WLS-AM 890 morning host Ray Stevens is coming up on the one-year anniversary of taking over the daypart from previous host Steve Cochran.
The Country Radio Hall of Famer wasn’t an unknown commodity to Chicago news/talk listeners after previously hosting on the station. But morning drive is a different animal, and his return to the station was a different time.
Ratings needed improvement. So did revenue. And Ray Stevens had a plan to grow both.
When he spoke with Barrett Media days after being announced as the WLS-AM 890 morning host, Stevens said it was imperative for he and the station to hit the streets to meet both listeners and advertisers.
Mission accomplished.
“I talked about having to get after it, having to get out and be out on the street and work hard,” said Stevens. “We did that, and we are doing that. Ratings have shown an improvement. I know they have. And then we’ve increased revenue to brought a lot of local businesses back on board.”
Ray Stevens implemented a pair of features to bookend the week, with a segment honoring local military veterans and active duty servicemembers on Mondays and a segment that highlights area first responders on Fridays.
The station has been active in the community, too, with both its programming and events. The station has worked with local animal shelters, the area’s last remaining drive-in movie theater, along with countless parades and local charities to create an impact in the Windy City.
It’s what Stevens is most proud of as he ends his first full year in the daypart.
“That is an important element to do,” said Stevens. “In a day and age where marketing dollars aren’t so readily available, you’ve got to get out there and be on the news. We’ve done a lot of new local news hits, both on Fox 32 and then on ABC 7.”
Seeing the response from listeners has been a motivating factor to continue the work in the community.
“It makes me feel that there’s still relevant to what we do. It makes you feel like, ‘Ok, you can use those tools to let people know that radio is still a viable tool, one for advertising and two for getting the word out,” he shared. “If you do good content, they’re going to find you.”
On the revenue side, the station’s morning show has focused on local advertisers and put efforts into putting on events for listeners. Stevens pointed one promotion in particular that
“We did a non-traditional Thanksgiving at a local restaurant in Carroll Stream, Illinois, and we did our non-traditional Thanksgiving for WLS-AM 890, which is Italian beef and hot dogs for all our listeners. It was just a celebration. And I think people were happy, at least our listeners were happy,” said Stevens. “It made you feel good to know that the audience that you’re reporting to coalesce with, they’re really there. Those are the kind of events you want to be part of.”
The station’s morning show has also tried to focus on local issues, like a spat between an American Legion hall and a municipality that was ultimately mediated by Stevens on the air.
“We invited the American Legion on, we invited the village on, and we kind of worked it out. I think that’s what you do. You look for what’s local,” he shared. “You’ve got to be uber local, especially that we’re the only local day part on the air, and we work around the clock to make it seem like we’re in the community 24/7. You just look for the opportunities that make sense, and you utilize those.”
When Ray Stevens took over mornings at WLS, he was also hosting middays at sister-station KCMO Talk Radio in Kansas City. He ultimately decided to leave the show in Kansas City behind in an effort to focus all of his attention to his morning show in Chicago.
And while he was sad to say goodbye to KC, he believes it has set him up for success at WLS-AM 890.
“I have so much more time to go on sales calls, to not go right down the hall to a KCMO,” Stevens said. “In this extra time that I have, we plan, we think, we strategize, and I bet you we meet every day for at least a half hour … I can be out on the street, I can be over and be on the 11 o’clock news, I can do TV, and I can be on sales calls, selling this radio station.
“We’ve really brought in a lot of local ad revenue with some of the relationships that I have. It’s made a world of difference to be able to be there and be able to go out on the street, or work it for the station once I’m off the air.”
Despite the success he’s seen in his first year, Ray Stevens believes that his best days at WLS-AM 890 are still ahead of him.
“The WLS brand is historic and legendary, but there’s a long way to go,” he said. “But this small success that we’ve had so far, I think it shows these folks that I’m working with and paired with — and I’m working with a really good crew — that if you put in the work, you’ll see the results.”
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
Became fan of Ray when Mancow left WLS and said continue to listen to WLS and listen to Ray Steven’s. I was hooked after his first show and have been following Ray ever since. Other than the Great Rush Limbaugh Ray has become my favorite radio host.
Ray and Nick always seem to brighten my day when I’m feeling gloomy. I’m a conservative, a retired cop and former military, so they are always talking about something that is relevant to me. They both have such a common sense approach, well Ray mostly (sorry Nick!), and they’re so easy to listen to. They are like comfort food for the ears. I have listened to them since they went on a year ago and I don’t know what I’d do if they ever left. Keep up the great work gentlemen! I love everything you do and I love everything you talk about. I tell all my friends and family to listen to Ray Ray and Nick in the morning on AM 890. No matter where I am, vacation, work (my awesome post law enforcement retirement job) or on a fishing trip, I listen to you guys on the AM 890! app. Don’t ever leave!! I would say that I need you guys in my life, but I think it’s best to say that Chicagoland needs you guys In its life. Take care and keep fighting the good fight!!!