City & State or ZIP Tonight, this weekend, May 5th...
City & State or ZIP
City & State or ZIP Tonight, this weekend, May 5th...
City & State or ZIP

What should CBS do about the poor ratings at Dave FM?

mara davis

Mara Davis, whose mid-day show has been a bright spot on Dave for years, but even her ratings have suffered.

Eight-year-old 92.9/Dave FM has always fashioned itself as the adult rock station in town. Although ratings were usually modest at best for such a strong signal, it was able to sell its sophisticated, high-income listener profile.

A year ago, the station was riding a respectable 4 share in the Arbitrons. That made it top 10 overall and in the 25-54 demographic.

But the bottom has fallen out the past 12 months in a way seldom seen before in recent times in Atlanta radio. So far in 2012, it has averaged a mere 1.5 share, meaning a whopping 63 percent dropoff in listeners. You can argue methodology issues with Arbitron’s rating system (who doesn’t?) but no other station saw anything close to that level of loss this past year. [Program director Scott Jameson was let go Tuesday.]

So what’s wrong?

The most obvious place to go is the music, since the personalities, outside of mornings, have not changed.

The format in radio parlance has been called adult alternative. This means a loftier type of rock that doesn’t include the heavy metal and harder-edged stuff. U2, the Police and Dave Matthews have been core artists since day one. Sometimes, the station would play more currents, sometimes more from the 1970s. Right now, it’s one a 1980s kick, airing all-80s during the weekends.

I asked the radio geeks over at for their sage thoughts. Here’s a sampling:

From Atlradiofan:

From what I can tell with my resources, they lost a few heavy users…meaning there was a PPM panel change. [PPM means "portable people meter the item Arbitron users carry around to pick up radio signals.] It is truly amazing how losing just 2 or 3 meters can screw a station over.

With that said, why aren’t current panelists tuning in? The station is all over the place. I consider myself a fairly knowledgeable radio person, but I’m not sure how I would even define their format at this point. It is so all over the place. Also, while Steve Craig, Sully, Margot are above average jocks, they’re not “stars.” Mara is a star and compared to the rest of the station her ratings back that up. Steve & Sully would be better suited to middays or nights. Steve isn’t a morning show anchor and Sully isn’t a strong enough afternoon talent. So with the music being all over the place along with personalities that are just “above average”, there is no reason to tune in.

Flip it to classic hits….pattern it after CBS FM in NYC. Do what you can to grab Steve McCoy and Tripp West. Put Steve in mornings with a female news reader/sidekick. Mara in middays. Tripp West on PM drive. Oh and call it Z-93 once again.

From Kal3005:

I’m not a radio expert but as a casual listener, my opinion is that they haven’t tried anything long enough to see if it really works. Every time you start to think you know what they are, they change and completely alienate their audience.

Personally, I thought they were at their best when they were kind of a lighter alternative/indie station, playing more stuff like older Elvis Costello, Shins and Eels. Not so much that that music mix overly appealed to me but I thought they had a good niche and were playing a lot of stuff nobody else was playing.

Since then, they have seemed to alternate back and forth between playing more alternative (compete with 99X), and then classic rock (compete with River), and back to alternative and now back to classic rock. Now instead of having a unique niche, they are tweening between 99X and River. Every time they change, they alienate their audience and start from scratch.

From CRGuy

Niche format = Niche ratings = Niche revenues

The eight-year Dave experiement proves that theory.

Z93 as another CBS classic hits will be a wet dream come true for listeners and revenues

Leave the niche formats for the niche signals

And here’s Frkout:

I think it may have something to do with the very unstable morning spot, with drastic host changes over and over and the repetitive play of Adele. I liked Jimmy and Yvonne and while I like Steve too,  typically there is a morning “team” that format seems to work the best.  As for the music, they are still playing songs before the other stations start running them into the ground and that is what they are known for, but once the other stations start crashing and burning them, Dave needs to move on to something newer, examples Gotye, Pumped up Kicks, ANY Adele song.  I like to hear the mix of old and new and when they do their theme weekends they are refreshing. I don’t know what the “fix” is for them. They have a good presence in the community and I really like Margot, she’s great.  Just some observations, if they do a flip,  having grown up in the 70’s and 80’s as a lot of their listeners, I feel that that era has some great songs that never get heard sadly, that would be a music well to draw from, just NOT Landslide and all the worn out tunes, some Guess Who would be great! Since they are on the low side of listeners any mix could be an upturn for them, they don’t have too much to lose.

