The launch of WBZ-FM in Boston on August 13 will finally offer an "answer to one of the lingering questions in Boston sports media," according to Chad Finn of the BOSTON GLOBE. Finn: "Is sports radio behemoth WEEI 850's dominance and popularity based on some common appeal of its bottom-scraping, self-proclaimed 'guy radio' formula? Or has the station succeeded because of its wide-ranging AM signal and lack of a powerful competitor?" WEEI "has essentially vanquished all supposed challengers," but the "longtime heavyweight champ has never faced a challenger as capable as" WBZ. WWZN-AM "debuted its sports format in October 2001 with promise, hiring former Red Sox television voice Sean McDonough as its drive-time host and vowing 'to raise the bar,' a direct shot at WEEI's sophomoric approach." But WWZN "quickly proved no match for WEEI." There are "encouraging signs" that WBZ "intends to position itself as a compelling alternative to WEEI rather than as an imitation, even as it makes former WEEI staffer and jack-of-all-media Michael Felger its franchise player." But how WBZ "stocks the rest of its roster ... will be telling." The station "should aim to find co-hosts and contributors capable of providing insight and humor, as well as at least a cursory knowledge of the sports world outside of Boston." Finn writes it "should also be noted that there is mutual interest in having the Boston Globe's sportswriters appear on the station" ( BOSTON GLOBE, 7/17 ). In Boston, Jessica Heslam wrote WEEI "stands to lose advertising dollars to its new FM rival if the newcomer is able to build a strong audience in this sports-hungry town." Boston-based OTW Advertising President Cindy Hale said of WBZ, "If it's well done and they have great personalities and interesting content, then they'll certainly provide more competition for WEEI." Media buyers said that "another sports talk radio station can survive" in Boston "if it's done right ... despite the bleak economy and its impact on advertising " ( BOSTON HERALD, 7/16 ).
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