from the Charlotte Observer
January 24, 2003
In Charlotte's FM radio pond, WXRC is the odd duck.
Corporate heavyweights Clear Channel, Infinity and Jefferson Pilot control most of the major stations and have multiple voices in the market. WXRC-FM ("The Ride" 95.7) is an independent.
And while most stations in the fourth quarter showed relatively normal fluctuations in ratings, WXRC saw triple-digit surges not only in the percentage of overall listening but in the key demographic of age 25-54, coveted by advertisers for its relatively high disposable income level.
What's up at The Ride is a smooth switch to retro-progressive rock. The September format change from hard rock to the deep-cut album sound of the 1970s and '80s has proven successful, according to new Arbitron ratings from the fall period.
The impresario behind the surge is Dave Lingafelt, who bought the station in 1993. Lingafelt is a throwback to the old days of radio when someone with a passion for the business could buy a station and run it the way he wanted with the promise of total control and 14-hour workdays.
"Let's face it," said Lingafelt, 53, who's been in radio since high school. "If I wanted to make money, I'd sell the station. But I love radio. I'm the guy that dreamed as a kid of being on the radio and got the chance to in high school and has been on the radio ever since."
WXRC's diet of Rolling Stones, Beatles, Santana and Moody Blues is not only generating strong gains among those who grew up on the music, it is also showing strength in attracting under-35 listeners, according to Arbitron research.
"It's like they are being introduced to music they haven't heard before, and they haven't heard it presented like this before," Lingafelt said.
WXRC is an anti-personality station, where the hosts concentrate on mixing the appropriate tracks, inserting an artful pause and largely staying out of the way of the music, a form reminiscent of FM radio in its infancy.
The Charlotte-based station also keeps commercials to a minimum, using only eight minutes of commercial time per hour, hoping to make up for the limited inventory with higher rates.
"People who turned to FM radio in the '70s and '80s found a station with fewer commercials and less hype, kind of the opposite of what AM was in those days," he said. "We combined the music of what you heard on the FMs back then with the best of what was on AM."
Such formats have had mixed results across the country, said Tom Taylor, who follows the industry for the daily newsletter M Street. But, Taylor said, listeners to such stations tend to be high-quality demographic targets for advertisers.
"What Dave's doing is carving out a niche with a unique product," Taylor said. "It's a boutique."
Listener loyalty is key to the station's success, he said, because it doesn't have the marketing budget of the major corporate clusters.
A few independents still thrive in the radio industry, including Philadelphia's WBEB, usually a market leader. But overall, the business belongs to the corporate giants who are able to leverage economies of scale and master marketing plans to best advantage.
"Radio to me is radio," Lingafelt said. "It's not a machine to generate cash to send to the corporation.
"We have to make money, we have to be successful like anyone else. But we don't have anyone beating on our backs each quarter for profits."
Lingafelt grew up in Morganton and got part-time work in high school at WMNC-AM and FM. He attended technical school so he could get a radio engineering license and went to work for stations in Virginia.
In 1976, at age 27, he acquired WNNC (1230 AM) in Newton and later got competing station WIRC (630 AM), both serving the Hickory area. When WXRC-FM in Charlotte became available in 1993, Lingafelt added it to his portfolio.
At WXRC, where he pretty much stuck to the classic rock format, he could afford to take chances.
For three years, he paid $500,000 annually for the Howard Stern show, a cost that brought him solid ratings in the mornings, but he couldn't find sponsors.
In April 2001, WXRC dropped Stern and picked up the syndicated "Lex and Terry" morning program. It tanked in the local ratings, and Lingafelt decided to try the retro format.
Lingafelt, an admitted workaholic, also owns Eller Buick Pontiac, a small dealership in Hickory where he spends his late afternoons.
But he said radio is the main focus of his life and he still does the morning show on the two Hickory-area stations as well as local sports and whatever else comes along.
"I'm very successful," Lingafelt said. "I get to do what I like to do, every day. That's success to me."
from the Charlotte Observer
May 25, 2002
--snips--
No regrets on Stern
It's been a year since WXRC (95.7 FM) replaced Howard Stern with "Lex and Terry" in morning drive time. Ratings for the station took a nosedive, but owner Dave Lingafelt says he'd do it again.
"It was an excellent decision with no second thoughts," he said.
The Stern show drove ratings with its unpredictable, raunchy host, but its $500,000 annual price was hard to justify because local advertisers didn't want their products on the show.
"We have a mainstream audience that we had difficulty getting before," said Lingafelt, who also changed the music from hard rock to more mainstream rock to attract listeners in 25-54 age demographic.
"They still like their rock music but don't want to be screamed at," Lingafelt said.
Advertising sales have been stronger and Lingafelt says he's happy with the audience growth he's seeing in "Lex and Terry."
Stern has been faltering in the ratings nationwide but remains a powerhouse in syndication. No station in Charlotte has any plans to pick up the show at this time, despite a campaign by persistent Stern-lovers (many of whom sport bumper stickers saying "Charlotte Deserves a Stern Talking, Too") to get him back.
from the Charlotte Business Central
December 28, 2001
Here we come Atlanta award
We may be short an NBA team soon, but consider the possibility that it may be addition by subtraction. Example: In April WXRC-FM finally pulled the plug on Howard Stern after years of losing money on the show. Seems ratings were fine, but local advertisers didn't want any part of the shock jock. That leaves Stern with a huge hole in his Southern assault, a hole that stretches past Atlanta, a market that has never welcomed the show. Let's just hope George Shinn isn't a fan of Stern, who's program does air in the cosmopolitan burg of Louisville.
--snips--
The 2001 Dubious Achievement Awards were dubiously compiled by Senior Staff Writer Erik Spanberg, Staff Writer J.C. Zoghby and Editor Robert Morris.
from The Business Journal of Charlotte
July 27, 2001
Charlotte's Kiss is on everyone's list, at least when it comes to spring radio rankings released this week.
The CBS-owned Top 40 station, with call letters WNKS-FM, swept the top spots among listeners ages 12-plus and 25-54, advertisers' target audience.
A recent Edison Media Research study determined listeners between ages 12 and 24 -- a key component in Kiss's audience -- now spend less time listening to the radio. Experts say WNKS must continue mining listeners 25-54 to maintain its strong ranking.
"Kiss needs to find a way to continue playing to a more mature audience," says Nancy Haynes of Collins, Haynes & Lully Inc., which places advertising on local stations. "Their core audience is shrinking."
The Kiss victory among 12-plus listeners is a watershed because sister CBS station WPEG-FM, known as Power 98, won the slot the past 18 ratings periods. This time, Power 98 fell to sixth place. Industry experts say a new hip-hop format at former oldies station WCHH-FM cost Power 98 listeners.
During radio's most profitable period, morning drive, familiar faces again ruled the roost. The John Boy & Billy Big Show, heard on WRFX-FM, finished first, followed by WLNK-FM's Bob & Sheri Show. Classic rocker WXRC-FM, which dumped Howard Stern's syndicated show, fell 46% and ranked 11th overall.
