The Southern Ontario/WNY Radio-TV Forum / Is The Word "Radio" Slowly Disappearing From CFRB?

**Posted by RadioActive** April 7, 2025 5:05 pm

I'm not sure about the other hosts, but I've noticed in the last couple of weeks, CFRB afternoon man Jim Richards keeps referring to everything but the fact he's on the radio. Instead, it's "we're streaming live on the iHeart Talk Radio Network."

Can't say if this is deliberate, but it does seem the frequency and branding - i.e. Newstalk 1010 - does not get mentioned as often as it used to and morning man John Moore continually promotes the streaming service, noting constantly that he listens all day - on Alexa. Only the news seems to emphasize the dial position in its intros and extros.

Whether this is a strategy to try and encourage online listening instead of over the air tuning isn't clear. But I'm hearing one more often than the other these days and I have to wonder if it's part of a larger plan.

**Posted by mojo55** April 7, 2025 5:42 pm

A few years ago receiving an acceptable AM signal in my apartment was becoming extremely difficult. In addition, It was becoming more difficult to tune in to a clear, distortion-free signal on FM radio on a standard
table sized or portable radio in our condo. I seriously considered purchasing either an HD radio or Bluetooth speaker. After much deliberation, I decided on a Bluetooth speaker as well as an Alexa smart speaker and
have never looked back. My wife likes the fact that she can ask for any station or type of music without actually tuning it in manually. There is also so much more choice with online listening. For example, if the closest NPR station such as Buffalo's WBFO is blocked by a Canadian station (thanks to the CRTC), no problem since you can get any NPR station that airs online. We can listen to our favourite podcasts on demand as well as easy listening or folk music no longer available on terrestrial radio. So, I am glad I opted for online listening rather than HD radio.

**Posted by mace** April 7, 2025 5:50 pm

I can't remember the last time I listened to an actual radio in my apartment. Thanks to my Sonos box and Tune-In, I can listen to any AM or FM station interference free through my 46 year old AR14 speakers.

**Posted by torontostan** April 7, 2025 5:52 pm

mojo55 wrote:
(thanks to the CRTC)

They're not to blame

**Posted by torontostan** April 7, 2025 5:54 pm

Digital "tuning" is quickly catching up (if not already surpassed) AM band tuning for AM talk stations in this country.... it makes sense to promote digital listening over analogue..

**Posted by RadioAaron** April 7, 2025 6:09 pm

mojo55 wrote:
A few years ago receiving an acceptable AM signal in my apartment was becoming extremely difficult. In addition, It was becoming more difficult to tune in to a clear, distortion-free signal on FM radio on a standard
table sized or portable radio in our condo. I seriously considered purchasing either an HD radio or Bluetooth speaker. After much deliberation, I decided on a Bluetooth speaker as well as an Alexa smart speaker and
have never looked back. My wife likes the fact that she can ask for any station or type of music without actually tuning it in manually. There is also so much more choice with online listening. For example, if the closest NPR station such as Buffalo's WBFO is blocked by a Canadian station (thanks to the CRTC), no problem since you can get any NPR station that airs online. We can listen to our favourite podcasts on demand as well as easy listening or folk music no longer available on terrestrial radio. So, I am glad I opted for online listening rather than HD radio.

Yeah, moving into a condo took AM right off the menu for me, and FM was more difficult than I expected. (the FCP signals are fine, but the CN ones are a mess.) I went HD, and the advent of Boom and Z103 going HD has been great. I'm also a regular 680 (er...92.5-HD2) listener. My wife mostly just listens to Podcasts and Audiobooks.

**Posted by RadioAaron** April 7, 2025 6:10 pm

torontostan wrote:
Digital "tuning" is quickly catching up (if not already surpassed) AM band tuning for AM talk stations in this country.... it makes sense to promote digital listening over analogue..

CFRA in Ottawa has done promotions giving out tons of the basic Google model. Smart way to try to extend some tuning beyond the car.

**Posted by mojo55** April 7, 2025 6:56 pm

WBFO-FM at 88.7 cannot be heard in North York in my car. The issue may be a weak signal but having Newmarket's CKDX at 88.5 and the ethnic station CIRV at 88.9 certainly don't help.

**Posted by betaylored** April 7, 2025 8:21 pm

1010 hosts seem to be really pushing listeners to download their app, and streaming is the most current trendy, catchy word. Mutton broadcasting, streaming, as lamb may be going a bit too far with regards to CFRB but perception (and decent reception) is reality.

Always has been, always will be.

**Posted by mic'em** April 8, 2025 6:59 am

I listened to an interview on CBC Sudbury yesterday afternoon of a guy who is starting an online radio station in Mattawa . It will be community based, he is initially going to be the only on air host but hopes to get involvement from community members and services. Is this the way radio will evolve in the modern world ? I for one, hope not.

