The Southern Ontario/WNY Radio-TV Forum » Huntsville Radio Station Celebrates A Milestone

RadioActive · September 15, 2025 7:11 am

Shades of Cabin Radio! It started as an Internet-only radio station and was eventually granted a licence by the CRTC.

Now The Bay, at 88.7 FM, billed as Muskoka's only community radio station, is celebrating 16 years on the air..

I point this out only because it's been a pet peeve of mine that so many stations (hello CFRB!) pass many milestones in broadcasting and never bother to tell listeners. So good on CKAR-FM in Huntsville. I'm not a listener and never likely to be. But it's nice to hear someone blow their own birthday horn for a change. This is one Canadian Bay that hasn't gone out of business.

The Bay Celebrates 16 Years of Community Broadcasting in Muskoka

paterson1 · September 15, 2025 10:05 am

Maybe it is just snooty Toronto stations that don't celebrate their anniversaries very much. Although The Bay at 16 is one that normally wouldn't get much recognition.

I don't remember anything ever for a station like BOOM 97.3 for their 10th or 15th anniversary. BOOM has lots to celebrate. Has CHFI ever acknowledged any anniversaries? I don't listen to them so maybe I missed something, but they have access to TV and I don't recall any TV ads for an anniversary. Again CHFI has a good bit of history, very successful track record and many reasons to talk about major milestones at the station. 680 News would be another.

CFRB does really stick out for not acknowledging anything for their 90th anniversary. Other Bell stations do all the time, so why not RB?? Smaller market stations often do a much better job on things like this. One small operation that I know had events over the whole year for their 80th birthday. They had some concerts, a couple of contests, lots of on air special programming etc. and really made their 80th special.

RadioAaron · September 15, 2025 10:43 am

CFHI sill has an image as being easy listening/old to shake off. Acknowledging anniversaries runs counter to that.

Same for CFRB, though the difference there is it could signify credibility

Forward Power · September 15, 2025 11:57 am

paterson1 wrote:
CFRB does really stick out for not acknowledging anything for their 90th anniversary. Other Bell stations do all the time, so why not RB?? Smaller market stations often do a much better job on things like this. One small operation that I know had events over the whole year for their 80th birthday. They had some concerts, a couple of contests, lots of on air special programming etc. and really made their 80th special.

That's got me wondering if CTV Barrie/CKVR will be doing anything special for their 70th coming up on the 28th, or any mention of 70 years of broadcasting for CBOFT (Ici Radio-Canada Télé) Ottawa, the first French-language TV station in Ontario. It's nice to see radio stations like CKNX Wingham and CFJR Brockville talking up their approaching 100th anniversaries, though those are part of the Blackburn and MBC families respectively, and I agree with P1 that many smaller market stations do more and better for their major anniversaries.

paterson1 · September 15, 2025 6:43 pm

RadioAaron wrote:
CFHI sill has an image as being easy listening/old to shake off. Acknowledging anniversaries runs counter to that.

Same for CFRB, though the difference there is it could signify credibility

Never heard of CFHI . Station celebrations are acknowledging the history and anniversary, not just the format. Most stations that have been around for a long time have changed formats various times. Celebrating an anniversary, especially a major one like 90 doesn't counter anything. CHFI was an easy/beautiful music station 35 years ago, and they are still shaking it off? Huh? CFRB blew it on their 90th. To me indicates laziness and no planning or sense of history. Also it is a slap in the face to Toronto. Bell Heritage AM stations like CFRA in Ottawa and CJAD did a good job with their major anniversaries. Why not CFRB?

Last edited by paterson1 (September 15, 2025 7:03 pm)

RadioAaron · September 15, 2025 9:22 pm

The stakes are higher in bigger markets.

The biggest mistake a heritage media brand targeting people in their late 30's to 40's, especially women, like CHFI can make is to remind them of how old the station, and by transference, how old *they* are becoming. They may well know that their mom and/or grandmother listened to CHFI, but to remind them of that is to remind them that they are aging. That's poison. There's absolutely no upside to this; the only people who care aren't listening anyway.

CHFI never changed formats, it simply re-defined it gradually to keep up with demographics. There's no distinct "then" vs. "now" moment.

One of the great American independent station owners is the US was Jerry Lee, who owned and operated B101, an AC station in Philadelphia for decades. Jerry was completely pragmatic and research driven, and B101 was the perennial #1 station in the market. In the mid-2000's, he noticed the listeners aging out of the target weren't being replaced. So he did what he always did, and researched the problem. Turns out, no matter what he did to the product, the listeners had the perception of B being their parents' station. He made the bold move of completely re-branding it to MORE-FM The ratings rebounded and the station started getting new listeners again.

Some time later, he decided to retire and sold the station to the giant company now known as Audacy. After the first down book under their ownership, they panicked and re-branded it right back to B101. The stream of new listeners stopped, and it hasn't topped the ratings since, other than at Christmas.

The current #1 station in the #1 market in the country never saw a need to re-brand, but they absolutley did the right thing by not looking back.