Media buyers say the spring and fall ratings periods are the industry's most important. Stations base advertising rates on the Arbitron results.
The spring surveys show a resurgence among country audiences. Both WKKT-FM, known as Kat, and WSOC-FM retained or increased listenership. WSOC bested Kat among listeners 12-plus and 25-54. Kat beat WSOC in morning drive.
May 2001
More info on what happened in Charlotte is here: http://www.wxrc.com.
from Creative Loafing.com
May 12, 2001
--snips--
Shock Jock Sent Packing
Crude? Obnoxious? Crass? You bet. Howard Stern's radio show is all of those things.
It's also the most popular radio show in the nation, heard in just about all the major markets, with a near zealot-like following.
Nonetheless, after a four year-run here in Charlotte, WXRC (95.7) dropped Stern last week citing a lack of advertisers. WXRC station owner Dave Lingafelt said he's been flooded with calls by fans in mourning over Stern's departure, and some were quite angry.
Here's what Laurie Davis wrote in to CL about Stern's dismissal. "This of course was the work of some Religious/Baptists/Communists. Living in the South means having to live with people who feel that they must force other people to believe in what they believe in, and do only the things they do, and listen only to what they think we should listen to, and keep all other news and information from us that they don't think we should hear. Isn't this communism? These totally brain washed religious people are the only reason that the South sucks."
But not everyone was so broken up about Stern's departure. In fact, lots of folks are saying good riddance. Controversy and opposition has followed Stern's show from day one. He's regularly vilified, and advertisers and radio stations constantly face criticism from those who object to Stern. However, in most cities Stern is able to flourish despite the criticisms and negative attitudes; in others markets, such as Charlotte, he isn't.
This development isn't so much about a specific political action or agenda, such as the rave curfew or debates over library policy. It speaks more to the general environment in Charlotte that makes advertisers so reluctant to be associated with a racy and edgy show like Stern's. Despite the fact that the ratings were solid (the Stern show helped propel WXRC to the No. 4 morning show among the 18-34 set) advertisers still resisted. And so far no other local radio station has expressed an interest in picking up the show, indicating both the high cost of the show (about $500,000 a year) and, as it's already been proven, a lack of willing sponsors. What does this say about Charlotte? Here's what station owner Dave Lingafelt had to say:
"I don't know if it makes Charlotte any less of a world class city. He's gone off the air this month alone in probably three other markets. What happens is that when you come down the ladder in market size, it's harder for a show to survive, especially one like Stern's. In places like New York or LA it doesn't matter, these stations have huge numbers with the Stern show, and there's enough businesses to fill in any advertising gaps."
Lingafelt said that over the show's run, some 70 local companies ran spots with the show. But soon certain groups began voicing their displeasure, particularly local members of the conservative watchdog group American Family Coalition, who Lingafelt said were by far the most aggressive and organized.
"Early on there were a lot of negative letters to advertisers and we lost some key accounts that we were never able to get back," Lingafelt said. "You've got so many places to advertise, I think a lot of companies would rather advertise elsewhere than have to put up with any hassles. And I think there was another group of people who just didn't want to have anything to do with the show because they didn't really understand the quality of the audience. I knew from day one that all this baggage came with Howard, but I took the chance because I really believed we could overcome it."
from Charlotte.com
May 2, 2001
The self-proclaimed "King of All Media" is likely to go unheard in the Queen City.
Dropped by WXRC (95.7 FM) this month, Howard Stern is finding no takers in the Charlotte market among other radio stations for his syndicated drive-time show.
The shock-jock's four-year run in Charlotte proved two things: Stern attracts good ratings and gives advertisers the jitters.
"I'd be very surprised if he got picked up anywhere else because of the advertising baggage that goes along with the show," said Dave Lingafelt, owner of WXRC, who paid nearly $500,000 annually for the Stern show but had difficulty finding sponsors.
"I think other stations would be bothered to overcome that huge expense and then overcome that uphill climb on the adverting."
Lingafelt said Wednesday that Stern will be replaced Monday by "Lex & Terry," a two-man syndicated show from Jacksonville, Fla., which has performed well against Stern in markets where they compete.
Executives at other Charlotte stations said they had no interest in picking up the show because they're already pleased with their morning line-ups or don't see a profit in Stern.
"I'm quite certain our company wouldn't do it," said Rick Jackson, general manager of Jefferson Pilot's WBT (1110 AM, 99.3 FM), whose drive-time talk show, the Charlotte Morning News, is doing well.
"Part of the problem is that it's so expensive. You can get ratings with him but it's difficult to make money because clients are reluctant to go with him," Jackson said.
WBT's sister station, WLNK ("The Link" 107.9 FM), is home to the "Bob and Sheri" show, which runs already strong among morning listeners.
Reta Thorn, general manager for Clear Channel's six Charlotte stations, said none would be interested in picking up Stern. Clear Channel's WEND ("The End" 106.5 FM) picked up the syndicated "Tom and Bob Show" in morning drive time last month.
Nor was there any interest at local stations owned by Infinity Broadcasting, the company that syndicates Stern. None of the stations except WFNZ (610 AM) fit Stern's target demographic - that is, mostly men - but Stern wants to stay on the FM side of the dial.
"He will not do AM radio stations," said D.J. Stout, programming and marketing director for WFNZ. "For me, it's not even a choice."
Stern boosted drive-time ratings for WXRC, which is the only major station in the market that is still locally owned.
In the fall ratings, his show ranked No. 6 among 18 in the market for men ages 25-54, though its share of listenership slipped by 13 percent from the previous year.
"From WXRC's standpoint, it made some sense because it helped a small mom-and-pop radio station make some noise and it gave them a presence," said Tom Taylor, who watches the local radio industry for the broadcasting trade publication M Street Daily.
"Howard is a very expensive proposition and a very long-time date - it's a long-term, ironclad contract. Looking at it, it's hard to see who else in the market would want to plug him in," Taylor said.
Stern's blunt, sexual and politically incorrect observations created an atmosphere many advertisers weren't comfortable with. Over time, some 70 local companies ran spots ranging from beer to cars to dot-coms. His remains one of the most widely syndicated radio shows and it's heard in almost all the major markets.
Lingafelt said his station got many calls and e-mails over the cancellation.
"He has a very big, loyal following," he said. "I was pleased that with the anger that came with the disappointment, some people said that they were glad we gave him a shot for four years."
Lingafelt said the show delivered desirable, driven listeners.
"There's no question that if people ever understood the value of the audience, they would have advertised. The listeners to the Howard Stern show respond. He's crashed many a Web site just by telling people to go there."
from the Business Journal of Charlotte
April 30, 2001
--snips--
Goodbye, Howard Stern -- hello, Jacksonville? That's the case at WXRC, which is dropping the shock jock. The likely replacement? Syndicated Jacksonville morning team Lex and Terry, hosted by Lex Staley and Terry Jaymes. Dave Lingafelt, WXRC GM, couldn't be reached.
