BARB - Big Apple Radio Blog

Dear Mr. Mason,

So you're in a tough spot regarding the future of 92.3, and the possibility that given today's broadcasting climate - and especially following the departure of Imus - that the talk format can't be very "free". And with the ratings for the station perennially entrenched at the bottom of the Arbitrons, a drastic change is necessary.

I have your solution for this imminent change, and it's quite an unlikely one in these parts: Country.

I'm sure you're aware of the bonndoggle that prevents radio operators from taking a risk and putting this format on a major city signal for the first time since WYNY over ten years ago. As you may also be aware, this format has enjoyed a renewed success in recent years. Therefore, it could be very easy to adopt this format and, while it could never be a n overall ratings winner here, it'll certainly do better than Free-FM has been.

All you have to remember are three things when putting country on 92.3:

1. Image and advertising. First, you need a name. How about "92.3 The Wolf"? And a tagline like "Putting the country back in the city." You can roll out an advertising campaign that features, for example, the Statue of Liberty wearing a cowboy hat; or a shot of a pair of cowboy boots on Rockefeller Center's ice skating rink. And an equally clever TV advertising campaign. You can have a spot where a couple sit down for dinner at a swanky Upper East Side restaurant, and tell the waiter that they'd like chicken fried steak and turnip greens. And sweet tea.

2. The playlist. Programming this kind of format for New York may be tough, so use your own discretion as to which songs are "too country" for New York, but remember to play the hits (Garth, Brooks & Dunn, etc.). and I cannot stress this enough: Go ahead and play Carrie Underwood to death! Her popularity resulting from her success on "American Idol" is one of the factors attributed to the resurgence of country. So clearly her music has to be rooted in your playlist. Play one of her songs each hour.

3. Get out there! Yes, there are a few country-themed places in the city like the Rodeo Bar & Grill, Yogi's and, of course, Coyote Ugly Saloon. Get the "Wolf Van", or whatever you'll call it, out and about. Even at a few venues that aren't country. Get out there, get around, and spread the word that you're putting country back in the city.

In the last few years, Los Angeles and San Francisco have lost country formats and subsequently regained them. Country's return in New York is definitely a long time coming. And if you use these three tips I've laid out for you, it could make it a little easier this time around to sell the format.

Thanks for your time,

Joe