Dave’s tenuous state and falling ratings have made it a tough sell. Change seems inevitable.

The station let go its program director Scott Jameson Tuesday. He lasted a little over three years.

In an interview earlier this month before he released Jameson, General Manager Rick Caffey acknowledged that the numbers don’t lie. “We’re not happy with the size of our audience. We’re happy that we have the best qualitative audience in the marketplace in terms of education and income. We just need more people.”

Caffey championed the Dave format when WZGC-FM switched from classic rock (Z93) to adult alternative in 2004.  Though he’s known for shepherding V-103 as the top station in town, he told me at a lunch many years ago when Dave started that he was a big rock fan, too, citing U2 as one of his favorites. So he’s stuck with it through the years, through the ups and downs. One thing he hasn’t been able to do either: find a steady morning show. So far, the station has been through at least five different morning show iterations. The current host, Steve Craig, isn’t even full time.

Caffey didn’t deny a change could happen: “We’re always going to look at other opportunities. For right now, this is what we’re doing.”

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By Rodney Ho, Radio & TV Talk

99 comments Add your comment


June 27th, 2012
8:53 am

Dave’s not here, man. He said the music sucked.

Backwoods Hick

June 27th, 2012
8:55 am

Now would be a good time to bring back a GOOD oldies station.

☺☻Have A Smile!

June 27th, 2012
8:59 am

Who cares? “Regular radio” is a dying format and is just a bunch of computer-based playlists anyway.

I love my XM satellite radio and just ignore all of it. No longer have to deal with free radio garbage. :)

George P Burdell

June 27th, 2012
9:38 am

Steve Craig and Jimmy Barron are acceptable to a male audience; but I would guess that the fall in numbers would be female listeners. The morning humor from both guys tended to be “smart ass” type of humor. Women may be willing to put up with it from their male friends, but why would they also want to hear it on the the radio? Since Mara and Marogt do not have that problem, a few female listeners that want this music come back when a female dj is on.

Mr. Obvious

June 27th, 2012
9:41 am

CBS should adopt the same solution to the underwhelming performance of DAVE FM that I did:

Subscribe to XM.

Mr. Obvious

June 27th, 2012
9:43 am

Who the heck wants to listen to yet another lame D. Geller & Son radio commercial while sitting in traffic on I-285 behind a wreck caused by some booty-shaking simpleton who was playing with their iPhone instead of actually DRIVING ?!?!?!?!?!?


June 27th, 2012
9:45 am

I’ll take up Backwoods Hick’s call for a good Oldies format station. Allow me to recommend Scott Shannon’s True Oldies. That’s the best oldies format I have heard since Fox97. Probably better than Fox97 actually. Of course if they returned to being Z93 that would be a decent consolation prize as well.

World's Second Oldest teenager

June 27th, 2012
9:48 am

Dave should do either an oldies/classic hits station focusing on 1964-74, but with late 50’s/early ’60’s and some late’70’s thrown in (similar to the True Oldies format), or move DAVE to an alternative pop format mixing acts like Pink, Gaga, Katy Perry in with the more melodic alternative acts such as ’80’s actls like A-Ha, Depeche Mode, Human League, Motels, Blondie and find similar new alternative pop acts. Dave’s music isn’t terrible. It’s just not good; it’s not catchy enough for people who want to hear songs with great melodies that also have an edge to them.

Mike Stiles

June 27th, 2012
10:02 am

Here are the problems in easy, bite sized bullet points:
-No single, innovative vision
-No effective branding
-No entertainers
-No marketing
-No effective use of digital assets


June 27th, 2012
10:07 am

Oldies please just like WCBS FM in NY!!! The GOLDEN 101!!!!!!! Like the others, my sirius radio gets a huge workout these days. On another note, I have been listening to All News 106.7 a lot and love it!! Way to go Cumulus!!