--snips--
from the Charlotte Observer
April 25, 2001
Howard Stern is getting the boot from WXRC-FM (95.7), four years after his raucous show started scorching ears in the Charlotte market.
WXRC's contract with Stern runs out Monday, and the station decided not to renew it, owner Dave Lingafelt said Wednesday.
One of the pioneers of shock radio, Stern propelled WXRC from a lackluster also-ran to the ranks of the market's front-runners when his show debuted locally in April 1997.
"He's been good for us, and we certainly made money, but it's not the most advertiser-friendly show," Lingafelt said. "There's no question that the reluctance of advertisers to come on board was a factor in our decision."
Tim Dewyer, WXRC's director of sales, said the show had about 70 local sponsors ranging from beer companies to car dealers.
"Some of the local advertisers shy away from it, just because they feel airing commercials in that time period means they endorse Howard," Dewyer said. "Howard's a little tough to sell here."
Lingafelt said the station paid nearly $500,000 a year for the show, which is syndicated nationwide and has about 10 million listeners.
The show delivered a relatively young and male audience, generally an attractive demographic buy for advertisers.
Among listeners in the 18-34 age range, Stern's was the No.4 drive-time show in the Charlotte market behind Ace and T.J. on WNKS-FM (95.1), the Breakfast Brothers on WPEG-FM (97.9) and Bob and Sheri on WLNK-FM (107.9).
Lingafelt said a show to replace Stern in the morning would be announced soon. Music will fill the slot until then.
"It's just time for us to move to something different for the station."
from The Business Journal of Charlotte
April 20, 2001
The King of All Media has hit life support in the Queen City.
New York-based morning radio host Howard Stern, heard on WXRC-FM since 1997, will be dropped from the station's lineup by month end, radio sources say.
"We're taking a look at all of our options," says Dave Lingafelt, WXRC general manager and owner. "We're not ruling anything out. Nothing is going to be decided for a couple of weeks."
Calls to Stern's agent, Don Buchwald, weren't returned.
The station pays an estimated $300,000 to $400,000 per year for the show, one of radio's most controversial -- and popular -- programs. The problem here, as in some other cities Stern has left, is local advertisers' reluctance to buy air time during a show known for crude antics and language.
"Howard is polarizing," says Tom Taylor, editor at industry newsletter The M Street Journal. "That means advertisers embrace him or they don't. That's always an issue."
Despite strong ratings at WXRC, Stern has made few inroads with advertisers. His show has consistently ranked among the top five among listeners ages 18 to 34. WXRC remains one of the lowest-billing stations in the city.
WXRC is in a tough spot because its attempt to lure Indianapolis-based Bob & Tom to town also fell apart. That show, owned by Clear Channel Communications, was close to completing a deal with Lingafelt. Before signing off, Clear Channel decided to run the idea past Reta Thorn, who runs five Clear Channel-owned stations here.
"I thought about it for five minutes," Thorn says. "Then I called them back and told them I'd take it."
She decided to put the show on alternative rock outlet WEND-FM, where it began airing this month. The move forced her to dismiss local morning host John Hancock.
All of which now leaves Lingafelt without Stern or Bob & Tom for his weekday morning slot.
Lingafelt says Hancock has made overtures, but no discussions have taken place. Hancock couldn't be reached.
from the The Business Journal of Charlotte
November 3, 2000
Erik Spanberg - Senior Staff Writer
Classic rocker WRFX-FM and its flagship John Boy & Billy morning show formed a winning combination with listeners during the summer, according to industry survey results.
The Arbitron Co.'s summer radio survey, which measures the listenership of local radio stations, features familiar names on top.
WPEG-FM, known as Power 98, again led among listeners ages 12-plus, the widest audience surveyed. WRFX, known as the Fox, won the two categories most coveted by advertisers -- weekly listeners ages 25 to 54 and morning drive listeners 25 to 54.
The quarterly radio surveys determine advertising rates for the stations. The summer rankings often differ from other quarterly surveys because listening habits are altered by the school break and family vacations.
"You don't put as much stock in the summer Arbitrons," says Bill Scoening, general manager at Infinity Broadcasting's WNKS-FM and WSSS-FM. "At the same time, you always want to do well."
WNKS, a Top 40 station known as Kiss, suffered an 18% decline among listeners 12-plus and a 33% drop for the 25-54 audience, compared with the previous year. It fared no better in the morning, with Ace & T.J. falling 32% in the 25-54 category and 14% among listeners 18 to 34. Despite the diminished listenership, Ace & T.J. still finished first with that younger audience.
Among survey highlights: Two former on-air hosts at WBT, John Hancock and Don Russell, gained listeners. Russell, a recent addition at jammin' oldies WCCJ-FM helped the station's fledgling morning show make gains. Hancock's WEND-FM morning program finished fifth in its target 18-34 audience, up from eighth last year.
Rick Jackson, general manager at WBT-AM/FM, says the summer book offered few surprises. His focus for the news-talk station is shoring up dormant evening ratings and replacing departed program director Randall Bloomquist.
from The Charlotte Observer
What a difference a revamped music format, a new general manager and a new program director make.
WSSS-FM (104.7), or Star 104.7, which overhauled itself after some weak ratings performances, enjoyed a strong comeback during the winter Arbitron ratings survey, which ran from January to March. The ratings help determine what a station can charge advertisers for commercials.
Early this year, Star 104.7 adjusted its playlist, adding more '80s and '90s hits and tilting the music more toward female listeners. Bill Schoening, the general manager of WNKS-FM (95.1), was named general manager of the station, and Paul Reynolds, Kiss 95.1 program director, temporarily became program director at Star 104.7. Both are owned by CBS Radio/Infinity Broadcasting.
The station, which also invested heavily in advertising and promotion, enjoyed substantial ratings increases in overall audience (12 and older) and with two age groups desired by advertisers, 18-to-34-year-olds and 25-to-54-year-olds.
Other stations that performed well compared to winter 1999 include WPEG-FM (97.9), or Power 98, which regularly sits at the top of Charlotte ratings, and WCCJ-FM (92.7), or The Jam, which has substantially increased its small audience since switching from smooth jazz to rhythmic oldies last year.
Power 98 pulled a triple play, drawing the most listeners 12-plus, 18-to-34 and 25-to-54, when measured over the entire broadcast day.
Stations that showed considerable drops compared with their ratings a year ago include WRFX-FM (99.7), or The Fox; WLYT-FM (102.9), or Lite 102.9; WEND-FM (106.5), or The End; and WBAV-FM (101.9), or V-101.9.
In the country-music station competition, WSOC-FM (103.7) remained slightly ahead of WKKT-FM (96.9) or Kat Country. WSOC showed significant improvement in the 18-to-34 and 25-to-54 categories, but remained some distance behind Kat Country with those groups.
According to Arbitron's winter ratings in the Charlotte-Gastonia-Rock Hill market, the top stations in overall audience (12-plus) over the entire broadcast day were: Power 98, Kiss 95.1, and WBT (1110 AM and 99.3 FM). WBT rebounded from a low-rated fall performance.
