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History Of WFEZ
Thanks to Marc
Tyll for this history of WFEZ.
WFEZ-FM began operations in 1983 as WJRQ-FM
92.1
which was owned by Jim Johnson who had been a legendary broadcaster and
innovator in Tampa Bay radio. In 1986 the station became WLLO-FM ,"Willo
92 Under The Willow Tree". Arkelien sold WLLO in 1987 to well
known Orlando radio news director, Reagan Smith and his
Gulf to Bay
Broadcasting Corporation. Smith changed the call letters to WFEZ-FM
92.1 for "EZ 92" and left the format easy listening.
However, WFEZ was experiencing the same difficulty
as WLLO in that the format was attracting the 55+ demographics which was
virtually impossible to sell in Gainesville. In 1988 Smith decided to switch the
format back to its original country roots and started calling it "Z-Country
92." Since Smith was operating the station absentee, no one locally at WFEZ
was in charge. The station suffered in its ability to attract any meaningful
advertising revenues, only billing approximately $2,500 per month with
operational expenses exceeding $6,000 monthly with a bare skeleton crew. The
monthly power bill alone was over $1,500. Smith decided he needed to do
something fast, so Jacksonville radio executive Marc
Tyll was hired as the station’s general manager and given the
responsibility of turning WFEZ around. Tyll had
worked in Ocala and Gainesville years earlier and was most recently the General
Sales Manager at Jacksonville’s WJAX-AM 690 and WAPE-FM 95.1.
Tyll ascertained the situation and determined a complete station overhaul was
due. It was determined the previous success 92.1 had experienced as a country
station was impossible to repeat since the market now had three FM country
stations and it didn’t make since to compete directly against the big FM
stations. Tyll determined there was a void in the market for "Churban
contemporary", (A hybrid radio format which mixes CHR (Contemporary Hit
Radio) with Urban (Hip Hop, R&B) ,and quickly changed the format to hot
adult contemporary during the day and "Churban" during the night and
weekends. Tony Downes, WFEZ mid-day on-air personality, who had a long
history with urban contemporary and dance formats, was promoted to Programming
Director and Operations Manager and the format overhaul planning and
implementation began. After about
three weeks into the new format, Downes approached Tyll and asked to go full
time Churban, stating early research was showing a strong following for the
Churban/dance music instead of the adult contemporary which was played during
weekdays. Tyll thought it over and consulted with Smith about the proposed
format adjustment and it was decided to go along with Downes proposal, so WFEZ
became full-time Churban as "Hot 92.1". The ratings soared and
quickly gained listeners from Gainesville in the 18-49 adult demographic.
"Hot 92.1" was even taking away listeners from long time CHR legend WYKS-FM
105.3 "Kiss 105". Former WRUF-FM
103.7 Gainesville "Studio 104" producer and radio host,
Professor Chuck
Woods, joined "Hot 92.1" as a programming consultant and host
of the "Saturday Hot Mix." As "Hot 92.1" ratings climbed and
billing progressed to an all time high, Smith promoted Tyll to Vice-President in
addition to being the station’s general manager and general sales manager.
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