The Not-So-Big 830

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WCCO Radio (AM 830) used to be known as the "Good Neighbor to the Northwest" when they boasted of personalities such as Charlie Boone, Roger Erickson, Howard Viken, Steve Cannon, and so many others.  Well, the neighborhood's changed since CBS bought the station nearly two decades ago.

Owing to the continued hard times in the broadcasting industry, WCCO has had to let go of several familiar voices in the name of cost-cutting and changing listener tastes.  Recently, they showed the door to Don Shelby, Dark Star and Tim Russell.

Their only recent hire of any consequence is John Williams, who once had a show on WCCO back in the 90s.  In a departure from their "live and local" format, Wiliiams will be doing his show from WGN-AM in Chicago, where he also hosts a morning program.

The reason WCCO was so dominant in their day, besides their personalities, was the lack of alternatives on Twin Cities radio for adults besides rock and Top 40.  They evolved from playing bland music to bland talk.  But people don't want bland, safe radio any more.  Today it has to take a point of view, which is why political and sports talk stations are so popular.

All this nostalgia for the WCCO of yesterday isn't helping them in the ratings today, where they're in the middle of the pack.  Of course, losing Twins baseball to KSTP (now billing themselves as 1500 ESPN) has got to hurt.

Other factors for WCCO's decline includes the fact that the station has become an on-the-air billboard, airing as many commercials as the FCC allows.  Even its studios are sponsored by Buick.

The current air staff reminds no one of the glory days.  Dave Lee is a bad imitation of Roger Erickson, Michele Tafoya (who replaced Shelby) should have stuck to sports, and what is John Hines doing here besides warming the seat for the ailing Eleanor Mondale?

The station's motto is "Newsradio 8-3-0", which should bring to mind other all-news stations that CBS owns, including WBBM in Chicago and WCBS in New York.  Well, WCCO only carries news at the top and bottom of the hour for most of the day, so it's really just branding.

People complain that CBS has run WCCO and its legacy into the ground during its ownership, and would be better served under local control.  The last time it was under local control, the owners all but begged CBS to take the station off its hands.  If CBS sells it now, would any other owner keep WCCO from going the way of the crystal radio?