The Zone vs. the Fan: guess who’s winning now?
If the two local sports talk radio stations were sports teams, 680/The Fan would be like the surging Atlanta Braves while rival 790/The Zone is akin to the more uncertain Atlanta Falcons.
For the past two years, the Fan’s ratings have been consistently better than the Zone’s. In June, the Fan drew 302,500 unique listeners a week to the Zone’s 94.900, according to Arbitron. The addition of the Braves this year has only widened the gap. And while other radio stations were cutting back during the recession, Fan management hired more local talent – from the Zone.
Loading ...The Zone has had a rougher time. Its June ratings were its worst in years. It’s about to lose the Atlanta Hawks to 99X. And to instill new talent, the station is holding an open call for on-air hosts ages 21 to 29.
“We need to be younger, hipper, fresher, cooler,” said Zone Program Director Matt Edgar. “This is not a cheap promotion. This is legitimate. We are looking for raw talent we can groom who speak to a different audience. We want bravado and cojones.”
AM radio is not a place younger people tend to go. And on paper, neither station’s ratings look stellar.
But both have survived because they attract the loyal, beer-guzzling sports nut few FM stations chase. Talk stations can run more ads than music stations and pile on sponsored segments galore. (e.g. The Zone’s State Farm sports desk! The Braves Wrap Up Show at Dave and Buster’s!)
Back in the mid-2000s, brash Zone executives used to brag about annual revenues of $12 million, far more than the Fan, despite a major signal disadvantage. It nurtured the urban-flavored 2 Live Stews into a syndicated success. Though general manager Neal Maziar said ad rates are recovering at a double-digit pacing, it’s nowhere near its heyday.
Zone president Andrew Saltzman acknowledged that Big League Broadcasting, which owns the Zone, diverted resources from Atlanta after it purchased three St. Louis stations in 2004. That investment cost the company millions. It’s now unloading those stations at a major loss.
“There’s better focus and better concentration,” Maziar said. “We are now getting Andrew 100% of the time, Steak [Shapiro] 100% of the time.”
Fan President David Dickey said his station, while less flashy, has been able to win with a consistent product. Christopher Rude, a 96rock vet, has given the mornings an established voice the past seven years. (”He’s kicking the crap out of those guys,” Dickey said, referencing “Mayhem in the AM” on the Zone.) And afternoon team Buck & Kincade celebrates ten years in September.
John Kincade doesn’t buy the argument that the St. Louis purchases hurt the Zone.
“They’ve got some really talented people behind the mikes,” Kincade said. “Mike Bell is a freak show of a funny guy. I believe it’s the Atlanta listening public. I think we resemble them more than they do. The average guy in his 40s with wife and kids and a mortgage isn’t talking about late night parties at the Palm or strip clubs. Buck and I may be called boring and straight-laced, but we are like our listeners.”
“We’re more fun,” Bell countered, referencing his show with relative newbie David Pollack. “We’re an easier listen. We’re the guys they want to have a beer with. We’re very competitive with Buck [Belue] and John. I think their show is very stale. It sounds like two old women who don’t get along anymore. We’re getting better and better every day.”
Management was a bit less combative. Maziar even gave kudos to 680. “They have to be proud of what they’ve done.” And he said the Zone has shown consistency as well, with the core lineup the same the past couple of years. “There’s plenty of room for two sports stations,” he said. “It’s a good healthy competition. We have respect for each other.”
Mike Rose, who worked at WSGT and the Dickey’s 1340 AM station before entering mortgage banking a few years back, said the Zone has tried to be too many things to too many people while the Fan has held its own, as Dickey himself said.
Cartersville delivery driver Doug Gravely, 34, said he used to listen more to the Zone but tired of the bluster of hosts Steak Shapiro and Mike Bell. He followed former Zone voices Chuck Oliver and Matt Chernoff over to the Fan and grew to appreciate Rude’s sense of humor.
“I have no disdain for 790,” he wrote in an email. “I just prefer 680.”
