The Score's losing to ESPN AM 1000 in the ratings:

[CSF]

Even North says WSCR deserves a few barbs

 

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January 21, 2005

 

 

The personalities at WSCR-AM 670 dish out far more than they take. That's the nature of sports talk radio.

 

WSCR, however, has been taking plenty this week after the fall Arbitron ratings had the station a distant second to its competitor in the format, WMVP-AM 1000.

 

 

Bring it on, says Mike North.

 

"People can criticize the station," North said. "So what? We deserve it. We didn't win this time."

 

WSCR was blown away by WMVP's monster month in December. The original sports-talker has gone from dominating to having to play catch-up.

 

WMVP deserves credit for creating popular programming. But WSCR also had a hand in this.

 

As North says, let the criticisms begin:

 

In talking to former WSCR employees and local radio insiders, you hear these knocks: North's new morning show isn't about sports, Dan Bernstein and Terry Boers are too arrogant during their midday program and Rick Telander's new afternoon show has yet to click, etc.

 

But there's a common trend above everything else: WSCR has made too many changes throughout the years.

 

Continuity used to be WSCR's cornerstone. After its debut in 1992, the station went six years without tinkering with the talent. It built a strong and loyal audience base during that time.

 

Then morning man Tom Shaer left the station, and WSCR broke up the midday pairing of North and Dan Jiggetts and the afternoon tandem of Boers and Dan McNeil.

 

The domino effect began. North's show is the fourth in the morning slot since Shaer departed. Telander's program also is the fourth attempt to find the right combination since the Boers-McNeil break-up. The only constant of late has been Boers and Bernstein during the midday, and their ratings fell during the last book.

 

By contrast, WMVP has kept most of its key pieces in place—with the exception being the 9 a.m.-noon slot.

 

Bob Snyder, the former general manager of WMVP, said he used to like when WSCR made changes because he thought it would help his station.

 

"They had an eight- to 10-year head start on 1000," said Snyder, who has formed Beeson Broadcast Partners, a firm that consults with teams on media contracts and sponsorships. "That creates an extraordinary amount of habitual listening. Regardless of the intent, once you begin to make changes, naturally, it puts some of those habits in jeopardy. Sometimes in this business the best way to react is to not react. Change could be your biggest enemy."

 

WSCR also has had several changes at the top. Current WSCR station executives say they don't want to dwell on the past.

 

"We didn't make the latest changes because of the past; we made them for the future," WSCR program director Drew Hayes said. "We made changes to build the station for the long haul. I believe we made a bold move for the future."

 

Much of the final outcome hinges on North, the station's heavy hitter since its inception.

 

North wanted to be host for a broader, general interest show. Although sports still plays a major role, it hardly is the sole focus. With sidekicks Fred Huebner and Anne Maxfield, North muses on nearly everything, sometimes espousing conservative views that would make Rush Limbaugh blush.

 

North says it will take at least a year for a sound verdict on his new show. He took heart that in the fall ratings, the morning show went from a 2.4 to a 3.2 in the all-important men ages 25-54 category.

 

"I had been told we'd either go down or stay the same, so this is very encouraging," North said.

 

Hayes is bolder in his assessment.

 

"I believe Mike will flat-out succeed," he said.

 

Still, North's show trails WMVP's national offering of Mike Greenberg and Mike Golic, who picked up some sports-talk listeners turned off by North's new approach. North is going to be expected to get those ratings up between a 5 and 6.

 

Obviously, North and the station have a long way to go. But there's also a ways to go before WMVP can declare total victory, according to Snyder.

 

"Winning one or two ratings books is a trend, not a definitive statement," Snyder said. "The battle is not over. But maybe for the first time ever, there is a battle."

 

North is diplomatic and defiant. While congratulating WMVP for its success, he also predicts WSCR will regain its old spot on the throne.

 

"Every time they've pronounced us dead, we've come back," North said. "I know we have a good product."

 

Kaplan moving?

 

David Kaplan could be WMVP's answer in filling the 9 a.m.-noon slot, sources say. The station has been in contact with Kaplan, who along with Tom Waddle is host for WGN-AM 720's successful 7-9 p.m. sports show.

 

Kaplan's contract expires at the end of March. It likely would take a big money offer to pry him away from WGN, where he loves his relationship with the Cubs. WMVP, however, might just ante up. Hiring Kaplan would solidify what already has become a strong lineup.

 

Tribune columnist Rick Morrissey will work the midmorning slot next week.

 

Call

 

ESPN's new dramatic series, "Tilt," averaged 2 million viewers for its debut Jan. 13. While the show bettered ESPN's average rating during the 8-9 p.m. Thursday slot, it trailed "Playmakers," which attracted 2.6 million viewers for its premiere episode.

 

I'm going to give the show more time, but I can't say I was hooked after the first one. I had a hard time getting into the story, and they're going to have to convince me that these are compelling characters.

 

Email: [email protected]

 

Until recently, I didn't know what was worse; tuning into Mariotti and another one of his baseless rants on WMVP, or switching over to North talking about another one of his Vegas trips on the Score. Most times I turned the radio off until 10 when Boers & Bernstein came on.

[knightni]

Mike North's show is just stupid.

 

 

His wife makes me want to rip my ears off.

[danman31]

"So what? We deserve it. We didn't win this time."

 

Anybody else read this and think it was like the 'This is Sportscenter' commercials where they show Kenny Mayne and Dan Patrick getting interviewed in the locker room like it's a sporting event? 'We didn't win this time.' It's ratings, geez. Besides, the score could fall off the dial and it wouldn't bother me one bit.

