Posted by chicagomedia.org on August 22, 2008 at 16:41:17:
Steve Dahl moves up morning show to catch growing number of early risers
Acknowledging changes in commuting and work routines as well as in radio rating methodology, Steve Dahl's morning show on WJMK-FM 104.3 is making changes of its own.
Dahl's weekday comedy-talk program now will air from 5 a.m. to 9 a.m. rather than 5:30 a.m. to 10 a.m., beginning with Monday's "Best of Dahl" show on the CBS Radio outlet and continuing when Dahl and partner Buzz Kilman return from vacation.
"Morning drive has shifted and 5 to 9, I think, is the time to be on," Dahl said on the air this week.
"By 9, you're done with your morning rush-hour-type radio," he later added. "You're ready to kick back and enjoy some Huey Lewis, or whatever it is we play."
Dahl, an occasional Chicago Tribune contributor, moved to CBS Radio's music-heavy WJMK last fall after a format change at its sister station and his previous radio home, the former WCKG-FM. With the new start time, he said his program will open with a newscast to ease the transition from Jack FM's regular music format.
"It's easier to start with something like that," Dahl said. "It's really hard to start � [when] I've got to talk about this stupid song and Def Leppard. I've got nothing to say about Def Leppard."
Dahl indicated part of the impetus for the changes is rooted in Arbitron's move from measuring radio listening with hand-written diaries to devices known as Portable People Meters, which effectively eavesdrop on representative listeners.
A Chicago radio ratings magnet over the last three decades, Dahl's preliminary PPM numbers as Arbitron prepares to fully implement the new system have not matched his performance as measured under the diary system.
"Todd is a straight shooter -- you know, Todd Cavanah, [WJMK's] program director -- he's the one who said � 'Dude, you've got to be off by 9,' " Dahl said. "The way they take ratings now, the new ratings system, in-office listening is huge and people, they want music on in the office. I said I agree. Plus, I do think rush hour has shifted."
(Phil Rosenthal)