**Posted by RadioActive** April 8, 2025 7:05 am

mic'em wrote:
I listened to an interview on CBC Sudbury yesterday afternoon of a guy who is starting an online radio station in Mattawa . It will be community based, he is initially going to be the only on air host but hopes to get involvement from community members and services. Is this the way radio will evolve in the modern world ? I for one, hope not.

New community radio station coming to Mattawa

**Posted by DaCosta** April 8, 2025 1:33 pm

If not for streaming, I would be sitting in my office in NS pining for the days where I would be sitting in the Gardner traffic going to and from work listening to my favourite radio station.

**Posted by RadioActive** April 8, 2025 2:04 pm

Whatever you think of the constant references to streaming, it is one way they've differentiated themselves from their competition. You don't get more radio-referenced than either "AM640" or "640 Toronto."

CFRB mentions their call letters only at the top of the hour and the frequency only during the throw to "NT1010 Timesaver Traffic." Otherwise, it might as well be streaming only.

**Posted by Jody Thornton** April 8, 2025 2:09 pm

RadioActive wrote:
Whatever you think of the constant references to streaming, it is one way they've differentiated themselves from their competition. You don't get more radio-referenced than either "AM640" or "640 Toronto."

CFRB mentions their call letters only at the top of the hour and the frequency only during the throw to "NT1010 Timesaver Traffic." Otherwise, it might as well be streaming only.

Well this was what I wondered about, since RadioAaron was citing that HD Radio was not yet regulated, and streaming should be outside the purview of the CRTC, these AM talkers should turn in their licenses for the AM signal. Perhaps Bell and Corus could reorient their sales teams to selling streaming content versus on-air, in a way that convinces prospective clients of their improved reach over AM.

**Posted by RadioActive** April 8, 2025 2:18 pm

I fear there's not enough HD penetration or even knowledge of it amongst the public for that to work. In fact, the stations themselves no longer promote HD at all on air. They seem to be totally ignoring it. So that may not be the best business decision in my humble opinion.

**Posted by RadioAaron** April 8, 2025 2:19 pm

Jody Thornton wrote:
RadioActive wrote:
Whatever you think of the constant references to streaming, it is one way they've differentiated themselves from their competition. You don't get more radio-referenced than either "AM640" or "640 Toronto."

CFRB mentions their call letters only at the top of the hour and the frequency only during the throw to "NT1010 Timesaver Traffic." Otherwise, it might as well be streaming only.
Well this was what I wondered about, since RadioAaron was citing that HD Radio was not yet regulated, and streaming should be outside the purview of the CRTC, these AM talkers should turn in their licenses for the AM signal. Perhaps Bell and Corus could reorient their sales teams to selling streaming content versus on-air, in a way that convinces prospective clients of their improved reach over AM.

The challenge then is selling without ratings. Keeping the AM keeps the HD and streaming rated. Still need that currency in large markets.

**Posted by Jody Thornton** April 8, 2025 3:49 pm

RadioAaron wrote:
The challenge then is selling without ratings. Keeping the AM keeps the HD and streaming rated. Still need that currency in large markets.

However, cannot streaming provide more granularity in its statistics pertaining to who is tuned in (or connected)? Therefore ratings for on air listening would be meaningless anyway. I would also assume that larger national buys are just going with the strongest terrestrial performers, and spending the rest (I would think the majority of their ad budget) on digital platforms, as it stands. No?

**Posted by Jody Thornton** April 8, 2025 3:51 pm

RadioActive wrote:
I fear there's not enough HD penetration or even knowledge of it amongst the public for that to work. In fact, the stations themselves no longer promote HD at all on air. They seem to be totally ignoring it. So that may not be the best business decision in my humble opinion.

I hear you on the HD factor. I threw that in as a bonus. I was really thinking more streaming though. Read my response to RadioAaron, and pipe in to that one if you want RA

**Posted by RadioAaron** April 8, 2025 4:15 pm

Jody Thornton wrote:
RadioAaron wrote:
The challenge then is selling without ratings. Keeping the AM keeps the HD and streaming rated. Still need that currency in large markets.

However, cannot streaming provide more granularity in its statistics pertaining to who is tuned in (or connected)? Therefore ratings for on air listening would be meaningless anyway. I would also assume that larger national buys are just going with the strongest terrestrial performers, and spending the rest (I would think the majority of their ad budget) on digital platforms, as it stands. No?

Long term, yes. In the meantime, even if 80% of RB’s listening was streaming, they won’t get any ratings without the AM. The ratings include streaming and HD

If you’re talking about monetizing the stream on its own, problem there is you’re now in a world with MUCH lower rates, and that revenue wouldn’t come close to covering the cost of the programming.