Chapter 6: Radio Stations

Here is a brief outline of five Utah radio stations:

KHTB 94.9 FM
FORMAT: "Hot 94.9 The Blaze - Utah's Hottest Rock Station" (Rock)
ADVERTISING: Dollar Loan, Tela Performance, Del Taco. general local offers.
TARGET AUDIENCE: People of any age who like rock music. (I called and asked)
WHY IS IT SUCCESSFUL: This station plays very current, popular songs, such as "Womanizer" by Brittany Spears, "I'm Yours" by Jason Mraz, and "Viva la Vida" by Coldplay. These are big sellers on Itunes right now, and people like this kind of music. I would listen to this radio station, because it plays songs I know and like. Other popular singers this station is playing today include Chris Brown, Christina Aguillera, and Nickelback. It's successful because it is just plain good music! Also there was hardly any advertising, mostly just music.



KENZ 107.5 FM
FORMAT:107.5 FM The End (Adult Album Alternative/Old time Country)
ADVERTISING: Karl Malone Toyota, Best Deal Spring, Chevrolet (Mostly Auto)
TARGET AUDIENCE: Oldish Adults who like old time country
WHY IS IT SUCCESSFUL: This is fun, quirky country and music that would appeal to an older crowd. This could be a nice background music for a office. They played Instrumental guitar music, and "Lay You Down." This did not appeal to me at all. But I can see how old, rural, adults would like to listen to this music and reminisce about the old days. They keep this station alive. There was very little advertising, mostly just solid music, which appeals to music listeners. Ads tend to turn listeners off.


FM 104.3 "The Cowboy"
FORMAT: Country Music
ADVERTISING: Dodge trucks, Jewerly, Medicine, Peppermill Concert Hall, etc. (Adult to college student content)
TARGET AUDIENCE: College students and older who like Country
WHY IS IT SUCCESSFUL: Country is popular with many people, especially in Utah. It's fun music to listen to. The music is the appeal, I believe. There were a significant number of advertisements, but they were interesting and fun to listen to advertisements, so they were tolerable between songs. Songs such as "Young" and "Start a Band" are popular and appealing. Good music and a country audience keeps this radio station alive, because advertisers see how many people tune in.

AM 1160 KSL
FORMAT: This is talk radio, with Sean Hannity and others
ADVERTISING: Legal Zoom.com, Geico, Medicines, Mitsubishi sales
TARGET AUDIENCE: Conservative listeners. A liberal would never want to listen to this. :)
WHY IS IT SUCCESSFUL: It resonates so powerfully with conservative listeners! I got riled up listening to the outrages of liberals while listening. I felt my own personal political views validated. This is one of the only media which has a blatantly conservative perspective. Where else would conservatives go to have a pat on the back?

AM 1280-The Zone
FORMAT: Sports talk radio
ADVERTISING: Jared's Jewelery, State Farm Insurance, Noise Cancellation Headphones (genereal interest advertisements)
TARGET AUDIENCE: Sports fans
WHY IS IT SUCCESSFUL: This radio show appeals to people who love sports. They can catch up on the latest stats, hear an educated opinion about current sports, and become informed for conversations with sports friends. Sports people love this sort of thing! That audience keeps this station alive. Another fun function that makes the station popular is that it has a "whiner line," a telephone line whereon anyone can call in an complain to a public audience about something that irritates them. This not only makes for heightened listening (and thus more advertising $) but also appeals to gripers. This unique idea makes the radio program a novel and successful one.