Station Lightly Modify Current Format Geared to Attract Younger 18 plus Audience
DETROIT — WJBK, 50,000-watt outlet here, has launched a soft-rock format, giving the market four Hot 100 stations. Program director John M. Grubbs said the format is more “amended,” than changed. The new programming operation is being changed slowly, but should be complete by May 9.
Dick Boyer has been added to the air personality roster to handle all-night chores. Jerry Blocker, a Negro, formerly of WCAR, will handle the 7-midnight slot, accenting light commercial jazz.
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WJBK had tried a Hot 100 format before, but in August 1964, switched back to good music. The station is now injecting current Hot 100 Chart singles of non-raucous nature.
“What we’re looking for is the uptempo, but not specific, teen tunes,” Grubbs said. As an example, the station was playing last week, “Monday Monday” by the Mamas and the Papas. “Sloop John B” by the Beach Boys, “Secret Agent Man” by Johnny Rivers, “Daydream” by the Lovin’ Spoonful, “I’m So Lonesome I Could Cry,” by B. J. Thomas and the Triumphs, “Rainy Day Women,” by Bob Dylan and “How Does That Grab You, Darlin’, ” by Nancy Sinatra. Album cuts with bright appeal are also being played.
“We’re trying to create a hip sound for the 18 and-up age bracket,” Grubbs said, “and we’re getting a good reaction.” Last July the station placed fourth in Billboard’s Radio Response Rating survey for influencing sales of albums in the market. There are presently three Hot 100 stations in the market besides WJBK. WKNR, CKLW, and WXYZ. WJBK just recently upped its daytime power to 50,000 watts from 10,000; the station hopes to soon add to its nighttime directional pattern with the increased wattage power. END
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Information, credit, and news source: Billboard May 14, 1966
