10.16.17 Bee-otch of the Day: WGRD

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Name: WGRD
Age: 69
Occupation: rock station
Last Seen: Grand Rapids, MI
Bee-otched for: turning into KLQ

   

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For an active rock station, at least WGRD doesn't play Bananarama.

Why? Because they indeed had a Cruel Summer.

Last week, the Summer Nielsens were released for Grand Rapids and B93, WOOD, WSNX, Channel 95-7 and WLAV ruled the top five.

Normally, GRD would be a top five performer, but guess what? They were only good for seventh place with probably their lowest ratings in years with a 4.3. The sad fact is that for the first time since Townsquare took over the station, a sister station to GRD has overtaken them in the ratings and that of course is soccer mom CHR Channel 95-7.

So, why are GRD's ratings nosediving? Simple: the station added more shitty, overplayed classic rock to their playlist this summer, and you guessed it, the listeners are tuning out in droves. As a matter of fact, they've went from a 4.9 to a 4.3 during this book. In last year's Fall book, the station was at a 5.9, so in other words, the station has lost more than a quarter of their listeners in one year.

Look, why is Townsquare killing GRD? Are they trying to phase out the active rock format on all their stations? Who knows? But, there's too many reasons why GRD is sucking these days: the loss of Zane from Free Beer and Hot Wings, no real programming director and the crappy Loudwire Nights airing at night as opposed to a local jock at night.

Did I mention that GRD doesn't have a metal show? They used to air the Full Metal Jackie program, but that's gone.

Now that I see that GRD is playing even more classic rock than they did last summer, I'm predicting that if things keep up, they'll be out of the top 10 by the end of the year. Nobody wants to go from Theory of a Deadman to Billy Squier and Five Finger Death Punch into Kansas. Really, GRD? Meanwhile, Rock 105/95-5 in northern Michigan brought back Smitty because the listeners demanded it. If listeners demanded that the wifebeater rock disappear from the playlist, Townsquare SHOULD listen, but since this is Townsquare we're talking about, it'll never happen.

I have a sad feeling that maybe, just maybe, Hanlon is consulting the station.

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