All talk, too much action roils WNEW; Lineup confusion stifles ratings.

Publication: Crain's New York Business

Publication Date: 29-JAN-01

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COPYRIGHT 2001 Crain Communications, Inc.

When WNEW-FM fired the Radio Chick earlier this month, industry observers were stunned. After all, lewd-talking Leslie Gold had ratings second only to those for the station's afternoon drive-time phenoms, Opie & Anthony.

Just after she was canned, the mystery deepened when the fall Arbitron book revealed that her ratings had actually leaped.

Back of the pack

A week later, syndicated hosts Don & Mike added to the confusion by storming off the air in midshow, complaining about mismanagement.

Sixteen months after WNEW chucked its long-running rock 'n' roll format in favor of a raunchy brand of all-talk, the station seems locked in turmoil as it struggles to find a winning formula. Even with an experienced management team and a roster of new acts, the station-which is part of Viacom's Infinity Broadcasting Corp.-is still mired in 21st place in the local market.

Bizarre...

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