You know it’s funny: every week, I have a plan for a topic I’d like to comment on or share, and we get breaking news in our business that seems to demand superseding it. BIA Wednesday reported the top 15 highest billing AM and FM radio stations in America, and it once again highlights the painful impending end of WCBS-AM in New York. I touched on that here last week, noting it was one of the ten highest billing stations, and yet again, the number speaks for itself for fiscal year 2023. Let’s take a step back.
I was lucky enough to be a small part of 95.5 WPLJ’s storied history in New York for a few years as an air talent, for a time as a programming assistant, and later as part of then-owner Cumulus’ corporate Hot AC format team. To say working at PLJ as a jock and playing a role in its programming was an obsession for me wouldn’t be an understatement; it would be accurate.
To be honest, it’s been tough to set goals for myself in a way, knowing the station is no longer there when I stroll past Penn Plaza. Yet, while it was a shock 5+ years ago to learn it was signing off, it wasn’t a total surprise as the last few years had been bumpy in revenue, abs ratings, and staff turnover. Also? The call letters remain. The format really is just an iteration with Christian CHR of what it did as Adult Top 40/Hot AC in presentation and even some of the music.
Heck, there are 3-4 tracks that play on both sides of its history. With WCBS 880, there is a connection back nearly 60 years with its own heritage and people and to the gold standard of Cronkite, Murrow, and Hewitt. The station is used and relied upon with the nature of its tradition of round-the-clock news and information in a different way than an FM music station. Of course, the calls are going away, too. So, it hurts for those of us who love radio and for what Nielsen says are 700,000 people in the New York City metro area to lose it.
Back to BIA, despite all the competition for “share of ear,” the lack of an FM simulcast, a predominantly 50+ core of P1s, a strong direct competitor in WINS, and strong news effort by WOR, WABC, Bloomberg, and the suburban stations too, WCBS 880 was the 10th highest billing station in America, the fifth highest billing in the number one media market, was only off year to year in revenue about a million bucks and part of a combined $325 million in revenue for top 5 AM/FM stations.
Quite a proud way for the station to go out head held high that business decisions happen in radio and every industry, and its success will likely never be duplicated.
Further, yet another reminder to the rank-and-file executives and the advertising community that radio, despite challenges, competition, and the ebb of time, is still a flat business and a damn lucrative one. Now imagine if radio stopped focusing on servicing debt and shareholders and was boldened by innovative, aggressive sellers, marketers, and on-air content creators in a significant way again.
Robby Bridges works for Press Communications where he serves as the VP of Programming for 99.7 and 107.1 The Boss. He also hosts the morning show ‘Robby and Rochelle’ alongside his wife, Rochelle. He’s been with the company/stations since September, 2021.
Prior to arriving in New Jersey, Robby spent decades working across the country in many top markets for many highly successful brands. Among them include Z100, WPLJ and Q102. He has also worked in Detroit, Boston, Providence, Portsmouth, NH, and served as an exclusive guest host for Scott Shannon on the True Oldies Channel.
To get in touch, reach Robby by email at RobbyBridges@hotmail.com.
