| R&R/Friday, April 29,
Continued from Page 22
|(KSLQ, KXOK and WMET/Chicago). On weekends it's Mike Jeffries (KSLQ and KADI), and the most recent staff addition is weekender Bobby Day from KWK, who also has a long-running local TV show.|
Record Store Impact
Naturally, the record companies were thrilled that a hit-oriented radio station was back in the market, but Ed told me of one record store in particular that saw immediate reaction. "Streetside Records commented to us that when we add records, they can tell within two weeks if it's going to be a hit. The biggest problem we have is that many outlets are racked by sources outside the market, and that serves as a sense of frustration.
"Retail sales are very important as well as some key stations on a national basis. We also pay close attention to MTV. From the beginning, vise used the phrase 'in touch' in conjunction with our request lines. From day one we took requests as serious input, so St. Louis literally told us what they wanted to hear. Every request is logged. The most important factor is that the record sounds like KHTR, or it doesn't get on the air," Ed stressed.
St. Louis is a very conservative town, and Missouri is known as the "Show Me State." What about advertisers and their reactions to the format? Tim replied, "Had we done this on our own, or been the first to try this, then I'm not sure what advertiser reaction would have been. But since some of our own stations broke the ground for us, the opposite took place. The success of WBBM-FM and WCAU-FM caused the agencies to take a quick look, and the early monthlies from Birch confirmed we were on the right track. Our rates are higher now than when we were A/C and we carry more inventory on a consistent basis than before."
Ed told me that commercials on the station are limited to a maximum of nine units and only three stops an hour. "We do our promotional announcements outside of stop sets, which allows our jocks the freedom to get involved with what's going on and at the same time have more fun with station content."
The lineup is very familiar to St. Louis, with the exceptions of morning man Bob Scott, who came from WKRC/Cincinnati and afternoon personality John Frost from WHYT/Detroit. Middays is Kevin McCarthy (ex-KSLQ, KS94 and KADI), nights features K.C. Van Allen (KADI, KXOK), and all-nights is Craig Roberts
Remember when radio stations had a representative at each high school? Well, KHTR
calls them "ambassadors," as Ed explained. "We're on the streets every day,
especially at the schools. We have an ambassadors program at each high school. One person
is our rep, who helps us direct the flow of station information into the school and
information about the school back to the station.