Overheating in the Motor City
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ADULT CONTEMPORAR 1 Detroit DONNA BRAKE Overview The following represents the PART ONE: THE PLAYERS rankings of Detroit's ACs over the last three Arbitrons in adults 25 -49 through Winter '86: Sp85 F85 W86 WLTI 4 3 1 WNIC-FM 1 Overheating In The Motor 1 2 City WOMC 2 2 tie 3 WMJC 3 4 3 AC radio in Detroit has gone through WNTM more changes in were able to take advantage of Cultivating A Softer Edge the last few months than many markets see in years. that." Using the slogan "Detroit's Using Transtar's Format 41, Owner and PD changes, personality Can Detroit stand another swiping, legendary AC? Original," Jay has made some ad- WLTI took the AC lead over WNIC- personalities Dave doesn't think so. "Someone's returning to the market, format switching, justments musically, returning to a FM in the 25 -49 demo by a full not going to survive. I think too threats of lawsuits, and myriad other events have kept softer approach than in recent point. WLTI also led the ACs for the many people have thrown their local press busy reporting on months. He said, "I think that for a 25 -54s and 35 -64s. WNIC -FM each new delicious piece of hats in the AC ring. It's going im- to time WOMC hardened the sound a won the 18+ war due to its first news, or gossip, as it were. pact the AC pie, but it's also going the station together. Dave went on, bit to go more after WNIC, and that place showing among 18 -34s and This week you'll get a look at to impact the "We looked at the strength of the CHR pie, and Easy allowed a hole to be created in the 18 -49s. three of the more contemporary Listening to some degree. When station from days gone by, and marketplace for WLTI to come in. WMJC enjoyed one of its best players, WNIC, WOMC, and you have competition like this in 'MC had been very promotionally But WOMC still has a soft image, books in a long while, climbing two WMJC. Next week, a look at the one format, some stations move active. One of the things it had done and I know we're back on the rise. full shares in adults 25 -49 to tie amazing success of soft AC WLTI, right, some move left. When the to really stir up the Motor City was WOMC and trail WNIC by a half - and Detroit's newest kid on the dust settles, somebody's not going WMJC point. WMJC was also up in all block, WNTM. Next week, I'll also to be doing AC. In my view, there Bill Roth has been WMJC's PD dayparts over the previous fall, but cover the "love songs" battle going are really two new ACs: WNTM for about 16 months. He feels his improved most dramatically on between WNIC and WMJC. at and CKLW -FM, which was CKLZ, station is positioned on the hard - night with the addition of Alan Al- and is now programming an old - soft scale as the hardest, but close mond, formerly with WNIC. In- WNIC ies/AC hybrid." to WNIC. Said Bill, "Musically, terestingly, WNIC was also up at there During the past year, WNIC has WOMC are several subtle differences night with veteran personflity changed that each of us have to have that ownership from Joseph- Of the more contemporary ACs, Johnny Williams replacing Al- son to are terrifically important. It's the Price Communications. It WOMC has always had the posture mond for "Pillowtalk." lost morning soft versus hard, current man Jim Harper, and of being the most oldies- based. It versus WOMC held with women but GM Loraine oldies, then the way it's all put Golden, who became has also always given WNIC a good was off in men 18+, bringing its partners together." with financial executive run for its money in the ratings bat- overall ratings down by nearly half Harvey Deutch in Metropolis tle. Personality a point. Broadcasting, Inc.. Metropolis ac- WNTM recently joined the AC Jay Clark became PD of 'OMC "Anyone who knows anything quired former AC WCLS, and race with an automated two months ago, and commenting about radio on a national level customiz- switched it to "Pop Radio" ed format developed WDTX on his competition said, "I think comes to Detroit and says it's with Drake with Harper as PD /morning man Chenault. It has not yet gone of WDTX, WKSG (oldies), and definitely the most competitive and Golden as GM. CKLW through an entire ratings period. Dave Ervin as competitors, as well as radio