Big rumors on twitter this week about a potential format flip at Greater Media’s 105.1 to sports featuring Drew and Mike. While I have no direct knowledge of anything going on at Greater Media, I’m not buying it, at all….
I think a flip to sports would be a smart play over the long term, but I don’t see Greater Media pulling the strings on this move for a number of reasons.
1. Flipping from “Adult Contemporary” music to sports takes GM off the radar with media buyers who purchase media time for female demographics. Right now, 105.1 gets ad dollars fto reach the female demos with 105.1 and money for the male demos with WRIF and WCSX. It doesn’t make sense to flip to sports when you are already in good shape in the male demographics.
2. If Drew and Mike were too expensive for WRIF, they are definitely too expensive for a format that will lose money for a while. When you start a sports station, you can’t afford to dole out HUGE dollars at the beginning, it is a slow build as the station attracts ratings and listeners. Drew and Mike would have to work for significantly less to make this move. They are potentially more viable on an established music station.
3. I think Greater Media is out of the “Drew and Mike” business, otherwise they would have attempted to segue the show to a much more viable WCSX. It appears they aren’t interested in having Drew and Mike on their team, odd yes, but not entirely unprecedented.
4. I don’t think GM is ready to invest in a new format right now, they have their hands full fixing the WRIF Morning show and getting WCSX back on track. It would take a large investment to launch a sports station and they don’t currently have any sports programming talent in the building to oversee a new sports station.
At some point Drew and/or Mike will reappear, but I’m guessing it will be on an established music station that is looking for traction in Morning Drive. My guess is that it’s on a re-branded 93.1, but I’m not sure Cumulus can spend the money to bring in an established show.