Hey Greater Media----I have an idea for you

[Seltzer]

Yes..both WODS and WROR plat Classic Hits. Yet, WODS plays more pop & R&B material than WROR, which leans more toward the rock side of Classic Hits. One can assume that ROR leans more male than ODS does. Which means, ROR really has no business doing all Christmas. It should be on the more female based station-----WMJX.  And with Boston now on the PPM, MJX's ratings from December 9 (end of the paper diary rating period) through Christmas Day in what is called the 13th month for PPM would go through the roof.

[Turnpike Tuner]

Yes..both WODS and WROR plat Classic Hits. Yet, WODS plays more pop & R&B material than WROR, which leans more toward the rock side of Classic Hits. One can assume that ROR leans more male than ODS does. Which means, ROR really has no business doing all Christmas. It should be on the more female based station-----WMJX.  And with Boston now on the PPM, MJX's ratings from December 9 (end of the paper diary rating period) through Christmas Day in what is called the 13th month for PPM would go through the roof.

It's cluster programming - WROR is being used to protect WMJX from WODS while 103.3 is all xmas. If WROR can siphon off enough listeners from WODS, then WMJX wins. Why sacrifice WMJX's ratings from the other 11 (or 12 if you count the 13th ratings period) months of the year, especially if using WROR can accomplish the same goal of weakening a competitor and getting more cume for itself (essentially what all xmas does - try and shoot the cume up in the hopes that people will stick around after the 25th).

[fmradio1]

In New York, #1 station 106.7 Lite FM went all-Christmas and their ratings went sky high. If a new AC station were to launch, the best format to flip to from October-December is all-Christmas.  Then, people would find them and they would be the de-facto Christmas station, even if someone else flips later.  WMJX could probably add some older songs to pick up the classic hits listeners.

Keep in mind that in New York, WLTW has a direct format competitor in 102.7 Fresh FM.  Until Fresh came on the scene, WLTW never went all Christmas.  Fresh did Christmas early their first year on the air and WLTW resisted, but soon 106.7 noticed their cume slipping as people were sampling Fresh.  They soon flipped to the Christmas format and have been doing it ever since.

Magic does not have a direct format competitor.  In addition, they are the highest biller in a five station cluster, so the other stations flank Magic.  WROR, as stated above, is the perfect candidate to run holiday music.  It allows WMJX to do it's thing while bringing in ratings and revenue to the GM cluster. 

Also, don't forget that WODS has been doing the Christmas format for seven years now, and WROR for almost that long.  People in the market know where to go for the format when it's in season.  If Magic was to run the format it's no guarantee that they'd become the "defacto Christmas station."  WODS has built up some heritage and expectation as the Christmas station in the market.