KIRO changes, continued!

Dribs and drabs of inside information are arriving in our mailbox about the significant changes at KIRO FM.  We often remind our loyal readers that no one approaches the level of "insiderness" that Mr. Hood has enjoyed. We wander the vast wasteland of news about raydeeoh until we unearth tasty nuggets. One such nugget was written by Chris Miller, owner of Chris Miller Digital, is a leading radio consultant specializing in research-based strategic planning and smart use of digital media.

He weighs in on radio in general and KIRO's changes specifically:

"SHAKER HEIGHTS –I can tell that we radio folks are more stressed out than ever, because I’ve been in on a few conversations recently where the subject was how people out there don’t understand the value of radio anymore.  That’s a change from the previous sentiment, which was that we just needed to get more compelling content on our websites and in our social media.  The feeling seems to be now that we have to make potential fans and clients understand what we’re all about, and what we offer.

Then, I see here in TALKERS (10/17) last Wednesday that Bonneville in Seattle is putting one of their key on-air people “in the driver’s seat for bringing unique, local content to both KIRO-FM and the company’s digital space, MyNorthwest.com.”  So wrap your head around this.  Linda Thomas, who’s been part of KIRO-FM’s morning drive news block … that’s morning drive in the 13^th largest market … is moving online.  That’s a real commitment on Bonneville’s part.

Linda’s a quality journalist and a solid radio pro.  This is a dramatic move, but not just because of the digital commitment.  This is also about integrating content across platforms in a way that listeners expect; but that a lot of us in radio simply don’t get yet.

For example, if you go to KIRO’s website, you’ll find news.  That page was full of nothing but news when I looked at it!  It reminded me of the front page of a newspaper.  I think that’s good.  Meanwhile, I looked at the website of another well-programmed station in that format.  I did find some news.  However, there was almost as much front-page content about all the contests they were running.  There were also links to viral, non-news videos, and their “hot babe” galleries.  More and more smart digital buyers have learned to hate those hot babe galleries.  I fear it’s going to reflect on us negatively as an industry, instead of just those stations that have them.

So I’m not saying don’t talk about your contests online.  Don’t give them prime, front page real estate that you don’t give to whatever makes you unique and mass appeal.  That applies to all formats.  If I’m a country fan and I love your country station, I’m assuming that I can go to your website and get caught up on news and fun stuff about country music, as well as the funny things your morning show said that I missed.  Galleries of cute pets and hot firefighters?  Not so much.

You may be getting web hits on those cute pets, but they’re empty calories.  They’re doing nothing to truly build your brand.

If you’re that country radio station, your big fans expect to find great country content at your website.  They assume your social media will be chock-full of special news about your station as well as country music.  They sign up for your emails or texts so that they can learn exclusive information about you, and get extra access to the music they love.  That’s why KIRO’s move is so beautiful.  They’re focused on delivering content that relates to what people love about KIRO on all their platforms.  That’s what your heaviest listeners want!

Once you do that, then you can start recycling folks from your broadcast to your social media to your website in a powerful way.  Not all web hits are created equal.  It’s the ones from the people who love your brand that count the most."

As mentioned earlier on BW, Bill Radke is leaving with no hard feelings. From his KIRO page he says:

"You may have heard that Seattle's Morning News is doing a reboot. John Curley will be your morning host, bringing his vitality and intelligence to the mornings. I'm a huge Curley fan.

Linda Thomas will leave the show to become KIRO Radio's Senior Features Reporter and Digital Journalist. She'll continue her fantastic, award-winning News Chick blog and file original web reports on parenting, politics, technology and trends - whatever captures her limitless imagination. She is a jewel in every way.

I'll be moving to another local radio station where I intend to steal all the secrets to KIRO's success: deliver the news and connect the dots through the eyes of thinkers and talkers, from the meaningful to the offbeat, bringing you what's most interesting right now.

KIRO is a Northwest treasure and I'll treasure the friendships I've made here. Thank you for listening, emailing and posting here. Oh, and to my friend Tom Tangney: Tom, I want you to know that I'm about to sleep in for a month. Jealous much?"

 

We will be watching the morning drive time ratings very closely to see what Seattle thinks about Curly's style and brand of humor----before they have had that first cup of coffee.

 

Comments

[Ryder]

I will admit that KIRO's new blend is entertaining. But where's the news? Okay, its over at KOMO. But I find their approach to be bland. A few momments pof actual news followed by endless human interest presentations and commercial breaks just seems so blah.

[Mike Barer]

Really like Rachel Belle

[GOPer]

No, like Rachelle Robbins. Interesting no mention of current tv going under.

[Mike Barer]

Probably because noone watched it. I'm a Liberal and didn't watch it. You know, we watch MSNBC and Fox depending on our political views because that puts us into our comfort zones. I think we all need to get our news from a variety of sources in order to get the full picture. Just my two cents.

