 25 to 54 age 
group for WMGX's morning show grew from an 11.2 share to a 12.8 share from 
the fall to spring, and the station remained tops in ratings.   WTPN's 
ratings for the same time slot and demographics in the spring dropped to a 
2.6 share, which compared to its 3.5 share in the fall, when the station was 
known as WCLZ. 

I'm sure the people behind the Point expected Lori to take a big bite out of 
WMGX's ratings in the morning, but it didn't happen.  If you listen to the 
Point, its clear that Lori is the radio station.  All the promotion and 
positioning are focused around her.  That may not have been the way to go.  

My guess is that a lot of WMGX listeners switched over to the Point when Lori 
went on the air but found that Lori unchained made for an undisciplined and 
at times, unlistenable show.  Lori can be very funny, but needs structure and 
guidance.  At the Point, she has neither and is often more self-involved and 
ego driven than Don Imus at his worst.  My recommendation to the Point would 
be for them to hire a strong co-host to balance the morning show and provide 
some structure.  They also need to work on their music mix.  It's not clear 
to me who the target audience they are trying to reach with their music.  Of 
course, they could always bring back AAA.  That format got better ratings 
without any high priced talent.

-- Dan Billings, Bowdoinham, Maine

Disclaimer:  I'm doing some fill-in shifts at WMGX this summer and Tim 
Wright, the co-host of the WMGX Morning Show, is a friend.  My opinions are 
obviously my own and not anyone else's.