Potential advertisers not in tune with 97-X’s grunge music format

Regular listeners of WWBX-FM (97.1) have noticed a different sound coming from their radios in the past couple of weeks.

The Bangor radio station, which is billed as “Bangor’s modern rock station,” had been broadcasting a blend of alternative and grunge music since October of last year.

The format was successful in capturing listeners, especially teens and young adults, but not advertisers, according to Peter Orne Sr., general manager of Bangor Radio Corp., which encompasses WWBX and its sister station, WABI-AM.

“We got a terrific response,” Orne said. “The audience doubled in the first six months. But it was not an audience that Bangor advertisers wanted to support. Advertisers were not of that generation and didn’t understand the music. And we couldn’t afford to establish a brand new format in this market.”

Advertisers weren’t the only ones complaining, Orne added.

“We heard that it was too heavy metal, too hard, too edgy,” he said. “We got complaints about the language of the music, particularly from educators. The idea behind the music is kind of counterculture to begin with.”

So the playlist, it’s a-changin’.

“We’re abolishing grunge, the hard, edgy music that’s particularly attractive to teen-agers,” Orne said. “We want to make it more palatable to a slightly older demographic. We’re shooting for a target age of 35.”

Orne is also shooting for a more consistent playlist for WWBX’s listeners.

“It all comes down to playlist, the music selected and the frequency it’s rotated,” he said. “We want to become as predictable as we can.”

Changing personnel is another factor in the switch. Tim Schiavelli and Wendell Clough, who were brought in to install the former format, have left in the past few months. Mike O’Hara, the station’s previous programming director who also has since left, started “mainstreaming” the format when he took over the morning show about a month ago, Orne said, and the format switch was made completely two weeks ago.

WWBX is also availing itself of the ABC Radio Network, Orne said, using its playlist, format and some personalities. Corey Garrison, 97-X’s programming director, hosts the morning show 6-9 a.m. weekdays under his on-air name, Corey Loco. ABC provides the rest of the programming.

“We’re now offering a better-researched product presented by network-quality professionals with greater resources,” Orne said.

Orne said he feels sorry for WWBX’s younger listeners who may have been put off by the format change.

“That public should be served, but it’s not viable on commercial radio,” he said. “The impact on sales was just too negative.”