KD for sale? We don't know!
Pittsburgh:CBS' announcement of plans to sell 50 stations in medium-sized markets has many wondering whether KDKA-AM (1020) will be included. The answer is - it's possible, but not definite. By selling such properties CBS can focus on the large market stations. That does not include Pittsburgh at 24th in size. According to the Post-Gazette, CBS folks declined to comment which stations/cities were on the block, but anything below the top 15 markets could be a possibility. If so, it would more than likely include FM sisters WBZW-FM (93.7), WZPT-FM (100.7) and WDSY-FM (107.9). Tom Taylor of Radio-Info.com says that the Pittsburgh cluster could be a candidate but that will depend on who is named as potential buyers and whether or not they are interested in this market.
KDKA has maintained a steady ownership since its conception in 1920. Westinghouse Broadcasting acquired CBS in 1996 and separated itself from the industrial side and took the CBS name.
Readers’ Forum
I’m sure that Steel City Media would love to have one of the FM’s. Despite KDKA having 50,000 and a historic background, I can’t see that many companies being interested. AM is dying, just look at all the AM’s who are moving their news/talk format to FM.
The Fox - August 02, 2008 at 5:13 pm
Well, according to Wikipedia (and I know its inconsistent in terms of reliability), the only Pittsburgh station up for sale is WDSY. The only thing is, no source is listed, so I doubt the accuracy in that. If they were to sell off any stations (if not all), it would probably be WZPT. WBZW is still rebuilding itself as B94 (I’d say move the talk portion of KDKA to 93.7 and make 1020 a true KQV compeitior as strictly news, modeled after 1010 WINS which still gets strong ratings in NYC.), and WDSY is still a Top 10 station. I’d rather see KDKA Radio and KDKA-TV stay together but if the two separate, I’d doubt both would keep the same callsigns. Yes, unlike the past the FCC allows it now, but look at WTAE Radio. They might find a way to keep the two together and sell off the FM stations.
Joe Gerard (URL) - August 02, 2008 at 10:53 pm
Joe, as you state, Wikipedia is an unreliable source. If you look at the actual listing for WDSY, you’ll see it apparently moved directly from the Fulton Building to Foster Plaza. I know for a fact that’s untrue as I worked for 104.7 for a few months in ’98. It was housed with 104.7 (they were sisters until 1998) in the Gateway Towers.
Eric - August 02, 2008 at 11:44 pm
The unfortunate fact is that KDKA has already lost a lot of its cashe. It now broadcasts tradio ( a gimic show I had heard on a 1000 WT daytime AM station in Westmoreland County in the 1980’s, infomercials and continues to add syndicated programming to its once mighty lineup. The evening hosts are horrible and their demographic isn’t changing with the times. I interned there in the 1980’s and can still remember when they played music during the workday. But the days of 90 to 6 for your news and the only outlet for school closings are over and KDKA is not your go-to place any longer.
Scott - August 03, 2008 at 07:53 am
The reason WEAE changed call signs is because Hearst-Argyle did not sell them with the station. They retained the right to them and refused SFX/ABC/Disney permission to use them.
If CBS sells KDKA 1020, the question of the call letters comes from the terms of the sale. They may even put in a clause forbidding the new owners from changing them for 10 years. On the other hand, they might sell the station and pull a Hearst-Argyle and retain the rights for themselves, forcing KDKA to change call letters for the first time in history.
However, the sale could for Channel 2 to change calls from KDKA to something else (not WDTV, those are taken) and live up to the CBS mandate.
Either way, Pittsburghers won’t be happy. But in this business, the happiness of the consumer comes second, if not third, to ratings.
Scott (URL) - August 03, 2008 at 8:16 pm
KDKA does Tradio now? Isn’t that the kind of crap that is usually associated with half-assed small town stations that try to one-up the local newspaper.
I knew KD had gone downhill the last few years. But Tradio? Arrrrgh!
Rick - August 03, 2008 at 11:33 pm
The sale of KDKA Radio will have no impact on KDKA-TV. They’re separate entities owned and operated by separate corporations within CBS. The only things they have in common are call letters, location and John Shumway.
airguy - August 04, 2008 at 06:47 am
Tradio and “The Life Lounge” with Carol Lee Espy are two of the absolute wastes of programming time ever.
I actually like “Handel on the Law,” but feel that it doesn’t really belong on KDKA.