Edited January 21, 2005 by danman31

[mreye]

Am I the only one that likes North's new show?

[EvilJester99]

Am I the only one that likes North's new show?

 

 

I would think you are certainly in the minority on that one... North is friggin terrible.

[Rex Kickass]

WSCR is fourth in something? That article makes little sense to me. WSCR has really been an underperformer since it moved over to 670. But I think its good news.... just two more bad books til Air America moves in on WSCR.

[Brian]

There is a rumor that Drew Hayes may of been let go from The Score, as a reult of all this.

[GoodAsGould]

i like listening to Mike North's show... I like when Anne and him argue all the time and stuff and its kind of funny her being so liberal and him being so conservative and sexist.. dont know how to spell that

 

I also like listening to Kevin Wheeler, he is the man.

 

On espn other than Mac, Yerko, and Harry none of them impress me much. except the white sox broadcast team.

[The Beast]

I like ESPN Radio because thats what I heard first.

 

I thought the old afternoon show with Phil Simonsen and Lou Conellis was funny as hell...Jeromie the homie and that hot traffic chick was good...Peggy was on the show too and she had good insight.

 

But I guess what I love is Dave Wills, Mac, Jurko and Harry...Carmen Defalco is a good anchor too...but thats just me, guys.

[juddling]

well...let's see here ..over on the Score we have Mike North who is one of the most polarizing radio guys in chicago...either you love him or you don't. Now he has a morning show on a sports talk station and he rarely discusses sports. Anne Maxfield has added nothing to the show. i was beginning to think they stayed off of sports to keep her in the conversation but even on every day stuff she has nothing to add.

Boers and Bernsie can be entertaining at times. I like their Friday Fun segments and who you Crappin but that's it. Boers comes off like a bad Dave Letterman impersonator and Bernsie tries to show off that Duke education and tries too hard to use those big words he likes too much.

Telender just puts me to sleep. Very monotone. Plus if i hear one more reference to his "playing days" in the NFL i'll puke. (did he even make it out of his first training camp???) Buffone is still entertaining as long as it's football otherwise he's still a 'yes'-man.

Hood could be ok but i've noticed (at least when he was on at night) that when he wants to make a point..he takes 15 minutes. He can be very long-winded. not sure how he is in the afternoons.

Murphy is the only one i can really listen to despite him being a Cub fan. At least when the Sox make a good move he will give them credit and will take the cubs to task when deserved.

 

It's pretty sadwhen the local sports station loses to the national guys. especially by the wide margin they just lost to.

 

juddling

[Goldmember]

i almost always listen to 670 when i have radio on. but usually only listen to it when im driving which probably average's an hour a day. sometimes more sometimes less. i much prefer north over murph but still dont really like north. boers and bernsie are good. only thing i hate about them is when they're being assholes to callers although it seems to be less of an occurance anymore. usually end up listening to talender (sp?) the most and it's mostly been about football when ive listened so its been pretty good imo.

[GoodAsGould]

i think anne maxfield is very intelligent... but like i said earlier she is pretty liberal so i could see how someone who is conservative would discredit her.

[HuskyCaucasian]

His wife makes me want to rip my ears off. 

You'd think that she world figure out sometime that he is a nurotrius womenizer.

[HuskyCaucasian]

Am I the only one that likes North's new show?

As a former North intern, i will never listen to his program again.

[The Critic]

I think Kaplan would be a great fit for WMVP's 9 to noon spot.

...oh, and fire Silverman....

Set up Kaplan and either Dickerson or DeFalco and forget about 9 to noon...

[MurcieOne]

Mike North's show is so bad... i feel really bad for him when i listen... i dont think he gets how bad it is....

[Punch and Judy Garland]

Care to add anything athomeboy? I'd love to hear about your experience. I am a radio-tv guy looking for an internship and would appreciate the story. thanks

[bmags]

i find boers and bernstein hilarious, but it makes me so mad when i turn off my cd player on my ride to school and have to listen to north, its never about sports...NEVER ever about sports, he'll pull out some worthless republican propoganda that he doesn't even know what it means and end it with "and they have elections now" he misses the point on everything...

 

i only like boers and bernstein and listening to buffone and ob after the bears game, when we lose they are so depressed as me its hilarious.

[HuskyCaucasian]

Care to add anything athomeboy? I'd love to hear about your experience. I am a radio-tv guy looking for an internship and would appreciate the story. thanks

 

Ya know, there are a lot of plus and minuses about the Score. Unfortunately, a lot of my opinions are based on stuff that is either off the record or it is not my place to be saying things about. By making my earlier comment about North I have already said too much. Being at the Score, I did learn a lot. I was never treated badly and was given a lot of responsibilities. It was where I wanted to intern and I dont regret it.

Here is my run down of the Score personalities….

Murph- Never met him, but didn’t hear glowing reviews

Boers and Bersie – Same off the air as on it. Take that as you wish. I liked them

Buffone- GREAT guy. Was always really nice to me.

North- While he was nice to me, I never really felt “wanted”. Most of North’s past interns were “his guys”. So, I was an outsider. Hence why “Jen Jen The Engine” Paterson now works for mike. She was one of “his guys” (I could say more, but it’s off the record)

JHood- What a genuinely nice guy. Probably the nicest guy at the Score.

Telender- He joined after my internship was over.

[Rex Kickass]

Ah so nice to see so many people willing to eat Ramen for the rest of their lives so they can work in radio.

 

I was you. But now I'm me. Making money.