All the news fit to air suits KMBZ just fine; Crisis coverage showed how good all-news format would be

While hijackers were carrying out their campaign of terror on the East Coast, the staff at KMBZ-AM (980) was scrambling into action. Within minutes KMBZ was providing full coverage of the terrorist attacks - and giving Kansas Citians an earful of what a genuine news-talk station sounds like. KMBZ promotes itself as "News Radio 980," but in reality it is a crazy quilt of newscasts, political talk, sports talk and Royals baseball. For a few shining days this month, however, KMBZ was a station on a single-minded mission. Program director Brian Wilson wiped out the old schedule, and KMBZ carried nothing but news and discussion about the attacks. In place of KMBZ's afternoon sports talk, news director Scott Parks interviewed lawmakers and experts about the attacks and the U.S. response. Baseball games were moved to sister station WDAF-AM (610) so evening hours could be devoted to listener call-ins. News bulletins from News bulletins from ABC Radio interrupted constantly. "He was real interesting to watch," said Bob Zuroweste, Wilson's boss. "He was like a conductor: 'You go here, you go here.' And the staff just stepped up to the plate." Wilson was well-prepared for the challenge. He was program director at Oklahoma City's news-talk station in 1995 when the federal building there was bombed. "I would never have guessed that experience would come into play again in my career," Wilson said. KMBZ remained on its special schedule until Friday, when the Royals games returned. "They said go back to our normal lives," Zuroweste said. "So that's what we're going to try to do." With all due respect, that doesn't sound like a very good idea. In the first place, KMBZ is getting killed in afternoons by rival WHB-AM (810), which specializes in sports talk. Bringing in Soren Petro is unlikely to change that. Petro was paired with Don Fortune in 1999 and 2000, and WHB's Kevin Kietzman beat them handily in the ratings. Then there are evenings. Baseball season will soon be over (for the Royals, at least). Traditionally, KMBZ's nighttime ratings plummet in the off-season. The growing presence of TV's Metro Sports doesn't help, either, especially since people tend to switch from radio to television in the evening hours. A news-oriented call-in program could boost KMBZ. The station also could carry ABC anchor Sam Donaldson's new radio show, which began Monday. (It's a midday program, so KMBZ would have to carry it on a tape delay.) Besides, KMBZ has nothing to lose by adopting a news-talk format. The timing would seem right, too, for these suddenly have become eventful times. Between the uncertain economy, the ongoing cleanup in New York and the new war on global terrorism, there will be plenty to report on and talk about in the months ahead. Recall, too, that "ABC News Nightline" - which is rumored to air sometime after Kansas City has gone to bed - got its start as "America Held Hostage," a nightly wrapup of news events related to the Iranian hostage situation. Zuroweste said there are no plans to alter KMBZ's format, although the station will honor its slogan and report "breaking news at once." "The days will mandate what we do and how we respond," he said. In other news ... The highest honor in radio was awarded to two Kansas City stations earlier this month at the National Association of Broadcasters Radio Show in New Orleans. KPRS-FM (103.3) won the Marconi Radio Award for Urban Station of the Year while KCMO-FM (94.9) was named Oldies Station of the Year. The Marconis are given out annually in 22 categories based on voting by general managers and program directors of stations across the country. Past honorees have included WDAF and personality Mike Murphy. To reach Aaron Barnhart, phone (816) 234-4790 or visit the TV Barn Web site at www.tvbarn.com.