MED I ri IR I X MAPCI-ET F'FlOF I LE ,- GALT I MOF2E VOLUME 1 NJ 1J M8EFR 1 O www.americanradiohistory.com www.americanradiohistory.com MEDIATRIX MARKET PROFILE BALTIMORE Volume 1 Number 10 Written, Researched « Edited by: ROLLYE JAMES (BORNSTEIN) Published by: MEDIATRIX, INC. PO Box 17173 Denver, CO 80217 (303) 971 -0700 ;:11939. All Rights Reserved. No portion of this material may be reproduced without the express written consent of the publisher. Mediatrix Market Profiles are distributed through yearly subscription at the rate of $395. In addition to the Profiles, subscribers also receive a comprehensive Annual publication and automatic membership in the Telephone Retrieval Network. A limited number of siiNgle copies of this issue are available at the rate of $95.00 each. www.americanradiohistory.com -rm.. me INNIIMI AINOMMINI INNS =II SIMr s 111111111 e IN MIMI s MI MIL =Ill IONS AIIIIIIIIIIANY ® - Inne _ r IMO MOM M11=11 e 1111/s iiv03Je 925TA NATIONWIDE I COMMUNICATIONS INC. Oeca6aldz& WAS 105.7 WIYY R A I - T I M O R E'S HOME 04 ROCK & ROLL THE NEW ORIOLES WFSI Speaking to you 1989 in psalms and hymns and spiritual songs, we invite you to listen 1 to Christ- centered programming WYK 24 Hours a Day at 107.9 FM Baltimore's Orioles Station rl www.americanradiohistory.com Baltimore and Baltimore ADI o llana Snyder e.Petas` ampton a Schuylklll ` Lehigh BETHLEH M wf... Cambrì Hunt;ng- on ALLENTOWIy X7AHunteon;:: Blair *READING +. H ALTOONA JaJ LEBANON Bucks ebanoo B er k 3 J HNSTOWN/ Qelphl onmout r ontgomer !P' Cumberland HARRISBURG -, : PHILADELP *CARL SLE ancaster IA TRENTON 4a CHAMBERSBURG tidington.ry'Ocean;.: ' AdamsYork ;° Franklin 1 LANCASTER`{` Bedford : c Chester°' rset YORK 'WAYNESBORO 6>0 Cecil !en A egany ;a W! MIN Z?,. .t/ mX ei Monte gomery, St OE MA Princ Rocking- lia ham IcanitcA Green Madi- .; SA IS URY st . son , Spptsyl 1e1 OCEAN CITY ; var,ta < ... STA_U TON . orange O. _> CHA 'LÓTTESVILLE; < . MI MO WO, NM NM .á Louisa m qhq AichmndGty e, P, erst okin9ha owhat: N dethpwm', No'rthamptòn 9V ;: yen. Jämes City> YN HRURG RICHRI a News City App.; Amea C f e e Newport e matta ß Prince, GPratnocn HAMPTON " Edward 1) 1989 The erollron Company Non- suoscnoers l0 1MS report may not reproouce Iris nao .n any orm lot sales. Íliil Metro TSA ADI markehng. aOrerl,sug or prOTOt,Onal purposes eninOUl Ine express ...Men perTis- son 01 Irte Arouron Company. 7 Market Rank: 1 For definitions of Metro, TSA and ADI, see SUMMER, FALL Paragraphs 18, 2B and 2 in the back of this report. Market Surveyed: WINTER, SPRING, BALTIMORE MARKET PROFILE Li.::ening took place: September 1988 and July /August 1989 Information updated through: September 1989 3 www.americanradiohistory.com MEDIATRIX, INC. 1 Dear Radio Friend, 1 1 As is getting to be a habit, I should first thank you for your patience and understanding -- as well as your encouragement. I hope you'll find Baltimore well worth the wait (and further hope you'll believe that you will have Washington, DC in your hands before the holdidays). There have been a few additions to this issue, most notably the section , on tower location and patterns, suggested by subscriber Randy Michaels. If there is something you'd like to see in future issues, please ask. As you know, many changes have been made over the past 10 profiles, all directly due to your input. Speaking of which, the long awaited Annual is coming up after the DC issue. It's designed to be a companion to other Yearbooks and ' publications you already receive (i.e. Duncan), so if there is any information you'd like me to include, please let me know. The top 100 markets will be covered individually and collectively, and while much of the info is available elsewhere, I'm hoping the Annual will cut down on the tedium of finding it! In case you haven't done so, please update your rolodex now: Mediatrix, Inc. PO Box 17173, Denver 80217. (303) 971 -0700. That is also the number to be used for the Telephone Retrieval Network. Don't forget, if you've got a question about virtually anything (concerning radio -- I'm not so good at advice to the lovelorn), I'll do my best to confidentially uncover the information. Baltimore, first suggested by subscriber Owen Weber, was a wonderful market to investigate -- rich in history, as you'll see. Of course, it wouldn't have been much at all without your help. At the top of the list, gratitude goes to Morris Blum. As many of you know, Mr. Blum signed on WANN in Annapolis in the '40s. His dedication then, and to this day, embodies the kind of spirit among the independent operators who made this business so seductive to us all. As dollars get bigger II and operators more corporate, the Morris Blum's of the world are becoming just a memory. But to those of us truly hooked, memories mean so