NEW NBC RADIO VP MICHAEL JOSEPH SETS NEW DIRECTION FOR UNSUCCESSFUL FLAGSHIP STATIONS AND OPERATIONS

NEW YORK — Six of the nation’s top radio markets will be in for increased competition in the near future as the NBC-owned radio stations prepare to make a bid for a healthier and more sizable share of audience in their respective cities.

The most significant move made thus far by NBC to become more competitive in this area has been the hiring of former independent station consultant Michael Joseph (Billboard December 28) to guide and develop each station’s operations and programming through the newly created post of vice-president, NBC-owned radio stations. Seasoned observers have noted that Joseph’s title carries with it the significance that Messrs. Sarnoff, Kintner and Welpot (executive vice-president of the NBC o.&o.’s) are not only aware of the serious decline of their owned radio outlets, but the vital need to do something about it now.

Joseph has been doing much about radio stations for more than 13 years. He began his executive career as program director in 1950. Since then Mike has served in the various capacities of program director, national program director, and program consultant for 36 stations representing virtually every type of format on the books.

Working almost exclusively (90 per cent) with net affiliates, Joseph’s list of credits includes several “blue chip” broadcasting groups. Among them are: Capital Cities —where he worked with “good music” outlet WROW MIN Albany, and as vice-president at the highly successful WPRO, Providence; the ABC owned-and-operated radio stations, where he was instrumental in the modernizing and reforming of WABC, New York, he also acted as consultant to KQV, Pittsburgh, and WXYZ, Detroit — as well as all-talker KABC, Los Angeles.

Great Rise

Prior to the switch in 1960 inaugurated by Joseph, WABC was 11th in Gotham. It has since moved into first place (experiencing softening ratings during the past year with the emergence of WMCA into the top slot).

Transcontinent’s WGR Buffalo, also came under the station doctor’s soundscope in 1962 and early 1963. His most recent firecracker is WKNR (formerly WKMH) Detroit, which reportedly (see Billboard January 11) represents one of the most dynamic rating turn around in re-cent radio history.

Other chapters in the success story are WTAC, Flint, Mich; Capital Cities’ WKBW, Buffalo; Corinthian’s WISH (now WIFE), Indianapolis; WKBN, Youngs-town, and “good music” WEW, St. Louis.

“We want to and are going to progress to a point where the six NBC o.&o. radio stations are again pace-setters and leaders in an industry where the parent company enjoys an outstanding reputation,” said Joseph.

The new NBC exec intends to accomplish this seemingly monumental task by completely surveying, monitoring and personally working on the spot with management at WNBC, New York; WMAQ, Chicago; WRCV, Philadelphia; KNBR, San Francisco; WRG, Washington, and WJAS, Pittsburgh. It will be a “good” guessing game to foresee just what programming each will decide on.

Community Service

“Among the things that may be needed,” says Joseph, “is a possible streamlining of operations, techniques, and approach to programming, whatever it may be at these stations in order to ensure greater profitability and utmost service to the community.

“We intend to keep pace with the times in the rapidly changing radio scene.

“We will continue to capitalize fully on the award-winning NBC News and public affairs programming,” Joseph emphasized.

Indeed NBC does have a proud heritage and a royal back-ground that well should be capitalized on by its stations. Among their many other assets (besides a hefty bankroll) is the location of the stations in the nation’s first 10 markets; four are 50,000 watters and two, 5,000 watters. In combination the six stations blanket the major population areas of the United States.

Few, Messrs. Sarnoff, Kintner, Welpot and Joseph included, expect such an important and enormous transformation to take place overnight. However, few can deny that the move forward is long overdue. Behold, the giant awakens! END

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Information and news source: Billboard; January 18, 1964