BU

BOSSES

Philadelphia, Pennsylvania
Presented By BU BOSSES: Sabrina Rodriguez, Jenna Sauder, Gabriella
Loielo, Neal Hoover, Catina Brown, & Samantha Litwack
Dr. Ganahl PR Theory & Practice
SPRING 2014

Table of Contents
1

Title page

Table of contents

3-4 History
5

Mission Statement

Evolution

7-9 Business Model

10

Social Media

11

Internet Radio

12

Contests

13

Challenges

14

Summary

15

Sources

COMMERCIAL RADIO WENT THROUGH

MANY CHANGES
History:
First signed in February 1965 as WRCP-FM which played country music -->
changed to WSNI known as Sunny 104.5 which played country music and
top 40 hits --> switched to WYXR known as Star 104.5 which played
jammin oldies which includes disco, dance, and rhythmic music --> flipped
to WLCE known as Alice 104.5 which played rock music of the 70s, 80s,
and 90s --> reverted back to WSNI which now played soft rock or adult
contemporary music --> switched to WUBA known as Rumba 104.5 which
played Spanish music --> On May, 16, 2007 the channel 104.5 is known as
WRFF and still is today which plays alternative rock. It is more successful
than competitor alternative rock stations in the city.

OWNED BY CLEAR CHANNEL

COMMUNICATIONS
More

History:

Radio 104.5 is owned by Clear Channel Communications, which

owns another 850 stations.

Clear Channel Communications was founded in San Antonio Texas

in 1972. They have grown on a massive scale and have become one
of the biggest companies in media and entertainment in the United
States.

In 2007 they helped radio 104.5 switch their genre to alternative

rock, which has proven to be successful.

MISSION STATEMENT

Clear channel communities is designed to increase the

impact of Radios 104.5s already extensive ongoing local
philanthropic efforts. We aim to roll upon our local efforts
into national campaigns on occasions where scale an help
create additional impact. Radio 104.5 joins forces with
other clear channel stations from across the country to
support one leading non-profit with a national campaign.
Each campaign consists of an average of 300,000+ total
radio spots and include unique uses experiences. These
national campaigns have the capability to reach the vast
population of the U.S. yet directly impact our very own
neighborhoods.

RADIO 104.5 DRASTICALLY EVOLVED

Format:

After all of the genre and new representation changes of radio 104.5 they
are still capable of maintaining a consistent audience and popularity.
The station is more successful than competitor alternative rock

stations in the city.

Wendy Rollins is the primary host of radio 104.5 and the fact that
shes a female is showing how much radio is evolving.

THE MOST UNIQUE IN PHILADELPHIA

Business Model: Event Advertisement

Hot Events
1. Winter Jam
2. Summer Block Party
3. The Birthday Show

http://www.youtube.com/watch?v=Q_KyIanP-TA

PROMOTING ARTISTS CREATES INCOME

Business Model: Studio Sessions
o

What are they?

1.

Bring In Artists

2.

Perform Songs At Studio

3.

Create CDs For Purchase

4.

Available on iTunes for Purchase

THEY MAINTAIN ON-AIR ADVERTISEMENTS

Business Model: On-Air Peep Endorsement

13 Week Trial
1.

Website Exposure

2.

Emails Sent To Radio Subscribers

3.

Custom Ad Copy

KEEP AUDIENCES UPDATED THROUGH

THE WEB

104.5 is connected to twitter, and facebook theyre are constantly

updating their followers. On twitter they answer their followers
questions and tweet out dates; for example when the last dates are
to enter contests or where and when artists are going to be

-On facebook, like their website, they post studio sessions they have
done with artists, and interviews they have conducted with artists
before their shows

-They also promote Apps like Fixed that will be allowed in Philly,
which is an App that ultimately helps you decide if you can get out of
a parking ticket you may have received

10

COLLABORATES WITH IHEART RADIO

-104.5 works with iHeartRadio so people who do not live in Philly or

have moved away can listen to the station while traveling through
iHeartRadio.

-They promote iHeartRadios services and first-ever award show, on

104.5s website you can go vote for your favorite artist in categories
that they are nominated for which will then be aired in Los Angeles
and showed on NBC on May 1st.

-104.5 does a great job getting their audience involved, especially

through their partnership with iHeart Radio, who is constantly
promoted through the radio show segments.

11

CONTESTS HELPS GAIN SUPPORT

12

LIMITED INFORMATION AVAILABLE

Challenges:

Promoting on a national/larger scale is hard to do.

When researching 104.5 as a non Philly resident it was

difficult to find information that we could validate.

13

SUMMARY
While researching radio 104.5 we
discovered a radio station that sets the
bar high for Philadelphia and that also
raises the standards for radio in general.
The station has a strong community
relationship with listeners and upcoming
artists which results in a successful
business. Although, there is a stable
foundation built within the city of Philly,
one of the only struggles of this station
is getting national exposure and
representation.

14

SOURCES:

http://www.iheart.com/live/3401/?autoplay=true

http://www.radio1045.com/main.html

http://www.bing.com/images

http://www.google.com/imghp

https://en.wikipedia.org/wiki/Radio_104.5

http://www.clearchannel.com/Pages/Home.aspx

15