UPDATE (11:15 p.m. Friday, July 16): The number of educated and thoughtful comments we’ve gotten on this subject on a Friday evening proves how loyal and opinionated sports talk radio fans are. Thanks!
UPDATE (2:58 p.m. Saturday, July 17): Steak wasn’t happy about this story, mostly the reference to the cumulative average audience of 94,900. He wanted me to do at least a three-month average. That’s 127,300. The Fan’s three-month average? 297,867. And for folks wondering what the Monday announcement on the Fan will be, it’s the Hawks moving from the Zone to 99X with the Fan picking up pre and post game analysis.
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313 comments Add your comment
Speed Racer
July 16th, 2010
5:01 pm
790 wants to be “younger, hipper, fresher, cooler” and get on-air talent with “bravado and cojones.” I think listeners appreciate sports knowledge and insight first, entertainment second.
The Fan fan
July 16th, 2010
5:03 pm
Matt and Chuck are the best sports program on the radio. When you throw in the Chernoff impersonation of Chuck the trio is irreverently entertaining and very informative.
straightcashhomey
July 16th, 2010
5:06 pm
Neither station is worth a damn frankly – 680 just sucks less than 790.
TrafficHeadache
July 16th, 2010
5:07 pm
The Fan. I got tired of the Stews making everything a racial issue.
atlpaddy
July 16th, 2010
5:09 pm
Another vote for Matt and Chuck.
merculf
July 16th, 2010
5:09 pm
Too bad you can’t hear either one in the “Burbs” once the sun goes down. I listen to 680 when I can pick it up.
SEC
July 16th, 2010
5:10 pm
Finebaum is much better than these clowns at 3 to 7 on sirus 122, XM 143 and finebaum.com
stu klitenic
July 16th, 2010
5:10 pm
hullinger is in the house…
Coyote
July 16th, 2010
5:11 pm
680 is winning this battle because they know their audience. Sports radio listeners in this area want to hear about college football, the NFL, and the Braves with occasional commentary on the biggest national sports stories. And they want to hear it from competent commentators that they can relate to. If I want pure entertainment, I’ll listen to Colin Cowherd’s show, which, by the way, is also carried by 680.
straightcashhomey
July 16th, 2010
5:12 pm
Who let Mrs Finebaum have access to email her comments?
Heath
July 16th, 2010
5:13 pm
Next thing you know, 790 will have Ralph from Ben Hill doing their drive time.
Bustin' Loose!
July 16th, 2010
5:14 pm
I think that we could all agree, no matter which one is your preference, that it is nice to have two stations. They certainly benefit from getting to compete against each other, and it is nice to be able to switch back and forth.
I like 790 in the morning, because the Laurentino guy is an absolute imbecile, and has no place on the radio. I liked it when Jamie Dukes was there, and Leo has added a bit of credibility, but I am probably 70-30 Mayhem vs. Rude. I also like that Mayhem goes until 11, and I detest Colin Cowherd, so that hour is 100% 790.
At noon, I go to Chuck/Chernoff, because they are just a lot better than Brandon and Woolvey. A lot better. I find Brandon Adams’ opinions to be mostly worthless, and not even interesting enough to argue against.
I am a middle-aged white guy, so I do not get the 2 Live Stews. They do not want me to be their audience and I fully understand that. Their point’s-of-view are every bit as foreign to me as the Michael Baisden or Steve Harvey. They are literally talking about things of which I have never heard. I don’t listen to a minute of their show.
I usually head over to Clark Howard and/or go to lunch during the 1-2 hour. Chuck/Chernoff usually have a really good 1st hour, then it often falls off a cliff after that.
Buck and Kincade are pretty boring, but I like the Braves’ stuff.
Meat1
July 16th, 2010
5:14 pm
I used to listen to 790 more than I do now. Reason being, I became tired of Steak Shipiro discussions of where to get a great steak or lobster. I became tired of Nick Cellini’s over the top antics, I became tired of Mike Bell’s bits, and David Pollack constantly saying…”I mean”. No, I don’t know what you mean. Just spit it out. I want information, not entertainment.