Calling It Like It Is

June 27th, 2012
10:07 am

What needs to happen is it needs to go back to the old AOR format. If everything is cyclical, it’s time for this format to come back. Play a song by a current artist, but dig deeper into the CD. Some of the best songs on CD’s are the ones that don’t make it to radio. They need to keep Steve, permanently. The guy is a vault of music knowledge. If Mara is the “star”, put on on Mornings, move Steve to middays, Sully to afternoons. The crap of dropping the morning show at 8:30 for “the morning music marathon” give NO hope of retaining a morning show. One of the most successful one, on Q100, goes to 10:00.
Arguably, they need to pick a format and put all of the energy behind it to develop and promote it. The “rewind weekends” is a big play off Steve’s days at 99x aka “house of retro pleasure” I completely agree with too much Adele and some of the other artists on their playlist. They have the strength of their signal that they can use to introduce Atlanta to some music they normally wouldn’t hear elsewhere or deeper cuts off the CD.
For Atlanta to be a top 10 radio market, the radio really does suck. The answer isn’t satellite or HD. The majority of the people will not pay for radio. If that were the case, broadcasting companies would be closing up shop and going off air. Yes, you have to evolve with the times, but oldies format is not the answer to every problem in radio. Yes, there is a market for it, but does it need to be on a strong signal? Do they need to bring back the jocks from years ago? I don’t think so.

What can they do? Pick your format, stand behind it, don’t water it down, shift your talent, and play something other than the one single off a CD. There are much better deeper cuts that what you usually hear.

Just my two cents…


June 27th, 2012
10:29 am

As someone who’s been listening to Dave on and off since they began, I agree with the Radio Info poster who said that Dave never sticks with anything long enough to get the listeners to stick! Sometimes I’ll forget about radio for a month or so, then come back and find that Dave has changed its imaging and playlist once again. This latest 80s-focused thing doesn’t appeal to me at all. I heard one of the DJs describing the all-80s weekend as “the music you remember from college.” Way to push away your younger listeners, Dave! At this point, I think a mainstream indie rock-focused station would be no more “niche” than what they’ve got on the station now, music-wise. Act like Gaslight Anthem, Sufjan Stevens, Bon Iver, Santigold, Neko Case — artists that Dave has paid lip service to, but never regularly played. It wouldn’t ever get Q100-type ratings, but it’d be better than trying to position themselves as, umm, yet another place to hear Gotye, Fun., and Adele, some old U2 songs, whatever drab thing Coldplay has decided to release, and a bunch of 80s New Wave on the weekends.

Jimmy Crack Corn

June 27th, 2012
10:30 am

Their core audience has grown up and moved on to XM radio or MP3 in the car. No commercials and no retarded morning shows. I see here people still love that garbage, but the Dave FM fans of years ago never did and never will, and thus moved on to a more suitable medium. Before I moved to XM, I utilized my MP3 player. More and more cars are able to utilize that technology as well as Sirius/XM radio.

If they want to stay alive, then they need to copy the success of other radio stations that many still seem attracted to……You know, the 6 person morning show that play little to no music, delves in to the inane personal lives of each member of the show, People magazine type pop culture and filled out with way too many commercials.

They will lose what’s left of their core fans, but what is that….Maybe 17 people?

not good

June 27th, 2012
10:32 am

I am in their target audience (49 year old rock fan) and haven’t listened in months. Took it off my preselect stations. Their selection of music just sucks. There IS an audience in Atlanta for good classic rock but playing softer nonclassic oldies like they are just isn’t going to attract an audience. Play good classic rock with an edge and some newer stuff thrown in and guys like me will listen. Guitar oriented Led Zeppelin, some occassional Black Sabbath, Skynard and other southern rock, Clapton, etc. Lighten it up with an occassional b52s, REM, etc. The old junk they play won’t attract anyone but crickets chirping.

classic, but with a better playlist

June 27th, 2012
10:33 am

There is a station in Carrollton – 98.9 that plays classic hits but has a way better playlist than 97.1 or 106.7 (when it had music). Would love to have that here. 106.7 news – not a fan. The same stories you hear everywhere else, only repeated every hour. Ugh. I only tune in for the traffic.

Jimmy Crack Corn

June 27th, 2012
10:34 am

And why must people finish their input with “Just my 2 cents”…..

That sounds so dumb.


June 27th, 2012
10:38 am



Marshall Stacks

June 27th, 2012
10:46 am

Thank heavens no-one has piped up with “Hire back the Greaseman!”

Atlanta is too fickle; there’s no use trying to create a station that people will tune in to in droves because there are too many formats now. I don’t think dumping the talent every few months is the answer; you can’t build brand loyalty when you aren’t sure who has the shift. Having said that, maybe they just need to take this to the other end of the spectrum and introduce “Running Man” style elimination; only the strongest survive with new blood being dumped into the arena each Monday morning. If their numbers are up, they keep their job.