In the 18-to-34 demographic, Power 98 nearly doubled the ratings of second-place finisher, Kiss 95.1. WXRC-FM (95.7), which showed growth from winter 1999, finished third. Power 98 also won the 25-to-54 crown, edging out WWMG-FM (96.1), or Magic 96.1, and The Fox.
Kiss 95.1, which has shown strong ratings growth over a number of Arbitron surveys, lost some of its 18-to-34 core audience compared to a year ago, but improved its showing among 25-to-54-year-olds.
Among morning shows, Ace & TJ of Kiss 95.1 held the top spot with listeners, 12 and older, trailed by John Boy & Billy on The Fox and The Breakfast Brothers on Power 98.
The Breakfast Brothers were king with 18-to-34-year-olds, followed by Howard Stern on WXRC. Ace & TJ, who had been first in the fall ratings period, dropped to third.
Despite a 30 percent drop in their 25-to-54-year-old audience from a year ago, John Boy & Billy of The Fox remained on top by a comfortable margin in that category. Bob & Sheri on WLNK-FM (107.9), or The Link, finished second, followed by Ace & TJ on Kiss 95.1.
from THE CHARLOTTE OBSERVER
February 28, 2000
WCCJ-FM (92.7) dropped "smooth jazz" in August, replacing it with a format designed to increase the station's small audience. The switch to rhythmic oldies from the '70s and '80s is working, according to the fall Arbitron radio ratings survey.
WCCJ's "The Jam" ranks behind most Charlotte stations in audience size, but it has increased its listenership dramatically since the format change. Compared to fall '98, the station's ratings have grown 55 percent among listeners 12 and older, 68 percent among those 25 to 54 and 250 percent among those between 18 and 34.
At the top of the ratings heap, WPEG-FM (97.9), or Power 98, still rules the radio roost in the broadest measure of listenership, people 12 and older over the entire broadcast day. But WNKS-FM (95.1), or Kiss 95.1, has continued its powerhouse growth in many categories. Ratings from the fall Arbitron survey, which ran Sept. 23 to Dec. 15 in the Charlotte-Gastonia-Rock Hill market, help determine how much a station can charge for commercials.
Kiss 95.1, which plays Top 40 hits, drew the most listeners 18 to 34, edging out Power 98, and finished second with people 25 to 54, a hair behind WLYT-FM (102.9). Those two age groups are the most important to advertisers.
Kiss 95.1's Ace & TJ morning show rose to No. 1 with listeners 12 and older and those between 18 and 34, the station's core audience. It finished second with listeners between 25 and 54, trailing only John Boy & Billy on WRFX-FM (99.7), the usual winner in that category. Despite dramatic ratings increases in recent ratings periods, Kiss 95.1 continued to see its audience rise, while some top competitors, such as Power 98 and The Fox, experienced drops in some ratings categories, compared to their numbers in fall 1998.
WLYT, or Lite 102.9, and WWMG-FM (96.1), or Magic 96.1, also had strong fall performances. Lite 102.9's adult-contemporary sound drew 20 percent more listeners than it had a year earlier, while Magic 96.1's oldies format was up 13 percent over fall 1998. Both stations scored well with listeners between 25 and 54.
Of the bigger stations, WBT (1110 AM and 99.3 FM), WSOC-FM (103.7) and WSSS-FM (104.7) all suffered double-digit percentage audience losses compared to their fall 1998 numbers. WBT had a substantially smaller morning news audience than it did in fall 1998.
WSOC's drop left it trailing its country-music competitor WKKT-FM (96.9), or Kat Country, in most audience measurements. The difference was pronounced in the mornings, where Kat Country's Paul Schadt had a large lead in most categories over WSOC, which introduced The Big Morning Hoo Hah just before the ratings period started.
WSSS, or Star 104.7, is trying to improve its ratings fortunes. The station changed general managers and program directors recently and has tweaked its '70s format, adding '80s hits and moving more toward pop from rock.
Over the broadcast day (6 a.m.-midnight) in the fall ratings period, the top three stations (in order) were: WPEG, WNKS and WLYT with listeners 12 and older; WNKS, WPEG and WKKT with those 18 to 34; and WLYT, WNKS and WRFX with those 25 to 54.
The top weekday morning shows (6-10 a.m.) were: Ace & TJ (WNKS), John Boy & Billy (WRFX) and The Breakfast Brothers (WPEG) with listeners 12 and older; Ace & TJ, The Breakfast Brothers and Howard Stern of WXRC-FM (95.7) with those18 to 34; and John Boy & Billy, Ace & TJ and Bob & Sheri of WLNK-FM (107.9) with those 25 to 54.
from Radio Digest
February 11, 2000
--snips--
WXRC is the only North Carolina station carrying the "Howard Stern Show" following Cumulus Media station WRCQ (103.5 FM)'s recent decision to drop the show.
WXRC program director Ron Bowen says his station has no intention of dropping Stern, though he admits it can be a challenge to make a show like Stern's profitable.
"There's no secret that it's an expensive show," says Bowen. "The challenge in the South is in his acceptance level to the advertisers."
Admittedly a Stern fan, Bowen feels there has been a breakthrough recently in that Stern is "in many ways, more politically correct and intellectual (than other morning shows)."
Citing a recent morning, Bowen tells of Stern's coverage of the New Hampshire primaries. "Howard was talking about Bill Bradley, Al Gore, John McCain, giving honest opinions and taking calls."
Bowen says that he flipped to the other area morning shows and heard the other stations focusing on sexual topics.
"I'm not putting the other stations down. They're very successful," says Bowen, adding that it was interesting they were doing "all the things that Howard is known for, and he was talking politics."
Beyond the Stern show, WXRC has a big promotional event on the agenda. Coming up on February 24, the station is taking a ski trip to Beech Mountain in conjunction with Hooters restaurant.
from The Business Journal of Charlotte
November 8, 1999
by J.C. Zoghby
--snips--
Kiss 95.1, was the big winner in the Arbitron radio ratings for the summer quarter, moving to first place from its 10th-ranked berth last year. Meanwhile, WBT-AM fell to 14th place, or a 3.3 market share, from sixth place and a 5.9 market share in 1998.
The industry doesn't put much stock in summer ratings because people are out of their normal listening habits, says Nancy Haynes, communications director for Collins, Haynes & Lully. WBT GM Rick Jackson says he puts most importance on the fall book.
Howard Stern's morning show suffered during the morning drive time, falling to No. 6 from the fourth spot.
from the: Business Journal of Charlotte
August 2, 1999
It was a magical spring for WWMG-FM and another sad song for country stations, according to the latest Arbitron rankings.
The rankings, based on listener diaries distributed in the area, show WWMG among the top five stations in weekly listeners aged 25 to 54, morning-drive listeners 25-54 and the broader 12-plus audience. The station, owned by The Dalton Group Inc., plays oldies.
"This is the biggest spring book we've ever had," says David O'Donnell, Magic general manager. "A lot of it comes from subtle changes that have added up."
