Radio stations switching channels

By Dan Monk

They won’t be satisfied unless they force a massive redistribution of wealth.

No, not the Democrats. We’re talking about the broadcasters.

Cincinnati’s newest radio competitors are shaking up their local formats, gearing up for a new assault on market leader Clear Channel Communications.

When the dust settles, Entercom Communications Corp. will be Cincinnati’s dominant country-music broadcaster while Cumulus Media Inc. will court advertisers with new formats aimed at middle-aged and male listeners.

That could loosen the grip that Clear Channel has long held on male listeners and chip away at its 50 percent-plus share of local radio advertising dollars.

“The dynamics of the market are going to change considerably,” said Jim Bryant, the top local official for Entercom, which purchased Cincinnati’s four CBS stations this week as part of a four-city deal. “You’re talking about eight or 10 stations that have changed (formats or owners) in the last 60 days. With all these changes in the market, there’s a high likelihood that there’ll be a redistribution.”

Cincinnati’s radio market generated roughly $127 million in local ad revenue in 2005, according to two industry veterans who asked not to be identified.

Those experts estimate that Clear Channel’s eight local stations claimed 53 percent of that revenue; while Entercom grabbed 24 percent, and Cumulus about 16 percent.

Both Entercom and Cumulus think they’ve improved their strategic position with a station swap they executed this week.

The deal gives Entercom a second country station to bolster ad rates at WUBE-FM 105.1, while Cumulus gets classic hits station WGRR-FM 103.5, to supplement its female-skewing audience at WRRM-FM 98.

“We think it’s a brilliant move strategically,” said Gary Lewis, who manages the local market for Cumulus. “Having the exclusive oldies station in the market…makes us a much stronger adult cluster.”

But the man who once ran Cumulus’ local operations criticized the deal, saying it will give Entercom “an outright monopoly” for country listeners and will erode Warm 98’s long-held dominance among female listeners.

“Entercom has hit the bull’s-eye on this one,” said Dan Swensson, who left the former Susquehanna chain when Cumulus bought it in May. He is now the publisher of Cincinnati Family Magazine.

Changing Stripes

WGRR-FM 103.5
Oldies station was “swapped” to Cumulus, which plans no immediate format changes.

WMOJ-FM 94.9
Mojo’s “Jammin’ Oldies” format was sold to Radio One in September. The station now plays country, but that will change soon. Inside Media owner Rob Riggsbee predicts an “active rock” format that would compete against Clear Channel’s WEBN-FM 102.7

WAQZ-FM 97.3
This alternative rock station will carry Entercom’s new country format, dubbed, “The Wolf.” It will target a younger but complementary demographic to sister station WUBE-FM 105.1.

WPRV-FM 96.5
The former “Star Country” format will flip to “Supertalk,” with a syndicated lineup aimed at drawing male listeners. Sports squawker Andy Furman might join the lineup soon.

WCKY-AM 1530
Clear Channel bolstered its male audience by giving its sports-talk station, “Homer, the Sports Animal,” a stronger AM signal. Home replaced liberal-talk Air America, which moved to WSAI-AM 1360.