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August 12, 2009 / jasonpinto

Long time listener….

In the city of Boston, there has really only been one sports radio station in town – WEEI. Sure, there are others on the dial – but those are so far from competing with WEEI that they pretty much do not exist.

However, a new station is launching this week (“The Sports Hub”). They have more resources than some of the failed competitors. And they have a huge advantage — they are going to be on the FM dial.

It’s been interesting to see how this competitive threat has affected WEEI.

They face the very real risk of their current listeners becoming curious, and trying out the new station.

To prevent this, they’ve done two things:

  • Hired (or re-hired) more talent (Boston Globe writers)
  • Changing the timing of their commercial breaks

In regards to the commercial breaks, you pretty much knew exactly when the commercial breaks would occur during each show. You even knew how long.

However, they have dramatically changed up that schedule.

And… before they head to commercial, they are saying things like “we’ll be back in two minutes!” (whereas, old commercial breaks easily pushed 10 minutes)

In regards to marketing, I think this may be an effective tactic.

People may check out the new station because it’s different…. because it’s new.

Well, by changing the timing of their show, WEEI has pretty up freshened up their content. Now, even for long-time listeners, WEEI is slightly “new” again.

When it comes to your business, there are competitors on your tail. Even if you feel dominant, there is someone watching what you do well right now, and they are developing a way to improve on it.

To combat that, we need to always keep moving forward. Changes do not always need to be dramatic. Small changes can make a big difference.

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