The Boston Herald reports today that Greater Media could be preparing to get rid of the talk format at WTKK Radio (96.9 FM) because toxic hosts like Michael Graham are increasingly repellant to advertisers.
The story, by Ira Kantor, has some resonance because rumors of the move have surfaced off and on for many months. An interesting new wrinkle Kantor found is that someone has registered music-related domain names like 969bostonsbeat.com and 969thebeat.com in preparation for a switch. When I looked them up I discovered that whoever put in for them had paid a little extra for privacy protection. There’s no way of knowing whether they were registered by Greater Media or an entrepreneurial squatter, but the fact that they were only registered last week is surely indicative of something.
Kantor also quotes Friend of Media Nation Donna Halper, who thinks Greater Media will keep WTKK as a talk station but is nevertheless hedging its bets. Halper tells Kantor:
I am firmly convinced [Greater Media] will make things work for them and find a way to keep it around, but have a Plan B in the event they need to turn on a dime and have something that will attract a younger audience, because right now it’s not talk radio.
WTKK has had a schizophrenic format for quite a while. Its morning drive-time hosts, Jim Braude and Margery Eagan, are civilized and funny. Braude is a liberal and Eagan is — well, sort of liberal, sort of moderate. But whenever I tune in, they seem to be talking about something other than politics.
The afternoon drive host, meanwhile, is Graham, a right-wing bully who replaced the even more noxious Jay Severin a couple of years ago.
If Greater Media brings the hammer down on talk, I’d like to see Braude and Eagan land somewhere. In the current radio market, though — shrinking, moving online, with those that are still on the air embracing cheap robo-programming — it’s hard to imagine where.