Posted by Allan Sniffen on September 13, 2009 at 10:32:40:
In Reply to: Re: Re: Re: WLTW! posted by Mike Schwartz on September 13, 2009 at 10:18:51:
I think there's even more to it.
Once you have a solid, established brand, you have a valuable commodity. I suspect there are thousands of radios in offices, malls and stores that have been set to 106.7 over the last 25 years and haven't been touched since. Barring the station doing something totally outrageous (like flipping to "JACK"), those radios are going to stay there. The brand supports the station more than the reverse.
Same thing with WCBS-FM. Its strength is in middays--always was. Office listening (etc) supports it too. That's why PPM's have helped these stations. They now get credit they never got in the diary system.
At this point, it probably doesn't matter who is on the air or what the music is (within the general definition of either "lite" or "oldies). Just keep doing it and keep calling yourself whatever you have been calling yourself. The key is establishing the station in the first place and then not doing anything really out of bounds.