By RODNEY HO/ rho@ajc.com, originally filed Thursday, July 10, 2015
V-103 for the past two decades has been the station to beat in Atlanta. It has earned its name as the "People's Station," playing a wide swath of R&B and hip-hop music with strong personalities and a deep connection with the African-American community. Often, the station would hit double digits in ratings, unheard in most major markets.
But after Frank Ski and Wanda Smith left the morning show in 2012, the station fell into a relative ratings funk from mid-2013 until the end of last year. Ratings bottomed out in May 2014 at a 6 share, a tie for third. While a 6 share is huge for most any other station, for V-103, that was an alarming trough.
The station was going through some changes, which may have jarred listeners. Besides Ski's departure, people were still getting used to Big Tigger in the afternoons as Ryan Cameron's replacement once Cameron moved to mornings. And in late 2013, management dropped Egypt Sherrod, a high-priced import from New York, and returned Ramona DeBreaux back to mid-days.
Credit: Rodney Ho
Credit: Rodney Ho
With the line-up stable, V-103 was able to rebuild. Over the past 12 months, the station has steadily regained its footing. Last month, its rating hit a 9.2 share, its best in three years. It was No. 1 in all key demographics in all major time slots. And this is happening despite the fact three classic hip-hop stations joined the fray seven months ago, adding even more competition in a very crowded field chasing black listeners.
How impressive is a 9.2? It's the highest share of any radio station in the top 20 markets in the United States, from New York to Tampa.
In June, V-103 was No. 1 for the fifth month in a row with its best showing in three years and more than 2 share points higher than No. 2 station Kiss 104.1. A year ago, V-103 was tied for No. 2 with a 6.5 share. That's a 42 percent improvement year over year.
The station was also No. 1 across the board among 25 to 54 year olds and 18 to 34 year olds, a clean sweep V-103 hasn't pulled off in a long time. Among 25-54 year olds, the station beat Kiss 10.4 to 6.5, a massive 3.9 share gap. Among 18 to 34 year olds, V-103 drew a whopping 12 share, well ahead of No. 2 Power 96.1 at 7.5.
Among the factors that may have helped V-103 build itself back: the growing stature of Big Tigger (who is now hosting VH1's "Love and Hip Hop Atlanta" after show), DeBreaux coming back mid-days and the return of Smith last year after a year off air. Greg Street also manages to keep himself relevant after two decades on air.
"The radio station sounds a lot better, younger," said Derrick Brown, a 47-year-old Atlanta native and long-time fan of V-103.
Pairing Smith with another natural comedian in Cameron might seem counter-intuitive in radio programming land. (Ski never fashioned himself to be a jokester.) But over the years, Cameron was the primary backup when Ski was out of town and the two have always gotten along well, on and off the air. The chemistry she has with fellow hometown favorite Cameron is different than she had with Ski but equally effective.
"I can work with anyone," said Smith in an interview earlier this month.
Credit: Rodney Ho
Credit: Rodney Ho
She said she joined Ski in 1998 and they established an easy rapport in a test run of two to three weeks in Macon before starting the show in Atlanta. While Ski was the lead on the show from the start, Smith's contributions were readily apparent and the show was eventually renamed the Frank and Wanda show. Smith admitted to not being terribly political so she contrasted with Frank's love for the subject. She also benefited from Ski's love for travel, which he leveraged into trips with listeners.
"We were able to take people all over the world," Smith said. "We taught people to get a passport who never would have gotten one." She also was astounded by his club DJ work while being a church-going man. "I got to teach him balance," she said. "He taught me things I didn't know. I brought love and affection. I care about people's well being. I keep it real. While we were in South Africa, he was seeking Nelson Mandela. I was playing cards with listeners in the hotel lobby. There was a balance with the two of us."
Her relationship with Cameron, she said, goes back more than 20 years and has been built on admiration and respect, starting in the stand-up world before she started in radio. "He was the first guy to show me how to do radio," she said.
Credit: Rodney Ho
Credit: Rodney Ho
"Ryan brings fun and joy," she said. "He's more happy go lucky" than Ski.
But both are capable of setting aside silliness to address serious issues and bring the black community together when necessary, be it a celebrity death or a mass shooting.
She also appreciates Cameron because "he listens. He trusts me. And when he wants to do something, I trust him. That's what makes us work. Frank and I had our ups and downs. I have never had an argument with Ryan."
She is grateful both Ski and Cameron have treated her well in what is still a male-dominated morning show world. (See the story I wrote last week about Claudia Jordan's experience on the Rickey Smiley show.)
She said her boss Rick Caffey admitted to her when she returned that she was the "heart of the station," which is why he had to bring her back in 2014 after letting her go when Ski left in late 2012.
When I asked Caffey about Smith in a text, he offered a more generic answer (probably not wanting to play favorites), saying Smith as well as DeBreaux, Cameron and Street helped bolster the station's "ability to directly engage our community and daily respond to what is important to Atlanta."
Credit: Rodney Ho
Credit: Rodney Ho
Smith said while she was off air in 2013, she seriously considered taking an RV with her husband LaMorris and traveling the country. "Then I got the call," she said. "I was happy. Everything worked out for the better. I'm glad I came back."
Over the years, Smith has become a broadly beloved figure in Atlanta. Fellow stand-up comic LavLuv said, Smith's likability is undeniable: "She has a 'your favorite aunt' appeal," he noted.
"The chemistry with Wanda and Ryan, they're relatable," said 40-year-old Atlanta resident Kimberly Allen-Geter, who has been reading this blog for years so shout out to you! "They're both hometown. They're both very personable. I met Ryan at an Essence cruise. We took pictures. He's a down-to-earth guy. I met Wanda at DTLR and giving away car and bike show tickets. I won and gave them to my friends!"
Bryan Gatlin, owner of Legends comedy club in Norcross where Wanda emcees every week, said V-103 fans "know who is genuinely having fun and in tune with the listeners. That's Wanda. She loves what she does. She loves to make people laugh. She gets out. She is on social media. She meets the fans after the comedy shows and talks to people all the time."
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