Another strong performer was AMFM Inc.'s WLYT-FM, which ranked first among weekly listeners 25-54 and third among morning listeners 25-54. Familiar faces led the morning drive 25-54 and weekly listeners 12-plus: WRFX-FM's The John Boy & Billy Big Show and WPEG-FM, known as Power 98, respectively.
Despite winning morning drive again, John Boy & Billy's share fell to 10.5% from 14.5% last year. Macon Moye, general manager of the show, says the market has become more competitive. He also cites inconsistent Arbitron sampling for the audience loss.
"It's an aberration," Moye says. "But we're still No. 1, and we still have a strong franchise. We don't take audience loss lightly."
WBT-AM/FM received positive news with a win in mornings 12-plus and a stronger male 25-54 audience.
Country stations, which suffered poor ratings in the winter Arbitrons, fared poorly again. WKKT-FM and WSOC-FM both showed losses among morning and weekly listeners 25-54. In mornings, Kat fell to 11th from third a year earlier. WSOC dropped to 12th from eighth.
"It's not clear what the problem is, but country radio overall is struggling in this market," says Nancy Haynes, communications director at Collins, Haynes & Lully Inc.
from: The Business Journal of Charlotte
May 10, 1999
Rapidly rising Top 40 station Kiss and ever-dominant Power 98 -- along with yet another healthy dose of John Boy & Billy -- lead winter Arbitron rankings released this month.
The rankings, based on listener diaries distributed in the area, raised eyebrows among some industry experts and media buyers because of the poor performances among traditionally strong country stations. "It was a very inconsistent book," says Nancy Haynes, communications director at Collins, Haynes & Lully Inc.
The soft country ratings left rivals WSOC-FM and WKKT-FM, known as Kat Country, ranked ninth and 10th among weekly listeners 12-plus, the widest audience surveyed. Among advertisers key audience 25 to 54, Kat finished fifth, well ahead of WSOC, ranked 12th. Among weekday morning listeners 25-54, radio's most profitable time, Kat finished fifth and WSOC 13th.
"We don't believe the country numbers at all for WSOC or Kat," says Gary Brobst, WSOC general manager. "We think both stations are much stronger than this."
At Power 98, which won the overall 12-plus category for the 10th straight time, general manager Wayne Brown says Arbitrons are less of a concern these days than available ad inventory. He says: "This market is so tight right now that I'm more worried about getting time for clients than ratings diaries."
Charlotte, one of the nation's fastest-growing radio markets the past three years, generated $90 million in radio revenue in 1998. Market revenue is up 16% this year through the first quarter.
One of the biggest beneficiaries of that growth is WNKS-FM, known as Kiss, which has been revitalized in recent years under Bill Schoening. The station is first in weekday morning listeners 18 to 34 and second among weekly listeners 18-34. The station, which tends to draw a younger audience, performed unusually well among 25-54 listeners in mornings, including knocking off WLNK-FM's Bob & Sheri among females.
"We have become a player in the mornings," says Schoening, Kiss general manager. "That's crucial to any station's success."
Even so, mornings still belong to one show: John Boy & Billy, which airs on WRFX-FM, known as The Fox. The veteran morning duo cleaned up in its core 25-54 audience, doubling its nearest competitor among all listeners and grabbing a whopping 20% of males in that category. Howard Stern, heard on WXRC-FM, finished a distant second among men 25-54 and was narrowly eclipsed by the Fox show among men 18-34.
The fight for young adults is becoming a tougher battle in Charlotte's morning radio competition.
In the fall Arbitron radio ratings, Howard Stern, syndicated on WXRC-FM (95.7), dislodged longtime top dogs John Boy & Billy of WRFX-FM (99.7, The Fox) as the top-rated morning show with men 18 to 34, a prime audience for both shows.
At the same time, Ace & TJ of WNKS-FM (Kiss 95.1) were first with women 18 to 34, finishing ahead of The Breakfast Brothers on WPEG-FM (97.9, or Power 98), who were tops with that group in the fall of 1997.
Overall, WPEG and WRFX still performed strongly in the ratings, as they usually do, but the success of their competitors is noteworthy. Stern is showing real strength with his core audience while Kiss 95.1 had a good autumn in many ratings categories.
According to the broadest measure of audience, listeners 12 and older, WPEG triumphed over the entire broadcast day, and WRFX-FM's John Boy & Billy finished on top in morning drive.
With the overall audience, WPEG lived up to its nickname, Power 98, finishing first, with 11 percent, or share, of the audience. During the average quarter hour, 19,100 people were listening to the station. Kiss 95.1 jumped to second place with a 7.8 share, up from fourth a year ago.
WSOC-FM (103.7) and WKKT-FM (Kat Country 96.9), finished third and fourth overall, a reflection of the continuing country-music fight, quickly becoming one of Charlotte's best radio battles. WSOC had a 6.7, while Kat Country had a 6.0, finishing in a tie with WLYT-FM (Lite 102.9) and WRFX, or The Fox.
Rounding out the top 10 with listeners 12 and older were WWMG-FM (Magic 96.1), 5.4 share; WBT-AM (1110), 5.4 (but 6.1, when the WBT 99.3-FM simulcast is added); WBAV-FM (V 101.9), 5.2; and WLNK (107.9, The Link), 4.3.
In morning drive, which runs from 6 to 10 a.m., John Boy & Billy of WRFX won with a 10.7 share, finishing ahead of WPEG's Breakfast Brothers, who had an 8.9. During the average quarter hour, John Boy & Billy had 28,300 listeners, while 23,500 people were hanging with the Breakfast Brothers.
Once again, Kiss showed surprising strength, with its Ace & TJ morning show moving to third place with a 7.2.
After a poor summer showing, Big Paul & Aunt Eloise of WSOC-FM moved up in the fourth spot, with a 6.6, narrowly finishing ahead of country competitor Paul Schadt of Kat Country, who held the fifth position with a 6.5.
Stern's morning show on WXRC-FM (95.7) finished 10th with the overall audience, the same as fall 1997. The show had surged to fourth in the overall category last summer.
When it comes to advertising sales, most stations focus more on demographic categories, since many advertisers are trying to reach specific age groups. (Many stations break down audiences even further, by age and sex.)
Among listeners 18 to 34, Power 98 was again the top station over the entire broadcast day. Kiss 95.1 finished second, with WRFX coming in third. In that same age group, WPEG's Breakfast Brothers scored the highest ratings, followed by Ace & TJ of Kiss and John Boy & Billy of WRFX. Stern held on to fourth place with that audience.
With a slightly older group, listeners 25 to 54, WRFX took top honors for the entire broadcast day, followed by WPEG and WBAV. John Boy & Billy scored another morning victory with that group. Bob & Sheri of WLNK and WBAV's morning show, which includes Janine Davis locally and Tom Joyner in syndication, finished second and third, respectively.
CBS Corp., the broadcast giant that bought five Charlotte radio stations last year, is beginning to see the big payoff from the consolidation of the local market.
