6 FEB 05: FEEL THE BEAT

Columbus radio stations have spent the last few days analyzing the latest ratings report. They especially could be concerned at Davis Broadcasting - because suddenly there's a hip-hop station almost as loud as theirs is.

The big question in the fall radio ratings was whether the new WBFA "101.3 The Beat" would chomp into the audience of longtime local leader WFXE "Foxie 105." The new numbers show Foxie 105 still in front, but The Beat is a fighting second. Well, maybe I shouldn't say "fighting" when it comes to hip-hop stations....

By changing from "B-101" and pop music to "101.3 The Beat" and hip-hop in September, WBFA tripled its rating number from the spring to the fall. Well, I've never heard anyone say Columbus radio listeners wanted QUALITY in the music they hear....

The Beat actually tied for second in the fall radio ratings with WGSY "Sunny 100 FM" - the station which started playing Xmas music in mid-November. That reminds me: shouldn't Sunny 100 start playing "Easter Parade" sometime this week?

The biggest puzzle in the fall radio ratings report involves WVRK. "Rock 103" lost more than half its audience from a year ago. If all those listeners switched from white "redneck rock" to The Beat, maybe we're truly becoming One Columbus after all.

What makes this drop more puzzling is that Rock 103 broadcasts Auburn football games. The Tigers had a perfect season - yet the station LOST listeners?! Were Georgia fans tuning in during 2003, to laugh at Auburn losses?

As for other stations: WDAK's Scott Miller thanked his audience Thursday for making "The Morning Show" the top-rated news-talk program in the morning. Of course, competitor WRCG has "Imus is the Morning" - which seems to have much more talk than news, and about as much babble to match.

WRCG slumped again in the fall ratings, placing next-to-last among Columbus stations. In fact, it wound up tied with WVFJ "J-93.3," a Christian FM station which most of Columbus can't pick up anymore. If this keeps up, the WRCG sports show may become "D.J. and FRIEND" - singular.

WRCG's managers finally may be getting a message from the ratings, and making changes. For instance, the station promises to bring back big band music on Sunday mornings beginning today. But it still sounds weird to hear a deep-voiced man promoting a Sunday church service in the middle of Fox Sports Radio.

One caller to WRCG's TalkLine Thursday complimented host (and blog buddy) Robbie Watson for "getting your audience back." I have a tip which could help with this. Point out Rush Limbaugh down the dial is dating a CNN news anchor - so he's a hypocrite, because he's not dating a Fox News Channel Republican.

But WDAK is trying to stop a WRCG comeback. After Robbie Watson announced an October cruise to the Bahamas, the WDAK web site now promotes its own cruise in September to Mexico. Some talk radio listeners may consider the Mexico cruise safer - because they'll have no liberal Ed Schultz listeners to face.

There's an interesting note at the bottom of the ratings chart. WSHE-AM actually has listeners, after more than a year with a zero. Perhaps it paid to put Alabama football games on the air. Or perhaps people are glad Jim Foster hasn't brought back "Swap-n-Shop."

By the way, one Columbus radio station is entering its ninth day in a row off the air. WFRC-FM "Family Radio" was knocked out by the ice storm, and hasn't come back. This station preaches the "church age" is over - so is Someone disagreeing with this opinion?

Now other notes from a weekend which melted our memories of the ice storm:

+ Habitat for Humanity chapters showed their support for fired founder Millard Fuller by staging "Lay Down Your Hammer" day. Or as some future homeowners might have called it: "Increase My Sweat Equity Day."

(Some Habitat for Humanity leaders believe if former President Carter backs Millard Fuller, work on homes will slow down. They forget one thing -- support for Habitat from Republicans probably would go up.)

+ The former Club Zasibar on Buena Vista Road reopened, as "Club Antifreeze." [True!] Hmmmm, let's see - they're mixing two parts alcohol and one part water?!

(Recalling the crime which used to occur at this nightspot, hopefully Club Antifreeze won't have any "boilovers.")

+ Columbus State opened its baseball season, by splitting a doubleheader with West Alabama. I'm sorry -- but when college baseball teams are playing games before the Super Bowl, something is seriously wrong in America.

(So what will happen the first time a home run hitter breaks a window at the C.S.U. Business Management Center? Will he get the glass for a souvenir - or have to take a make-up class there?)

+ Carrollton edged Columbus by three points, to win the Georgia AAA cheerleading title at the Civic Center. What could have made the difference here? Did someone on the Columbus squad not tie the ribbon in her hair quite right?

COMING MONDAY: The "Blog-Buster Exclusive" we've promised you (no, it's not about Aflac)....

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