[Rachelle]

Probably because "going under" is a misnomer. Several financial groups have approached Gore about purchasing the station, but no formal talks have taken place. Current is not carried by all cable outlets, so not everyone who might be interested gets a chance to find out if they like it or not.
When there are facts available, rather than rumors (sorry Fox News devotees) we will run a story.

[T-S]

You get what you pay for. Fox non-News comes cheap. MSNBC is a little more expensive. Current even more so. The truth is much harder to find these days when fiction is so cheap and useful to the upper one percent.

Sorry, Mike. I find MSNBC to be a rehash of each other's shows. Much too incestuous. I think they'd do better if they quit interviewing each other. It gets old. Does Fox non-News do that?

[blathering michael]

Bill Radke and Linda Thomas' departures spell the further crapification of a great, once-relevant news talk station.
There's nothing but public radio, now that delivers anything on the dial but trivial blather aimed at low-information listeners over 50 years of age.
When Dave retires and Luke steps up from local radio, KIRO will find lower paid chuckle-buddies to chew the fat off of celebrity outrages, sports tidbits, and salacious YouTube audio.
Maybe commercial radio is already dead- its downward spiral in listenership and seriousness certainly has the smell of death about it. With 23 ad spots per hour, the owners are dining off its corpse.
We can only pray that it rises from the ashes with a strategy to serve listeners before serving itself.

[Mike Barer]

I think the station's downhill spiral may have started with it's divorce from the TV station.

[sparky]

Happy Birthday dear Fremont, Happy Birthday to youuuuuu.

[patternchange]

KIRO Radio's demise began when Entercom took over and managed it like a corporate division rather than a local radio station. They removed local decision-making and uniqueness.

[Mike Barer]

The News Chick is still part with KIRO, but I miss the days of Wayne Cody and Paul Brendle, along with the KIRO auto angel, who actually is an angel now.

[Ricemanjt]

I'm thinkin' it's either KVI or KUOW that has hired Radke

[T-S]

I think it's amazing people are still missing KIRO. They've been dead for years except to people who love the fluff of Luke and the misery of Monson. Radke belongs on KUOW.

There's a lot of radio out there. Not KIRO - not like it was. But good radio anyway.

[12th Man]

Entercom sold KIRO back to Bonneville in 2007. Bonneville had previously owned KIRO Radio way back when along with Channel 7, KIRO-TV(CBS) & the now-defunct KSEA-FM.

[Oreo Cookie]

I do miss the connection between KIRO-TV & KIRO Radio. I also miss the old Channel 7 Variety Club Telethons that were on in the '70s & '80s, especially when the Sea Gals made apperances on those telethons between 1976-89. Note: 1989 was when the last Ch. 7 telethon aired.

[T-Bag]

I even remember when Channel 7 showed the Mariners in Boston taking on the Red Sox on the 4th of July, 1986.

[Bill]

Bill Radke was a lightweight and a loser from the get-go -- shallow, lazy, uninteresting and one-dimensional.

It took him weeks, for example, to properly prounounce the name of the weather guy, Rich Marriott.

And apart from lackadaisical
introductions for the traffic pixie (the lamentable Kimmi Kline) and giving time and temperature, what the hell did he bring to the program? Essentialy, a mature avocado would have been a better sidekick for the show.

The fact that he was never entrusted with actually delivering news -- as Thomas provided -- told you something. Radke is neither a newsman nor a personality a listener could connect with.

In no way shape or form is Radke a major-market talent, and KIRO is way better off without him.

Curley's an appealing guy, and Ursula Reutin is a highly capable newscaster and reporter, but with Curley (news-light) at the helm, it becomes ever more evident that KIRO has given up -- and for all intents and purposes -- conceded news to KOMO.

The KIRO Morning News will become more the KIRO Livingroom Coffee Klatch than an actual news broadcast. (Note that sports has been eliminated entirely.)

Let's forget the grating and underwelming Don and Ron (or whatever they are), apart from Ross and the quirky Burbank, and the lugubrious Monson, neither of whom take listener calls anymore, the KIRO of old -- a bastion of broadcast journalism credibility - is now officially, well, something else, still to be determined.

Talk about the dumbing down of America --KIRO is doing its part.

[Mike Barer]

Good analysis, I was sorry to see Alex Silverman and Jessica Gottesman go.

[franco]

i cant stand tom tangney and john curley .... they both laugh as they talk like they think theyre so funny, esp curley.. and i am soo sick of dr rhy spoor!!! gawwwd gimme a break curley..you get free dental?
and tangney talks a mile a min with this laughter melded in.

we need wbai here!!!

[Don]

Radke is back with KOUW.