Time to turn out the "Lite"

[carolinaradio]

This station is literally sinking in share and cume.  4.2-3.8-3.6, solid downward pattern since around Christmas.  K104 and The Link are the AC leaders now and have had pretty good growth.  102.9 is in 14th place and literally at the bottom of the market.

Any guesses how much longer it'll sink until CC fries it?

[robbie roundhouse]

I've always wondered why Clear Channel doesn't make a play for 730 and put sports on 102.9. An FM signal and more local programming could go a long way to taking down WFNZ.

[carolinaradio]

I've always wondered why Clear Channel doesn't make a play for 730 and put sports on 102.9. An FM signal and more local programming could go a long way to taking down WFNZ.

CC hasn't really warmed up to FM sports to the point that CBS has (they've been very successful with sports on FM in a number of markets). 
Back when 104.7 didn't do well I used to wonder if they would eventually put WFNZ on that frequency, but I highly doubt it now since they're leading in the AC format and CBS's stations are all doing decently/well.

I'd really love classic hits on 102.9 (I've been streaming KOSF/103.7 in San Francisco, CC's classic hits station there, which is doing well and sounds fantastic).  That format screams void in Charlotte more than anything.  I wonder how much longer they'll let 102.9 be the 3rd-rate AC.  I can't tell they've tried to improve sound any since the slide started.

[wpb1999]

🔊Maaaaaagiiiic One Oh Two point NIIINE.

SO why the resurgence of The Link?

[carolinaradio]

The Link has a strange music mix.  I wonder if their personalities draw a lot of their audience.  They almost sound like an adult/variety hits station but include some Hot AC currents.  Not really AC, hard to call it Hot AC. 

[wncc]

How about moving the 96.1 format to 102.9 and switching 96.1 to Classic Hits?

Though 102.9 the Beat just doesn't work, but Magic 96.1 might work.  

[carolinaradio]

How about moving the 96.1 format to 102.9 and switching 96.1 to Classic Hits?

Though 102.9 the Beat just doesn't work, but Magic 96.1 might work.  

It'd be really cool to have Magic back on 96.1, but I don't see it.  The listeners would find it wherever it was (I'll bet a lot of former Magic listeners/classic hits listeners have listened to 102.9).  Channel has gained a lot of good momentum lately and they probably don't want to cut in to it.
I guess Adult Hits/Jack-FM could be another possibility if they switch, but I think that would overlap with 99.7 down the hall too much and be too similar to 95.7.

FWIW, the WWMG calls are still available to them...CC "parked" them at an Urban station in Alabama.

[Mike Sheridan]

The answer is easy, fix the music mix.  I won't get into how to change it because there are probably 100 different opinions here already. 

Back when Lite was WEZC we did a very simple promotion that worked wonders.  It was "Take Your Radio To Work".  We made a lot of friends with that simple promotion and I think it really put 102.9 on the map.

Back to basics,  fix the music and then promote the product.  Better to do that than blow it up and try a format that might or might not work.

[carolinaradio]

They have a typical playlist for a Clear Channel AC station.  I'm all for them trying a different musical direction, but they don't seem too open to that due to the fact that the station's been hemmorhaging listeners since Christmas and they haven't done anything to the playlist.  With 104.7 and 107.9 already quite upbeat, the only direction they have to go in to distingush themselves is softer, IMO -- an approach Clear Channel is not keen on anywhere.
102.9 is still "liter" than 104.7 or especially 107.9, and has more "variety."

I think the morning show is a major hindrance.  They're up against K's recently-added morning show, which is quite good (as critical as I've been of K, they actually seem to be on the right track with mornings now), and 107.9's established Bob & Sheri, who probably have quite an audience of their own.  That leaves 104.7 with "Valentine", who I believe is piped in from a Hot AC in Los Angeles.  If they plan to stick with AC and want to fix anything, that's where to start.

Charlotte must prefer more upbeat AC with local personalities is all I can guess.  I'm still trying to figure out what has made Lite's ratings go off a cliff this year and lose so to 104.7.  I listened to them and while nothing stands out musically, the station is far from horrible. 

[Mike Sheridan]

I know people who listen to a station, not because they like it but because it's the lesser of all evils.  The Ride gets a lot of mentions.

A station could go softer and still remain Contemporary.  Doing that would get them more play in businesses which would get picked up by the PPM.

Don't assume that the market loves upbeat A/C.  There just isn't a lot of choice right now.