KBSG suffers from the same malaise as KBKS did until just recently. The music is poorly programmed.
The current music may be the worst yet for this format parameter and I speak to this with some authority having consulted many top Oldies stations. It is as if the Program Director looked at a music study and actually just played the top testing songs without regard to tempo, era or fit. The station suffers most in its music intensive dayparts of nights and weekends. KBSG should learn from KBKS and deliver on the music promise of the format parameter. For KBSG that mean being up-beat, targeted to 45-65 and play the hits. Imaging needs to reflect the era and sound. No wonder this station has had four Program Directors, none can get it right.
KBKS suffered the same malaise, but once the music was fixed, without regard to talent, the station jumped in the September trend 200%.
It is my spirited view, based on the history of Bonneville, that the station is on auto-pilot until KIRO can put news on the FM. Should the simulcast deliver a 1.5 share in prime adult demos, it would make KIRO AM/FM number one in the market 25-54. Seems an obvious move and fits Bonneville. KOMO (KIRO's main competitor) does not have the ability to simulcast STAR 101.5, since the FM is now top two in women 25-54 over a two book and in October Millerkap finished second in the market in national billing. KBSG has no where near that kind of ratings success or revenue, so KIRO-FM seems a likely move to checkmate KOMO. Radio at a major league level is a game of chess, it is Bonneville's move.