Music-wise, I’m okay for the station to stick with the slightly unconventional play roster, but go for album cuts and more obscure tracks. If five stations on the dial are playing Gotye, I don’t need to hear it on Dave. For what it’s worth, I could go without hearing Adele ever again. And I’d pay a small fortune for them to, ahem, misplace/lose/burn all copies of “Closer To Fine” by the Indigo Girls. I swear, nearly every time I turn on Dave I usually hear it within 4 minutes….


June 27th, 2012
11:02 am

WTF is “Dave”, anyway? Make it Z93 again. Otherwise, it’s Pandora and CD’s for me.


June 27th, 2012
11:03 am

I may not be a radio expert but I listen to the radio (Dave or WABE) for two hours a day on my way back and forth from work. I enjoyed Jimmy and Yvonne and I enjoy Steve in the mornings. But what I don’t enjoy are the promotions that they try to disguise as entertainment (investments, tech repair, green guru, vacation express). The green guru guy is at least somewhat entertaining, the rest of it just blows and the station should be honest enough to say that these companies are paying for the air time.
I like the music they play now since they have finally injected a little variety in the format.
One thing I dont understand is how Mara is considered a star. I agree that the morning show should go beyond 8:30 — if it did I would be inclined to keep listening once I got in to work. However, the second I hear hear Mara’s annoying sing, songy voice, the radio gets turned to WABE or turned off.


June 27th, 2012
11:05 am

DUMP THE DAVE…BRING BACK Z-93. I’ve hated Dave since the change in 2004 and really haven’t listened since then. But then the only thing that anybody can count on at WZGC is change. They haven’t had a decent morning show since I came to Atlanta in 1984. Add the Greaseman experiment and see that 6-10 in the morning has consistently blown.

Dave-FM has been a total waste of bandwidth and a disappointment from the start. It’s too bad that only now are they seeing the real results in the book that should have been apparent all along. If they lost PPM people it must have been because the management couldn’t pay them enough to record their listening anymore. Or the PPM people got smart and demanded more $$$ to listen to the trash that was aired.

But then I’d rather listen to 1000HZ tone at 92.9 than their programming….


June 27th, 2012
11:09 am

Screw formats. I think they should play anything and everything. Play BonJovi followed by Beethoven’s 5th followed by Johnny Cash. Why not? At least you’ll be unique. I’d listen.

Everything in town is a copy of a copy. I can’t tell the difference between Star94, Journey and B98. The River and Rock100 are the same.

If Dave wants to turn things around, be different. Very different.


June 27th, 2012
11:12 am

we need a great Oldies station, please use Randy and Spiff, and I like the idea of Tripp West too!

FM Fats

June 27th, 2012
11:15 am

They could change from DAVE-FM to JACK-FM.


June 27th, 2012
11:16 am

Hell Yes, Hopefully we can get a real classic HITS station. This station has had an 8 year hangover, terrible.


June 27th, 2012
11:16 am

Ah, a radio blog. Can I start a “critique Steak Shapiro and 790 the Zone” thread here please? I am unable to listen to them anymore due to Steak’s on-air chewing and interrupting of others. And I used to like Mike Bell, but he needs to listen to a recording of himself laugh-talking through an entire show. Wow does that grate on my nerves, it is worse than ever. The stuff he is laugh-talking is not even particularly funny!!

Captain Herb

June 27th, 2012
11:28 am

The station has no identity. I love Mara, but you can’t play a current Jack White (amazing) song and talk about how great Jack White is and then follow that with Blues Traveller. Doesn’t work.

Balloon Lady

June 27th, 2012
11:35 am

I love Margot, Mara, Yvonne & Steve…get rid of the rest…loving the 80s rewind weekends…

tired of Adele…


June 27th, 2012
11:37 am

Clean house – start with Rick Caffey and work your way down, program directors, talent…Change the name I guess “Dave” is supposed to be like your best musical Bud or something, but no one gets it.

There are nice people there, but they’re stale and have seen their best radio days, in Atlanta at least. Willard, Kaedy Lesley Framm – take your pick, they’re all outta here.

Format? Definately something to think about. There used to be a format called “MOR”, Middle of the Road”, thie shoud be “AOR” for All Over the Road. Makes no sence.


