On Tuesday morning (3/6), with a quick glance of the Form 314 filings that had been made with the FCC, came a set of call letters that sent the RBR+TVBR Editorial Tiki Hut and Marathon Training Center into overdrive.
A big Chicago FM was being sold. The new owners were, without question, going to change the station’s format and longtime branding. Trade publications galore went bonkers, offering commentary about the death of an iconic radio station.
Sadly, this station — WLUP-FM 97.9, branded as “The Loop” — died many years ago. It was a victim, like many other stations before it, of the one thing the radio industry doesn’t seem to get right: brand value.
Wait … that’s not true. The company buying WLUP is perhaps one of the best broadcasters when it comes to brand expectation, brand longevity, and brand strength.
From 1977 until Friday night, Chicago will have been home to The Loop.
What exactly is The Loop? Well, it’s an Active Rocker. No, wait — it’s a Classic Rocker, right?
It’s the station made famous by Steve Dahl for his “Disco Demolition” — in 1979.
It’s a station many veteran radio industry programming figures have worked at.
To quote the amazing Barry Manilow, “That was thirty years ago, when they used to have a show …”
What has The Loop meant for Chicago since the late 1980s, when a certain RBR+TVBR Editor-in-Chief listened to Kevin “Kev-Head” Matthews at night?
It’s a tough question. By 1993, it was more of a “Talk n’ Rock” station like WJFK-FM 106.7 in Washington, D.C., under Ken Stevens. By October 1996, that was gone, replaced with a Pop/Alternative presentation similar to KYSR-FM “Star 98.7” in Los Angeles. In July 1997, WLUP moved back to Rock. Then, it was “Classic Rock that Really Rocks.”
In 2004, Emmis Communications gained control of WLUP. This saw a change back to mainstream Rock—for seven years. In 2011 it was again a Classic Rock station.
Given all of the variations of WLUP seen in the last 25 years, the lone consistency has been the brand name.
Now, imagine this: You’ve just purchased a box of Kellogg’s Frosted Flakes. You’ve opened the box, and poured some into a bowl. You’ve poured the milk, and you take a bite. Something’s not quite right.
It seems Kellogg’s removed the sugar and replaced it with NutraSweet.
Nine month later, realizing this didn’t work, Kellogg’s shifts to Stevia.
Sales don’t rise. In fact, they dip. So, Kellogg’s tries to rescue Frosted Flakes by returning it to 100% pure sugar…. for a few years. Another change than comes, and now Frosted Flakes aren’t frosted at all because they’ve been dipped in honey and then baked.
Sounds ridiculous, no?
Well, that is exactly how ridiculous radio broadcasting companies have been with so, so many “legendary” radio stations. What do all of these cherished, forever-remembered stations have in common? All had strong brands that failed to remain consistent to their image, and to what they truly meant to the listener?
I was an avid listener to WLS. It was dead by the time the first CD player ended up in my bedroom as a kid.
As a student in Washington, D.C., I was a regular listener to WAVA, WHFS, WCXR and WARW.
None of those stations are around anymore.
What about WSHE in Miami, or “Love 94,” or “Zeta”?
We could go on and on and on. But, our point is pretty clear: Every single one of these stations had strong brands. Every single operator let these brands erode.
Now, let’s get back to WLUP. While “The Loop” is set to get a burial that is long overdue, the brand that is likely going to replace it represents the best of what radio can do to deliver on a brand promise.
That would be Educational Media Foundation‘s KLOVE Christian AC format.
It’s positioning statement is “Positive & Encouraging.” Give it a listen and that is exactly what the listener gets, in all dayparts.
Now, I will say that Christian AC is not exactly our go-to when it comes to radio listening. But, give KLOVE a listen. They do everything right.
KLOVE may be a national network, but they provide every element to a radio station that every local station should do — and may not. There are regional contests, events, and a host of “KLOVE in the Community” efforts that are definitely worth stealing for your cluster.
The music is peppy, and not so dissimilar to an AC like K103 in Portland, Ore., or 101.5 Lite FM in Miami.
In fact, we put on KLOVE in afternoon drive on Wednesday (3/7) and heard a very familiar voice for a generation of San Diegans: Jeff Detrow, of Jeff & Jer fame, can be heard co-hosting the 4-9pm Eastern shift on KLOVE alongside Randi Tyler.
Soon, Jeff will be heard across Chicagoland. Some may lament the arrival of “yet another” KLOVE member station, as EMF marches across the U.S. with its CCM music.
But, KLOVE is an excellent radio station. And, it is an excellent brand.
With on-air consistency, experiential marketing opportunities across its markets, and companionship in ways that go beyond daily psalms and devotion to the lord, KLOVE is a winner.
Give it a listen. And, grab a notepad. You just may learn something as a better, stronger brand puts its stamp on a big station in the Midwest’s biggest market.
