Two Columbus radio stations have recently played musical chairs, creating a new outlet for music and saying good bye to one and other.
WBNS-FM, which is 97.1 on the FM dial, has gone from oldies to hot adult contemporary. Musical acts considered Hot-AC are artists such as Nelly Furtado, Moby, Sugar Ray, Matchbox 20 and Fuel.
Robert John, program manager for 97.1, said the change was based on an idea to deliver to a different type of listener than before.
John said that the problem with having an oldies station is the format only caters to a small demographic section: people ages 50 and older. The section of the population that the new format will be targeting is between the ages of 25 and 54, creating a wider market.
“It was difficult to deliver a top five station to only a small portion of the market,” John said. John said the change also stemmed from a massive research project to determine what a 25-34 year-old adult would be listening to.
The change to adult contemporary occurred July 11 at 10 a.m. The new 97.1 played approximately 8,000 songs without commercials from that point on, leaving room for only the music. The morning disc jockey is in place, and the station carries no syndicated programs.
“We are thrilled (with the switch),” John said. “The response so far has been tremendous.”
With another Hot-AC station, 97.9 (WNCI) so close on the FM dial, the difference between the two stations may not seem defined at first listen. John said the major differences will be in lack of teeny-bopper tunes and flamboyant contests. “You won’t hear Britney Spears, Backstreet Boys, or NSync on our station. Not any high-school stuff,” said John.
The giveaways will be more relaxed on 97.1. John said WNCI has their listeners in all Clear Channel markets competing for the same prizes, while 97.1 will be focusing on giving back to the local community, giving listeners a greater chance to win.
Another radio station that flipped their format was 107.9 (WXST). The change occurred approximately 10 days after the 97.1 switch, deciding they could greatly increase their market share if they picked up where 97.1 left off.
“Personally, we (at 107.9) all love the ’80s … on a personal level, I didn’t want to switch it,” said J. Matthews, program director for what is now B107.9. “Typically, an ’80s station won’t produce more than a 2 or 2 1/2 (Arbitron rating). There was a central Ohio demand for oldies, and we are providing a service that Columbus needed.”
B107.9 will be supporting upcoming events such as the Neil Diamond concert at the Schottenstein Center September 28, and the “cruise-ins” that are held periodically in the area, where owners of classic cars showcase their relics.
“Wherever you used to see B97.1, we’ll be there,” Matthews said.
Matthews also mentioned that he did not know of any local station picking up the ’80s format, since it is more of a “niche” format and harder to attract listeners.