June 27th, 2012
11:41 am

All KIMMER all the time!!!

Billy Hix

June 27th, 2012
12:04 pm

The best thing Dave ever did was wise up and fire that irritating voice of Zak Tyler. He was a no talent hack whose voice sounded like fingernails on a chalkboard. The problem with radio is that I am convinced the only new music is by Katy Perry and Adele and the occasional one hit wonder. There is so much more music out there and we don’t get to hear it. We don’t need another 80s and 90s station. We don’t need another classic rock station. And the “new rock” stations need to play new rock. Not new rock from 20 years ago.


June 27th, 2012
12:22 pm

Just talked to Mara Davis and she was very hushed on the situation, hmmmm

Net Radio Jock

June 27th, 2012
12:26 pm

First, I would get some new blood in the house starting with the Program Director. Then, I would pipe in a well-known morning show to attract the listenership. It showed that local talent in the morning did not work. I would recommend Bubba the Love Sponge out of Tampa. He would bring in listeners with the right advertisement campaigns. I would keep Mara Davis in the mid-days. Lastly, I would have a good afternoon drive show. I don’t know if I would have music/talk or just talk in the afternoon. After 7pm be all music with jocks getting personable with the listeners. That is what I would do. Make me the Program Director. I would turn the station around, GUARANTEED!


June 27th, 2012
12:38 pm

CBS has a golden opportunity to make this a legend, on the order of K EARTH 101, or their flagship CBS101 in NYC. Why can’t ATLANTA have a station this grand? And please don’t tell me no one wants to hear “that kind of music”- it works in market 1 and 2, why not here?

This is a quote from a reader on


June 27th, 2012
12:44 pm


“Just talked to Mara Davis and she was very hushed on the situation, hmmmm”
– what did you expect her tell you? So you could report on this blog? Sounds like you’re a real genius.


June 27th, 2012
12:46 pm

ComeOn, what up your ass today???geesh..

World's Second Oldest teenager

June 27th, 2012
12:50 pm

I lived in L.A. for awhile in the ’80’s and K-EARTH played great oldies then, but their playlist is too tight now. It’s the same old small selection of songs over and over and what’s more, they don’t focus on the golden years of 1964-74 anymore, so I would prefer something more like Scott Shannon’s True Oldies format if they go the oldies/classic hits direction.


June 27th, 2012
12:51 pm

Net Radio Jock you must be part of “Bubba’s Army”. He isn’t doing well either, his show was dropped in Jacksonville. He is a decent morning guy. I agree The greaseman is awful! He just sounds like a horny old man.I think they should follow the format that is on Sirrus ch 28.


June 27th, 2012
12:56 pm

I would rather them do Classic Vinyl and blow the River and 100.5 away…..

Calling It Like It Is

June 27th, 2012
1:01 pm

AOR – Album Oriented Rock. You can’t change it back to Z93 without having the connotation of the Greaseman and others of the sort. Randy and Spiff didn’t work on how many stations? The River and Rock 100 have got the classic genre of rock. Go back to a station with call letters and rebrand it. If they went back to Z93, people would expect the old Z93.

The smartest thing that I think I’ve ever heard was when Dave debuted, 99x (while still kind of in their prime) decided to play against Dave with “we’ll play what you request” and someone requested to play the whole Disintegration CD by The Cure. I have never seen that happen on any station in any market.

Having the labels decide which songs they play is sheer stupidity. Yes, it will get the artist and single out there, but there is much better music on CD’s than the singles. The artists would actually get more airplay and more royalties due to more of their music getting played than just the one song that is the current single. That’s why AOR makes more sense.

Or how about a station that creates their playlist based on requests? That is where your variety comes in. Sure, you have to draw a line in the sand that says “No, we can’t play Adele or Katy Perry”, but you would build one immense playlist and the rotation could be quite varied. If you want to hear the same 4 or 5 songs every 2 hours, that’s called Top 40.

Everyone says satellite is the answer. The monthly price has increased and people listen to their MP3 players as well and new car makers are putting Pandora and other Internet based options in their cars.

The fact that Mara is considered a “star” is because she is one of the only ones that have lasted at the station throughout the transitions. She is involved in the community and basically is the person that most people think of when Dave is mentioned. But, by far, is not the best talent at that station.

