This article appeared in the September 27, 1980 issue if Billboard Magazine
| Pittsburgh - With
a goal of becoming the number two station in the market, WPEZ-FM has abandoned
the Top 40 sound it has featured since 1973 in favor of an adult contemporary
format.
The change, which took effect after the Labor Day weekend, is the work of Michael Harvey, brought in by station owner Bill Block to head up WPEZ and WWSW-AM. Both stations have been struggling in recent ratings. WPEZ was separated from WWSW seven years ago, identifying itself as Stereo Z. It became notorious for screaming jocks, call-in contests and records played at 48 rpm. Now the WPEZ identity has been shelved. The station is identified as FM 94.5 pending Federal Communications Commission approval of a change back to WWSW-FM. When that is finalized, the FM station will be known as Three WS to avoid confusion with the AM call letters. "It's a natural evolution." says WPEZ general manager Diane Sutter. "We've grown up." The music is a blend of current hits, a few '50s' oldies and a heavy dose of music from the '60s "The oldies are an important part of our music," says Sutter. "They trigger an immediate response with an adult listener." As for the current playlist, Sutter says, "We're not playing the harder guitar type things that we might have before, but our current list includes things like Air Supply and Boz Scaggs, which we were playing before." The station is emphasizing personalities along with news and information. A news staff that formerly constituted of one person has been expanded to include a morning drive news team and sports and traffic reporters. News is also now programmed in the afternoon. "We've taken the basic elements that people have listened to AM for and put them on FM with the advantages of better fidelity and a lighter commercial load," says Sutter. "We're filling a void in the market. Before all the FM stations were either rock or beautiful music." Harvey, who came here from WHAM-AM Rochester, N.Y., has as his goal to become the number two station in the market within 18 months. To do that WPEZ will have to challenge WTAE-AM which piles up sizable numbers in adult listener. Harvey assembled the new format for WPEZ, which is currently without a program director. Rob Sisco and music director Mark Fritzges both left at the end of August. Wynn Rosenberg is the new music director and Sutter says that a new program administrator will probably be hired to assist Harvey. Nat Humphreys, also from WHAM, is the new morning man, replacing John DiBella. Following Humphreys from 10 am to noon is Herb Crowe, George Hart has the noon to 4 pm slot; Ed Barrett is temporarily handling the 4 pm to 8 pm shift, Chip Knight has the 8 pm to midnight slot and Jim Merkel handles the all-nite show. Trevor Ley and Dennis Elliot work weekends. In addition to DiBella, three other jocks have departed. Changes are also planned at WWSW-AM, although Harvey has made it clear that the FM station is his first priority. By Williams was named 3WS program director, replacing Jim Durham. Williams was once news director of a local television station, fueling rumors that the AM station will eventually add more news or talk, leaving music to FM. |