market. Because it is so com- Next, WNIC midday personality the ACs. Musically, give away cars. We decided to con- we're softer petitive and the music differences Pat Holiday left to program WLTI. than 'NIC and WMJC, tinue with that, and made an ar- and in mid - are so subtle, yet important, and WNIC then lost a successful night- days we're close to rangement with Dodge to shoot a WLTI and because everyone has the money to reason it works is because we don't time legend and host of 'NIC's WNTM. commercial with Steve Gannon at WMJC is a little blacker promote, one thing you really have try to hose people. We call the bits "love songs " -formatted show, in product mix than the Dodge we are." to think about in this city is per- 'Comedy Visits from Jef & Jer. "Pillowtalk." After ten years plant. He walked down "' the assembly line, explaining "To pick out one station as our sonalities. It's important to with the station, Alan Almond to the have viewer how we were going to chief competitor would be doing a Promoting Can Be Tricky jumped to WMJC for a reported con- tinue the tradition and give away disservice to the others. I track Bill is in agreement with Dave $300,000 a year. them find more automobiles. We have a all to out what they're and Jay that their respective sta- doing, Different, Yet The Same 'Great American Car Giveaway' and try to beat them to the tions are the biggest spenders pro- punch." Devastating stuff, eh? Just when that's been ongoing since we've motionally, but noted there are cer- WOM everybody was ready to kiss 'MC been here." -CEE tain trappings. "It becomes such a goodbye, 'MC Clark views the station as very jungle," he said. surprised the com- The on -air slogan for WNIC is "You have to ask petition competitive in the area of promo- yourself by hanging in there very "Detroit's Nicest Rock." The FM if you're going to use the well. WNIC VP /Operations tions and advertising. In its TV pro- same media at the same Dave simulcasts almost 100% with time as Ervin explained, mo ti on, WOMC is using a the other guys. "The station WNIC (AM). Dave considers 'MC Then you have to changed completely, "mascot" called WOM -CEE. He's pick the medium but didn't the "hottest" of the Detroit ACs, and do your best really change. sort of a "Gremlins "-looking crit- to dominate it. Jim Harper and and feels the station is competitive The easiest way to Steve Gannon had ter who keeps turning the dial to do that is to been a team. with both the neighboring ACs and use it when the other Gannon had left WOMC. Jay feels the campaign guys a few months be- CHRs. And as far as the station's aren't. That can really be a fore, then Harper left to do WDTX. has been successful and plans to in- crap shoot. If it were a whole lot image is concerned, Dave corn - After that, Steve corporate WOM -CEE more into less competitive, you came back to do mented, "We're warm, friendly, could just the show solo. the promotions and marketing realize you have When Pat Holiday and promotionally exciting. We're to promote, then left, we put Gene plans. go on TV Maxwell on mid - entertaining and humorous in the Bill Roth and promote. But be- Since his arrival, Jay has not days. He'd been at the station for morning, and fascinating cause there are five of six other and made a lot of staff changes, with an Alan Almond, or to go out and years so he too was familiar to the alluring at night..WNIC really has guys out there looking at the same audience. the exception of adding an oldies- bring back to the market a Tom demo, you several images because of its heavy have to make sure "At night, oriented request show at night with Shannon, who is dearly loved. If after Alan Almond dayparting. But the you're getting the biggest bang for left, overriding former WKSG PD Kevin O'Neil. you can find the right personalities we put Johnny Williams on image is of being your buck." a music station." Are more and pay them, you have to." evenings, keeping the name 'Pillow - changes on the hori- Can all the ACs survive? Re- talk,' which we owned the rights to. zon? Said Jay, "I've been in the Shannon is the second replace- marked Bill, "My goal for our sta- What's The Deal business a long Johnny is a 14-year veteran of time now. The first ment since the departure of tion is to dominate the other four.