It’s always nice when a big format change happens to hit right on my Toppy day – and when it fits nicely with the markets I’ve been reviewing lately anyway.
So let’s all harken back to those halcyon days of…um, two hours and 30 minutes ago, as New York‘s WXRK 92.3 segued from “K-Rock” (version 2.0) to “Now.”
Yes, the calls are still WXRK, at least for, um, “now” – though they’re being buried pretty deeply. (And, honestly, does it really matter in this Age of PPM?)
And yes, they’re working from exactly the same playbook that CBS used a couple of years ago when it launched “Fresh” on WWFS 102.7 – paint the established competitor (WLTW then, WHTZ now) as old and out of touch and hope to shave some audience away, preferably without spending too much on talent or promotions along the way.
So it goes in the world of radio, 2009.