The New York-based conglomerate had three or more of its properties among the five highest-rated stations for weekly listeners and weekday morning audience here during the fall, one of the most important ratings periods of the year.
"In any market that is heavily consolidated, you're going to see a couple of players dominating ratings and revenues," says Jack Messmer, executive editor at Radio Business Report, an industry publication. "It comes down to a smaller number of players."
The biggest CBS winners: top 40 station WNKS-FM, known as Kiss; urban stations WBAV-FM and WPEG-FM, known as Power 98; and WSOC-FM, which reclaimed country superiority over rival WKKT-FM.
Charlotte radio, like many large markets, has been increasingly dominated by a few major players in recent years. Capstar Broadcasting Partners Inc., CBS, Jefferson Pilot Communications Co. and Dalton Radio Inc. control nearly every top station.
That translates to bigger percentages of one of the nation's strongest radio markets. According to industry figures compiled by Miller-Kaplan, local radio revenue grew 16% to $90 million last year. Top billers include WBT-AM, WRFX-FM, Power 98 and WSOC.
And crucial to generating that revenue is the fall ratings book, which plays a big role in determining advertising rates for the rest of the year.
"The big story of this ratings book is Kiss -- they just had a phenomenal book," says Nancy Haynes, communications director at Collins, Haynes & Lully Inc. "They've grown steadily, and it all came together for them in the fall."
Bill Schoening, Kiss general manager, credits much of the station's growth to the success of its morning show. "(Morning hosts) Ace and T.J. really have helped build the audience," he says. "You put that with the right music mix, and you've got a winner."
The Kiss morning show ranked fifth among weekday morning listeners 25-54, up from 11th a year earlier. WNKS also nearly doubled its share among core listeners 18-34, finishing second behind sister station Power 98. Among female listeners 25-54 during weekday mornings, Ace & T.J. trailed only The Bob & Sheri Show on WLNK-FM.
In the country ratings battle, CBS-owned WSOC moved ahead of upstart Kat in all key categories for listeners 25-54 and 12-plus. Its Big Paul & Aunt Eloise morning show beat Kat's Paul Schadt for the first time since Schadt left WSOC for WKKT in early 1998.
"We've got the momentum back," says Gary Brobst, WSOC general manager.
Haynes says the WSOC-Kat battle that has heated up during the past year signals Charlotte's ability to support two successful country stations. Says Reta Thorn, Kat general manager: "It's a very close margin. I don't think the battle is over just yet."
While CBS racked up impressive numbers, it was Capstar's WRFX that led the way among weekly listeners 25-54 and morning drive listeners 25-54, considered advertisers' key demographic. Among listeners 12-plus, the widest audience, Power 98 ranked first for the ninth consecutive time. Sister station Kiss jumped to second from fourth for 12-plus weekly and to fourth from 10th among listeners 25-54.
The John Boy & Billy Big Show, heard on the Fox, continued its morning dominance despite slight dips in audience share.
The nationally syndicated morning show hosted by Howard Stern, heard on WXRC-FM here, maintained its strong performance among males 25-54, where it finished second. For all listeners 25-54, Stern finished 12th.
Urban stations Power 98 and WBAV, always strong among listeners 12-plus, proved equally strong in the 25-54 segment.
Says Wayne Brown, general manager of both stations: "We're happy, but our challenge is the same -- convincing advertisers that they need both of our stations to reach African-American consumers, not just one."
November 2, 1998
© 1998, The Charlotte Business Journal
The third time seems to be the charm for radio station Kat Country, which beat long-dominant rival WSOC-FM again in just released summer Arbitron ratings.
After failing to beat WSOC since the spring of 1993, WKKT-FM has now grabbed a larger audience share than its country rival during the past three ratings periods -- winter, spring and summer. Among advertisers' key demographic of listeners aged 25-54, Kat grew 9% over summer 1997 while WSOC lost 22% of its audience.
"Kat has shown that they are not a one-book wonder," says Nancy Haynes, communications director at Collins, Haynes & Lully Inc. "They are here to stay. It's not like five years ago when they beat WSOC once, and then fell off the face of the earth."
Reta Thorn, Kat general manager, says beating WSOC three consecutive times proves that the station is offering a consistently strong format. "Now the focus becomes continuing to do what got us here," she says. "This is a very encouraging sign that we're doing the right things."
Kat finished fifth overall among week-long listeners 25-54 while WSOC finished seventh. Classic-rock station WRFX-FM, also owned by Kat parent Capstar Communications Inc., finished first among total listeners 25-54, followed by urban contemporary station WPEG-FM, oldies WWMG-FM and urban adult contemporary WBAV-FM.
A host of usual suspects led the summer radio ratings, including The John Boy & Billy Big Show, again dominant in the lucrative morning-drive time slot. The WRFX morning show, hosted by John Boy Isley and Billy James, nearly doubled its nearest competitor, WLNK-FM's Bob & Sheri. WBAV, rock station WXRC-FM (home of Howard Stern's syndicated show) and Kat round out the top five.
"It's quite simple: syndication has made us a better product," says Macon Moye, general manager of The John Boy & Billy Radio Network, which distributes the Charlotte-based show. "People said this show would fall apart when we began syndicating a few years ago, and they were wrong. It's helped us."
John Boy & Billy also claimed ratings wins among males 25-54 and 18-34. The performance comes at the same time that Stern recorded his strongest local numbers, including a second-place finish among males 18-34 and a fourth-place standing -- up from ninth last summer -- among all listeners 25-54.
Says Moye, "Howard is definitely making a difference in the ratings. ... The question remains, can he bring in revenue? The race is for revenue, not ratings."
Stern continues to have trouble generating local ad dollars for WXRC as many advertisers are skittish about the show's graphic content.
Other strong performers: WPEG, finished first among listeners 12-plus for the eighth straight time while also increasing its 25-54 audience 27% from last summer. News-talk outlet WBT-AM rose 28% from last summer, moving the station to sixth from 10th among total listeners. Midday ratings for shows hosted by Laura Schlessinger and Rush Limbaugh were strong enough to rank the station second only to WRFX among listeners 25-54.
"It's gratifying," says Wayne Brown, general manager of WPEG and WBAV. "But the real race isn't for ratings, it's reaching African-American consumers. That's what we do best."
At WBT, program director Randall Bloomquist says the ratings gains signal a news-heavy summer and an improving product. "For a news-talk station, this was a spectacular book," he says. "Summer isn't traditionally a strong time of year for stations like ours."
Other winners: Bob & Sheri, which led among female listeners 25-54, up from fifth last summer; and all-sports WFNZ-AM, which rocketed to seventh among midday male listeners 25-54, up from 18th a year ago.
from: THE CHARLOTTE OBSERVER
Radio listeners remained loyal over the summer to their favorite frequencies, once again making WPEG-FM (97.9) and the "John Boy & Billy" show on WRFX-FM (99.7) the top-rated station and morning show in Charlotte.
WPEG, or Power 98, finished a strong first, with a 10.5 share, or percentage, of listeners 12 years and older, according to the summer Arbitron ratings survey. During the average quarter-hour, 18,200 listeners tuned in for at least five minutes, allowing it to continue as the top-rated station.
