The KING – KIRO radio news tussle

January 26, 1986 – Up against KIRO, KING-AM looks like a midget. The two stations with more or less competitive news formats separate quickly. KIRO has a 10 percent share of the radio audience. KING has little more than 1 percent
But after seven such lopsided rating reports, KING isn’t giving up. “We’re in this for the long haul,” says Tim Davidson, KING-AM station manager.
Two years ago, the station switched from music to all news.
Davidson transferred from KING-FM 14 months ago.
At the very least, the privately held King Broadcasting Co., operating KING-AM-FM-TV, and radio and TV stations in Portland and San Francisco, puts its money where its mouth is. With upward of half a million dollars’ worth of promotions every year, moderately well-paid news teams, aggressive young street reporters and two (count ‘em: two) aerial traffic reporters, KING-AM should be a winner.
KING’s advertising promotions have gone through such splashy campaigns as “Set a New News Button,” a no-nonsense “Newspaper of the Air,” endorsements by a lip-twitching Emmett Watson, an expensive world-prize giveaway and the present campaign, more sedate but presumptive: “Your News and Information Station.”
Listeners this month heard the newest adjustment. Afternoon drive time is no longer “all-news,” but melded into a new kind of talk show.
Stacy Taylor, a talk-show host from Ohio, is on 4 to 8 p.m., monitoring news and traffic features, as well as conducting interviews in-studio or by phone. And in the 7 o’clock hour, a guest is scheduled for conversation on a softer topic. (In the 8 o’clock hour, the station is temporarily presenting “Best of Stacy Taylor.” That will change Feb. 3 when Mutual Radio’s “Larry King Show” advances to an 8 p.m.
start.)
Taylor’s mission is to “present newsmakers of the day in a forum that will provide even more in-depth information,” according to an announcement by Greg Tantum, KING-AM’s program and operations manager.
Tantum doesn’t call it talk. It’s information. (There’s a genuine need not to be stereotyped with earlier news-and-talk formats.
You may remember KTW, or KAYO, or KVI, which pioneered with less money and less commitment.)
Jim Althoff continues with a midday interview program.
Morning drive time remains intact, with Chris Brecher and Jim Meyer co-hosting a no-nonsense news program from 6 to 9:30 a.m.
The shuffle saves money for KING, or at least keeps costs from growing. Tantum, program director for the past four months, concedes the changes will help maintain his budget. In broadcasting, a lack of audience translates to a lack of revenue.
How long is King Broadcasting going to fund the effort?
Not an easy prediction. King Broadcasting’s chief executive officer was not available last week. But Davidson says unquestionably the people who run King Broadcasting are committed to the format.
“The same questions you ask now about KING-AM were also being asked about KING-FM, 10 years ago,” Davidson said. From an unrated entity, KING-FM has become a prosperous and much-appreciated classical-music station.
When competition was less severe, KING was a popular station, with NBC features and such near-legend local personalities as Frosty Fowler, Al Cummings, Bruce Vanderhoof and Jim French.
In the more competitive ’70s, the station waffled from hard-driving teen rock to a more subdued “soft rock.” But without ratings success, the music changed and personalities dispersed.
“The company is committed,” Davidson said again. “We recognize that it takes time to develop a quality news product.”
Davidson remained unspecific about costs, revenues, future goals. But he said all company divisions or “profit centers” prepare three-year plans that are reviewed and updated yearly.