The Boston Globe and other sources are reporting that WTKK-FM is changing formats. The all talk format will give way to a music format. Media analysts cited in the article say the station never developed a niche in a crowded market and, the rating reflected that.
Scott Fybush, editor of the trade journal NorthEast Radio Watch, told the Globe that the WTKK never developed a stationality. In other words, there did not seem to be a unified approach to the content that would promote listening to the station over the course of the day. When listeners tune in they should know what they are getting. A consistent format with programs that have a high affinity with each other promotes more time spent listening and a stronger share of the market.
These concepts are not unfamiliar to public radio. They were expanded on in the Audience 88 and 98 reports. The reports were published by David Giovannoni with the help of many others. They are available through ARANet.com
One of the stations mentioned in the Globe article, WBUR, embraced these concepts early-on. WGBH embraced them within the past few years.
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