WINZ’S LOSS IS ZETA 4’S GAIN WITH ROGERS’ SHIFT TO SISTER (October 14, 1987)

WINZ’S LOSS IS ZETA 4’S GAIN WITH ROGERS’ SHIFT TO SISTER
Miami Herald, The (FL) – Wednesday, October 14, 1987
Author: LINDA THORNTON Herald Radio writer

Neil Rogers’ move to the FM dial is the most significant thing to happen to local radio in a long time. His shift this week from the midday show on WINZ (940 AM) to the morning show on sister station Zeta 4 (WZTA 94.9 FM) will likely have a domino effect on both AM and FM in this market.

Considering Rogers’ history as the No. 1 talk host on AM, and his success in winning back younger listeners to that dial, the probability is he’ll be a big hit on FM, from which the core of his audience came.

Yet while Rogers was the best thing going on AM, he had no real competition there to speak of. Rogers reasons, and it’s a good point, that listeners who didn’t catch his midday act on WINZ because they couldn’t listen to the radio at work will now be able to tune in to his morning show. On Zeta, Rogers is sticking pretty closely to the non-issue-oriented, casual talk style that he did on WINZ, playing only two or three songs each hour. But radio listening habits die hard. Rogers may now face the hurdle of breaking even some of his own fans away from their former habit of listening to mostly music shows from 6 to 10 a.m.

Now competing with popular morning shows on WAXY, Power 96, Y-100, WIOD and other stations, and taking into account the high ratings of morning news shows on Spanish-language WQBA-AM and WAQI, Rogers will be hard pressed to duplicate the 9 and 10 percent audience shares he earned in middays. He may have to settle for a 5 share or thereabouts, which, after all, is nothing to sneeze at. Let’s hope his ego can stand that, because we’ve needed a full-time talk show on FM in this market for a long time, and Rogers is the most likely talent to make it work.

In the recently released Arbitron summer ratings, Stan Major, Rogers’ former follow-up on WINZ, topped his afternoon competitors on WNWS and WIOD. Major may take over Rogers’ throne as “the King” of local AM talk, though probably on a lesser scale.

The odd man out in this shuffle, as far as astounding ratings go, is WINZ. Rogers was its key player. Only time will tell how Jay Michaels, Rogers’ replacement on WINZ from 10 a.m. to 2 p.m., will fare with Rogers’ former audience. A safer move for WINZ might have been to move Major up to Rogers’ former midday shift and put Michaels on from 2 to 6 p.m. That way, the Rogers-Major listening habit would continue to be nurtured.

Zeta 4, on the other hand, stands to gain tremendously by recruiting Rogers. That station’s ratings have been dismally low up to this point.

MORE ARBITRONS

The exact hourly ratings for Arbitron’s ratings of local radio stations for summer 1987 will not be available until later this week.

The ratings that have been released and that were published in The Herald Saturday are for week-long listening averages, as well as specific weekday “dayparts,” such as 3 to 7 p.m. These numbers don’t indicate exact ratings for many shows that do not fall perfectly into those dayparts. Still, in most cases, daypart ratings do serve as a just measurement of who’s most popular at what time of day.

Here are some additional ratings that were not listed in Saturday’s Arbitron story. As we reported, Rick and Suds on WAXY and Bill Tanner’s crew on Power 96 tied for second place among FM morning music shows with a 4.4, behind Easy Listening Life’s 5.6. Joy 107 came in next with mostly syndicated music, followed by a 4.2 tie between Y-100’s Sonny Fox and sidekicks, and Javier Romero on Spanish FM 92. James T. on WEDR followed with a 3.4; Scott Evans and Lisa Lupari on Kiss, 3.1; fill-in jocks including Patty Murray on WGTR, 3.0 (Herman and McBean were off the air most of the summer); Greg Budell and Don Agony on Love 94, 2.7; Dan McKay on Hot 105, 2.6; Shawn Burke on Majic 102.7, 2.3; Charlie Kendall and then Drew Townsend on WSHE, 2.1 (Joey Reynolds didn’t join SHE until the summer ratings period was nearly over); Ken Martin on WTMI, 1.9, Maria Cristina Ruiz on Super Q, 1.9; and Jean Cashman and Jeff Chase on Zeta 4, 1.2.

