The Infinite Dial

Although they could pass for Adult Standards or a super-soft AC (along the lines of WPLM Boston) musically, WEZV (Easy 105.9) Myrtle Beach, S.C., has instead decided to position itself as the last of the Easy Listening stations that went from a significant part of every market to endangered species around 1989, taking slogans like WEZV's "The Relaxation Station" with them.

As with today's Oldies stations, Easy Listening outlets didn't go away because the audience wasn't interested, but because owners and sales departments threw in the towel. Nearly two decades after the implosion of the format, WEZV is fifth in the market, and has been between a 4.9 and a 6.1 over the last three books--at least 12-plus.

But that's not why they're featured today.

WEZV talks more and to better effect about its Website than stations in much younger targeted formats.

After the Myrtle Beach ratings came out yesterday, I turned in WEZV on a whim this morning and heard midday host Kelli Dixon discussing the station's Internet stream at great length. Dixon was saying hello to listeners throughout the Southeast who had discovered the station--often on visits to the Grand Strand area--and were listening on-line.

By encouraging listeners to tell a friend who might not have an Easy Listening station in their area--and that's almost everybody these days--WEZV was getting a head start on the Infinite Dial, an era in which every radio station has a chance to be an international brand name. Alternative and indie brands like WOXY.com, KDLE (Indie Radio 103.1) Los Angeles, and KCRW Santa Monica, Calif., have already thought of themselves that way. But why shouldn't an Easy Listening station stake out that territory as well?

Most terrestrial broadcasters are, of course, only making the transition to thinking of themselves as websites and streams with a transmitter attached now. And most are doing it for the benefit of the listeners in their own market who prefer to interact with them on the Web. But WEZV's local ratings don't seem in any way diminished by their broader vision. And considering the number of stations who have stolen the "world famous" slogan from KROQ Los Angeles, actually being world famous may not be a bad thing even for local listeners.

Here's an hour of WEZV this morning:

Patti Austin, "Smoke Gets In Your Eyes"
Brook Benton, "Endlessly"
Laura Fygi, "You Do Something To Me"
Mary MacGregor, "Torn Between Two Lovers"
Simon & Garfunkel, "Sounds Of Silence"
Barbra Streisand, "The Nearness Of You"
Al Jarreau, "A Rhyme This Time"
Bobby Goldsboro, "Honey"
Beatles, "Michelle"
Perry Como, "Make Someone Happy"
Kenny Loggins, "Your Heart Will Lead You Home"
Michael Buble, "Can't Help Falling In Love"