Entercom hopes signal change will reverse KXTR ratings drop

If recent ratings are to be believed, many Kansas Citians who once supported classical music radio no longer care whether it lives or dies. According to Arbitron's winter 2001 book, the most recent period for which ratings are available, the number of people listening to KXTR radio on average fell by more than half in the six-month period after Entercom Communications moved the station from the FM band to 1250 AM. Arbitron doesn't publish ratings for noncommercial station KCUR-FM (89.3), which also broadcasts classical music. But Entercom management believes that KXTR's audience will grow now that the station is heard at its new home, 1660 AM. The sound quality at 1660 is as rich a sound as you're likely to hear on AM, and the more powerful signal no longer fizzles out at 75th Street. Still, if you're a listener wondering whether to go out and get a new radio - because your old one doesn't go up to 1660 AM - you've got to be wondering: Just how long will it last? How long before Entercom gives up on classical completely? The answer turns on whether Entercom succeeds at selling advertisers on KXTR's classical-music-loving audience, a goal that eluded two previous owners. That won't be easy with KXTR on the AM band; advertisers prefer FM. But Bob Zuroweste, Entercom's top manager in Kansas City, says KXTR was a hard sell on FM. Indeed, in 1999 KXTR outrated smooth-jazz KCIY-FM (106.5), and the two stations shared the same sales force, yet "The City" made three times as much money as KXTR, according to figures compiled by Duncan's American Radio in Cincinnati. Moving KXTR to AM relieved it of the heavy expectations laid on an FM station, Zuroweste said, adding that he is "not going to get any heat from up above" if KXTR makes just $300,000 in revenues - a tiny fraction of what the average FM station takes in. Also in KXTR's favor: The chairman of Entercom's board is "committed" to the classical station, Zuroweste said. It was Joseph Field who authorized the $3 million needed to improve KXTR's reach and sound quality. As for skeptics who say Entercom doesn't know how to run a classical station, Zuroweste points to his company's success keeping another one-of-a-kind station, WDAF-AM (610), top-rated and profitable. "WDAF is the most successful AM music station in the country, and we're doing a lot better than five years ago," Zuroweste said. "It's tough, but it can be done." Ratings roundup Speaking of WDAF, it was about the only country station not singing the blues after Arbitron's winter ratings book. While perennial leader KPRS-FM (103.3) claimed the top spot again, "61 Country" finished second, just ahead of "The Rock," KQRC-FM (98.9). KPRS averaged a 7.3 percent "share" of the overall listening audience during the day, compared with a 6.4 share for WDAF and 6.2 for KQRC. But the other country stations in town did not fare well, as KFKF-FM (94.1) fell to ninth and KBEQ-FM (104.3) slumped to a tie for 11th overall. KFKF's Dale Carter doesn't think country music is in trouble. Kansas City is still one of the dominant big-city markets for country. The problem is that radio today is hypercompetitive. New stations are signing on - witness the debut of "E-105" last month - and owners are upgrading their weaker stations. Entercom turned KXTR's FM into "The Buzz" last year; the station's ratings are up 37 percent. "It's happening all over the country," Carter said. "It's a battle for every 10th of a point." WDAF's David Lawrence reclaimed his half of the morning-radio lead from KQRC's Johnny Dare and Murphy Wells, with Lawrence finishing first during his 5 to 9 a.m. shift and Dare and Wells winning the 6 to 10 a.m. stretch. The top 10 among listeners ages 12-up (all-day average): KPRS, WDAF, KQRC, KCMO-FM (94.9), KMBZ-AM (980), KMXV-FM (93.3), KRBZ-FM (96.5), KUDL-FM (98.1), KFKF and KYYS-FM (99.7). WDAF has been nominated for the radio industry's top honor. The Marconi Award for "Legendary Station of the Year" will be presented at the National Association of Broadcasters' annual radio convention in September. WDAF won a 1999 Marconi Award as country station of the year. You can reach Aaron Barnhart through the TV Barn Web site at www.tvbarn.com