When CBS Radio wanted a FRESH approach to AC in New York, they called the AC specialist Gary Berkowitz

“Plain and simple…FRESH wouldn’t have been an instant success without Gary Berkowitz! After nearly 30 years in radio working with over a dozen consultants I can honestly say no consultant cares more about great radio than Gary, Thanks Gary , for helping us make radio history in New York with the New FRESH 102.7.”

-Rick Martini, Former Program Director/Fresh 102.7, New York

- March 2008 Update -

Nobody says it better than the competition. These are the words of Citadel CEO Farid Sulemen in the NY Daily News concerning the effect Fresh 102.7 has had on WPLJ.

From the Daily News (3-1-08) Suleman's remarks seemed to place WPLJ on the firing line.

He said rival station WWFS (102.7 FM, "Fresh"), which began playing some of the same music as WPLJ last year, had delivered a devastating blow to WPLJ's advertising revenues.

Cash flow was "down over 50% on a 70% decline in revenues," he said.

WPLJ has long had modest ratings, but made a lot of money because it is popular with the "soccer moms" whom advertisers love to reach.

WPLJ was "totally repositioned because there was a void in our music programming, and 'Fresh' came in and provided a real good format alternative for people to go, all day," Suleman said. "We allowed that to happen. We're not going to do that going forward."

Suleman's remarks seemed to place WPLJ on the firing line.

- January 2008 Update -

January 8, 2008

“Fresh” launched almost exactly a year ago (January 2, 2007) and with its target of 25-54 females it’s risen from 14th place in the Fall 2006 book to seventh in the Fall ’07 rankings. Middays, it’s #2 with 25-54 women – behind “Lite” WLTW.

“And AC “Fresh” WWFS posted its strongest-ever numbers among female demos.”

CBS Shines. CBS was the clear winner, with its share of listening among persons 12+ increasing by 23% to a 16.7 share from a 13.6 share in Fall 2006.
The newly reformatted "Fresh", or WWFS-FM, also performed very
well, with an 80% increase in listening share, to a 2.7 share (tied for
13th), up from a 1.5 share in Fall 2006 (21st).

Sean Ross at Edison Media Research

Fresh 102.7 - At year's end, WLTW (106.7 Lite FM) is back in No. 1 and Fresh 102.7 is ensconced in the (nicely saleable) niche that had eluded the 102.7 frequency for years. Fresh has modified its "today's soft music" positioner to "today's fresh music" -- reflecting a mix that can't really be called soft anymore. Between then and now, though, you can't deny what Fresh accomplished. It made "today" a selling proposition for AC radio--which, until now, had needed "songs you haven't heard on the radio in a while" to get noticed. It further demonstrated the appeal of the "new adult music." And it proved that with enough TV and a concerted effort, you could convince at least a few people that the best-oiled machine in America had issues.

1-10-08
“However, CBS AC competitor WWFS was not affected. WWFS actually climbed into the top 10 among adults 18-49 and 25-54 this book. CBS did a major makeover of their NEW YORK FM's. WWFS is up significantly to the Rhythmic AC format on the old WNEW. WWFS has an 83% larger share 25-54 than it did in its last book in the old format.”

FRESH 102.7, New York is consulted by Gary Berkowitzz

The Berkowitz Difference:

AC is my only format.
Berkowitz consulted stations win Arbitron. Our stations consistently place top tier 25-54.
I work with Americas’ most successful AC stations. WWFS (Fresh 102.7) New York WMJX, Boston, WLIF, Baltimore, WKQC, Charlotte and KEZK, St. Louis are examples of winning AC client stations.
When you hire Gary Berkowitz, you get Gary Berkowitz. No associates. No “second stringers”.

(248) 737-3727
gary@garyberk.com
www.garyberk.com

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