The Infinite Dial

It's just human nature that the other guy's radio dial is always greener (or, depending on your car radio, amber-er). That's already evident from some of the posts here and on Radio-Info.com from locals who are surprised that their market seems so attractive to an outsider, when they've been fed up with it for years. And as a radio junkie who could rarely be satisfied by any one market, it's understandable. It's very easy to take your own radio for granted.

But working every day within earshot of Philadelphia radio has only deepened our appreciation of it. When Edison President Larry Rosin lived in Philadelphia, he was always amazed by the local inferiority complex that seemed to consume the market. Be proud, Philly. You have some of the best local radio anywhere, and at least two clear "best in class" stations in All-News KYW and AC WBEB (B101). Edison's Sean Ross started hearing Philly radio on a daily basis four years ago, right as the Top 40 battle between Rhythmic WRDW (Wired 96.5) and Mainstream Top 40 WIOQ (Q102) ignited. Since then, there have been changes in almost every sector of Philly radio, and usually for the better.

Clearly for the better is the resurgence of Rock radio in the market over the past year. Greater Media's heritage rocker WMMR re-emerged as a particular force and, with the help of Preston & Steve, one of the truly great local morning shows, has remained so despite the return of Rock to WYSP and the successful launch of Clear Channel's Alternative WRFF (Radio 104.5). The latter, with its complement of '90s "oh wow" gold, is one of the most fascinating new stations of 2007. It is often thought of in the industry as a station made possible by the PPM's debut in Philly, but it's actually filling a "rock for men and women" hole that has existed since the former WPLY (Y100) went Urban.

If WRFF isn't aggressive enough for you, there's WXPN--one of the best non-commercial Triple-As and one that has anticipated the newer lean that the format is now taking on nationally. WXPN is one of a triumverate that makes Philly one of the best non-comm markets, joined by NPR News/Talk affiliate WHYY and the half-Classical, half-Jazz format on WRTI.

There are two sports outlets. The leader, CBS' WIP, is home of one of the nuttiest promotions, "the Wing Bowl," and is blessed with the unique ability to talk 24/7/365 about pretty much just one topic, Donovan McNabb, and still make it interesting and entertaining.

There is WBEB (B101), the most promotionally aggressive Mainstream AC in the format. B101 has evolved consistently over the last few years and still maintained its comfort level with listeners--not an easy thing to do. There's usually something to write about with B101. It recently got a lot of attention for the addition of pre-recorded backsells--not a new innovation, but they're one of the first stations doing them under Christmas music.

There is CBS' Oldies WOGL--the station that survived a year of format change rumors to emerge as one of the poster children for the format and its careful updating. WOGL clearly sounds like Philadelphia, and so does CC's Urban AC powerhouse WDAS, both playing music that isn't on the "safe list" anywhere else. Classic Rock WMGK, too, has always reflected the market (and its own AC heritage) with a unique blend.

There is, led by WDAS, a full slate of R&B/Urban choices, all of which have been challenged by the debut of PPM, but none of which have been forced out of the market. And Radio-One's WRNB and WPHI (The Beat) are in a period of noticeable retooling under new management.

Also part of the mix here: KYW, which somehow has personalized the All-News format into a local institution; a successful Country station, (WXTU) that offers hope for the eventual return of the format to New York; Gospel on FM (WPPZ); the return of Smooth Jazz WJJZ, Rhythmic AC WISX (My 106.1); Radio Disney on a strong regional signal; one of the most distinctive Adult Hits outlets in WBEN (Ben-FM), which was heard yesterday on its '80s lunch spiking in "We Are The World."

To be fair, since we're talking about choice, it should be pointed out here that Philly is only one of about six markets that we can hear at Edison HQ. Then again, most Philadelphians can also hear radio from adjoining markets. So if Q102 and Wired are too rhythmic for your taste, there's also two unique, pop/rock-flavored outlets, WPST Trenton, N.J., and WSTW Wilmington, Del., available as well.

There's another regional outlet, Oldies WVLT Vineland, N.J., that rates a mention for its quirky, older-then-WOGL mix, as well as "Rock Hits" outlet WRFY (Y102) Reading, Pa., which playing Variety Hits long before the first Jack-FM. In town, there's also Adult Standards WHAT, which despite the trappings of its "Martini Lounge Radio" name is considerably closer to true Adult Standards than most of the format's surviving stations.

The rest of the personality roll-call: Angelo Cataldi, doing wildly creative mornings at WIP; Kidd Chris, now in mornings on WYSP; Ross Brittain, Harvey Holiday, and Big Ron O'Brien on WOGL; John DeBella on WMGK; Pierre Robert on WMMR; Patty Jackson on WDAS; Evans & Andi at WXTU, Chio at Wired; Mike Smerconish at WPHT; Lady B on WRNB; and the underappreciated Booker on Q102.

What's missing? Spanish on FM, ever since WUBA's move to AM. Classical and Jazz fans would probably prefer not to have to share WRTI. There's no '90s and now Hot AC, although there's a lot in the proximity (WRFF, WPST, WSTW, WBEN, etc.). Progressive Talk has also been missing since it was a brief, imperfect fit on WHAT.

And as we get closer to the No. 1 market, here's the rest of the top 10:

10 - Louisville
9 - Salt Lake City
8 - Austin, Texas
7 - Washington
6 - Los Angeles
5 - New Orleans
4 - Miami/Ft. Lauderdale
3 - San Francisco
2 - Philadelphia

-- Larry Rosin & Sean Ross