Analysis in "Radio & Records"
on why WCBS-FM changed format:
Most of the songs 101.1 Jack FM is airing can be found on
ABC's Hot AC WPLJ/New York and Clear Channel's Classic Rock WAXQ/New York.
According to BIA Financial Network, the station's annual estimated station
revenue peaked in 2000, when it billed $42.8 million. That dipped to $32.6
million in 2001, climbed to $34.5 million in 2002 and slipped back to $33.8
million in 2003. The station's estimated billing for 2004 was $34.1 million. In
comparison, WPLJ has outbilled WCBS-FM every year since 2001. WAXQ, on the other
hand, has never billed as much as WCBS-FM, but that's only part of the story: As
WAXQ's ratings have steadily risen since 1999, its billing has exploded. In 1999
the station billed just $19.4 million. In 2004 it billed $33.5 million and was
closing in on WCBS-FM. On the ratings front, WAXQ in winter 2005 was No. 4 25-54
and No. 2 with men 25-54. It was also the solid No. 1 with men 35-64. WPLJ -
arguably a female-targeted station - sees its strongest numbers in morning drive
with veterans Scott Shannon and Todd Pettengill, and is ranked No. 7 among women
25-54 and No. 8 among women 35-64 overall.
In WCBS-FM's final ratings book the station was No. 14 25-54 and No. 7 with men 25-54, far behind WAXQ. It was also the 14th-ranked station among women 25-54. Among women 35-64, however, it ranked third, with a 4.7. This demo was the station's strongest, yet most of these women were over the age of 45: WCBS-FM was 15th among women 35-44.
[John F. Porcaro's Radio History Pages]
[DEDICATED WCBS-FM/JACK BOARD!]