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Several central Indiana radio stations will ring in 2008 with new formats and on-air talent, and new marketing campaigns bellowing the changes to listeners and advertisers.
One station is keeping its plans secret, fearful of an industry domino effect if its strategy leaks out.
There's plenty at stake. Listener ratings for the first quarter of 2008 will be watched closely, local media buyers said, and could affect spending later in the year.
Atlanta-based Cumulus Media scrapped its news-talk format at WWFT-FM 93.9 amid flagging ratings. The station began airing all Christmas music last month and will launch a new format in January, but has kept mum on its nature.
"Their silence on this makes no sense to me," said Bill Perkins, president of locally based Perkins Nichols Media. "I don't know what their format or target market will be, so as a result, I have no budget to spend on that station."
Cumulus Local Market Manager Chris Wheat said the change will allow his sales staff to sell the format in harmony with Cumulus' WJJK-FM 104.5, known as The Jack, which plays mainly classic rock. Cumulus has a separate sales staff for WFMS-FM 95.5, the local country powerhouse.
"The one thing I can tell you, it won't be news-talk," Wheat said.
Some industry experts theorized that WWFT will broadcast an oldies format, which is what Cumulus' 104.5 station aired before it changed to The Jack in 2006.
Some even say the oldies rumor has caused another station to shift...