THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Saturday, August 5, 1995 TAG: 9508040053
SECTION: DAILY BREAK PAGE: E1 EDITION: FINAL
SOURCE: BY CRAIG SHAPIRO, STAFF WRITER
LENGTH: Medium: 83 lines
IN THE JAZZ rankings, Kenny G places somewhere around featherweight. But in the latest Arbitrons, the silky saxman is in a class with big George Foreman.
Upstart WJCD-FM (105.3), which introduced its smooth jazz format to Hampton Roads just a scant five months ago, KO'd the competition this spring, vaulting into the No. 1 spot in the lucrative 25- to 54-year-old age group.
The spring Arbitrons, released this week, cover March 1 to May 31. WJCD claimed an 8.0 audience share; in the winter book, when WMXN broadcast on 105.3, the numbers were 15 (tie) and 2.2.
Program director Maxine Todd said she felt all along that the new format, with its mellower, more fluid approach to the music, was viable. A typical hour might include tracks by Kenny G, Acoustic Alchemy, David Sanborn, Sade, Michael Franks and Russ Freeman and the Rippingtons.
But it was only after extensive research that Smooth Jazz CD 105.3 signed on March 17.
``Any time you do any kind of perceptual study of the market,'' Todd said, ``you ask all kinds of questions. Are there any voids? What do people want and aren't getting? Face it, it's 1995 and you're constantly trying to invent and reinvent formats.
``I honestly felt that we would probably shoot to the Top 5, at least. No. 1 is just icing on the cake.''
WJCD's bold debut isn't unprecedented in Hampton Roads, the country's 32nd-largest market. When WAFX arrived in May 1989, the rock 'n' roll outlet went head-to-head with longtime leader WNOR-FM99. An aggressive promotional campaign propelled The Fox to No. 1, but the stay in the penthouse was brief. WAFX has had more consistent success with a classic hits format.
WJCD finished ahead of sister station WOWI (both are owned by U.S. Radio Group. WOWI captured a 7.3 share, providing a formidable 1-2 punch among 25- to 54-year-olds. Rounding out the Top 5 were WWDE-FM (3/6.8) and, in a dead heat between country-music rivals, WGH-FM (4/6.6) and WCMS-FM (5/6.5).
Overall, WOWI-103 JAMZ continued to dominate from 6 a.m. to midnight, Monday through Sunday. The urban-beat powerhouse placed first with all listeners age 12 and up (9.7 share) and those 18 to 34 (14.7). In the latter demographic, WOWI was followed by WNOR-FM (2/12.3), WNVZ-FM (3/9.9), WGH-FM (4/7.3) and WROX-FM (5/5.9).
It was too early to tell if Henry Del Toro's departure from WNOR will shake up the hotly-contested, weekday morning drive (6-10 a.m.). Del Toro resigned from FM99 in late June to join Perry Stone at rival rocker WROX. The picture will be clearer when the summer Arbitrons are released in mid-October.
Meantime, morning drive, among listeners ages 18 to 34, stacked up this way: WOWI (1/15.1), WNOR (2/14.2), WNVZ (3/10.4), WGH-FM (4/8.0), WWDE (5/6.3). WROX finished at No. 6 (5.1) and WCMS-FM and WKOC tied at No. 8 (4.6).
WWDE-FM finished first (9.7) in morning drive with listeners ages 25 to 54, followed by WOWI (2/8.3), WCMS-FM (3/7.3), WNOR-FM (4/7.0) and WGH-FM (5/6.7)
WCMS-FM and WGH-FM jockeyed for country bragging rights throughout the spring book. Overall, among all listeners 12 and up, WCMS was No. 2 (7.4) and WGH No. 6 (5.5). The positions were reversed among 18- to 34-year-olds, with WGH fourth (7.3) and WCMS seventh (5.3).
Here are the ratings for the Top 20 stations among all listeners age 12 and up, Monday through Sunday from 6 a.m. to midnight. Listings include the rank, station and audience share.
1. WOWI-FM, 9.7
2. WCMS-FM, 7.4
3. WNOR-FM, 7.1
4. WNVZ-FM, 6.9
5. WFOG-FM, 6.4
6. WGH-FM, 5.5
7. WWDE-FM, 5.1
8. WAFX-FM, 4.3
9. WKOC-FM, 3.9
10. (tie) WJCD-FM and WNIS-AM, 3.8
12. WROX-FM, 3.6
13. WLTY-FM, 3.5
14. WJQI-FM, 3.3
15. WSVY-FM, 2.8
16. (tie) WMYK-FM and WXEZ-FM, 2.4
18. WPCE-AM, 2.3
19. WTAR-AM, 1.6
20. WSVY-AM, 1.4 by CNB