Steve Schram WNIC 1998
buy r ml i-tr i-tr i-tr li I -cT -cT 2T INSIDERS NOTEBOOK , 1 In Detroit radio it's best to be nice - or newsy Insider's Notebook . . . Oldies, soft rock and news were the sounds of the big moneymakers on Detroit radio in 1997. Last year, three stations WOMC-FM WOMC-FM WOMC-FM (104.3), WNIC-FM WNIC-FM WNIC-FM (100.3) and WWJ-AM WWJ-AM WWJ-AM (950) each had advertising billings of more than $20 million. Radio insiders can't remember three separate stations doing this well before. Both WOMC and WNIC's revenues are estimated between $21.3 and $22 million, with WWJ's not far behind. Media attorney Henry Baskin of Birmingham says if the overall Detroit radio billings in 1997 "were $165 million, as has been estimated, then those three stations did over a third of the business." It was the best year in both ratings and revenue in the 20-year 20-year 20-year soft-rock soft-rock soft-rock history of WNIC, says station vice president and general manager Stephen Schram. WNIC is led by the popular Jim Harper and the Breakfast Club in the morning, Gene Maxwell's mid-day mid-day mid-day show and Mr. Pillow Talk, Alan Almond, at night Schram points out that WNIC is the No. 1 local station in national advertising and is No. 2 in local billings, behind WOMC. "And in the newest radio battleground at-work at-work at-work listening WNIC is No. 1 in the market" says Schram of the information that Arbitron supplies. "During the workday is where the most quarter-hours quarter-hours quarter-hours of listening are available." In overall ratings for listeners age 12 or older all year, WNIC ranked in the top echelon with WOMC, urban contemporary WJLB-FM WJLB-FM WJLB-FM (97.9), personality-driven personality-driven personality-driven WJR-AM WJR-AM WJR-AM (760) and WWJ news radio. In Arbitron's fall report WNIC was second behind WJLB among listeners 12 and older. Harper's morning show tied for first with WWJ's Roberta Jasina-Joe Jasina-Joe Jasina-Joe Donovan news team and WJLB's John Mason. Schram says, There's no doubt" soft-rock soft-rock soft-rock competitor WLTI-FM WLTI-FM WLTI-FM changing to WDRQ-FM WDRQ-FM WDRQ-FM (93.1) and a dance format last year "helped us. People sampled us and liked what they heard. In the 25-54 25-54 25-54 demographic, our target audience, we are doing 8 ratings in the mornings and night and 10s in the day parts." WOMC, led by Dick Purtan's morning show and Tom Ryan in the afternoon, was No. 1 in local billings, notes Elaine Baker, station vice president and general manager. Times are good," she says, "and it's a great time for radio, although I am sorry we lost classical WQRS last year." Her station's success is because "I'm selling fun and music people love. Thank God for Motown! Dick Purtan is a perfect fit for us. His audience (from WKQI-FM) WKQI-FM) WKQI-FM) came over with him in the morning and stayed throughout the day," Baker said. Rich Homberg, WWJ vice president and general manager, echoes Baker's sentiments about Detroit being a great radio market these days. According to demographic and economic . breakdowns, he notes, "WWJ is the Detroit leader with business executives, managers and professionals. It's the best revenue year in our history, and we were the No. 1-billing 1-billing 1-billing AM station in the market" Got a message for Bob? Call 1-313-223-4457 1-313-223-4457 1-313-223-4457 1-313-223-4457 1-313-223-4457 1-313-223-4457 1-313-223-4457 anytime. Or fax him: 1-313-223-4726. 1-313-223-4726. 1-313-223-4726. 1-313-223-4726. 1-313-223-4726. 1-313-223-4726. 1-313-223-4726.