The once-proud mixed format AM news talker with heavy news emphasis has become a conservative FM news talker with lite news emphasi. As we've reported for years, now, KIRO's once market-leading ratings took a precipitous dive when the personal meters turned the Seattle market upside down.A KIRO source tells us: "The FM is in something like 15th place 25-54; the late great 710 ayem is languishing somewhere from 18-20th. You can't make a buck with those terrible ratings in this day and age." Rumors have it that a major host will be fired- but who and how, we ask? Long-timers Dave Ross and Dori Monson are the backbone of the KIRO broadcasting day. The iconic, ironic Ross ain’t what he used to be ratings-wise. The furious pipsqueaking Dori is doing better, but is beaten regularly by Ed Schultz (KPTK m-f, 12-3p) KUOW, Sean Hannity (KVI m-f, 12-3p) ... even Michael Medved (KTTH m-f, 12-3p).
(photo: KIRO Program Director Ryan Hatch).
Would KIRO fire one or both of these guys? Or move them around? Why? To where? Ron & Don (KIRO m-f, 3-7p) are mind-numbing fools who are embarrassing to their peers and superiors. Do they get decent ratings? Apparently they do. So will they stay, and Dave Ross go? That’s unthinkable… or is it?KIRO just seems stuck. Any change in the weekdaily line-up will be controversial: either lateral movement, or “out of the box,” a category with which Seattle audiences are famously uncomfortable.