Last edited by RadioAaron (September 15, 2025 9:29 pm)

paterson1 · September 16, 2025 9:15 am

RadioAaron wrote:
The stakes are higher in bigger markets.

The biggest mistake a heritage media brand targeting people in their late 30's to 40's, especially women, like CHFI can make is to remind them of how old the station, and by transference, how old *they* are becoming. They may well know that their mom and/or grandmother listened to CHFI, but to remind them of that is to remind them that they are aging. That's poison. There's absolutely no upside to this; the only people who care aren't listening anyway.

CHFI never changed formats, it simply re-defined it gradually to keep up with demographics. There's no distinct "then" vs. "now" moment.

One of the great American independent station owners is the US was Jerry Lee, who owned and operated B101, an AC station in Philadelphia for decades. Jerry was completely pragmatic and research driven, and B101 was the perennial #1 station in the market. In the mid-2000's, he noticed the listeners aging out of the target weren't being replaced. So he did what he always did, and researched the problem. Turns out, no matter what he did to the product, the listeners had the perception of B being their parents' station. He made the bold move of completely re-branding it to MORE-FM The ratings rebounded and the station started getting new listeners again.

Some time later, he decided to retire and sold the station to the giant company now known as Audacy. After the first down book under their ownership, they panicked and re-branded it right back to B101. The stream of new listeners stopped, and it hasn't topped the ratings since, other than at Christmas.

The current #1 station in the #1 market in the country never saw a need to re-brand, but they absolutley did the right thing by not looking back.

Me thinks we are overthinking this a bit...

torontostan · September 16, 2025 10:46 am

paterson1 wrote:
RadioAaron wrote:
The stakes are higher in bigger markets.

The biggest mistake a heritage media brand targeting people in their late 30's to 40's, especially women, like CHFI can make is to remind them of how old the station, and by transference, how old *they* are becoming. They may well know that their mom and/or grandmother listened to CHFI, but to remind them of that is to remind them that they are aging. That's poison. There's absolutely no upside to this; the only people who care aren't listening anyway.

CHFI never changed formats, it simply re-defined it gradually to keep up with demographics. There's no distinct "then" vs. "now" moment.

One of the great American independent station owners is the US was Jerry Lee, who owned and operated B101, an AC station in Philadelphia for decades. Jerry was completely pragmatic and research driven, and B101 was the perennial #1 station in the market. In the mid-2000's, he noticed the listeners aging out of the target weren't being replaced. So he did what he always did, and researched the problem. Turns out, no matter what he did to the product, the listeners had the perception of B being their parents' station. He made the bold move of completely re-branding it to MORE-FM The ratings rebounded and the station started getting new listeners again.

Some time later, he decided to retire and sold the station to the giant company now known as Audacy. After the first down book under their ownership, they panicked and re-branded it right back to B101. The stream of new listeners stopped, and it hasn't topped the ratings since, other than at Christmas.

The current #1 station in the #1 market in the country never saw a need to re-brand, but they absolutley did the right thing by not looking back.
Me thinks we are overthinking this a bit...

Me thinks you can't comprehend a well thought out response. He was explaining why this sort of anniversary cannot occur on a station like CHFI, CHUM, and so on.....

paterson1 · September 16, 2025 11:23 am

torontostan wrote:
paterson1 wrote:
RadioAaron wrote:
The stakes are higher in bigger markets.

The biggest mistake a heritage media brand targeting people in their late 30's to 40's, especially women, like CHFI can make is to remind them of how old the station, and by transference, how old *they* are becoming. They may well know that their mom and/or grandmother listened to CHFI, but to remind them of that is to remind them that they are aging. That's poison. There's absolutely no upside to this; the only people who care aren't listening anyway.

CHFI never changed formats, it simply re-defined it gradually to keep up with demographics. There's no distinct "then" vs. "now" moment.

One of the great American independent station owners is the US was Jerry Lee, who owned and operated B101, an AC station in Philadelphia for decades. Jerry was completely pragmatic and research driven, and B101 was the perennial #1 station in the market. In the mid-2000's, he noticed the listeners aging out of the target weren't being replaced. So he did what he always did, and researched the problem. Turns out, no matter what he did to the product, the listeners had the perception of B being their parents' station. He made the bold move of completely re-branding it to MORE-FM The ratings rebounded and the station started getting new listeners again.

Some time later, he decided to retire and sold the station to the giant company now known as Audacy. After the first down book under their ownership, they panicked and re-branded it right back to B101. The stream of new listeners stopped, and it hasn't topped the ratings since, other than at Christmas.

The current #1 station in the #1 market in the country never saw a need to re-brand, but they absolutley did the right thing by not looking back.
Me thinks we are overthinking this a bit...
Me thinks you can't comprehend a well thought out response. He was explaining why this sort of anniversary cannot occur on a station like CHFI, CHUM, and so on.....

Me thinks the response was well thought out, and I do comprehend what he was explaining. However I disagree. Celebrating a 90 year anniversary is as easy or difficult as one wants to make it. CFRB did nothing which was wrong. In terms of CHFI or CHUM, overthinking it. Same rule applies, you can make it simple or complicated, but a major milestone should be acknowledged. Wonder why you can't comprehend that.

