WTAG Packs a Wallop

54. Raft July 14.1989 ac ADULT CONTEMPORARY

MIKE KINOSIAN

MARKS 65TH BIRTHDAY WTAG Packs A Wallop

The word "institution" aptly defines Full-Service stal- are nine minutes in drivetimes and warts WTAG /Worcester and WDBO /Orlando. Each has two minutes in other hours. served its community for 65 years. "We try to mirror what's going on in Worcester," commented Ed- The two stations also started out wards. "We sent reporters to the with similar call letters: WTAG Democratic and Republican con- signed on as WDBH ( "We Do ventions, and prefer to cover mensional. "Whether it's hard news or fun and games, if it's hap- Business Honestly ") . The WTAG events like that locally. Our goal is "WTAG does more calls were picked up hi 1926 when to make sure this station is the AM pening in Worcester, we're there. the station was purchased by the station in Worcester. People here than ratings can ever We provide news, live special event Worcester Telegram & Gazette, love listening to the Red Sox. The measure." coverage, remotes, and communi- which retained ownership until fans are rabid and hang on every ty involvement, and want people to recently. WSRS /Worcester owners word, and we use the games to in- listen to us for more than just Knight Quality Group purchased troduce people to other things on Edwards is determined to let school closings. WTAG does more WTAG in 1987, quickly establishing the station." people know WTAG is multi -di- than ratings can ever measure." a potent combo. When WTAG celebrated its 65th birthday May 1, Massachusetts Senator Ted Kennedy, Governor Michael Dukakis, and Worcester Mayor Jordan Levy topped the list WDBO: No Mickey Mouse Outfit of well -wishers. As part of the festivities, WTAG gave away an Mark Edwards emerald ring (the 65th anniversary Long before there was a Disney World, WDBO /Orlan- gemstone) to a contest winner. WTAG was an original NBC (and do ( "Way Down By Orlando ") signed on in a Rollins Col- Talknet) affiliate. With the recent lege physics classroom. Sixty-five years later, Orlando From Àmos & Andy' defection of WGY/Albany-Sche- has exploded into one of the world's most popular vacation To Yaz nectady to CBS, WTAG is now one of only four charter NBC stations spots and a leading radio market - and WDBO remains a "The politicians, our syndicated still with the web. Central Florida media giant. "We used to do lots of things with hosts, and many NBC newscasters "We originally aired a few lec- NBC, like feeding a weekly pro- greater need for us. We've added recorded greetings that we played tures by professors and some chor- weekends; gram and covering many news traffic all day and on throughout the day," recalled two- al singing, signed off for the sum- it in events," Edwards said. One such two years ago we only ran year WTAG & WSRS OM Mark Ed- mer, and came back on the air in incident was a devastating tornado drivetimes. We have major metro- wards. "It's interesting how much October," recalled former VP /GM and that's where which crippled portions of the politan problems, a part of people's lives we've been. Bob Longwell, who was recently Full-Service radio is at its best. The People called in to say they listen- promoted by parent NewCity to a wonderful thing is we can expand ed to Àmos & Andy' 35 years ago. "We must meet corporate position. "We did a coverage of service areas as de- "Sometimes we forget how im- remote from Rollins on our birth- mand grows. Music is a lot less important Full-Service stations are in listener needs so they day (5/24) and gathered WDBO portant than it was five or ten entertainment and companion- morning men from as far back as years ago." don't think of us as a Bob Longwell ship," he added. "We must meet we could. The audience came for Echoing sentiments of other listener needs so they don't think of utility and scorn us." coffee and doughnuts; it was a big Full-Service broadcasters, such as us as a utility and scorn us." success." WTAG /Worcester OM Mark Ed- healthy by pointing to the bottom Throughout May