I’ve always hated overreactive headlines like the above, so let’s start by answering “no.” But in my analysis of the latest release of the Arbitron radio ratings for Erie, which can be found at Radio and Records, with some demographic rankers on Erie Media-Go-Round, I must say that there might be something to be said about “jukebox radio.”

It’s pretty impressive to see a station like BOB 94.7 knock off a perennial ratings powerhouse like Star 104 in its first book in 12+, 18-34, and 25-54. Now Erie is known for liking new things; I’ll never forget that first book in the late 1980’s that Jet-FM 102 creamed K-104 with 3000 watts vs. 50,000 (of course it had to be the TV spot I sold them!).  But the sheer Spartan approach to BOB’s programming is what has me shaking my head. Whimsical liner, three songs, liner, spots, liner, songs, repeat.

I am so old-school. My radio programming core values include:
1. You never go wrong playing the right music
2. Keep the playlist tight, while providing flavor every once in a while
3. Strong personalities who connect with their audience will make local radio win over satellite and I-pods
4. You need to provide services like local news, weather, etc.

The success of BOB-FM kind of blows those values to smithereens! If playing marginal songs, with no personalities, a whiney liner voice, and little services gets you multi-demo success, then I’m depressed. My only solace is that another value of mine, that other-media marketing drives cume is solidly confirmed with BOB and The Wolf.

I’m told that people like BOB because they play songs you don’t hear anymore. I guess that’s why I sometimes listen too. But there are a lot of dogs in that pile of songs, which over the long-run drive tuneout.  We’ll have to see what kind of legs BOB has for the marathon.

Two more insights: the total domination of Connoisseur Media over Citadel Communications has to have the latter reeling. Especially considering the freefall of Country 98 to the 5’s. Some major decisions will need to be made in the next month up on Robinson Road.

Finally, the decent showing of CHWO out of Ontario with their Nostalgia format shows what lengths that loyal audience will go for their Mathis and Streisand.  Too bad they have to leave town for it.