Consistency did not apply in the rest of the top 10, as stations jumped about in the rankings. The summer book traditionally varies the most from the other three seasonal ratings periods because work, school and vacation changes affect listening.
WRFX, The Fox, jumped from No. 5 to No. 2 among listeners 12-plus, the broadest measure of audience, with a 7.1 share. WNKS-FM, or Kiss 95.1, which tied WRFX in the spring, finished third in the summer ratings book, with a 6.3 share.
WBT-AM (1110), which had dropped to ninth in the spring, climbed back to fourth with a 6.1 share If the 0.7 share recorded by WBT-FM (99.3), which broadcasts almost all of the AM station's lineup, the combined score would have been 6.8. Country-music station WSOC-FM (103.7) dropped from second to fifth, with a 5.9.
The remainder of the top 10: WWMG-FM (Magic 96.1), 5.7 share; WLYT-FM (Lite 102.9), 5.5; WKKT-FM (Kat Country, 96.9), 5.5; WBAV-FM (V-101.9), 5.2; and WSSS-FM (Star 104.7), 3.9.
Morning drive-time, the most important part of the day for most stations, remains the domain of John Boy & Billy, whose WRFX show is syndicated elsewhere. The pair's audience grew even as Howard Stern's syndicated show, which also appeals to young men, jumped from 10th to a fourth-place tie on WXRC-FM (95.7).
John Boy & Billy cornered a 12.3 share of listeners 12 and older between 6 a.m. and 10 a.m. weekdays, finishing far ahead of The Breakfast Brothers, who held on to second place with a 7.4 share on Power 98. In the average quarter hour, 30,400 people listened to John Boy & Billy, while 18,300 tuned to The Breakfast Brothers.
Bob & Sheri of WLNK-FM (107.9, The Link), rose from fifth to third, while V-101.9's morning show, which features Janine Davis locally and Tom Joyner via syndication, tied Stern with a 6.1 rating.
Demographic ratings also are important to stations, because many advertisers base their commercial purchases on reaching specific age groups, include listeners 18 to 34 and those 25 to 54.
In the 18-to-34 category, the results may sound familiar: Power 98 finished first over the entire day, while John Boy & Billy on The Fox were the top morning show. KISS 95.1 ranked second over the day, while The Fox was third. Stern's WXRC show regained its number-two spot in the mornings, followed by The Breakfast Brothers.
The Fox swept the 25-to-54 demographic, winning over the entire day and in the morning. Power 98 moved from fifth to second, while Magic 96.1 rose from seventh to third. Lite 102.9, which was tops in the spring, dropped to eighth. The Link's Bob & Sheri finished second and V-101.9's morning team was third.
In the 12 plus ratings, Stern is 10th in the market. John Boy and Billy are first, followed by WPEG's Breakfast Brothers.
JB&B get a 10 share, PEG a 8.5 share and Stern is a 4.5.
Howard Stern proved to be a major player in the just-released Charlotte radio ratings, and the syndicated shockjock appears to be hitting The John Boy & Billy Big Show particularly hard.
Stern's show, airing on WXRC-FM since April, zipped to third from sixth among listeners 18-34 weekday mornings in fall surveys just completed. That is Stern's primary demographic and pulls the station within a share point of WRFX-FM powerhouse John Boy & Billy. WPEG-FM beat both with 15% of listeners in that group.
"This isn't surprising because Howard is for real," says Tom Senger of ad agency Elberson Senger Shuler. "What surprises me is that WRFX is not marketing their show more aggressively to offset Howard's growth. They're satisfied with where they are."
At WXRC, general manager Dave Lingafelt says Stern is just getting started. "We expect the biggest growth after he's been here 18 months or so," he says. "It's still building."
John Boy & Billy retains its top ranking in advertisers' top demographic, weekday morning listeners 25-54. But its 25-54 share has taken a 30% dip since fall of 1996; for 18-34, the decline from the previous year is 50%. Overall, the WRFX morning show has recorded share declines in five straight ratings periods for listeners 25-54.
Says WRFX general manager Reta Thorn: "They are still a valid No. 1. They've lost some share, but that's part of an increasingly competitive market. No. 1 is still No. 1, and we're happy there."
Industry insiders nearly unanimously cited WRFX morning losses as the top story of the fall ratings period, arguably the most important survey of the year.
"That drop is a huge story," says Rick Jackson, general manager of Jefferson-Pilot Communications Co.'s local radio properties. "You have to balance that with the fact that they have performed so well for so long. And they're still No. 1."
Stern's New York rival, Don Imus, didn't fare nearly as well in his first Charlotte book. Imus, on all-sports WFNZ-AM, finished 17th among male listeners 25-54 on weekday mornings. Experts say WFNZ's weak signal and lack of Imus promotion make it hard to judge whether he can succeed here.
The all-sports station showed dramatic improvement in its revamped midday, jumping to a 4.1% share among males 25-54 from a 1.9% a year earlier.
Among the biggest Arbitron surprises: WLYT-FM, an adult contemporary station, winning the weekly 25-54 listeners from 6 a.m. to midnight. The same time period among listeners 12-plus crowned urban power WPEG first. That performance marked WPEG's fifth straight win in the weekly demographic.
At news-talk WBT-AM/FM, which has made numerous changes during the past 18 months, results remain uneven. Newcomer Al Gardner placed 11th among weekday mornings 25-54, grabbing a 4.4% share, down from the station's 5.5% in fall 1996.
Midday ratings increased from summer to 7.8%, but are still lower than fall 1996's 8.3%. WBT has syndicated shows by Laura Schlessinger and Rush Limbaugh during those times; Schlessinger's spot was occupied by now afternoon host John Hancock in 1996.
"You have to take a step back before you move forward when you make changes," says Jackson. "That's what happened during the summer. We're heading back the right way."
J-P's WLNK-FM syndicated hit, The Bob & Sheri Show, moved to second from third a year earlier among its core female listeners 25-54. It placed fourth among all listeners 25-54, the same as fall 1996.
...and another report
Howard's been in Charlotte on WXRC-FM 95.7 about six months. Before he started here, the station was 18th in the ratings for his time slot. Just announced, they are now #2 in the 25-54 male demographics, second only to The John Boy & Billy Big Show. JB&B is another syndicated show (mostly in the southeast) based out of Charlotte. I don't think Howie has a realistic shot at #1 - JB&B have been around a long time, and are very popular in these parts.
This is very surprising, due to the fact we are in the heart of the so-called "Bible Belt". Way to go Howard!
Thanks to flog
Howard Stern is doing what many believed impossible -- turning perennial cellar-dweller WXRC-FM into a ratings contender.
Stern, whose show began airing on the Charlotte rock station in April, catapulted WXRC into the top 10 for morning audience by several measures.
"This is an incredible performance, and I really believe that Howard will be number one in the market sometime next year," says Tom Senger, a local media expert and ad agency principal. "He is a proven entity, and there are plenty of people who are moving here that are already fans. That is unusual for a radio personality."
