Much as I prefer the Sports Hub to the bitter old men of WEEI, I suspect John Dennis, Gerry Callahan and company are going to make up a lot of ratings ground very quickly once they start simulcasting on WMKK (93.7 FM) this coming Monday (Boston Globe story here; Boston Herald story here).
I don’t think anyone should underestimate how badly ‘EEI has been hurt by its miserable signal (AM 850) in the face of sports-talk competition from the Sports Hub, officially WBZ-FM (98.5). Yes, the programming on the Sports Hub is better, younger and funnier. But ‘EEI has been at a huge disadvantage. And it’s not without assets, principally Michael Holley plus Red Sox and Celtics games.
It’s not just that AM is fading from the scene — no worries, I suspect, at news-and-talk station WBZ (AM 1030), which has a nice, strong signal that can be heard in most places east of the Mississippi River after sundown. It’s that 850, weak and full of static, is almost unlistenable.
As for the simulcast, I give it a few months so that WEEI can promote 93.7. Once everyone has gotten the message, Entercom will probably do something else with 850 — although, frankly, it’s not good for much more than leasing it to a foreign-language religious broadcaster.