Re-branding WYSF-FM Re-branding WYSF-FM in Birminghamin Birmingham

By Whit McGheeBy Whit McGhee

COM 330 May 2008COM 330 May 2008

Background and HistoryBackground and History WYSF, located on the FM dial at 94.5, was originally WYSF, located on the FM dial at 94.5, was originally

launched as WAFM in 1947.launched as WAFM in 1947.

It was most notably a Top 40 station from 1984 – 1994, It was most notably a Top 40 station from 1984 – 1994, called “I-95”.called “I-95”.

In 1994, new station ownership changed the station’s name In 1994, new station ownership changed the station’s name to “Mix 94.5” and began playing an Adult Top 40 format.to “Mix 94.5” and began playing an Adult Top 40 format.

Mix 94.5 was unsuccessful, so in 1996 its owners changed Mix 94.5 was unsuccessful, so in 1996 its owners changed the format to Soft Rock and re-branded the station as “Soft the format to Soft Rock and re-branded the station as “Soft Rock 94.5”. Rock 94.5”.

Background and HistoryBackground and History In 1999, “The Rick & Bubba Show” signed a multi-year In 1999, “The Rick & Bubba Show” signed a multi-year

contract with the owners of WYSF. The show made the contract with the owners of WYSF. The show made the station hugely popular for several years. station hugely popular for several years.

In 2001, new owner Citadel Broadcasting changed the In 2001, new owner Citadel Broadcasting changed the station’s name to “Y94.5”.station’s name to “Y94.5”.

In late 2006, The Rick & Bubba Show left, which led to a In late 2006, The Rick & Bubba Show left, which led to a massive ratings and revenue loss.massive ratings and revenue loss.

In 2007, the station re-branded itself as Adult Top 40 In 2007, the station re-branded itself as Adult Top 40 station “94-5 FM”, but has seen no success since their flip.station “94-5 FM”, but has seen no success since their flip.

Problem: Ratings MeltdownProblem: Ratings Meltdown

With Rick & Bubba, Fall 2006

After Rick & Bubba, Spring 2007

9.4 Rating

1.2 Rating

Copyright 2008 Arbiton, Inc.

Ratings by ComparisonRatings by Comparison(Spring 2008)(Spring 2008)

2.1 Rating (15th)

10.5 Rating 8.7 Rating 7.9 Rating

Copyright 2008 Arbitron, Inc.

GoalsGoals Citadel Broadcasting must create a new image for the Citadel Broadcasting must create a new image for the

station by re-branding itstation by re-branding it

Citadel must use this opportunity to break the “cookie Citadel must use this opportunity to break the “cookie cutter” mold which is not successful in Birminghamcutter” mold which is not successful in Birmingham

Citadel must also break away from the cycle of unpopular Citadel must also break away from the cycle of unpopular “jukebox” formats on 94.5, which has brought the station “jukebox” formats on 94.5, which has brought the station very little success and revenue over the past 15 yearsvery little success and revenue over the past 15 years

WYSF could be re-launched as a local gospel music station, WYSF could be re-launched as a local gospel music station, catering specifically to the interests and needs of listeners catering specifically to the interests and needs of listeners in Birminghamin Birmingham

Gospel on 94.5 FM: ObjectivesGospel on 94.5 FM: Objectives Management must understand that a radio Management must understand that a radio

station’s primary purpose is to serve the local station’s primary purpose is to serve the local communitycommunity

Management must do extensive research on the Management must do extensive research on the Birmingham African-American community (gospel Birmingham African-American community (gospel music’s largest audience) and the interests and music’s largest audience) and the interests and important issues to individual listenersimportant issues to individual listeners

Management must be heavily involved in the Management must be heavily involved in the community from the beginning by being a “voice” community from the beginning by being a “voice” of the communityof the community

AudienceAudience

The primary audience served by this The primary audience served by this potential station would be African-potential station would be African-American adults age 35 to 54American adults age 35 to 54

Residents of Birmingham or the Residents of Birmingham or the surrounding areasurrounding area

Segment of Birmingham’s population with Segment of Birmingham’s population with the most purchasing power (advertising)the most purchasing power (advertising)

Why Gospel Radio Would WorkWhy Gospel Radio Would Work

Gospel radio is very popular in Southern Gospel radio is very popular in Southern cities with larger African-American cities with larger African-American audiencesaudiences

Montgomery, AL: WHLW #1 (12.9 rating)Montgomery, AL: WHLW #1 (12.9 rating)

Jackson, MS: WHLH #1 (10.3 rating)Jackson, MS: WHLH #1 (10.3 rating)

Atlanta, GA: WPZE in the top 10Atlanta, GA: WPZE in the top 10

Strategies & TacticsStrategies & Tactics Corporate ownership must begin by conducting 10-15 focus group Corporate ownership must begin by conducting 10-15 focus group

sessions with potential listeners from all walks of lifesessions with potential listeners from all walks of life

Researchers should find out about listener preferences and habits, Researchers should find out about listener preferences and habits, as well as political and social issues important to the audienceas well as political and social issues important to the audience

Station staff must create and uphold a policy of involvement in the Station staff must create and uphold a policy of involvement in the community, through quarterly events such as barbecues or movie community, through quarterly events such as barbecues or movie nights, as well as public forums with local political/social/religious nights, as well as public forums with local political/social/religious leaders to discuss community issues (crime, poverty, etc.)leaders to discuss community issues (crime, poverty, etc.)

Cost of special events would be absorbed by advertising revenueCost of special events would be absorbed by advertising revenue

Station management must allot time for local leaders to use the Station management must allot time for local leaders to use the station’s airwaves to discuss local issues, effectively becoming a station’s airwaves to discuss local issues, effectively becoming a “voice” of Birmingham“voice” of Birmingham

CalendarCalendar Time frame for station re-launch: Five monthsTime frame for station re-launch: Five months

One month for new on-air staff to be installed/trainedOne month for new on-air staff to be installed/trained

Three months to conduct research prior to launchThree months to conduct research prior to launch

One month to put “finishing touches” on station One month to put “finishing touches” on station programming, music, etc.programming, music, etc.

Within three months of station launch, community Within three months of station launch, community activities/involvement would begin in earnestactivities/involvement would begin in earnest

Evaluation after 12 monthsEvaluation after 12 months

BudgetBudgetService (PRE-LAUNCH) Cost

Programming Consultant $2,000

15 Focus Groups $2,000

Startup Costs (new logo, new imaging, music/programming library)

$6,000

Service (POST-LAUNCH) Cost

4 Forums per year (including costs of meeting center rental and public address system)

$8,000

4 Community-wide barbecues/movie nights per year (including cost of food, outdoor area rental, movie screen)

$8,000

Total, pre-launch: $10,000 Total, post-launch: $16,000/yr.

EvaluationEvaluation Three-fold evaluation processThree-fold evaluation process

1: Arbitron ratings over the first 12 months 1: Arbitron ratings over the first 12 months of station’s life – any significant increase of station’s life – any significant increase can be viewed as successcan be viewed as success

2: Advertising revenue generated by 2: Advertising revenue generated by stationstation

3: Community approval through phone 3: Community approval through phone calls/letters/emailscalls/letters/emails