10.22.2006
Format Flip Prediction: Pittsburgh
No, I don't know for a fact that there is an impending format change afoot - in other words, no new domains registered - but I can't help but wonder if Clear Channel is going to bring country competition to the Steel City.
Let's face it: This blue-collar town embraces mainstay Y-108 (4th place 12+ in the most recent Summer '06 book) whose ratings nearly double that of "Froggyland" (T-10th, 12+).
And we know that Clear Channel has a successful stable of country stations that is still growing. And not only do we know that Clear Channel loves to throw its ten-gallon hat in the ring with country monolopies from CBS Radio (read: Tampa and Detroit) but we learned earlier this month that they're not fearless to go up against two country stations, as they are doing in Raleigh-Durham with "The Rooster" formerly 106.1 WRDU, which faces a real cockfight (and yes, pun is intended) against established Curtis-owned WQDR (who, mind you, was country about as long as WRDU had been a rocker) and upstart Capitol-owned WCMC. In the most recent trend, WQDR has five times the ratings as WCMC! The next full Summer book is due Wednesday.
The question is, of course, which station Clear Channel will flip in Pittsburgh to take on Y-108 and the Frog. It's a toss-up between Oldies/Classic Hits WWSW and Alternative WXDX. Clear Channel is no stranger to flipping from either of those formats.
It'll be a wait and see approach from here on out. But if there is a format flip in Pittsburgh in the near future, despite CBS' underperforming WRKZ, it'll likely be Clear Channel making the move, and it will most likely be country.
Let's face it: This blue-collar town embraces mainstay Y-108 (4th place 12+ in the most recent Summer '06 book) whose ratings nearly double that of "Froggyland" (T-10th, 12+).
And we know that Clear Channel has a successful stable of country stations that is still growing. And not only do we know that Clear Channel loves to throw its ten-gallon hat in the ring with country monolopies from CBS Radio (read: Tampa and Detroit) but we learned earlier this month that they're not fearless to go up against two country stations, as they are doing in Raleigh-Durham with "The Rooster" formerly 106.1 WRDU, which faces a real cockfight (and yes, pun is intended) against established Curtis-owned WQDR (who, mind you, was country about as long as WRDU had been a rocker) and upstart Capitol-owned WCMC. In the most recent trend, WQDR has five times the ratings as WCMC! The next full Summer book is due Wednesday.
The question is, of course, which station Clear Channel will flip in Pittsburgh to take on Y-108 and the Frog. It's a toss-up between Oldies/Classic Hits WWSW and Alternative WXDX. Clear Channel is no stranger to flipping from either of those formats.
It'll be a wait and see approach from here on out. But if there is a format flip in Pittsburgh in the near future, despite CBS' underperforming WRKZ, it'll likely be Clear Channel making the move, and it will most likely be country.
Comments:
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Don't underestimate the Frog.
If you combine both Froggies targeting Pittsburgh, they end up 4th in the market 12+!
Add in the Johnstown Froggy, which got the 95.5 signal to target areas east of Pittsburgh, and the total Froggy network is only a share beind Y108.
All these Froggies complicate the Country picture for any new competitor. With 5 FM signals, they cover outlying areas better than a single Pittsburgh stick can. The market may be more saturated than it looks like at first glance.
Also, look at the current CC properties: 3WS isn't doing too badly and seems to have successfully transitioned to Classic Hits. The X is in the basement, but is strategically important because it keeps competitors from targeting DVE's young end (assuming K-Rock is going to flip soon).
If you combine both Froggies targeting Pittsburgh, they end up 4th in the market 12+!
Add in the Johnstown Froggy, which got the 95.5 signal to target areas east of Pittsburgh, and the total Froggy network is only a share beind Y108.
All these Froggies complicate the Country picture for any new competitor. With 5 FM signals, they cover outlying areas better than a single Pittsburgh stick can. The market may be more saturated than it looks like at first glance.
Also, look at the current CC properties: 3WS isn't doing too badly and seems to have successfully transitioned to Classic Hits. The X is in the basement, but is strategically important because it keeps competitors from targeting DVE's young end (assuming K-Rock is going to flip soon).
# posted by 
: October 23, 2006 4:52 PM
: October 23, 2006 4:52 PM
I wasn't underestimating Froggy in the least; my point is, Clear Channel wouldn't hesitate not to. And they certainly could be holding on to those formats for the reasons you mentioned. Sure, WXDX for cluster purposes is protecting WDVE, while WDVE is doing gangbusters. But if they feel they can make more money with a different format, they'll take that step. Of course, this is just speculation, I have no proof.
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