One ggod show is the Organic Gardeners, but it is on at a horrible time . . . oh, if only I could have my way with the programming, KDKA would be so much better.
Troy - August 04, 2008 at 09:04 am
KDKA Radio does indeed carry great weight with perhaps the richest history in radio. Being first helps! However, they can certainly afford to young it up a bit. They need to look at the 40-year old male as their prime target audience. It’s not too difficult to look around, listening locally and beyond Pittsburgh to see what is working and what is not. Yes, it’s political season, but there is no need to go off all, wonky. It’s entertainment and thought provoking content with local, national and sometimes global issues hitting home that matters. Some fresh blood might be helpful, even if it’s just starting out on weekends and covering for the regular guys. It helps to be able to relate to your target and being closer to the desired audience. I’ve heard some good things during recent staff vacations. Wouldn’t it be nice to hear more? It helps to be able to relate to your target and being closer in age to desired demo just might help, but that’s just what I think.
RandomNotes - August 06, 2008 at 04:07 am
Hi “Random Notes,”
As a 40 year old male (The same exact age of KDKA’s Kevin Miller), I am proof that they are missing the target for my demographic.
I would much rather listen to Pintek, Romigh, Paulsen and Stiegerwald than John & Larry (and Shelley), Marty Griffin and Kevin Miller.
If you listen to the callers, especially on Marty’s and Kevin’s shows, most of them are Senior Citizens, not 40 year olds. The current programming is not appealing to people my age because most people I know don’t even listen to talk radio anyway, they listen to FM music, CDs, iPods, or have a satellite in their car.
KDKA needs to do better in my opinion.
Troy - August 06, 2008 at 08:45 am
Troy,
You’ve helped to validate my point. It takes time to trend younger and it must be done carefully as to not shake off the uppers. However, whether the host is 40 has nothing to do with topics chosen and the way they are attacked by said host. It’s a matter of taste and it does seem Miller is high-profile if nothing else.
Imaging, content, good call-screening to avoid heavy leaning geriatric phone count you mention, etc. A good call is a good call no matter the age, but your comment goes to show how too many elderly and too much wonk-talk can kill perception of the overall product.
It is not brain surgery. Adding a FM simulcast could be helpful (proven to help in some recent cases), but not needed.
Look at WLW-AM (not an FM outlet) as an example of success. One can only hope that KDKA’s current product is not dead on the vine. Having such a rich heritage and history of market dominance does allow for extra time in getting on track. There is still time to develop better targeted imaging and bring new people to the party.
They are being attacked from more than one direction and by those knowing how to do it well.
RandomNotes - August 06, 2008 at 5:42 pm
Update on the Wikipedia situation: I asked the person who edited the CBS Radio Template and he responded back that he just basically picked which stations he “thought” would be for sale, and the links he gave me were nothing new that wasn’t already posted. (Just from the LA Times instead of the P-G.) He later “added” KDKA and WZPT to the potential sale list (which already included WDSY) after I had told him about the rumors here about KDKA Radio (leaving WBZW under CBS ownership). I’ve since reverted the template on CBS Radio and now there’s nothing pointing out which stations are for sale. I told him that while it was a good faith edit, it probably won’t be until a buyer for the stations is announced that which stations are for sale will be announced. I personally still think KDKA Radio will remain in CBS hands and if they sell off any stations in the market it will be WZPT since they seem to be the odd ones out. KDKA and WDSY should be untouchable as Top 10 stations and while WBZW and WZPT have similar formats B94 ultimately has better brand recognition in Pittsburgh. Only time will tell, of course.
Joe Gerard (URL) - August 10, 2008 at 12:20 am
That KDKA has little more than AOR relic Steve Hanson as its PD hasn’t helped a whole bunch, especially with regards to its reduced sports presense. Hanson was schooled under a mentality that FM means “for music” and that any kind of sports presence would cause listeners to leave like rats jumping ship. So all Hanson has done is pretty much what corporate wants. Corporate want Rush, Hanson gives them Rush. Can’t have Rush, Hanson must give corporate Bill O’Reilly.
Even in the last couple of years that KD flaghipped the Pirates the station half-assed sports. You don’t do that in a town whose fans are as passionate about sports as is Pittsburgh.
If KD wants to get listeners to start taking it seriously, it might help if it started to take sports seriously. Unless, of course, it wants its target audience to remain a bunch of rednecks from the South Hills and Jefferson County.
Rick - August 10, 2008 at 02:31 am