When radio station 101.1 WCBS FM switched from playing oldies to an adult hits format (JACK FM) after 33 years, it faced a huge marketing problem. "We knew that we were losing many of the listeners
and starting from scratch." said Theresa Beyer, the station's director of marketing and promotions. "Additionally, the JACK format is music intensive and has no DJs; this means we could not pre-sell
or back-sell songs. We needed to go beyond the typical radio station loyal listener club to create something no other station in the country has yet, something which really connected to the audience."
The answer was an e-mail campaign where listeners could register to receive an e-mail or text message called JACK FLASH when their favorite song was about to be played. So far, Beyer's efforts have
paid off. Within the first month, JACK FM amassed over 1,100 members in the JACK FLASH database. The number grows by the hour. "We've got an invitation to connect to these people in their homes, on
their cells, and at work in a way no other radio station in the country offers." Beyer noted. "We're enhancing their JACK listening experience by connecting with them on an emotional level. There's
nothing more personal than telling someone that their favorite song or artist (especially a song that brings back memories) is about to play. With JACK FLASH, we have an ongoing program that we can
seamlessly tie appropriate clients into while co-branding them with the station and the music."
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