Looking at the daily programming schedule of 105.1 the newest all sports Detroit radio station, and we see a channel that has all of ingredients to be very successful. Drew Lane in afternoon drive time, ratings juggernaut Mike and Mike in the morning throughout the AM, an ESPN affiliation, and a few other pieces. However, today, September 2, 2013, Gregg Henson took to his blog to criticize the stations handling of the format change.
Wow, they are missing many opportunities. The imaging is WAY off. When you image a radio station, you are selling the best attributes of the radio station. Usually the top 3 things people will enjoy from the station. The no-brainer for 105.1 is “Detroit’s Sports Alternative.” 105.1 should be selling the fact that for the majority of the day the are actually talking sports.
It would seem the problem with Henson's assertion is that the stations big local name Drew Lane doesn't always talk about sports. In fact tuning in the other day listeners were treated to a 30 minute discussion about the worst movie ever, all while the Detroit Lions gear up for a new season, and the Detroit tigers are in the stretch run of the 2013 MLB season. Not to mention the fact that Miguel Cabrera was struggling with an injury, Victor Martinez had a walk off hit the night before.
While many Detroit radio listeners will tune into Drew and long time Drew and Mike producer Mark Fellows for that brand of radio is seems counter productive for 105.1FM to try and brand itself as the new Detroit sports radio option when Drew is going to talk about other things besides sports. If that is going to be the case why get out of the habit of listening to 97.1FM the ticket where sports are discussed as well as other topical content?
Henson believes, and this seems very savvy, that Drew should be marketed as a guy who knows what Detroiters are thinking each day (after 20 years on the air here that is exactly what he is) and maybe be paired with a strong sports guy as co-host. Simply moving what is essentially the Drew and Mike show (minus Mike) from 101.1FM in the morning to the new channel in the afternoons does not seem like a move that will have long term success.