Rockin Roll

June 27th, 2012
1:07 pm

Poorly written article if you ask me. The firing of the radio station’s program director is mentioned in the 4th to last paragraph of a 20 graph story? Seems to me you buried the lead Rodney. And your grammar is horrible. “The station let go its program director Scott Jameson Tuesday. He lasted a little over three years. In an interview earlier this month before he let go Jameson, General Manager Rick Caffey acknowledged…..” Where did you go to school Rodney?

Rodney Ho

June 27th, 2012
1:21 pm

Went to Princeton, Rockin Roll. Been writing for 20-plus years in this business. Sorry if my grammar isn’t up to par for you. The crux of the matter is Dave is in trouble. Jameson’s firing is just a symptom of the problem.


June 27th, 2012
1:24 pm

I like the idea that FM Fats suggested of CBS replacing Dave FM with Jack FM on 92.9. I’d also be open to CBS possibly bringing back Z-93. Personnel changes (with on-air talents) would be a different story.

Rodney Ho

June 27th, 2012
1:31 pm

But to make you happy, I pushed the PD firing up to the third graf.

Former radio guy

June 27th, 2012
1:49 pm

Rodney, you seem like a nice enough fellow, but over the years many in the radio industry cringed as we watched you consistently demonstrate your lack of understanding the Arbitron numbers and what they really mean. In your latest post, you refer to Dave-FM as having garnered a 4 rating, which would represent reaching 4% of the total Atlanta market population for whatever demo and daypart you’re referring to (by the wording of your article I’m assuming Adults 25-54 Mon-Sun 6a-12mid). Dave did not have a 4 rating last year, it had a .4 rating – that’s four tenths of a point, not 4 points. You may have that mixed up with a 4 share, which represents 4% of the total people who are listening to radio in the Atlanta market at a given time/daypart for a particular demo. Last year the station actually had a 3.9% share against Adults 25-54 Mon-Sun 6a-12midnight, which I’m assuming you possibly rounded to 4% to simplify for your readers. Regardless, there’s a huge difference in the number of people represented by a rating point versus a share point and that would have a huge bearing on the station’s ability to monetize their audience. If Dave-FM consistently delivered 4 ratings against a major demo they would certainly be in a much better revenue position, albeit from a rapidly shrinking pool of radio dollars. Your behind-the-scenes scoops and insight on Atlanta radio are fine, but you really should brush up on your Arbitron terminology.

Rodney Ho

June 27th, 2012
1:57 pm

You’re right @Former radio guy. I do mix up rating and share. The numbers I cite are almost always share, not rating.


June 27th, 2012
2:14 pm

For what it’s worth, since Steve started in the mornings and they’re playing more music, 92.9 is the only station I’ll listen to. I’ve tried them all…from country to hip-hop. Wanda and Frank and The Bert Show are the only ones with real chemistry and a sense of camaraderie but DERN are those folks self-satisfied (remind me of Barnes, Leslie and Jimmy right before The Fall).

Because I can’t stand one more big-headed personality in my life, I go where the music takes me. Hands down, Steve plays the most diverse, creative sets on mainstream radio (Adele and “Closer to Fine” aside). I wish 92.9 would take a stand and take more risks musically. Last weekend, I think I heard Etta James? Followed by an acoustic Pearl Jam followed by a Fleetwood Mac demo that rocked my world!

Over the last several months I’ve heard DAVE do what DAVE said they would to begin with–bring variety and quality to Atlanta radio. I hate to see him leave now that he’s finally grown himself a set of cajones.


June 27th, 2012
2:31 pm

Atlanta needs a soft rock station. B98 thinks it’s Star 94…it isn’t. Years ago both B and Peach divided the AC dollars quite nicely and shared pretty good ratings too. Woman 25-54 need a musical Prozac to get through their day. You can’t program radio for hipsters. They go elsewhere for their music.


June 27th, 2012
2:46 pm

As long as they don’t get rid of the internet only Dave Roots channel, I don’t care that much. Roots is a great great station.


June 27th, 2012
2:54 pm

I hate to hear about anyone losing their job in this crappy economy. That said, it seems like the right start to turn Dave around. Steve has to be the next one to go. It was a bad hire, not the right fit to bring in ratings. The rest of the staff is good. They just need to be moved around a bit. Tweak the format and mirror XRT in Chicago. Most important thing is to stick to it. No more radical changes.