In our October 10th cover story, Merlin Media CEO Randy Michaels, speaks at length about his new company. Launched with three stations, and with significant backing from GTCR, Michaels discusses how he plans to succeed, Merlin's long-term strategy (which is much more than owning radio stations), his thoughts on the radio industry today and why his new format is more than talk for females. Michaels also tells Radio Ink CBS overreacted when it decided to simulcast WBBM on FM. Why? Because those listeners are "too old."
"I think CBS has overreacted," says Michaels in the Radio Ink magazine cover story. "I don't think we are targeting them. When you look at WBBM or WCBS, the audience is incredibly old. My gosh, if you took The Bears out of WBBM, they don't have many people under 60. I have no interest in the audience that listens to BBM. I think they will continue to listen to BBM."
Michaels says his new format will pull from other stations not traditional news stations. "I don't think it?s bad, when my new spoken word station gets ratings and your lousy music station goes down. Every new format takes from
the formats that exist. I think to assume that our audience is going to come from WINS, WCBS (in New York) or WBBM (in Chicago) is crazy. I don't think a lot of it is going to come from those stations. They are too old. We are going to get younger people who aren't listening to spoken word at all right now."
For the record, WBBM GM Rod Zimmerman told Radio Ink, at the time, that a rumored Merlin talk format was not the reason CBS began to simulcast on FM. You can listen to Rod Zimmerman's interview HERE.
When asked if he's spoken to CBS RADIO President Dan Mason since his return to New York and Chicago, Michaels says "I haven't. I like Dan. He's a friend. I do look forward to speaking with him." Tomorrow, Michaels discusses why there was so much fascination in the press (and the trades) when the rumors started swirling about his return to radio.
The entire interview with Randy Michaels will only be available in Radio Ink magazine on October 10th. To order Radio Ink for one year (for $49.00) and have it delivered to your iPhone or iPadGO HERE
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