Philly Radio: CBS Radio Likes Its Demo Diversity

CBS Radio has completed its exchange with Beasley Broadcast Group as part of a larger station swap.  The deal, announced in early October, includes Beasley obtaining 13 stations in Tampa and Charlotte as well as WIP 610 AM for five stations in Philadelphia and Miami, which CBS says is part of its strategy to grow the division's major market presence, especially in markets where it has also has TV.

The Philadelphia stations being acquired by CBS are Top40 WRDW 96.5 FM/Wired, and Country WXTU 92.5 FM. Now CBS Radiohas six Philly stations, including SportsRadio WIP 94.1-FM,
NewsRadio KYW 1060-AM and Talk WPHT 1210-AM and Classic Hits WOGL 98.1-FM.

Three CBS stations —1210-AM, 98.1-FM and 94.1-FM — are located at 400 Market Street. KYW moved out of 400 Market earlier this year into CBS3's studios at 1555 Hamilton Street in Center City.

The two stations it is acquiring are located at 555 E. City Ave in Bala Cynwyd, Pa.

CBS Radio Philadelphia President Marc Rayfield said WRDW and WXTU occupy two floors and possess what he calls some of the most technologically advanced studios he has seen. So there are no plans to relocate the stations into Old City to join WIP, WPHT and WOGL at 400 Market Street.

The two program directors, Shelly Easton of WXTU and Buster Satterfield of WRDW will continue to run their respective stations. When asked if there would be any layoffs due to redundancies, Rayfield said he couldn't say for certain but that is was not in the plans at this time.

"It's not our intention to make many changes," Rayfield told The Philadelphia Business Journal. "We think these stations are well operated."

Rayfield said the two stations provide CBS Radio with some programming and demographic diversity to offer to listeners and marketing partners. WXTU appeals to women and adults and WRDW to young adults.