For the second time in a year Arbitron Ratings has ranked easy-listening WGAY-FM (99.5) as the favorite of Washington listeners. The spring 1985 survey, released this week, also indicates a mad scramble among formats for the younger audience, with rocker WWDC-FM (101.1) attracting loyalty from a large part of that group.
Backed by the impressive gains of its morning star Doug (Greaseman) Tracht, who moved right behind WMAL-AM's (630) powerhouse team of Frank Harden and Jackson Weaver in that time slot, WWDC took third place, up from sixth in the last survey. "For the last three years we have worked hard, and it just kicked in," says B.J. Cohen, WWDC's promotion director.
In the urban contest, WKYS-FM (93.9) dropped from first to second place, while WHUR-FM (96.3) and WDJY-FM (100.3), which also use predominantly black playlists, also experienced slippage. Observers say this erosion might be due to the expanded survey area, which added Frederick, Calvert and Stafford counties earlier this year, and the prevalence of crossover, in which more black artists are played by all stations.
Preliminary analysis of the ratings by a few stations indicates that the youth market is becoming the real test. Ted Dorf, general manager of WGAY, says his station "is probably the youngest easy-listening station in the country. We do well in almost every daypart with the 25-to-54 age group." At WWDC, according to Cohen, the station leads all the major demographics of men under 54 and has a whopping 40 share of males ages 18 to 24 in the morning.
Most listening habits overlap, but the competition between contemporary hit stations WRQX-FM (107.3) and WAVA-FM (105.1) for teens and young adults is heating up as WRQX showed a sizable drop from third to fifth place. The third competitor, WBMW-FM (106.7), is far behind but adding listeners.
In the adult contemporary battle for the 25-to-54 market the call-letter change from WPGC-FM to WCLY-FM (95.5) harvested a good gain for the station, and WASH-FM (97.1), now solidly into its "best since the '60s" format, lost slightly, leaving the lead in the adult contemporary/yuppie sweepstakes to steady WLTT-FM (94.7).
The spring 1984 survey, taken between March 28 and June 19 by Arbitron Ratings, listed the following stations as the most popular in the 12-year-and-older category: Spring Share Winter Share 1. WGAY-FM 9.0 7.2 2. WKYS-FM 7.1 8.0 3. WWDC-FM 6.8 5.9 4. WMAL-AM 6.4 7.6 5. WRQX-FM 5.7 7.3 6. WHUR-FM 5.6 6.5 7. WAVA-FM 4.8 4.7 8. WMZQ-FM 4.6 3.6 9. WLTT-FM 3.9 3.5 WTOP-AM 3.9 4.4 11. WCLY-FM/WPGC-AM 3.8 3.4 12. WGMS/FM/AM 3.2 3.2 13. WASH-FM 3.1 3.2 WPKX-FM 3.1 2.9 15. WDJY-FM 2.8 3.3 16. WWRC-AM 2.4 2.2 17. WXTR-FM 2.0 2.2 18. WYCB-AM 1.7 1.0 19. WBMW-FM 1.4 1.1 20. WWDC-AM 1.3 1.3 21. WTKS-FM 1.2 .7 22. WHFS-FM 1.0 1.6 Management Changes
Starting July 29, Randy Lane, a veteran of Alabama radio, is program director at WRQX. Also at Q, Marty Wall, peripatetic publicist and advertising manager, has left to get back to his original goal of film and television production. Vivienne Vaughan is acting promotions manager . . . Bob Cummings, manager of audience development at WLTT, has assumed the duties of program director. Bob Hughes, the last PD, has left the station . . . Bob Bradley is now program director and morning personality at WMTG-AM (1150) in the hills of Gaithersburg . . . Sarah Taylor has been named general sales manager at WTOP-AM (1500), and Mark Gross, formerly of WAVA and Metro Traffic Center, has joined WBMW as chief of sales. Tribute
The staff of WOL-AM (1450) has spearheaded a tribute tonight to Al Jefferson, a well-known promoter and deejay, who is retiring after 35 years in the business. Jefferson once worked at the old WOOK, now WDJY. The evening starts at 7 at the Hyatt Regency, Capitol Hill, and will feature Skidworth and Turner, Ray Goodman and Brown and Le Vert. Weekend Dates
The Capital City Community Festival kicks off tonight at the D.C. Convention Center with WKYS as the three-day event's official station. Jeff Newman will emcee tonight's concert with New Edition. WKYS is cosponsoring a Monte Carlo night at 8:30 tonight for CARE's projects in Africa. Scheduled at the L'Enfant Plaza Hotel are Sen. Edward Kennedy (D-Mass.), Brooke Shields, Isabel Sanford and Muhammad Ali . . . WXTR-FM (104.1) has invited Wolfman Jack, the delirious deejay, and a caravan of oldies artists to perform tomorrow at Bull Run Regional Park. The 1:30 p.m. show, which costs $14 at the gate, is scheduled to feature Bo Diddley, The Crystals, Little Anthony, Freddy Cannon, the Coasters and Danny & the Juniors . . .
Some of the WWDC-FM gang will be taking to the diamond tomorrow at 4 p.m. against a Navy team at the Bethesda Naval Hospital. This softball game benefits Cardiac Kids. If it's too hot outside, fans of the Greaseman might want to go watch him sweat as he slugs it out with Big John Studd at the Capital Centre tomorrow at 8 p.m. Originally Studd had challenged Adam Smasher, who ridicules Studd on the air, but Smasher pleaded back problems and is sending a willing Grease . . . But if it's more softball you want, the WMAL Radio Roughnecks are playing the TV Toughguys from WDVM (Channel 9) at 7 p.m. tomorrow at Guy Mason Recreation Field, Calvert Street and Wisconsin Avenue NW. The $3 ticket goes to the Latin American Youth Center. And Next Week
WPKX-FM (105.9), along with RC Cola, is sponsoring a pajama party Monday night to announce the annual Bed Race for Muscular Dystrophy Aug. 4. Monday's party is on Hogate's terrace, 7:30 to 11 p.m. . . . Beverly Fox of WLTT will appear with the Fairfax Symphony Summer Band Tuesday at 7 p.m. at Lake Accotink. Her colleague Dave Arlington will be the auctioneer Thursday at 6 p.m. at the Ha'Penny Lion, 17th and L streets NW, of miscellaneous prizes for the benefit of the local Epilepsy Foundation.