The Hours Between 6p And 11p Could Be Moneymakers For Stations
“Teen Idol” DJ’s
Since Allan Freed began playing rock ‘n roll on evening radio – there was no doubt – the evening DJ could bring in tons of ratings and revenue. Back then – many radio stars were born out of the 6p-11p area time slot – even with prime-time television viewing. Mostly teens and young adults listened, but, if you had them – you could have big ratings. At times – their average audience share could be bigger than the rest of the station.
The teen DJ set the tone for the next morning as well. If you listened at night – chances are – you had the same station tuned-in the following morning.
Every city had these night DJ stars – and New York City was no exception. Besides Allan Freed – there was – Paul Sherman, Bruce Morrow, Murray the K, Scott Muni, B. Mitchel Reed, Gary Stevens, George Michael, Chuck Lenoard – and others.
Unlike today, this could be a huge advertising revenue. I found this from Spring of 1966. Holding the 7 to 11p shift at WMCA – Gary Stevens was then, New York City’s #1 evening personality – and within a year – had served-up over 200 sponsors. Unheard of in modern radio.
Stevens just came off 20 shares in the New York radio ratings – beating big-time rival “Cousin” Bruce Morrow – with a 12 share.
This was an era when all evening radio was live. In many places today, it can be voice-tracked – especially in medium and smaller markets – and, some large markets contain voice-tracking between 6p and 6a.
Most of those who grew up during the 1960′s and 1970′s – can name their favorite DJ – and usually – they came from the evening hours. Do you remember?