THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Sunday, October 2, 1994 TAG: 9409290203
SECTION: CAROLINA COAST PAGE: 18 EDITION: FINAL
SOURCE: John Harper
LENGTH: Medium: 83 lines
Radio station WRSF, Dixie 105.7, dominates the Arbitron Co.'s 1994 spring survey of northeastern North Carolina and the Outer Banks.
Arbitron conducted the survey of the nine northeast counties (Camden, Chowan, Currituck, Dare, Hyde, Pasquotank, Perquimans, Tyrrell and Washington) from March 31-June 22, l994.
A total of 390 listeners recorded their habits in diaries provided by the Laurel, Md., based company.
Nearly a third of the diaries came from Dare County. Arbitron considers the 390 diaries a representative sample of the 105,000 people living in the area.
Radio stations and advertising agencies base their rates on the Arbitron. The survey, which is called ``the book,'' also helps radio managers and programmers determine whether a station is reaching its target audience.
WRSF, Dixie 105.7, which programs ``hot country,'' leads the pack in every demographic cell - male and female. In the over-12 category, WRSF is the only station with a double-digit average quarter share. The average quarter hour share is how many people listen to a radio station for more than five minutes in an average quarter hour.
While many area stations are cutting personnel and relying on Muzak's first cousin, satellite programming, WRSF maintains a staff of 17. WRSF's general manager, Jim Lachey, knows the station is riding the current country music wave.
``Country has changed a great deal,'' says Lachey. ``The music used to be about a pickup truck and your dog dying, now it's happy music.''
Lachey says if Elvis Presley recorded today, he would be country. And if Garth Brooks had recorded 15 years ago, he would be considered rock 'n' roll. Lachey says country music is the choice for a lot of adults who grew up on rock 'n' roll.
``Our station plays new artists,'' says Lachey, ``where adult contemporary and rock stations rely more on oldies.''
The national trend confirms Lachey's observation. Country stations have the highest ratings nationwide. Talk radio and rock hold their own.
The big loser locally and across the country is adult contemporary. Adult contemporary, with its mix of Michael Bolton, Mariah Carey, Madonna, Michael Jackson and burnt oldies, loses about 30 stations a month.
Lachey credits his program director, Randy Gill, with much of the station's success. Gill, who has seen the station through its various formats, joined the station in 1987. Tom Charity and Jim Mills are Dixie's morning team.
``They're the most natural team,'' says Lachey. ``Tom and Jim are in the same generation, most of what they do is spontaneous.''
Donna Perry does mid-days and Randy Gill does the afternoon shift. Gary Dean handles the night shift.
Lachey says WRSF's strong showing in the spring book has helped the station to its best advertising sales year since 1989.
``Dixie has established air personalities, community involvement and country-western music without the western. That's why we're winning.'' MEMO: SPINNING THE DIAL
92.5 WNHW, Nags Head. ``Carolina 92'' is the Outer Banks' first
country station. The 25,000 watt station had its best showing in the
25-54 cell.
95.3 WOBR, Wanchese. A year ago, the station became the ``new'' Beach
95. Most of the on-air staff was fired and replaced by satellite
programming. Consultants were brought in. Gone is Lyle Lovett, The
Beatles, Roseanne Cash and in is Micheal Bolton, Whitney Houston and the
like in heavy doses. The result: A slight showing in the 18-34 female
demo. The Outer Banks' original station is dead last in the 25-54 cell.
Whoops!
99.1 WVOD, Manteo. The station stays strong in the 25-54 demo. The
progressive-leaning WVOD is especially strong with 25-54 females.
102.5 WERX, Edenton. Rock 102, licensed to Edenton, but with a city
grade signal on the Outer Banks and in northeastern North Carolina,
shows strength in the 18-34 male demo and 25-54 cell. Brent Todd is the
program director of the rock outlet.
104.1 WCXL, Kill Devil Hills. XL104 is the Outer Banks' newest
station. The 100,000-watt mix of current hits and beach music had its
best showing among 25-54-year-old women.
1530 WOBR-AM, Wanchese. A real surprise here. The 1,000-watt daytime
only religious outlet tied WOBR-FM in the 12-plus category. It actually
tied its FM among 25-54 listeners and beat the WOBR-FM in the 35-plus
cell. by CNB