WBTA

Improves position with Soft AC

Challenge

In 2016, WBTA was in a state of disarray. It was gold based somewhere between “MOR” and “Oldies” targeted too old making it difficult to grow revenue. The station lacked a clear position in the market and its programming strategy was unfocused and lackluster. Located midway between two top 60 markets; Buffalo and Rochester, NY; the station needed to become much more competitive.

Radio Consulting Services began as WBTA’s partner in 2016 conducting analysis to determine the best position. WBTA became the beta station for our “easy fm” syndicated format. Music Research was followed by monitors to ensure implementation. In 2017 a new on-air line-up debuted, including a new morning show. WBTA has steadily improved its position to become top 5 with 12+ and Adults 25-54 in its home county.

Company: WBTA-FM – An HPL Communications, Inc. Station

Location: Rochester, NY

Client From: 2016-2023

Solution

Radio Consulting Services began as WBTA’s partner in 2016 conducting analysis to determine the best position. WBTA became the beta station for our “easy fm” syndicated format. Music Research was followed by monitors to ensure implementation. In 2017 a new on-air line-up debuted, including a new morning show. WBTA steadily improved its position to become a popular station.

Timeline

2016: Performed Analysis to find the best strategic position

2016: Conducted Online Music Research

2017: A new Soft Adult Contemporary format was created and launched

2017: Station imaging updated simultaneously with evolved music changes

2017: Positioning updated to “Songs You Know And Love”

2017: A new line-up including a new morning show is added.

2017: Station begins contesting; becomes more active in the community and with events

2017: WBTA increases popularity and revenue

2018: WBTA continues to be popular

2019: WBTA maintains its popularity

2023: WBTA continues to be popular

“Our association with Radio Consulting Services continued through 2023. The programming generated new fans every day. Our revenue noticeably increased which I attributed to our updated, improved sound. I would be pleased to recommend anyone considering Radio Consulting Services.”

– Dan Fischer, Former Owner/GM - HPL Communications, Inc.

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