New rocker in Duluth, "Sasquatch 106.5"

[JeffM]

Townsquare Media has launched a new "classic rock" format in Duluth over WEBC (AM 560) and W293CT (FM translator, 106.5.) The new station's format and its publicity are both being aimed squarely at longtime local powerhouse KQDS-FM (94.9, Red Rock Radio) which has had the classic rock field largely to itself for some 30 years.

The AM station was a former ESPN affiliate, the FM formerly a Christian format (Refuge Radio) in Moose Lake, MN. Townsquare launched the new stations with a week of stunting; early-season Christmas music (called Ho Ho Ho 106.5), followed by a 24-hour continuous loop of Bro Smith's 1976 novelty record "Bigfoot."

Mornings will feature the syndicated Bob & Tom show, back in this market after over a year's absence, and Alice Cooper's syndie show on weekends. At present, 106.5 is operating on 99 watts power, while WEBC's 5kw AM signal covers much of northern Minnesota.

 

[Saladressing]

When this station launched, active rocker 94X was in the market prior to it being bought by MPR and being converted into their noncommercial AAA brand. It made sense at that time to position between 94X and KQDS with a semi-hard classic rock based format. A little bit of Telsa/Cinderella/Pearl Jam mixed in with the Boston/CCR/Doors stuff.

Now, for the most part it's one of a glut of classic rock stations along with KQDS and rimshot K96-5, not to mention the absolute fringe signal of WJJH/Ashland "J96" and their recently updated classic rock-based satellite format that spans through the 1990s.

With the ratings gains of straight ahead rock stations around the country, it would seem that this format would do well on 106.5, also given the historical success of newer skewing rock formats in the area including X106 and 94X as well as 102.5 The Bear KRBR, the first station to bring such music to the region as a consistent format in 1996 and the only rock format to ever defeat KQDS in the all persons ratings since the demise of 99 WAKX in 1994.

The Upper Midwest loves its rock music, and a Disturbed/Zeppelin/Tool/Metallica outlet would almost certainly attract more interest than the current offering.

Another issue in the market is save for the local AC and Hot AC, there is no source for current pop or rhythmic music.

Not counting the many noncommercial AAAs (88.9, 89.1, 94.1/104.3, 103.3), that area offers some of the least terrestrial radio variety of any similarly sized market.