Last edited by paterson1 (September 16, 2025 11:34 am)

gch · September 16, 2025 12:43 pm

CFCO Chatham will be 100 years old in 2026.....I wonder if they will this occasion to celebrate as well the move to FM.

CHML had a great celebration of their 90th....too bad they have since ceased broadcasting....

CHYR 96.7 Leamington is 70 years old this year...I don't know if they have observed it. They were a great local voice in Leamington, but now are really targeting Windsor (They were originally a daytimer at 710AM, and then had the changing frequencies to 730 at night.WMZK in Detroit does it with 680/690)

I hope CFRB does something for 100 years in 2027

boom boy · September 16, 2025 3:31 pm

Maybe I’m jaded, but other than the company and employees, who cares? Why publicly congratulate yourself? Do you go around telling people it’s your birthday? For a community station, I get it.

Last edited by boom boy (September 16, 2025 8:41 pm)

torontostan · September 16, 2025 7:10 pm

paterson1 wrote:
Me thinks the response was well thought out, and I do comprehend what he was explaining. However I disagree. Celebrating a 90 year anniversary is as easy or difficult as one wants to make it. CFRB did nothing which was wrong. In terms of CHFI or CHUM, overthinking it. Same rule applies, you can make it simple or complicated, but a major milestone should be acknowledged. Wonder why you can't comprehend that.

Very simple, the risk outweighs reward, plain and simple.

The risk: one single meter holder hears your anniversary remarks, perceives the station as old, and decreases their listening..... thousands of dollars could be lost....
The reward: four 70 year old men on a radio forum crack a smile for half a second

If a perfume brand was having success with women ages 18 through 34 in a declining perfume industry, would they benefit from marketing "we're 100 years old, your grand-mommy loved us." probably not....

RadioAaron · September 16, 2025 10:52 pm

paterson1 wrote:
RadioAaron wrote:
The stakes are higher in bigger markets.

The biggest mistake a heritage media brand targeting people in their late 30's to 40's, especially women, like CHFI can make is to remind them of how old the station, and by transference, how old *they* are becoming. They may well know that their mom and/or grandmother listened to CHFI, but to remind them of that is to remind them that they are aging. That's poison. There's absolutely no upside to this; the only people who care aren't listening anyway.

CHFI never changed formats, it simply re-defined it gradually to keep up with demographics. There's no distinct "then" vs. "now" moment.

One of the great American independent station owners is the US was Jerry Lee, who owned and operated B101, an AC station in Philadelphia for decades. Jerry was completely pragmatic and research driven, and B101 was the perennial #1 station in the market. In the mid-2000's, he noticed the listeners aging out of the target weren't being replaced. So he did what he always did, and researched the problem. Turns out, no matter what he did to the product, the listeners had the perception of B being their parents' station. He made the bold move of completely re-branding it to MORE-FM The ratings rebounded and the station started getting new listeners again.

Some time later, he decided to retire and sold the station to the giant company now known as Audacy. After the first down book under their ownership, they panicked and re-branded it right back to B101. The stream of new listeners stopped, and it hasn't topped the ratings since, other than at Christmas.

The current #1 station in the #1 market in the country never saw a need to re-brand, but they absolutley did the right thing by not looking back.
Me thinks we are overthinking this a bit...

Also known as "thinking"

RadioAaron · September 16, 2025 11:10 pm

torontostan wrote:
If a perfume brand was having success with women ages 18 through 34 in a declining perfume industry, would they benefit from marketing "we're 100 years old, your grand-mommy loved us." probably not....

Great comparison.

paterson1 · September 17, 2025 12:07 am

RadioAaron wrote:
torontostan wrote:
If a perfume brand was having success with women ages 18 through 34 in a declining perfume industry, would they benefit from marketing "we're 100 years old, your grand-mommy loved us." probably not....
Great comparison.

Really? Well, for one thing perfume brands don't normally serve or are involved in the daily life of a community. And they tend to lack personalities or actually connect with people. Pretty basic stuff guys. Anything else I can help you with...just ask..

Forward Power · September 17, 2025 6:10 am

I think Pitbull said it best when he said "to understand the future, we have to go back in time."

torontostan · September 17, 2025 9:13 am

paterson1 wrote:
RadioAaron wrote:
torontostan wrote:
If a perfume brand was having success with women ages 18 through 34 in a declining perfume industry, would they benefit from marketing "we're 100 years old, your grand-mommy loved us." probably not....
Great comparison.
Really? Well, for one thing perfume brands don't normally serve or are involved in the daily life of a community. And they tend to lack personalities or actually connect with people. Pretty basic stuff guys. Anything else I can help you with...just ask..

Very narrow counterargument and self-entitled "radio is so important!" approach. I promise you that no listener cares about this as much as you do... again, the risk far outweighs the reward and effort....

mace · September 17, 2025 9:36 am

Perhaps an anniversary acknowledgement with historical photographs etc. could be put up on the station's website. Those that are interested in this sort of stuff will find it. Listeners that don't care, won't know about it.