Power 99 (WUSL, 98.9) has been adrift, ratings-wise, for some time. In June's Arbitrons, the onetime powerhouse was fifth among listeners 18-34.
Its clear weak link is mornings, where it was 10th among the 18-34 crowd in June. When Morning Edition on WHYY solidly beats you in that key demographic, your radio station needs drastic measures.
And so a drastic measure is planned.
Power 99 will launch a project called “Making the Morning Show” the week of Aug. 3.
Various personalities will try out for the morning show, including Shamara, Golden Girl, and the Hot Boyz along with people from other markets. Listeners will then go to www.power99fm.com to cast their vote.
Power 99, which once rode high in the mornings with shows such as Carter & Sanborn, earlier this month cut loose the syndicated Big Boy's Neighborhood, which replaced the controversial Star & Buc Wild.