SEC
July 16th, 2010
5:15 pm
Matt Chernoff is a joke, give Chuck the show alone.
KPizzler
July 16th, 2010
5:16 pm
When and where is the casting call for 790? Nothing on their website about it.
Bustin' Loose!
July 16th, 2010
5:18 pm
Oh, and Finebaum’s call-ins are classic. I was in Alabama for work a couple of weeks ago, and I have never heard such a collection of mouth-breathing retards in my life. Finebaum is Jerry Springer with a Roll Tide t-shirt.
MIKEM
July 16th, 2010
5:19 pm
Enter your comments here
Otis the drunk
July 16th, 2010
5:22 pm
Brandon and Woolvey will blow your high.
Clay
July 16th, 2010
5:22 pm
I listen to 680 The Fan every day. I have no interest in 790.
Bo Buck
July 16th, 2010
5:24 pm
790’s mornings can be saved. Steak is over-cooked — and needs to be taken off the menu – NOW. The whole casino’s-strip club-where I ate last night attitude is dated and is so 80’s, for god’s sake. They do need to get someone smarter/hipper to play off the madman and the savant. Cellini-Dimono respectively.
Shathead
July 16th, 2010
5:24 pm
Ryan Stewart is the worst radio personality I have heard in a major market. His speaking is terrible. Hip Hop fans don’t listen to sports talk, they listen to hip hop. No one wants to hear their barking and blindly supporting Mike Vick.
MIKEM
July 16th, 2010
5:25 pm
Chris Dimino @ 790 is the best baseball guy in town and I enjoy listening to him. He gets interviews from some of the greats of the game because of his knowledge and respect of the game. Unfortunately that’s all 790 has. I can’t listen to anybody else they have so I have to turn over to 680 most of the time. Chuck & Chernoff are entertaining to listen to.
Shathead
July 16th, 2010
5:26 pm
Serious question here, I’m curious as to what happened to “Home team” Brandon Leak? Any one know?
Bill Clinton
July 16th, 2010
5:27 pm
I used to listen to 790, but tired of the northeastern “humor” and obnoxious hosts. I also think 790 runs commercials 30 minutes of every hour. 680 has its flaws also. About 75% of their dialogue is devoted to UGA/SEC football. I listen a lot to ESPN and Fox Sports on XM when Hillary lets me.
alascoop
July 16th, 2010
5:27 pm
The real question is, when will one of these stations move to FM? Rock 100.5 has the Braves, but the signal is nowhere near what fans OTP got from Project 9-6-1. Even 680 the Fan on WWWQ-HD 2 would be a major upgrade.
Native since 87
July 16th, 2010
5:28 pm
The zone’s signal is terrible and honestly they are obnoxious. I couldn’t listen to them after sundown if i wanted to.
That being said, I find the Fan’s talent more like that from the major market I came from. Hardly boring, but more oriented to all the listeners.
why not
July 16th, 2010
5:32 pm
680 is the leader, but it is always good to have competion. Both of them could use some improvements. All of the on air guys seem to think most callers are idiots and the attitude shows each day. With that attitude any success is only short term.
Why not have the talking heads listen before shoving opinions, that claim to be facts, down everyone’s ears.
Andy and Barney
July 16th, 2010
5:34 pm
Finebaum is the show to listen to.
Mcdawghna
July 16th, 2010
5:34 pm
I soso listem to 790’s mayhem in the am…….but just WAY too much talking about nothing…..I usually tune in to Brandon and Woolvey till Chuck/Chenoff come on…….Chucks knowledge of college football is beyond compare in this town……And still listen to Buck and ole Kincade…..Kinkade comes accross a little harsh at times but I love it…..he says just enough to occasionally pi$$ you off at times and just enough to respect his oppinion…….so yeah, its 680!
The Bourbon Cowboy
July 16th, 2010
5:34 pm
hate to be a buzz kill for the Zone, but evolution, MTV and video games have removed “bravado and cajones” from the 21-29 male demographic. we watched the Godfather I & II and today’s drips have Twiglight. Whiskey, Tango, Foxtrot, and Adios My Friends!
