Not every station can get the numbers that the top tier stations are getting, but if they can get plj to perform a little better with their adult female numbers, they will make good money.
It seems that they are doing better now. It will take a few more months to see how they are truly trending, but there is an improvement at 955 going on.
Adult females do know "plj", but the question is, is that a good thing or a bad thing? The 90s were 20 years ago now, the last time that plj was fairly successful. Now for years after that they still billed well but it was on the back of those 90s numbers which created the belief that the station still had something going with suburban females. I'm sure you could extrapolate data from some of the New Jersey little sub-set markets and see some decent adult female numbers, but that ship has sailed.
Right now they are going with being a "harder" version on lite fm with playing hits songs from the past 30 years. It seems strange to hear Justin Bieber What do you mean along with I love rock and roll, but if the adult contemporary stations can do it with mixing old and new, maybe you can do a harder version of that and find some moderate success. They could blow it up and do an adult urban format, get much better numbers, but I doubt they will bill more, most likely they would bill less.