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I post this only because so many of us here grew up listening to the Big 89, WLS Chicago at night. It truly was one of the biggest and best 50K blowtorches in North America, and topped the ratings in several states, outlasting nearest rival WCFL.
But now the station so many admired is instead simply mired in failure and can't seem to get out of its own way. It recently fired a middle-of-the-political road on-air host, who says he now fears owner Cumulus intends for it to become "the most conservative station in America."
Considering some of the stuff that comes on these formats, that's a pretty frightening prediction. According to the departed John Howell, "Nobody broadcasts anymore. Everybody narrowcasts."
The strangest thing about all this is that it isn't working. WLS is so far down on the ratings list, you need a magnifying glass to find it. What a sad comedown for such a once great station. And this isn't likely to help.
Chicago's WLS-AM to double down on conservative format
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It might be the right call.
Chicago has a well rated FM news, an NPR station, and a middle-of-the-road locally focused AM talker.
If the perception is that WLS is right-wing talk, the only option may be lo lean into it and make the existing audience happy. You're not going to attract anyone new anyway.
I kind of feel that way about 640, too.
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Doubling down on a station that gets a 1.5 rating doesn't seem like a good idea to me. I suppose there's nowhere really to go but up. And I'm not sure what else they could do. But doing the same thing and expecting different results - well, you know that old cliche about the definition of insanity.