Fans of the vanished rock station 101.7 The Fox came out in force again April 1 to protest the change of format from rock and roll to top 40.
As the mixed group of an estimated 60-80 rock-loving fan protested their dismay with signs, chants and stories, management of the station gave out merchandise of a rock station that was. Fans that were there to fight for their music, had to settle for relics of the extinct station, such as syndicated “Nick and Drew wake-up crew show” plastic cups.
The Fox was the only rock and roll station in the North Bay, leaving a void that was filled with commercialized pop music. Hot 101.7 is the third Top 40 station in the North Bay, not to mention the higher wattage stations from around the bay area. Management of Maverick Media, an East Coast based company that owns the station, based their decision on polls, market research and a recent loss of revenue from the rock market.
“We are going to be out here every Friday until our station is back,” said Raven Hann, 26 of Santa Rosa. “Its about more than just a station. They also supported local acts.”
With the radio station no longer supporting rock music, fewer local acts will get airtime, rock venues and local businesses such as The Last Day Saloon and Chrome Lotus will have fewer promotional avenues local shows.
“Rock bands don’t just put a pin on the map and say we’re playing in Santa Rosa,” said Scott Less, a former Fox DJ. “It takes local radio stations with promise of airplay, promotions and a human element of interaction that brings bands locally.”
Samantha Vega, 27 of Santa Rosa was a DJ at the station for years, but resigned last year due to internal conflicts and rumblings of things to change. Although she was no longer a full-time DJ, she still worked weekends at the station because of the atmosphere and music she loved. “It is just so sad, I can’t cry anymore, our fans had more dedication than any other Maverick Media owned station locally,” Vega said.
Less’ decision to leave was much like Vega’s in many regards. He knew of the change of format from talks with the CEO of the company back in November of 2010 and decided to move to another market to avoid the impending flip. Less also said that the vocal fans, outraged by the loss of the Fox in Sonoma County, proves there is a niche in this market for rock.
The Homogeneity of music isn’t just a Sonoma County problem by any means. It can be attributed to the 1996 Telecommunications Act, which intended deregulation and pro-competitiveness was supposed to help hurdle barriers of regulations for entry into markets, but instead created media giants able to buyout local competitors that got in their way. Concentrated ownership with more money meant less local flavor and less diversity.
“It is sad to see corporate America take away rock stations,” Less said.
The man who created the radio station that would become 101.7 The Fox, former SRJC professor Ed LaFrance, once expressed rules for success in the radio industry that support Maverick Media’s outlook: “There are three rules of success: 1. Get the money! 2. Remember to get the money! 3. Don’t forget to remember to get the money!”
Regarding the changeover LaFrance said: “It’s all about numbers and ratings; When I owned KVRE (The Fox’s predecessor), there were basically four local stations: KPLS, KSRO, KZST and us. Now, there are at least fourteen signals we could classify as local. Like any pie, there are only so many slices to cut up. There is a limited amount of advertising dollars in the county. The bulk goes to print. When you add in TV, billboards, flyers and that unleashed monster called the Internet, the pie gets considerably smaller.”
The “Bring Back the Rock” campaign run by Daniel Mills and Rich Grevelle will continue to fight for their rock. “I deliver pizza, and I hear three same songs in one hour,” Grevelle said. “We have enough top 40.”
Supporters of the cause can help by visiting http://www.bringbacktherock.com.