WKLB Frequency Change?

[Rob Landry]

On Mon, 9 Jul 2018, Don wrote:

> **At one point WCRB was considred the most successful Classical station in 
> America.  (I think they got a 4.5 in the ratings.)  This was also at a time 
> when WCRB started playing "movements", and utilized standard radio rotations 
> of playing the most popular peices more often.  Much to the chagrin of the 
> Classical afficienados.  ;-)

That's right. Mario Mazza was the creator of the new WCRB format, which 
was essentially an easy listening format built around classical music. It 
did push up the ratings; previous WCRB programmers had been playing too 
many pieces that appealed to musicians and concert goers but were not very 
comprehensible to the average radio listener.

Boston has a large musical community, many of whose members were not at 
all happy with what Maro was doing. But as large and influential as these 
people were, there weren't enough of them to support the station. Ratings 
showed Mario to be correct; WGBH and WHRB, which continued to target 
musical sophisticates, showed no significant increases in their ratings.

Mario's format survives on WFCC (Cape Cod), WCRI (Block Island), and WSCS 
(New London, NH).


Rob