Bill L
July 16th, 2010
5:37 pm
I’ve listened to both stations, with a heavier lean to 790 over the years. Hands down, even with Shapiro’s strong attempts to screw it up, 790 in the morning is funnier and smarter by a wide mile. This is the one that surprises me the most. Steak should bow out and they should put Chris and Nick back on either during the day or afternoon drive. I’m a 36 year old white guy if that matters and my buddies across the board, black and white, come to that one consensus. Best radio show this town has ever had. I don’t understand the Chernof and Oliver thing.Both guys on air and off (met them both and so have some friends) are to fake. But better than 790 at those times. Bell is awful. As bad as both Buck and Kincade. Pollack is not to be taken to seriously, Big name – close to at least unoffensive on the air. Just shouldn’t be trying to do drive time.
I’ve read this board before and I know I will end up getting ripped, but just thought if given a chance I should take it.
For what it is worth
Long time listener, first time commenter
July 16th, 2010
5:38 pm
Observations: 1) 790 needs more people with hair. Tired of similar looking people with similar comments and observations. 2) Brandon and Woolvey absolutely are the worst. One talks too much and the other can’t talk at all. 3) 790 morning show is tired and needs to be retooled. 4) Bell and Pollack? Seriously, this town must have some radio talent. My advice. Open auditions.
C.Moore
July 16th, 2010
5:40 pm
I JUST RECEIVED MY EMAIL FROM 790 THE ZONE!!!!! I REGISTER NEXT WED FOR A SHOT AT BEING A YOUNG GUN!!!!
Falcon
July 16th, 2010
5:44 pm
I used to live for the Zone in the AM but got really tired of Chris Dimino and his constant plea for everyone to agree with his point of view. I can’t say how many times I yelled just Shut The F$#@ Up! He would constantly ask guest if they agreed with his point and boy if they didn’t he got on a tirade. He has great points to offer but mn I don’t need to have them crammed down the pie hole. I found 680 easy to listen to but to be honest with the way our government is out of control I really listen to Boortz, Limbaugh and Hannity more these days. I’m sure the closer to football season comes I will be switching back.
atlxmen
July 16th, 2010
5:44 pm
what is the branden and woolvey show about and what time do they come on? i listen to chuck and chernoff
James Brown
July 16th, 2010
5:48 pm
The nod goes to 680……………..Mayhem does pull off some really good interviews if Dimino takes the lead. Dimino is a big time pro who is well prepared and towers over his partners talent wise……………Wovy and Adams are minor league in a big league market…………..790 also has a great combination with Wes Durham and Tony Barnhart on Thursdays during college football season but any other day my dial switches to 680 after 11:00 am…………….it`s not even close………..if it were a fight the ref would stop it.
The Truth
July 16th, 2010
5:49 pm
I have enjoyed reading everyone’s opinions but it is very obvious to me about sports talk here in Atlanta. Take 790 first, they were the leader and have blown it big time. The Mayhem show has died since Bell was moved in the afternoons. Steak has become boring and cliched, fixating on what to eat and what celebrity or play he has seen. Dimino has gone downhill the worst…..OVERANALYZING EVERYTHING AD INFINITUM. It just kills you to listen to him now as this man truly loves to hear himself babble. Midday, Wolverton is a good no. 2 but his sidekick is just worthless. Brandon’s fixation on UGA, his love affair of Mark Richt and the SEC and his whining about issues just kills a person’s midday. 790, with Brandon, dropped to 190 with Atlanta listening. The Stews, well, Ryan can be funny at times but Doug continously plays the race card on everything…if they had not gone national his only talk would be about race and the NBA. And lastly, thank God for Bell…while Pollack is dumb as a stump, Bell breaks the too serious bent of life and headlines with humor….he takes the Atlanta afternoons.
