RadioInsight

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Focus On The Mainstream; But Support The Niches

Posted: 29 Jan 2016 01:45 PM PST
https://radioinsight.com/blog/blogs/96438/96438/


Earlier today CBS Radio killed off the Freeform Rock Freeform WBCN of 100.7
WZLX-HD3 Boston and the companys Radio.com streaming platform/app replacing
it with Adult Standards as The Lounge. The format was programmed by Sam
Kopper, who was 104.1 WBCNs original Program Director and Morning host when
it flipped to Rock in 1968. He was joined by a team of part-time DJs who
kept the station live for 6-8 hours daily from their home studios. The WBCN
branding is also used for a jockless Modern Rock format on 98.5 WBZ-HD2
focusing on the format the original WBCN carried in its later days through
its demise in 2009. The two channels shared a non-descript sub-page on
WZLX.com that hadnt seen a new posting in nearly two years and a
now-deleted Facebook page. What if CBS actually promoted the brand and
stations? HD radio adoption is slowly growing and many people finally
listen to internet radio. The WBCN brand heritage carries a lot of goodwill
in not just Boston, but across the country. The freeform format couldve
been plugged into HD subchannels across the country in markets like New
York (where Rock once lived on WNEW), Philadelphia (where WYSP is now
gone), and Chicago (as an extension of AAA WXRT) turning WBCN into
something it couldnt have been in its original FM heyday: A truly national
Freeform Rock station. Broadcast radio still has the reach to promote niche
products as unique brands, but as we as an industry continue to chip away
at staffers and unique ideas to focus on the bottom line, the room for
innovation just continues to be handed to internet pureplays on a silver
platter. Focus on your mainstream products that make the most money, but
dont forget about the loyal P1s you could lock in and target to advertisers
with truly niche products.
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