In a move likely to make waves in local sports talk radio, Boston’s WEEI sports
radio station plans to infiltrate the Greater Providence market. The station
is expected to vie for listeners’ attention with Rhode Island sports radio incumbent
“The Score” WSKO 790-AM and 99.7-FM.
Last week, WEEI’s parent company Entercom Communications Corp., based in Bala Cynwyd, Pa., announced it would acquire Providence rock radio station 103.7 WWRX-FM from Boston-based Phoenix Media Communications Group for $14.5 million. Phoenix Media originally bought the WWRX station in 2000 for a reported $12 million.
Entercom’s acquisition is subject to Federal Communications Commission approval, which is expected in the second quarter.
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Entercom, considered the nation’s fourth-largest radio broadcaster, plans to simulcast WEEI 850-AM sports programming in Providence on 103.7-FM starting May 1. The move ultimately expands WEEI’s broadcasting coverage in southeastern Massachusetts and Rhode Island.
WEEI, which carries Boston Red Sox baseball games, will not immediately simulcast the games since the station currently has a contract with WPRO 630-AM to carry the games in Providence. The contract lasts through 2005, after which 103.7 is expected to pick up the Red Sox games, according to WEEI General Manager Julie Kahn, who added that the WWRX call letters will soon be changed.
“It’s a great opportunity,” Kahn said of the acquisition. She touted the 103.7-FM signal as being “one of the best.”
“It carries a terrific range,” she said.
David Bernstein, director of operations and programming at sports talk radio WSKO in East Providence, downplayed any possible negative impact that may be felt at his station, adding that he does not foresee major changes considering WEEI’s signal is already partially available in Rhode Island.
“If anything, this creates more sports talk listeners in the market, which of course is a good thing,” he said. “I don’t think there’s a great deal of change coming since (the WEEI) signal is already here.”
Bernstein emphasized a home team kind of flavor, pointing out that WSKO is a Rhode Island-based station with a focus on listeners in this region versus what a Boston-based station may have to offer. He added that his station’s market strategies won’t necessarily change.
“We’ll keep doing what we’re doing,” he said. “We’ll continue to be focused on the Rhode Island-based fan. We make an effort to cater to the Rhode Island listeners and their interests.” Bernstein underscored that he’s worked for various Boston stations in the past and that the Providence and Boston radio markets aren’t identical.
WSKO, owned by Las Vegas-based Citadel Broadcasting Corp., does play-by-play coverage of the New England Patriots, Boston Celtics, New York Yankees and Pawtucket Red Sox, as well as coverage of Providence College and Brown University sports and the Boston and Providence Bruins. WPRO is also owned by Citadel.
WEEI’s Kahn said her station has a strong Northeast following since the station has a New England focus encompassing major sports teams talk. WEEI also broadcasts Boston College football and New England Revolution soccer.
The station’s focus is on a “big brand” of sports, said Kahn, who added that WEEI is a “highly rated and financially successful” station.
Asked if WEEI will look to lure WSKO listeners, Kahn said “absolutely,” since the two stations essentially target similar sports-minded listeners. She added that the listeners themselves will ultimately choose which station to listen to.
“We’ve found great demand for our content,” she said. “We don’t have a problem finding listeners.” Kahn added there’s a healthy sports market in Providence with a faithful following of Red Sox and Patriots fans in particular. She said WEEI’s Providence station could eventually include Providence-specific advertising.
Kahn added there would be job cuts at WWRX, which has offices on Chestnut Street in Providence. Five on-air personalities would be laid off and five salespeople would be retained with more sales staff likely to be added. The new station is also looking for a station manager who will report directly to Kahn.
The laid off workers could be assimilated into other Phoenix Media FNX radio stations in New England, said the company’s Executive Vice President Brad Mindich, who added that it did not make sense financially to hold on to the station.
“The economy is not really bouncing back and if advertising revenues are not there, it doesn’t make sense economically,” to keep the station, he said.
Phoenix Media also owns a collection of alternative newspapers, including the Providence Phoenix.