680? Rude know his role in the morning as well as the other guys though Laurentino does a pretty bad job of being the obnoxious one. Leo is Leo, nothing more or less…he needs a coaching job. Chuck Oliver is really too simple and overstates the obvious while Chernoff is the biggest woman on the early afternoon drive….he should talk about who was wearing what on the red carpet than sports. Buck and Kincade is just simply boring with very corny humor. Kincade does not do well trying to be the wiseguy and is very predictable while again, Buck, another UGA player, is just dumb as a stump.
Solution to this madness? XM/Sirius….I thank the Lord everyday that I have real sportstalk to listen to….
Fleischman in Chattanooga
July 16th, 2010
5:56 pm
Stopped listening to Buck and Kincaide. Kincaide wants to talk about the Phillies and Eagles. I hate anything that comes out of Philly.
HTBL OSU
July 16th, 2010
6:00 pm
Anyone know what the big announcement that 680 has on Monday? Home of Falcons/UGA football?
Dilly Dally
July 16th, 2010
6:02 pm
The Hawks to 99X? At least they will now be on station that can actually be heard at night!!
A Fan
July 16th, 2010
6:02 pm
I quit listening to 790 the zone when the Two Live Stews started their show. I honestly can’t understand them and don’t want to hear a sideshow! 680 the Fan is great and easy to listen to. Do I always agree with them….. No! but at least I can understand them!
2 cents
July 16th, 2010
6:07 pm
Cowterd’s left coast bias is nauseating, brandon adams is absolutely the worst sports talk host of all-time, chernoff/oliver mostly good until they over-play the white nerd angle, the stews are entertaining light on sports, pollack/bell hit and miss, buck/kincaide alright until they start whining on each other…
Shathead
July 16th, 2010
6:08 pm
Guess no one knows the whereabouts of Hometeam Brandon leak
Mcdawghna
July 16th, 2010
6:10 pm
I agree A Fan!……..too much ghetto talk and too much NBA…especially at a time when noones really interested in NBA talk all day long…….Surelly theres something out there better than the Stew’s….
HTBL OSU
July 16th, 2010
6:13 pm
Hometeam is looking for work!
Oedipuss
July 16th, 2010
6:16 pm
nick cellini and bell are the funniest dudes on am with a slight nod to cellini, shapiro-I could care less what your diet consists of, oliver is a local boy done good, chernoff might be a chick, my guess is he gets a mani-pedi to kick-off the weekend, brandon is unbearable…….
Wendell
July 16th, 2010
6:18 pm
Dimino is Beau Bocks love child.
boots
July 16th, 2010
6:19 pm
Kinkade hit it on the head. I can relate to them, not to some Yankee rambling about strip clubs. Plus, the Fan has the Braves, knows SEC football better and it is like listening to me and my friends talking sports. I’m not a bore, dull or an old woman, but I guess I don’t fit what the Zone is targeting.
JDH
July 16th, 2010
6:20 pm
Enjoying reading most of this stuff. I listen to both stations to see what is being talked about and more importantly how it is being talked about to make my daily decisions. I do listen to Mayhem more than any other show on either. Agree that Shapiro takes more than he adds, but still the best show with Dimino and Nick for an all around perspective. I disagree with Truth about one thing. Dimino is the one guy who works to formulate his opinion. And he has them. Don’t know the last time you listened, but he talks less than both those other guys these days, and that’s not smart.
I don’t dislike any of the guys on air, I just like some better. Chernoff isn’t for me. Truth got that one just right. Oliver is simple. Score another for Truth. Agree as well about Buck and Kincade. No one is ever any smarter listening to them and without a sense of humor between them, not for me. Seems most people have realized that show is just dull. I like Bell in spurts. Rude and his guys aren’t very bright, but he is more likable than Steak.
Brandon tries to hard, but seems to enjoy himself, while Jeff seems to be in over his head. Even his partner dismisses him.
I just read my own words. They sound more negative than I would have hoped. Good luck to each station.
Jon
July 16th, 2010
6:20 pm
Hometeam got forced out when 790 decided to pander to the UGA crowd by bringing in Pollack.
Last I saw, I believe he was in Marketing/PR for the Hawks.