The improvements are part of Arbitron's summer rankings released earlier this month.
Stern's impact can be seen most clearly in the battle for the lucrative male 25-54 audience where his arrival boosted WXRC's share to second from 14th last summer.
The station also moved to ninth from 15th among all morning listeners 25-54 and to sixth from 17th among morning listeners 18-34.
Morning drive is typically the most lucrative time of day for radio stations.
"Howard's numbers will get bigger, I am sure of that," says Rick Jackson, general manager at Jefferson-Pilot Communications Co.'s three local radio stations. "He forces advertisers to take a look at the show, but the question is whether they will support him. It will be interesting to see."
Local media experts warn that the summer ratings book can be misleading because the large number of young listeners out of school for the period and the high audience turnover because of vacations.
"I think men in this market are really looking for something new to listen to," says local radio consultant Nancy Haynes. "That's why I'm not surprised he's doing as well as he is."
Still, Stern hasn't made up significant ground on local morning leader WRFX-FM and its locally based syndicated hit The John Boy & Billy Big Show, which had a 21.2% share among males 25-54 compared to Stern's 8.4%.
The WRFX morning show doubled its nearest competitor among all weekday listeners 25-54 with a 14.4% audience share, and won the 18-34 morning slot. The Fox remains the city's top station from Monday to Sunday, 6 a.m. to midnight.
"Howard has had some success in the market, but there's no way he's going to hurt Johnny and Billy," says Macon Moye, director of syndication for John Boy & Billy Inc. "They are clearly established as the top show in Charlotte."
Many local experts have criticized WXRC's lack of marketing for both Stern and the station. But station officials say the estimated $300,000 to $400,000 fee paid to acquire Stern's show is commitment enough to generating ratings.
"This ratings book is phenomenal; it shows we don't have to run billboards to build strong ratings," says Dave Lingafelt, WXRC owner and general manager. "All we have to do is let Howard do his magic, and recycle the audience from there the rest of the day."
WXRC recently altered its deep cuts rock format, an eclectic mix of album tracks from a wide array of rock and folk artists, to concentrate on more traditional rock. Lingafelt says the format shift emphasizes the same core 25-34 demographic Stern attracts.
Stern's surging ratings are drawing advertisers' attention, but local media buyers are still wary. Lingafelt refuses to disclose advertisers, but says more companies are interested in the show. "It's not for everyone, but more people realize how effective this show is. We're getting a lot more inquiries."
Local media buyers say many clients still have a blanket refusal to advertise on Stern because of his controversial fare. Similar problems forced a Dallas radio station to dump the show earlier this year despite its top ranking among local morning shows. [Ed. - for the whole Dallas story, go here.]
Still, the ratings will be attractive. "If I had a client targeting men 18-49, I would be all over that show," Haynes says.
Howard has debuted in Charlotte with 8th place in the morning ratings.
After negotiating for two years for a place in the Charlotte market, nationally syndicated radio host Howard Stern has signed a deal with WXRC-FM.
Stern, who hosts a weekday morning drive program that has drawn the ire of numerous critics as well as fines from the Federal Communications Commission for indecency, will air on WXRC, known as Deep Cuts, beginning April 15. Charlotte is the third city in the Carolinas to air Stern, following Fayetteville and Myrtle Beach.
"We are tremendously excited because this is something our listeners have requested for a long time," says Dave Lingafelt, WXRC general manager. "He is America's No. 1 radio entertainer, and we are proud to bring him to Charlotte."
The arrival of Stern instantly transforms the Charlotte radio market, threatening the long-held dominance of syndicated hit The John Boy & Billy Big Show. Stern airs in 40 markets, including New York, Los Angeles and Philadelphia; the Charlotte duo airs in 51 markets, including Dallas, Orlando and Richmond.
"We are not worried about Howard Stern," says Macon Moye, general manager at WRFX-FM, flagship station of John Boy & Billy. "He attracts listeners, but we don't believe advertisers will embrace him in this market. We are ready to compete."
Lingafelt says the station expects the show to meet opposition and that some advertisers may balk. "It's not for everyone, and we understand that. But historically Howard always ends up No. 1. We're happy to let the listeners decide."
The Dalton Group Inc. nearly brought Stern to the market in November 1995 for its alternative rock station, WEND-FM. But the potential criticism and advertiser backlash ultimately forced the station to reconsider.
"Stern has a good track record, but a lot of national advertisers have restrictions against his show," says Rich Lange, WEND marketing director. "You may get ratings, but the challenge is getting advertisers. They've got a lot of work ahead of them."
Don Buchwald, Stern's longtime agent, points to his client's track record endorsing products such as Snapple as proof that he can help advertisers. "Howard is a salesman, and his audience will buy what he endorses. And he is very competitive; when he gets to No. 1, people will notice."
Mary Anne Craven, Bojangles' Inc. senior media director, says the fast-food chain will likely buy time with Stern locally. "We figure the people who are listening to the show probably don't have a problem with its content."
Hickory-based Pacific Broadcasting Group Inc., which is owned by Lingafelt, owns WXRC and two AM properties. WXRC is a rock station with one of the strongest signals in town, but has consistently suffered through low ratings.
Lingafelt won't say how much the station paid for Stern, but radio insiders estimate it was $300,000 to $400,000 annually. WXRC plans to sell ad spots for $225.
The WRFX show generates $400 to $1,040 per spot for John Boy & Billy.
Media buyer Doug Thomas says WXRC must market Stern after the initial wave of publicity fades. "And that is something that station hasn't done particularly well in the past," he says. "His appeal is really with men 18-24; I think John Boy & Billy are safe."
In Myrtle Beach, Stern ranks first among men 18-49, closely followed by John Boy & Billy. The shows go head-to-head in several markets -- including Dallas and Orlando -- and Stern leads in each one.
For example, Stern finished first among weekday listeners 25-54 6 a.m. to 10 a.m. during the fall Arbitron ratings for Dallas while John Boy & Billy finished 11th. He also won in Myrtle Beach, finishing ahead of third-place John Boy & Billy. But the two shows tied for first in Myrtle Beach among male listeners 25-54.
Stern had less success in Richmond, where he lasted less than a year after local grocery store chain Ukrops Inc. led an ad boycott. "This is a fairly conservative town, and in a lot of ways similar to Charlotte," says Brian Illes, program director at Richmond rock station WRXL-FM. "You can't change a market."
WRFX officials say the shows draw different audiences because the content on each is markedly different. And, they say, they will not make alterations because of Stern's arrival.
"Howard will do well, but I don't think he will beat John Boy & Billy," says Nancy Haynes, media director at Stegall & Castleberry. "Not in this market, and not on that station."
Even if he does not take the top ratings spot, Stern will likely cause ripples throughout the market.
"He changes the entire radio landscape because he feeds off controversy," says Tom Taylor, editor of Inside Radio. "So even if he isn't No. 1, he is always the topic of conversations. Anybody who does morning radio will find their lives changed by Howard."
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