KMLE

[buster2]

Lost in the (deserved) hoopla over KOOL's returning to ratings victory (albeit 12+, but still...) is the resurgence of KMLE.

A year or so ago, it appeared KMLE was really treading water. KNIX was only doing average, so the feeling was country was down overall. I still subscribe to the "down period for country theory," but KMLE is #4 in the market 12+ while KNIX dips a bit lower. KNIX is also pretty flat over the past year, while KMLE has trended upwards.

I'm not a big country listener, but I recognize that both stations are high-quality. So why is KMLE doing well? Is it:

1. Dave Pratt drives morning numbers up? (Godspeed on recovery, Dave).
2. Better promotions?
3. Better music selection?
4. Infinity manages KMLE like a radio station and not another signal such as CC is wont to do?
5. None of the above / all of the above?
6. Something else entirely?

I know this sounds like I favor KMLE, but I really don't care either way since I listen to other stations anyway.

I just think it's an interesting story.

Thoughts?

 

[Ford]

> I'm not a big country listener, but I recognize that both
> stations are high-quality. So why is KMLE doing well? Is
> it:
>
> 1. Dave Pratt drives morning numbers up? (Godspeed on
> recovery, Dave).
> 2. Better promotions?
> 3. Better music selection?
> 4. Infinity manages KMLE like a radio station and not
> another signal such as CC is wont to do?
> 5. None of the above / all of the above?
> 6. Something else entirely?
>


I'd say it's just good 'ol Radio 101.

Musically the two stations are very similar, but there are a few things that KMLE is just doing better.

Pratt is a huge part of it. Hiring him to replace the dismal TJ & Tooker was a smart move. It took some time for him to get traction, but he's more than made up for whatever they're paying him.

The station overall is more focused and tighter than it's been in a long time, AND they've been consistently "on message" for a long time now and it's paying off.

They've been hammering the positioning statement (that old 10inarow thing still has legs!) and the call letters over and over.

Promotionally, they've got the "KMLE Nation" thing going, which is just brilliant. They don't have listeners, they've got "citizens" of their "nation." Whoever came up with that deserves a raise.

 

[Zur]

To me the station is sounding better cause they have a full time PD and MD that only pays attention to KMLE. Having a person program 3 stations at once didn't give KMLE the attention that it needed. It's a heritage country station and it should of been treated like it. I think the infinity people got there head out of there rears and realized that KMLE is a money maker and should be given more attention then it was recieving. Just my 2 cents

 

[tanim_95]

> Promotionally, they've got the "KMLE Nation" thing going,
> which is just brilliant. They don't have listeners, they've
> got "citizens" of their "nation." Whoever came up with that
> deserves a raise.

I'm not a listener of KMLE (or the Country format in general), but I attended a "KMLE Nation" event on Friday evening. I had the pleasure of meeting "Big Shoe" Stu Evans and his family. Stu recognized my name from this Web site and offered his condolences for the recent passing of the site owner and co-founder.

Stu is a class act -- I'm very happy that his station is performing well.