seattle spring arbitron ratings: KVI up, KIRO, KPTK and KTTH in the pooper

We predicted it--so did everyone else.  It seems every quarter when the book comes out, the once-mighty KIRO-AM, sinks some more.

Last fall, they were at 5.0 share; in Winter, a 4.2; and today the Spring book gave them a new low,a 2.6. Once # 3 overall in the city, today they're tied with a Christian station for 7th place.

These are the age 12+ ratings made public here At Radio & Records. The 25-54 demo numbers--most important to advertisers--will probably be worse.

We've been chronicling this sad decline for as long as we've been blathering and so far, the mighty but apparently cumbersome Entercom machine has not moved to mitigate the programing screw-ups that have exacerbated the problems brought down on the station by the loss of the Mariners last year.

Recently, a major-market program director shook his head at Brian Maloney of Radio Equalizer and pointed out how hard it is to bring a station back from a drop this steep. "The station's next management team with have the challenge of a lifetime," Maloney writes.

We reported last week that VP/Market Manager for all of the local stations, Kevin McCarthy was fired and quickly replaced by his counterpart from Denver, Jerry McKenna. This is supposed to herald some big changes down at Eastlake, but we haven't seen them yet.

Li'l Entercom sister, KTTH was the benefactor last year of a coup by an earlier Entercom management that stole Rush Limbaugh from rival, KVI. But the same Entercom geniuses, Tom Clendening and Dave Pridemore who blew KIRO into oblivion also made the decision to ride on that success and neglect the rest of the programing.

It was a sin of omission that's proven devastating.

They only have one local host in a decent time slot and and except for his retrofitted hairline, he's sadly deficient. KTTH stumbled further into the abyss from a 3.0 to a 2.6.

KVI, with its radio community-building, politicking, local, drivetime hosts, has pulled off a comeback even without Big Pants.

Another resister to local programing is Air America's KPTK, whose lackluster performance is disappointing the Seattle liberal community, BlatherWatch and, we hope, the Infinity suits in New York.

They went from a drab 1.5 to a lessluster 1.4. Infinity management seems timid about making the necessary local hires that might build a solid community base. and hence some real ratings. They only have to look at KTTH's problems and KVI's success to get a proverbial clue.

Every minute KIRO dangles slowly, slowly in the wind, is a day wasted in the competitive run for their listeners, lost stolen or strayed.

This isn't about Air America; nor is it about the feasibility of progressive talk. It's about a large broadcasting company and its programing abilities and priorities.

Portland's KPOJ, a Clear Channel station who went liberal at about the same time as KPTK, is now no.5 overall in town; and went from a 3.3 in Winter to a 4.5 today.

That's because management spent some money, took some risk. They brought the brilliant author and inspired national talker Thom Hartmann to town and installed him in the 9 to noon.

BlatherWatch has grave doubts about the ability of Infinity and their Seattle management to run a newstalk station. So far, all that's been remarkable are the opportunities missed.

It's time they grew a set and coughed up a little.

Comments

[chris]

Yep, KPTK has made even worse programming decisions on the weekends by bringing in Clark Howard? and moving around or dumping other programs like Ring of Fire and Laura Flanders. KPOJ was smart to hire Hartmann as he is the only commercial host in town to the left of Lars Larson,but Portland in some ways is more known as a progressive city than Seattle so it may have been an easy move. They increased their power a while back too,
Hartmann is on 6-9 locally in Portland. Actually, KPOJ was one of the original 3 AA affliates to sign on, Seattle didn't come on board til later

[Michael B.]

Thanks for the report Mike, this is why I visit Blatherwatch.

[Rockefeller]

Blathering Mike: is this another one of your triumphs?

SEATTLE POST-INTELLIGENCER
http://seattlepi.nwsource.com/local/234453_boomtown29.html

Boomtown goes bust: Non-profit Cafe Serving Poor Is No More

[Duane]

As a conservative I am dead set against huge conglomerates, usually out of state, running a local radio outlet or outlets. They run cookie cutter operations without considering the individuality of each market. One management team per town trying to run several stations will NOT work. The proof is in the ratings.
Also, we have far too many radio stations on the air here. There isn't enough advertising dollars to keep them all safely afloat. So, what happens? Coporate management goes on the cheap, cheap, cheap. Local talent costs money. "Riding" the net is CHEAP.
Automation is cheap....one set of "jocks" or "newspeople" on all of that companies stations is very cost effective, but makes for LOUSY radio...They might just as well simulcast.

[umo]

KIRO-AM is still undefeated as the highest rated talk station in the city of Seattle.

[blathering michael]

Umo: you're nothing if not consistent. Have confidence in KIRO--if given half a chance and enough time, KIRO will dive deep enough to come up under whoever's in 2nd place.

[umo]

Isn't the 18-34 year old demographic acknowledged universally as the one most coveted by advertisers?

[PeakLimiter]

No...Adults 25-54 where Blatherwatch was right about KPTK-AAR's performance. In the "money demo" KPTK is not gaining and is in fact losing market share in all dayparts. No wonder there are still so many PSA's-promo's and other non-revenue producing elements airing in commercial breaks both local and network. That $480.000 though has helped with that at the network level. To pay it back they'll just ask ole George Soros for another cash infusion to make up for the lack of advertising.

[sparkey]

To add to what Chris said above..Thom Hartmann does the local KPOJ show from 6 am-9 am and then flips the switch and does his national program from the KPOJ studios from 9-12...essentially doing a 6 hour show. There is a large and loyal following in his chat room that listens to both shows which can be streamed online.
Personally, I dont care if there is a local person on KPTK, but I DO care that they take off programs like Ring of Fire for Clark Howard, and continue to play NASCAR races..
I will keep streaming KPOJ or the main website of Air America if KPTK can't get its act together, as will many listeners I know. I think THAT is the biggest mistake progam directors make..it is no longer just about competition from other radio stations..in some cases we can override the entire business and just go directly to the Internet.

[ExDem]

I think Air America's main problem is their content. Apparently not many people enjoy listening to it. Their ratings are very low, and not increasing. In most markets, it seems that once listeners give it a try, they don't come back.

It's pretty hard to maintain a business when you start off in 23rd place in local markets, then go down from there.

[blathering michael]

ExDem: do you read anything I write around here? It hurts my feelings that you don't and then comment so ignorantly. Please go to the Categories and click on AAR and find out what's really happening. You know I'd never lie to you...I can't get away with making this stuff up, like you-all can. You're letting me down, dude.

[blathering michael]

Hey Umo: do you have any dayparts to share? I didn't think so.
BTW: Soros has no money in AAR--not that there would be anything wrong if he did. It's RealNetWorks Rob Glaser and others.