WMGX Portland to Flip Formats

[Rob Trovato]

--- John Francini wrote:

> Another fine station that's going to try to 'bury'
> its call letters for
> the sake of a stupid marketing-led name.

And what's wrong with that?

When you pick up laundry detergent in aisle 7, it
doesn't say "Amonia nitrate sulfer poweder", does it?

It says, "Tide"....or "Whisk"...and thats how people
know it.
 
> I absolutely hate that. I know and remember radio
> stations by their  
> legal
> name--the call letters

Well, in this day and age, you are one of the few. 
Most people will idenitfy stations by format...i.e.. 
"I listen to Oldies all the time".  I listen to the
Country station".

Or by dial position  "I always have 98.5 on in the
car." 

So...why not just call it by the name people are using
for it?

>> --not some stupid "Frank",
> "Mike", "Coast", or
> other drivel that will last for only a few months or
> years.

Like KOST (Coast) in LA?  For 20+ years?

Like Oldies 103 in Boston, 20-ish years?

Magic 106.7...forever, it seems!

> Will WMGX-93.1 change its calls to WCST-FM 93.1 or
> something along  
> those lines,
> so that their *legal id* matches their pseudonym? 

Why not?

In a way, I'm playing devil's advocate...I sort of
like when call letters aren't changed every 2-3 years.

However, on another note, if you took a Rolex and
wrote Timex on it...it would still run the same.

The "name" of a station *IS* marketing...like Tide,
Whisk, Clorox, etc.

A station can sound good or bad with whatever name
they use...it's incidental....and only important when
it comes time for people to recall. 



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