much. To those of us more pragmatic, it's hoped that the information included here will be useful, as well as entertaining. Thanks again for your support. I look forward to your feedback! www.americanradiohistory.com MEDIATRIX MARKET PROFILE: BALTIMORE Volume 1 Number 10 MARKET PROFILE: Baltimore 1 -178 Logos 2 Arbitron Area Map 3 Metropolitan Facts & Figures 6- 14 Station Listings 15- 20 Alphabetically; including address, phone, GM, PD, Grp Ownr... 15- 16 by Format Classification 17 by Dial Position 17 Tower Locations 18- 19 Call sign history of Baltimore's Frequencies 20 Ratings 21- 47 Spring '89 /Winter '89, 12+ 21 Fall '88 - Fall '87, 12+ 22 Spring '89 Demos & Dayparts 23 Winter '89 Demos & Dayparts 24 Fall '88 Demos & Dayparts 25 The Last Decade: Top 5, Summer '87 - Winter '73 26- 27 Individual stations, 10 year graphs 28- 47 One Sheets (station synopses) 48- 67 Music Lists (alphabetically, Fall '88 and Summer '89) 68- 99 Market Analysis 100 -157 Market overview 100 -103 Adult Contemporary 103 -109 AOR 110 -114 Contemporary Hits 115 -117 Country 118 -125 Easy Listening 126 -128 News /Talk 129 -134 Nostalgia 135 -139 Oldies 140 -147 Religious /Inspirational 148 -149 Urban /Black 150 -157 Acknowledgements 157 Coverage Maps 158 -162 Nostalgia 163 -178 www.americanradiohistory.com Baltimore -- Facts & Figures Arbitron Metro Rank 1989: 17 Metro Population: 1,975,900 Baltimore City * 633.700 Baltimore County (County Seat: Towson) 584,400 Anne Arundel North (County Seat: Annapolis) 309,000 Anne Arundel South ** 49,400 Carroll County (County Seat: Westminster) 99,700 Harford County (County Seat: Bel Air) 137,100 Howard County (County Seat: Ellicot City) 135,600 Queen Annes * ** (County Seat: Centreville) 27,000 * Baltimore City is an independent city, not within a county. ** Anne Arundel is one county, broken in half for statistical purposes. ** *Queen Annes was added to the Metro in 1984. Because of the sizable black population, ethnic weighting is used: Black: 23.9% (Arbitron, Spring '89) Because of the relatively insignificant Hispanic populus, ethnic 11 weighting is not used. Metro Ethnic Breakdowns (1988): White: 75.1% Black: 23.4% Hispanic: 0.9% Other: 0.6% (Other comes from various ethnic groups. No one predominates.) Metro Location: On the eastern seaboard, snuggled approximately 40 miles north of DC and I 190 miles southwest of Manhattan along the "New York / Washington corridor ", Baltimore has excellent access (by rail, interstate and plane) to many of the nation's major cities. Located on Chesapeake Bay, II the harbor (dating back to Baltimore's inception) has played a major role in its very separate identity from nearby DC. The 7 county metro roughly surrounds independent Baltimore City, with I some unique problems for most outlets located here, namely: Howard County: The fastest growing county in the state contains a II split populus -- some considering themselves Washingtonians (commuting daily to DC), some considering themselves locals, and some considering themselves Baltimoreans. (Mid county Columbia, a planned community (described under neighborhoods) is an excellent example: 2 /3rds of the 2 to DC.) South of city commute , and of that number, /3rds commute Columbia, cities like Laurel (which spans a three county area, described II fully in the upcoming Washington profile), even though partially in Howard County, are strictly DC bedroom communities. G www.americanradiohistory.com Carroll County: Originally a very rural area (the county seat, Westminster, was the home of the post office's 'first complete county rural free delivery service'); Carroll County is a formidable growth area, burgeoning with suburbs, people -- and null problems for virtually every AM outlet in town which heretofore were unconcerned with the small rural popoulation. Queen Annes County: Its addition to the metro seems illogical when looking at a map (why Queen Annes and not Kent ?), but the reasoning behind the move is simple: The Bay Bridge goes from Skidmore to Stephensville (linking Annapolis with the Eastern Shore). And with the escalating Annapolis housing prices, Eastern Shore communities (i.e. Stephensville, Grasonville or Queenstown) are becoming a viable option for commuters. Kent County, while closer geographically, has no such access. (The case could be made that they also have no other media, but at this point they remain TSA & ADI. Cecil, to the north of Kent (also in the TSA /ADI, is part of Wilmington's Metro.)) Neighborhoods: That Baltimore is a big city populated by small town people is a concept echoed in virtually every piece ever written about the metropolis. Attitudes range from truce -like acceptance to awesome reverence for the differing cultures and neighborhoods jam packed into Baltimore's boundaries.