If you haven’t read
it already, I recommend the article Chicago’s
Vocalo reins in eclectic approach but keeps focus on younger audience in
the July 21st issue of Current
by Tyler Faulk [link]. Faulk is one of
my favorite reporters at Current and this story is one of his best.
Vocalo is an experimental multi-platform programming source originating
from WBEZ, Chicago. The main platform for Vocalo
is its 91.1 FM signal but this where it has had the least success. As Faulk reports, WBEZ is in the process of
redefining its sound, hoping to appeal to more people. Since Vocalo began in 2007 it has seldom
appeared in Nielsen Audio’s PPM ratings.
No estimate is available for the amount of money spent by WBEZ on Vocalo but it is rumored to be in six
figures.
Now with a $450,000
grant from the Corporation for Public Broadcasting (CPB). WBEZ’s management is
implementing a plan “to develop and refine a fresh format that can potentially
be scaled to other public radio stations.” CPB and WBEZ called on Paragon Media
Strategies to learn more about awareness of Vocalo
with Chicago adults ages 18-44. When the
results came back, according to Falk’s reporting only 21% of the respondents
were aware of Vocalo and 13% said
they listened in a typical week.
Part of the problem
has been Vocalo’s limited coverage
area. Its programming is first broadcast on WBEZ’s HD2 channel, then is
repeated on WBEW-FM in northern Indiana.
WBEW is then repeated on FM translator W216CL-FM 91.1 MHz, located on top
of the John Hancock Center in downtown Chicago.
As we reported on
May 5th [link] Vocalo’s
downtown translator power is going up from 10-watts to 99-watts thanks to a
frequency-shifting arrangement with local jazz/blues station WDCB.
Torey Malatia |
The increased power
helps but the big problem with Vocalo
is its programming. When then-CEO Torey Malatia designed Vocalo, he threw away almost every broadcasting best practice. There
was zero consistency, music few had heard and discussion programs that few
people cared about. But it was hip. Turns out it was too hip for the room. Losses
due to Vocalo were a factor in
Malatia’s downfall as CEO. (Torey Malatia is currently the GM of Rhode Island
Public Radio.)
Work is just beginning on the retrofit of Vocalo. The schedule is still full of
programs about social justice. These
shows cover important topics but they often aren’t suited for the radio
platform.. Vocalo’s music has become
more focused on alt-rock, Triple A and Latin & Latino music.
Phases |
According to
its Spotify playlist, the top five tracks on Vocalo this week are:
Phases I’m In Love With My Life
Ibeyi Stranger/Lover
Azekel Mad About the Boy
San Cisco
Isabella Jealousy
Rainy Milo This Thing of Ours
For comparison, I
checked the playlist for 89.3 The Current
and most of these tunes also are airing there.
Chicago needs a “music discovery” outlet that is more adventurous than
WXRT. Maybe the new Vocalo can take
advantage of the opportunity.
WXXI-AM GETS A FM TRANSLATOR
Tom Taylor reports
[link] reports that WXXI, Rochester, has acquired a FM translator that will
repeat NPR News station WXXI-AM. WXXI is taking advantage of the FCC’s policy
of saving AM by moving it to FM that
allows FM translators to be moved 250 miles to be paired with an AM station.
WXXI-AM now repeats
some its news programming on WRUR-FM. It is anticipated that Triple A WRUR will
become a full-time music station when the FM translator – W266CL FM 101.1 goes
on the air. W266CL currently is licensed to Marathon, NY. Its new location to serve Rochester is not
known at this time. The translator was owned by WRVO, Oswego. The purchase
price is $50,000.
WISCONSIN PUBLIC RADIO’S TALK PROGRAMMING
ADDS MORE WEEKLY LISTENERS
Some things are just
different in Madison, Wisconsin, and that is why I like the city so much. One Only
in Wisconsin experience is Wisconsin Public Radio’s (WPR) statewide Ideas network based at Madison’s WHA-AM.
Ideas features a 24/7 lineup of
mostly local talk programs and no NPR Newsmagazines. NPR News is heard on WPR’s News &
Classical network based at WERN. In Spring 2016, according to Nielsen Audio
estimates, Ideas has more weekly
listeners in Madison that dual-formatted WERN.
In Colorado
Springs, KRCC recently dropped Triple A to go all news. Time will tell if this
move boosts KRCC’s weekly listeners. They fell 21% from Spring 2015 to Spring
2016. Meanwhile Colorado Public Radio’s
news stations went up dramatically.
Full-time Classical in Portland, Maine, is just beginning. But Maine Public Broadcasting’s now 24/7 news station WMEA is increasing.
Monday-Sunday
6AM-Midnight Persons 12+
These
data are provided for use by Nielsen subscribers ONLY,
in
accordance with RRC's limited license with Nielsen Inc. Data Copyright Nielsen
Inc. Format distinctions are the sole responsibility of Ken Mills Agency, LLC.
I'd wager more that WXXI is thinking about moving the classical content on 91.5 to 1370 + the FM Translator, and then putting news/talk full-time on 91.5 and making 88.5 full-time Triple-A music.
ReplyDeleteSimulcasting the news/talk of 1370 on 88.5 during drive-time periods has been confusing yet quite successful. The ratings for 1370 have spiked because people say they're listening to 1370 when they're really listening to 88.5FM. That's not surprising; Rochester is a diary market and the branding for WXXI's news/talk is all about "1370-1370-1370-1370".
Insiders have lamented for years that WXXI didn't bite the bullet and put news/talk on 91.5 a long time ago. But there's reasons for that. Especially back then, and even now to some degree, there were a lot of major donor prospects that listened to classical. And WXXI lacks the legal control over WRUR 88.5 to just make it all news/talk.
But adding an FM translator to 1370...while obviously it's not gonna cover the huuuuge area that 91.5 does...will allow them to still provide classical on FM to a core market: Brighton, Victor and Fairport NY. All three towns are immediately next to each other, and all are between Pinnacle Hill (where 91.5 & 88.5 are now, and presumably where the translator will broadcast from) and Baker Hill (the next most likely location) and it's a quite-wealthy area where a lot of those major-donor classical prospects likely live.