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KBSG to Change?

T

TakeItFromMe

Now that the rumor is out that KBSG may be going to news/talk or all sports with the Seahawks and Mariners it made this cowboy think a bit. Seattle may be the only major market without an oldies outlet on FM :-\

Less than two years ago KBSG was a top five cowboy and doing swell. The station is a primo example of corporate radio killing a station. Entercom didn't like the format so stopped promoting it, I felt bad for the station over here :'(

I thought that was bad and then Bonneville took over and kept not promoting and changed all the music to make it unlistenable to any oldies fan and then trimmed out the staff. The morning show was upbeat and fun with four or five players, now just one dude is in there rollin the lame new format. Sad :-[

Maybe the plan all along was to slowly kill the station by playing poor music, cutting staff and cuttin advertising so it would be easy to go news or sports like Bonneville does in lots of markets with their FM's. In the meantime roll in cash with reduced costs. This cowboy will miss a good ole oldies station with upbeat songs and jocks. thank god for the internet and great oldies out of NY and LA :p
 
The news simulcast rumor has been around for some time, the all-sports rumor FM just started driven by Bonneville
talking to sports consultants. That could be about the Mariners contract for KIRO, but it might make more sense
for Bonneville to go FM-Sports. In Phoenix they moved their news station to FM and took the AM all sports, it did not turn out to be a good move and if they had it to do over again they would have left KTAR-AM News/Talk and flipped the FM sports. Maybe that is the thinking for Seattle. The trouble with the Oldies format is the demo is just old and you need to super serve them. KBSG had the strong morning show, promotion and air-talent but they have stripped the station. While I initially liked the music, I am not a core listener and it is clearly irritating the core audience killing the ratings. I suspect a move to news or sports is coming sooner than later.
 
In my humble opinion having consulted sports stations in the past having KIRO flip to sports and putting KIRO news on KBSG-FM has no long-term value. The value parameter for an FM sports station is very strong from a sales perspective and in the PPM world FM Sports is one of the big winners. KBSG-FM Sports would have a signal advantage over KJR-AM and with the Seahawks and Mariners would be the number one revenue and possibly ratings station in Seattle. This move has excellent prospects.

What makes anyone think the Mariners will leave KOMO? Fisher has the ability to do the same thing with their FM signal. The only difference is KPLZ is the highest rated station in the Fisher cluster. Might be difficult to blow it up to go sports, plus KOMO would not be able to deliver any numbers without the Mariners. Outside of Mariners KIRO is the winner in the battle of AM News/Talk stations. It is my humble view that KOMO would be wise to pay whatever it takes to keep the Mariners. KBSG could still go all-sports with the Seahawks anchoring the station. Recent studies also indicate a high parameter of success if KBSG went soft or oldies based AC attacking KRWM. Bonneville is quite successful with this format in markets I am familiar with, like SF.
 
I can't imagine a business owner purposely setting out to diminish the value of its business.
 
I am no expert, but I don't believe this follows the Bonneville trend as set forth in other markets. If I'm wrong, please, someone set the record stright.

IMHO, it would cost Bonneville too much money to make the changes discussed on this board.
 
Fall 2007, No Baseball, Seahawks on KIRO: KOMO beat KIRO 25-54 in morning drive.

So I'm not sure how one could argue that without baseball, KIRO beats KOMO.
 
equalinercard said:
Fall 2007, No Baseball, Seahawks on KIRO: KOMO beat KIRO 25-54 in morning drive.

So I'm not sure how one could argue that without baseball, KIRO beats KOMO.
Click to expand...

Overall - not just AM drive - KIRO beats KOMO without baseball. Go back and recheck your numbers.
 
This I do know. This thread has changed into a whole different subject. About the KBSG deal. Why would you screw up such a hot brand, ie changing to B-97, music all over the road. The on air team is solid. Nuff said bout that.

Baseball, KOMO loses the M's? How can the format survive. The overhead is crushing. It would have to morph into a hybrid TV/radio station. Union would jump all over. KOMO 1000 must retain the M's to remain as is.
 
I don't think Bonneville set out to kill KBSG, but it's also clear they don't know how to fix it.

They keep forcing the morning guy to change his name: Fastlane, Scott Phillips, Scott "Fastlane" Phillips, Twiggy, and so on.

It seems the strategy is to keep making random changes until something works. They should just hurry up and put the station out of its misery.
 
This place continues to amuse me. KBSG is a solid performer and typically receives a 2.8 to 3.2 ratings share of the market. The Fall book 2007 was an exception (2.5 12+). Paired up with KIRO-AM as a radio buy, it's a great performer for direct retailers as both stations require the listener to actively listen, for the most part. Active listening makes the commercials more effective. I would certainly suggest throwing in a few sports bits in PM drive, especially on Thursday and Friday afternoons. Yeah, you'll scare away the 60 to 70 year old female, but so what, they've already bought their 1966 dodge dart and expensive furniture pieces back in the 80's.

If any station in the cluster was vulnerable to a flip to KIRO-FM, that would be KNDD as their ratings are steady but much lower than KBSG, and not improving. In any event, I would not encourage any changes until we see what 104.5 looks like (that's going to take another year or two), and the new Class C KLOP 88.1 Mhz coming (KLove) that will give KCMS a run for their money, literally.
 
FMSteve said:
This place continues to amuse me. KBSG is a solid performer and typically receives a 2.8 to 3.2 ratings share of the market. The Fall book 2007 was an exception (2.5 12+). Paired up with KIRO-AM as a radio buy, it's a great performer for direct retailers as both stations require the listener to actively listen, for the most part. Active listening makes the commercials more effective. I would certainly suggest throwing in a few sports bits in PM drive, especially on Thursday and Friday afternoons. Yeah, you'll scare away the 60 to 70 year old female, but so what, they've already bought their 1966 dodge dart and expensive furniture pieces back in the 80's.

If any station in the cluster was vulnerable to a flip to KIRO-FM, that would be KNDD as their ratings are steady but much lower than KBSG, and not improving. In any event, I would not encourage any changes until we see what 104.5 looks like (that's going to take another year or two), and the new Class C KLOP 88.1 Mhz coming (KLove) that will give KCMS a run for their money, literally.
Click to expand...

FYI - KNDD is not in the cluster it is an Entercom station so the chances of it flipping to KIRO FM are nill. Don't think that Bonneville could flip a property that is not their's. Would be a neat trick however!
 
Ok. I stand corrected. But Bonneville could LMA it...........................
 
LMA? I'm sorry I am not well versed in hip internet lingo or slang. Please help me out. I do think that KNDD is stale and is ripe for a flip, but yet from a flanking standpoint it offers something to Entercom if only at that.
 
The issue for KBSG is not 12+, it is 25-54 where the station is now in the one share range. In prime dayparts it was sub one share in the last phase. It is also a billing problem. Radio revenue is way down this year and the Miller K will be out soon. KBSG will not do well, due to poor numbers. 12+ does not drive change, 25-54 does.
 
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