The Decline and Fall of WCCO Radio

Image via WikipediaStick another fork into the legacy of Minnesota's most powerful radio station.  WCCO-AM and Goldy Gopher have parted ways for the first time in what seems like forever.  Actually, it goes back to 1924 when the station was known as WLAG.

The University of Minnesota and Learfield Sports, which owns the broadcast rights, made the decision to take their business elsewhere starting next fall.  For the next three seasons, KFAN-AM and KTLK-FM will take over Gopher football broadcasts, while KSTP-AM (1500 ESPN) becomes the new radio home of Gopher men's hockey and men's and women's basketball.

One of the reasons why the 'U' and Learfield decided to change stations is that they wanted a younger audience.  WCCO's audience can best be described by two of its advertisers:  Washburn-McReavey funeral homes and the Cremation Society of Minnesota.

This must be a sad time for Sid Hartman, who for most of his life has been as big a supporter of Gopher sports as could be without sacrificing his journalistic integrity.

The NHL Minnesota Wild are the only sports property WCCO has now, where once they cornered the market.  The Vikings have been on KFAN for over a decade.  The Twins moved to KSTP in 2007.

Sports isn't the only place where WCCO has fallen on hard times.  For years they were the flagship station for a weekly radio show hosted by the Governor of Minnesota.  This year, there won't be one.

Governor Mark Dayton rejected all offers to host his own show because (A) the stations and websites who bidded were inadequate, and (B) he was offered lousy time periods.  WCCO, which aired Governors Jesse Ventura's and Tim Pawlenty's shows at 9 a.m. Fridays when they were in office, wanted Dayton to appear at 7 a.m. Saturday mornings.  The Governor called the offer insulting.

Longtime listeners share the feeling as they watch the Good Neighbor slide into irrelevance.  Though ratings have been picking up lately, they're a far cry from the glory years.  Too many familiar voices such as Charlie Boone, Eric Eskola and Don Shelby were either let go or retired.  In their place are polarizing personalities such as Chad Hartman (Sid's kid), Michele Tafoya and Tom Mischke.  Its news coverage, which used to be second to none, has now been surpassed by Minnesota Public Radio.  And there seems to be commercials every five minutes.

Gone are the days of full-service radio stations like WCCO, where you could expect to be informed and entertained without ever having to go anyplace else.  Competition from other stations and new technology changed all that, not to mention budget cuts by owner CBS.

We take no pleasure in always beating down on a legendary radio station that has seen better days.  Management made its bed, now it has to lie in it.  But listeners shouldn't have to suffer the consequences if their favorite station gets treated as if it belongs on an episode of "Antiques Roadshow".