Radio advertising on radio?

By now you know that WRXP will be flipping to sports in November94.3 The Shark is seizing this opportunity by advertising on 101.9 FM, telling listeners to flip to 94.3 when 101.9 flips to sports.  It’s unusual for radio to be advertising on radio in this way, although it’s not unprecedented.

A little over 20 years ago, Z-100 used to advertise on what was then known as HB-107 (now WLIR), encouraging any city dwellers/workers that their station will be waiting for them when they came back on Monday morning.  In 2012, with many stations owned by one entity, the idea of cross-station promotion is not a novel one, and makes sense when it comes to corporate synergy.  For example, WCBS-FM may promote upcoming Jets games on sister station WFAN.

For now, RXP is owned by Merlin Media, but after all the paperwork is done it will be owned by CBS.  The Shark is owned by Connoisseur.  Perhaps Merlin feels it has nothing to lose by promoting a competitor.  But it’s not just any competitor, it’s one that’s outside the city.  One that covers just part of Long Island (never mind Brooklyn and Queens), and one whose format may lean alternative but still plays Led Zeppelin and AC/DC.  Fans of the current 101.9 probably will not be satisfied with what 94.3 is offering, if they can pick up the signal.  And it’s anybody’s guess what Cumulus will do with 94.7 in December, perhaps they will be reading this petition.

Eventually, we’ll find out if The Shark’s advertising has paid off.  My guess?  Not by much.

Will you listen to 94.3 The Shark after 101.9 flips to sports?  Or is there another station on-air or online where you will get your alternative music?


Author: Dr. Chuck

I started out as a child, then things kind of grew from there.  I spend way too much time around computers and radios, but I do like to take a break once in a while.  I'm not a real doctor, but I played one on the radio in college. A bit later on, I wrote an article that was published in COMPUTE!'s Gazette (Commodore 64/128 magazine). I also think digital watches are a pretty neat idea.

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