WDBO produc- wards, Longwell envisions a bright line. "Look at the top billing sta- in "Heart of the Commonwealth" ed vignettes tracing various eras in future for FSA. He substantiated tions in the country. Who are they? the early '50s. which the station has broadcast his claim that Full-Service radio is Eight of the top ten, like WJR /De- "The station has always been and aired congratulatory mes- troit and KDKA /Pittsburgh, are there in times of crisis and big sages from Florida Governor Bob AMs. You hear ÀM is dead,' but events," Edwards continued. Martinez, Disney executive people forget about billing. The "When important politicians come stronger than WJIrLp1S1ERSAEilESL1ADBí' Michael Eisner, and Bob Hope. strong stations are to Worcester, we broadcast their "ABC was very cooperative in 58 WDBO ever. We're very happy." speeches live. On May 1 we ran a getting people like Peter Jennings The News & Weather Station WTAG/Worcester's lineup in- While billing remains healthy, tremendous tape of a station inter- and Ted Koppel to do messages cludes: - WDBO is an expensive facility to view with a young John F. Ken- and they sounded great," Longwell The WDBO /Orlando personali- 5 -10am: Tom Gorham (15+ operate. "We can't compete with a nedy." remarked. "We tried to get Jessica ties are: years at the station) music -intensive, satellite-delivered Hahn but couldn't. We were very 5 -9am: Jim Turner 10am -noon: Rick Bellamy Varitastic PR Tool lucky to have some great news 9 -11am: PD Bill Patti Noon -2pm: Rush Limbaugh For the past 11 years the WTAG tapes in our archives, including the 11 am -2pm: Bruce Hamilton (for- 2-3pm: Dr. Dean Edell "We originally aired "Samaritan Van" has aided dis- Challenger disaster and speeches mer WESH- TVIOrlando news an- 3 -7pm: Paul Connors (Worcester tressed motorists. "We were the by President Kennedy." chor) a few lectures by native) first station to do it, and now these 2 -6pm: Dutch Shaffer professors and some 7pm- midnight: NBC Talknet Home Court Advantage kinds of vans are up and down the 6pm -5am: Talknet Theater" and Midnight -1 am: "Mystery East Coast," said Edwards. "The WDBO surprised some media in- Special Programming: Universi- choral singing, 1 -5am: Talknet driver is a mechanic who will do siders when it recently dropped ty of Central Florida sports, month- signed off for the Boston Special Programming: things like change spark plugs and Florida State sports coverage in ly health specials, daily "Special Sox, CBSJNFL Football, Holy summer." Red fix tires, and it's all free. We send favor of the University of Central Assignment Series." and basketball. Cross football people off with a handshake and a Florida. "It was a question of being WDBO Alumni: Morton Downey WTAG Alumni: Actor Tony Ran- bag full of station goodies. We also the tail on the dog as a network af- Jr. and WCPX -TV /Orlando news F M " Longwell observed. "We're WCBS (AM)lNew York news- dall, do traffic reports from the van." filiate or the flagship station that anchor Ben Ackrleng. the only station in town with a former man Ben Farnsworth, and Boasting a six- person news staff, could grow in the future," Long- Arbitron- ranked eighth 12+ (of fulltime airplane. All the other New York Yankees announcer the largest in town, WTAG is active well explained. "Five years from 25 signals) in winter book (5.8); guys are on Metro Traffic. Bob Gamete. in covering national events with a now, I hope people will think it was #5 35 -64; and #3 35 +. "Our station is important to third 12+ (of Arbitron- ranked local feel. Local newscasts air a great move. You really can't Birch- ranked tenth 12+ in those who depend on it. People rely 28 signals) in fall book (8.5); #2 build relationships when you're winter book (4.9); #4 35 -64 twice an hour ( :00 and :30) from on Full-Service radio for weather, +. 35 -64 and 35 5am-7pm. Top-of -hour 'casts are just one station on a network. (8.6). traffic, and information; we have a nine minutes; bottom hour 'casts "As the market grows, there's a tremendous responsibility."