Posted by Mark W. on May 30, 2015 at 06:54:44:
In Reply to: Re: Re: WKTI returns to Milwaukee as....Country! posted by hmmm on May 29, 2015 at 20:15:35:
While I think a return to AC for 97.3 would make sense, I can see Saga blinking first and dumping CHR from 106.9.
In a three-horse race, I don't see how 106.9 can be successful. They are already at a ratings disadvantage, and that station has no natural in-cluster "partner" for sales purposes.
One would think the loss of 94.5 The Lake will help 95.7 WRIT more than any station in the market, which will give WRIT added leverage against Saga's WKLH.
An AC station or AC/Variety Hits hybrid could be paired more readily with WKLH for sales purposes, and in the process, would help to keep WRIT's ratings partially in check. (That, too, would benefit WRIT).
All I know is Milwaukee cannot support three CHR stations long-term. It was a stupid move to flip 106.9 to CHR in the first place, and I honestly do not see how that station can possibly last.
iFart has had a miserable track record with CHR in Milwaukee, but they have a great track record with the format in numerous markets across the Country. Look at what they've accomplished in Minneapolis, Madison, Chicago and Detroit. What's really impressive is what's happened in Atlanta over the past 12 months with Power 96.1. With the right people and sufficient resources, they can turn 97.3 around...*if* they want to.
As for 106.9, I don't see how that's ever going to be anything other than a 2.5 share radio station with very young demos to boot.
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