Radio stations battle for ears

It probably could be best described as a frontal assault.

For several years counterprogramming has failed to remove Cumulus Media's KHAK-FM Radio in Cedar Rapids from its perch atop the radio heap assigned by the radio rating agency Arbitron. So earlier this year Clear Channel Media + Entertainment decided to take on the king straight up.

Clear Channel launched its own modern country music format on what was WMT-FM. Clear Channel took the call letters and country format from its lower powered KKSY-FM, 95.7, and switched them to the more powerful (100,000 watts) 96.5 FM, which was WMT-FM.

It's the first time in years KHAK has been faced with a similar format by a station with a large coverage area.

Secrecy was important in making the bold move.

“Loose lips sink ships. Our on-air and sales staff did not know about the change until the day it happened,” recalled J.J. Cook, Clear Channel's operations director.

“We caught them (KHAK) asleep at the wheel. I don't think they were expecting that (change), and they were not prepared.”

Well, maybe.

“No, it wasn't a surprise,” Bob James, KHAK's program director insisted. “We've had the ratings and generally good revenues ... so you expect somebody is going to take you on.

“We've been watching (96.5) for a number of years and expected them to be the station to go head-to-head with KHAK.”

If KHAK has a counterattack strategy or defensive moves in mind, James isn't telling.

“We just plan to keep on keepin' on,” James said with a smile.

But as the two stations are playing country music now, James added, “What we hope is that the country audience grows in this market - and I think it will.”

Increasing the overall audience is part of Clear Channel's vision, too.

“We're looking at not only taking part of their (KHAK's) pie, but growing the pie,” said Jeff Ashcraft. Clear Channel's vice president and market manager of Eastern Iowa.

"HOLE IN THE MARKET'

WMT-FM (now KKSY-FM) had been in direct competition with Cumulus's KDAT-FM for the soft rock audience. But Clear Channel's switch to country has left KDAT as the only soft-rock station in the market, which is a good thing, James noted.

Clear Channel owns 850 radio stations in 150 cities, the most in the United States. It has six stations in Cedar Rapids, Iowa City and Anamosa.

Cumulus is second with 570 stations in 120 cities, with four in Cedar Rapids.

While these two media Goliaths play radio chess, the “David” in the Cedar Rapids radio wars, KMRY-AM and FM, decided to make a move or two of its own.

KMRY is the only station Rick Sellers owns. About a year ago, Sellers acquired the 93.1 FM frequency to simulcast KMRY-AM's1450 programming, bringing stereo, better fidelity and perhaps better market coverage.

KMRY wasn't done: A few months ago the station updated its music seeking to expand its audience demographic and fill what Sellers called a “hole in the market.” Sellers also hopes the moves will attract new advertisers that did not buy the previous format.

KMRY's target market is now age “35 to death,” Sellers said.

KMRY's new music format is not new music, but a new way of mixing familiar, popular songs on the station. The format, Sellers explained, “is a hybrid of oldies and contemporary (sound) - but it's not current. The music ranges from about 25 to 55 years old - from about 1960 to the mid-80s. It's mostly the late '60s and the '70s, and heavy with Beatles and Elvis.”

Why all this jockeying around?

“If you don't evolve (in radio) with what your target audience is listening to and wants, you're (dead),” Sellers explained.

HOMEMADE DECISIONS

There may be a perception that with two huge corporations owning 10 Corridor radio stations between them, format changes are sent from the corporate towers to local minions for implementation - and perhaps without regard to market peculiarities.

But Clear Channel and Cumulus local representative say that is not the case. And of course, Sellers being the master of his radio ship, doesn't have to worry about displeasing some far off bigwig.

“Contrary to what the perception might be, a decision to make changes in local formats of Clear Channel stations does involve considerable local input,” Clear Channel's Ashcraft said.

“Major format changes usually begin locally. With proper homework, documentation and showing a positive financial benefit, most often they pass muster with corporate” decision-makers, Ashcraft added.

Format or personnel changes involves analyzing research findings, examining various options and estimating the investment return over three-to-five years, according to Clear Channel's Cook.

“We have to document justification and also outline any downside of the plan and how to deal with those factors,” he said.

“Costs are difficult to predict. What to do about current on-air talent and whether they will fit into the new format - all that goes into the proposal to corporate (headquarters). They will then analyze it and crunch the numbers,” Ashcraft said.

“All this is done with only a few key people at the station under scrutiny, knowing” about possible changes.

At KMRY, Sellers noted, “We cannot afford costly listener surveys, so much of the assessed need for change was based on gut feeling. We don't have to have committee meetings or conference calls.

“We're locally owned and we make all the decisions right here,” Sellers said.

THE PLAYERS

Thirty-six radio stations can be received in the Corridor, according to radio-locator.com. Here they, with frequency and format.

FM

KCCK 88.3 Jazz

KXGM 89.1 Christian contemporary

KUNI 90.9 Public radio

KSUI 91.7 Classical

KKHQ 92.3 Top 40

KMRY 93.1 Nostalgia

KRNA 94.1 Rock

KEAR 95.1 Religious

KWMG 95.7 News/talk

KKSY 96.5 Country

KHAK 98.1 Country

KSKB 99.1 Religious

KBEA 99.7 Top 40

KKRO 100.7 Classic rock

KNWS 101.9 Christian contemporary

KZIA 102.9 Top 40

KDAT 104.5 Adult contemporary

KOKZ 105.7 Classic hits

KRQN 107.1 Top 40

KGYM 105.5 Sports

KFMW 107.9 Rock

AM

KWMT 540 Country

WMT 600 News/talk

WOI 640 Public radio

KXIC 800 News/talk

KWPC 860 Farm

WSUI 910 Public radio

KPSZ 940 Religious

WHO 1040 News/talk

KNWS 1090 Religious

KMJM 1360 Country

KMRY 1450 Nostalgia

KXEL 1540 News talk

KGYM 1600 Sports

KCJJ 1630 Hot adult contemporary

KCNZ 1650 Sports

Source: Radio-locator.com