(Earlier in the week WEEI announced a change to its afternoon drive-time show, as Michael Holley was named co-host of "The Big Show." The revamped program with Holley and Glenn Ordway will debut on February 28. I had the opportunity to discuss why a change was needed, if the tone of "The Big Show" will be different with Holley in place, the future of Dale Arnold, the possibility of more programming changes in the future and a potential move to FM with Jason Wolfe, VP of Programming for WEEI and WRKO.)
Rob Bradford: Why did you make the switch, moving Holley to The Big Show with Glenn?
Jason Wolfe: Michael has developed into a media superstar. Since we hired him in 2002, he's mastered the craft of sports-talk radio and is more than ready to move into a drive-time role. Now is the right time to have him take that next step, and pairing him with Glenn puts two of the top sports personalities in the market together. Given their past history of working together (Holley was one of the original Big Show co-hosts) they will form a superb tandem in afternoon drive that will be must-listen radio every day.
RB: How do you see the tone of that show changing, if at all? For instance, will there still be a Whiner Line? Regular guests?
JW: There will absolutely still be a Whiner Line. The brand of that segment and the brand of The Big Show has tremendous value to the station and the market. The content on the Whiner Line will change slightly, but only because callers will react to what Holley has to say on a daily basis. It will, however, always be based on the theme of the show and what the two of them are discussing. As for overall tone, you're going to get energy, passion, wit and humor in addition to hosts who have great credibility and knowledge about the sports scene here. It's going to be a fantastic show.
RB: How will Glenn have to adjust, having not worked in that kind of construct for years?
JW: Glenn deserves a world of credit for his ability to balance the many different people he's had on the show over the last 15 years. To be able to get as much out of each person and to always be able to drive the interest of the listener is an unbelievable talent and no one could've done it better. Working with one partner will be an adjustment, but he understands exactly what he needs to do and his familiarity with Michael will make that adjustment much easier.
RB: What are you most worried about in making the switch?
JW: Any time you make a major change, there's bound to be some skepticism on behalf of the public. It's easy to get used to the status quo. WEEI has been the dominant brand in Boston for 15 years, but like any station that believes in its philosophy, you have to always be evaluating how you can not only maintain your level of success but grow it. The Big Show has been arguably the most successful afternoon drive sports radio show in history. We had a run there of 20-plus No. 1 rating books in a row, and while we are still extremely pleased with the show's performance, now is the right time to improve it. When you have the ability to pair two of the best together, it's really a no-brainer.
RB: What are you most excited about in regard to the new dynamic?
JW: I'm excited to take two incredible talents, two people who know each other extremely well, two people who are as connected to Boston as anyone, being brought together to form a partnership that will move the needle in so many ways. To succeed in radio, you really need to be consistent. The audience knows now that they're getting Glenn and Michael every day. The audience is going to get strong opinions, unique insight, and tremendous knowledge day in and day out. And we will maintain relationships with many of the co-hosts that have been a part of the show and they will be included as expert commentators from time to time, giving the show an added boost when there's specific team news or breaking news to discuss. If I was an advertiser, I'd be jumping all over this right this right now, because this show will deliver!
RB: In regards to Dale Arnold, what led to him moving into his new role?
JW: I've known Dale for 20 years. He's a friend and someone I have a tremendous amount of respect for. He hosted and I produced the very first show that ever aired on WEEI so this was a very difficult decision to make. In the end, though, it's about moving the station forward. As I said earlier in this interview, at some point, great stations need to evolve, need to modify and adjust their lineup in order to build for the future. That's what we're doing.
RB: What do you think the station as a whole has to be better at going forward, and how do some of the moves address those issues?
JW: We have to stay fresh and relevant at all times. It is critically important that we discuss the right topics, put on the right guests and engage the listeners on every level every day. I think we're blessed to have an incredible lineup of talents who are masters at this. Dennis and Callahan, Ordway and Holley, everyone on the staff is so dialed in to what they need to do day in and day out that I know we'll continue to present a superior product that our listeners will be excited about.
RB: How has the media landscape -- the ratings measuring system, the way people consume information/entertainment, competition -- changed over the last few years in your estimation?
JW: There's no question that the habits of the audience are very different today than they used to be. The internet, social media and mobile have all exploded on to the scene and we absolutely have to continue to react to that and talk to people in those mediums as much as possible. The investment that the company has made in WEEI.com is terrific and the website now plays a significant role in our success. Listeners can access close to 100 new, fresh pieces of content each week, in addition to the numerous columns and blogs that are available from our great team of writers. People are on the go all the time, and they don't have time to listen for hours on end like they may have done in the past. Giving listeners more content to access online, through facebook/twitter or on their mobile devices has made a big difference in their ability to consume everything that we offer.
RB: Should we expect any more programming changes in the immediate future?
JW: We will always continue to evaluate where we are and what we can do to improve. We're working very hard on solidifying the midday slot and we'll announce that as soon as everything is in place. Beyond that? If there are other things that we feel we can do to make WEEI more exciting, more entertaining and more compelling, we'll do it.
RB: What about a move to FM? That continues to be a consistent question on the minds of the listeners, some of whom have said that you didn't need to make any moves except to add an FM signal.
JW: I get emails and phone calls about this all the time and I completely understand it. I think the differences between AM and FM are obvious and adding an FM signal would certainly have a major impact on WEEI and our audience. Our corporate team certainly recognizes the value of FM and I'm sure are continuing to look at this issue. If there's a move to be made, I'm sure they'll make it.
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