It’s been said all the way back since the advent of television that radio — good old fashioned terrestrial radio, not satellite or Internet — is in its final death rattle. If that’s true, it’s been an unbearably long, gruesome and cruel death… and it’s still going on! Or could it be that radio plays to all of our better media instincts, absorbing personalities, demographics, and the best and worst traits of either, and therfore could survive infinitely? We don’t have the answer to that, but this summer, Philebrity intern Dan Pierson will be listening to a different Philly-area station for a full hour once a week, blogging what he finds, and then publishing those findings here. After the jump, Dan takes on the big daddy of Classic Rock in Philly, WMGK.

Station: WMGK 102.9
Format: Classic Rock
Target Demographic: A curious combination of baby boomers and working stiffs, although there’s plenty of overlap there. ‘MGK seems to play a lot of the British Invasion Classic Rock, and they start it off each morning with Breakfast with The Beatles. But it’s also for those who like to rock but have more than half a brain (‘YSP listeners need not apply). They lose some points for a weak attempt at trying to bring back the Morning Zoo with John DeBella.Dude looks like a Dick Tracy villain.

2:00pm:
“Paint it, Black” – The Rolling Stones
“Have You Ever Seen The Rain” – Creedence Clearwater Revival
“Comfortably Numb” – Pink Floyd
Strong way to start off the hour. DJ Andre Gardner (pictured) is setting a tone for his set; very guitar heavy. If you’re working outside on a day like this, blasting CCR might be the only relief you get.
Andre Gardner: “I met Tom Wilcox, a builder. He cranks it up every day!” WMGK supports the working man! All you squares with your suits and ties don’t understand a blue collar radio station like ours! Now go support our advertisers.

2:15pm:
Promo clip from this morning’s DeBella show: “Doggie models doing blow.” How is this guy still on the radio? His shtick has been dead for over 20 years. He must have some compromising photos of Bruce Springsteen, or at least Debbi Calton.

“Long Cool Woman In A Black Dress” – Hollies
“Edge of Seventeen” - Stevie Nicks
There are those guitar rifts again. If it ain’t broke, don’t fix it.

“Lay Down Sally” – Eric Clapton
“Moondance” – Van Morrison
Grab your gal and hit the dance floor, this is the city of Brotherly Love. ‘MGK is able to play these upbeat songs without sounding corny or cynical. I believe that Andre Gardner loves these songs, loves his job, and loves Philadelphia.

2:30pm:
Here come the Ads: Randy Bachman for 4th of July(!), Geico, Heineken, Buying Guns for Criminals (Lesson: Don’t), Re-Financing Mortgage, Identity Theft, Vantage Point, HD Radio. No wonder MGK has to be upbeat in their music selection; all their ads scare the listeners into submission. Someone is going to steal my Identity and make me listen to Randy Bachman on the 4th of July? Will this madness stop?
“Owner of a Lonely Heart” – Yes
Alright, I’m back in. It’s “Owner of a Lonely Heart,” for Chrissakes.

2:45pm:
“Jet Airliner” – Steve Miller Band
Radio is most effective when the car windows are down. Before bumper stickers told me what music the person in the next lane listened to, I had to figure it out at the intersection. Is that the new Stephen Malkmus CD I hear? Another car blasting Usher’s “Yeah”? We’ve all had that Office Space moment of musical embarrassment, but with windows down, we are making a playlist for the road, not just ourselves.
Gotta Pay the Bills: Six Flags, McDonalds, Lancaster Brand Meats, Snapple, Natural Cures They Don’t Want You To Know About, Dunkin Donuts. Somebody get the cures before “They” take them back.

“Gimme Three Steps” – Lynyrd Skynyrd
Well, nobody’s perfect.

Previously: Radio Crimes: WIOQ, 102.1 FM

This entry was posted on Wednesday, July 2nd, 2008 at 11:16 am.