Bonneville switches FM country, rock stations

November 8, 2008

Analyst says move a pre-emptive strike at competitors to B105.1

By John Kiesewetter
jkiesewetter@enquirer.com

Listeners heard a new sound on FM 94.9 Friday when “The Wolf,” a country station, swapped dial positions with “The Sound,” Bonneville’s modern progressive rock channel.

At 11 a.m., Bonneville moved WSWD-FM “The Sound” to 6,000-watt FM 97.3, while “The Wolf” took over the 50,000-watt signal on 94.9. All four weekday music hosts on “The Sound” were let go Friday.

Bonneville also operates WUBE-FM (B105.1), the area’s most popular country music station.

“The country music opportunity is huge in this market. We wanted to maximize the country audience,” says Mike Fredrick, vice president-general manager-sales director for Bonneville’s four stations here, WUBE-FM, WYGY-FM, WSWD-FM and WKRQ-FM. “We think we have the opportunity to expand the country position we already have.”

B105 – the market’s top-billing FM station, according to Fredrick – was No. 3 in summer with a 6.2 share of listeners ages 25-54, which most advertisers seek. “The Wolf” was No. 18 with a 1.2 audience share. “The Sound” was No. 10, with a 3.8 share.

Bonneville’s format switch is “a pre-emptive strike to protect its flagship (B105) and top revenue-generating station” from competition, says Rob Riggsbee, local radio analyst.

The government ordered Clear Channel to sell WOFX-FM (92.5) and WNNF-FM (94.1) when private investors acquired the company earlier this year. New owners could put country music on WNNF-FM (formerly MIX94.1), says Riggsbee, president of Insight Media in Newtown.

Bonneville has had the country music franchise here for two years. Previous owners traded rock hits WGRR-FM (103.5) to Cumulus for WYGY-FM, then called “Star96.5.”

B105 plays contemporary mainstream country. “The Wolf” broadcasts a wide variety of current and classic country due to its “no repeat work days” 9 a.m.-5 p.m. Monday-Friday.

“The Sound” debuted two years ago by substantially increasing the audience over the company’s previous rock format, WAQZ-FM. The station competes for listeners with rock stations WEBN-FM (102.7), WFTK-FM (Rock 96.5), WNNF-FM (94.1), WKFS-FM (KISS107.1), WOFX-FM (FOX 92.5) and Bonneville’s WKRQ-FM (101.9).

” ‘The Sound’ has done well for us and has a passionate audience. We feel they will find the station’s new location,” Fredrick says.