Mike Reineri’s show on WIOD was the highest rated English AM program from 6 to 10 a.m., with a 4.6 share. Big Wilson, recently dismissed from WKAT-AM because of that station’s format switch, brought WKAT’s morning ratings up to a 2.5. WFTL-AM’s morning show by Bob Gordon also rose to a 2.1 in the combined Dade/Broward market.

Spanish morning news was dominated by WQBA-AM, whose 8.7 was the largest share of any station from 6 to 10 a.m. WAQI-AM followed with a 5.3. In English-language morning news blocks, WNWS’ 4.1 topped WINZ’s 3.6.

The 10 a.m.-to-3 p.m. ratings showed Neil Rogers’ former show on WINZ with a 7.5 — a fall from spring’s 9.0, but still the second most popular midday show among more than 40 stations in the market. Life, which traditionally leads during the working hours, ranked an 8.1 in middays. WNWS’ midday share of 2.7 combines two hours of Lee Fowler’s former show (Sandy Payton didn’t join WNWS until the rating period was nearly over) and the first two hours of Geoff Charles’ early afternoon show. Bill McQuage earned only a 2.0 share for middays at WIOD. Spanish WQBA-AM rose nearly two points to a 6.2 in mid-days.

English-language talk in late afternoons was led by Stan Major, mostly responsible for WINZ’s 4.1 share from 3 to 7 p.m. (his show runs from 2 to 6 p.m., followed by news). Al Rantel was second with a 3.2 share for WNWS for 3 to 7 p.m., and Steve Kane last with a 2.6 for WIOD. WQBA-AM ranked second in the entire market in late afternoons, with a 6.8 for talk and news programming. WAQI’s talk and news during those hours pulled a 2.9.

WEDR’s black music programming was No. 1 from 7 p.m. to midnight with a 6.6, followed by WQBA-AM’s talk, news and public affairs, and Power 96’s contemporary music. Talknet on WINZ dropped from first place at night in the spring to fourth place in summer, with a 4.9. The 4.7 rating for WNWS from 7 p.m. to midnight averages Shirley Peters’ former show with Jerry Wichner’s. Wichner traditionally ranks high, while Peters was a low scorer before she left WNWS. Sports Talk, baseball and other fill-in programming combined ranked a 3.5 for WIOD at night.

WQBA-AM was in second place among all stations at night, with a 6.1 for Spanish evening talk and news, nearly doubling WAQI’s 3.2.

BIRCH RATINGS

Birch Radio Ratings has also released its quarterly survey for summer 1987. As usual, Birch’s results differ greatly from Arbitron’s. In Birch, pop music stations traditionally dominate the Top 10, while in Arbitron, Spanish, pop music and news/talk share the highest honors.

For example, the top stations in Birch’s summer measurement were, in order: Power 96, WEDR, Y-100, Hot 105, Kiss, Love 94 tied with Life, WAXY tied with WINZ, and WGTR.

Arbitron’s top 10 in summer were: Life, WQBA-AM, WINZ tied with Power 96, Joy 107, WAXY, FM 92, WEDR, WAQI and Y-100 tied with WNWS.

BIG BAND IS BACK

Beginning Monday, Jack McDermott will bring the Big Band sounds back to Dade County. McDermott was recently dismissed
from WKAT-AM, which changed its format Monday from Big Band to vintage rock and roll. McDermott was let go because his expertise lies more in the Big Band arena. But from 2 to 4 p.m. Mondays through Thursdays, McDermott will revive the ballroom spirit on WVCG (1080 AM), as part of the Fun After Forty program. Vivian Lloyd, former daily host of Fun After Forty, will now be heard from 2 to 4 p.m. Fridays. The show is being aired from WVCG’s studios for the time being — until recently, it was broadcast live from the Tudor Hotel in Miami Beach.

Caption: photo: Neil ROGERS
Edition: FINAL Section: COMICS/TV Page: 3E
Index Terms: RANKING Record Number: 8703180421 Copyright (c) 1987 The Miami Herald

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