Invisible Airwaves Crackle With Strife

In Tuesday's Star Tribune, Deborah Caulfield Keillor Coleman Rybak (guess which names aren't real) reported that the most recent Twin Cities radio ratings were not kind to news, talk stations:

The winter radio ratings are in, and -- brrrrrrr -- the news was cold for Clear Channel's new FM talker, KTLK (100.3).

The station, which dumped its smooth-jazz format in January, drew just 2 percent of the region's approximately 2.6 million radio listeners ages 12 and older, down from a 3.4 share a year ago.

Only Rush Limbaugh, whose syndicated weekday show went live on KTLK (11 a.m.-2 p.m.), held his own. Among listeners ages 25 to 54, considered the "money demographic" among advertisers, Limbaugh drew a 3.7 share, the same as he did the year before on KSTP (1500 AM), which had him on tape delay in the afternoon.

Clear Channel Vice President Gregg Swedberg said the numbers were just what he expected. "Nobody here is really disappointed; it takes a while to change listening habits," he said. "It took [sister station] KFAN 10 years to get ratings."

Of course KFAN didn't have anyone near the stature of a Rush in their lineup either. Or a strong, clear FM signal. Or a highly publicized launch. Something tells me that Clear Channel is not going to wait ten years for KTLK to catch on.

How about the "Talk Station," with its spanking new lineup?

KSTP-AM, which rejiggered its lineup earlier this year, dropped a full point to a 3.6 share overall. The news was especially bad for its new morning team: Twin Cities newcomer Willie Clark and former KSTP newsman Jay Kolls drew only a 1.8 share among listeners 25 to 54 -- a 44 percent drop from the year before.

Wow. Never saw that one coming. I mean, everyone I've ever spoken to can't stand Willie Clark, but when a venerable station turns the mike over to a guy like Clark, they must have had some darn good reasons for doing so. Right?

Willie isn't less popular than Bob Davis. He just has a more selective appeal. I hope his cat hasn't gotten too comfortable in its new surroundings, because I sense another move looming on the horizon.

The exception was sports talk KFAN (1130 AM), which rose from a 2.5 share to a 3.3, boosted by such events as Kirby Puckett's death and Daunte Culpepper's trade to Miami.

Ahem, ahem. KFAN was not the only exception. If you take a closer look at the ratings, you will notice that WWTC, otherwise known as AM-1280 The Patriot saw its share go from a 1.2 to a 1.5, no doubt boosted by the expansion of the Northern Alliance Radio Network to four hours. The NARN show grew by 33% and The Patriot's ratings went up 25%. A fairly strong correlation I dare say.

And what of that Air America Minnesota station, home to Al Franken and one of the best Saturday pet shows in town, you ask? It didn't crack the top twenty. Must be the mold.