The Ten Best Markets For Radio Listeners: # 8 - Austin
Written Nov. 14, 2007 by Sean Ross in Content + Ten Best Markets with 10 Comments
Part of Austin's strength as a radio market is that people want to live there. "Since so many people, myself included, love it here, and won't leave, I'd say that certain air talent and stations are better than the market size would predict," says veteran programmer Bob Wood.
A lot of this market's reputation for eclectic radio stems from Emmis' Triple-A KGSR, already a frequent topic of conversation in these pages. KGSR is indeed an "only in Austin" radio station, with large doses of Classic/Progressive Country, not just Classic Rock, and where the currents range from Snow Patrol to Taj Mahal. But it's not all that recommends the market, or gives it a sense of place that perserveres even now in the hands of a relatively small number of owners.
In particular, KVET, Clear Channel's yesterday-and-today Country station that also has a "Texas Country"/regional music component. KVET is No. 2 in the market, behind only its more mainstream '90s-and-now sister KASE.
There's also a good variety of Spanish-language radio here, including a Regional Mexican battle between BMP's KHHL (La Ley), a recent surprise market-leader, and Univision's KLQB (La Que Buena). There are two Spanish oldies outlets, including Univision's Recuerdo format on KINV. There's also a true Spanish-language Top 40 (as opposed to Hot AC) in BMP's KXXS (Digital 92.5).
There's a Hip-Hop battle between Emmis' KDHT (Hot 93.3) and BMP's KXBT (the Beat). The latter plays a little more R&B, but both have a unique flavor from being influenced by both Dallas and Los Angeles. (In the paralance of a deade ago, that would have made it the "Dirty Southwest.") There's also:
* Emmis' KBPA (Bob FM) -- one of the format showcases for Variety Hits at the onset and still a top three radio station in the market;
* A revitalized mainstream Top 40 in Clear Channel's KHFI (96.7 Kiss FM);
* A true heritage rocker in Emmis' KLBJ--mostly Classic Rock but punctuated by Seether's "Fake It" or Cracker's "Low."
* KFMK (Jammin' 105.9) -- Rhythmic AC with some interesting '90s titles.
* At least three Christian AC outlets: Clear Channel's entrant into the format, KPEZ, as well as the K-Love Network and local KNLE (Candle 88.1).
What's missing? There's no Oldies, Smooth Jazz, or even a straight-ahead Classic Rocker (although they all exist on HD-2 channels, and Entercom AC KKMJ [Majic 95.5] is the first station I've encountered in quite some time giving away HD radios on the air). The Air America affiliate went away a month ago. There's no commercial Urban AC, although community station KAZI has an eclectic '70s-style progressive R&B playlist. There's also no major commercial FM talk yet.
Here's our countdown of markets so far:
10 - Louisville
9 - Salt Lake City
8 - Austin
7 - Coming Thursday
Reader Comments
Your 2¢, in chronological order — add your comment below.
I'm surprised there's no mention of Emmis Alternative KROX (101X), truly one of the more original and creative stations in the country. 101X is a great station to listen to, reflects the Austin scene extremely well and also makes an effort to spotlight local artists and give them actual airplay, not just specialty stuff on a Sunday night.
I was thinking the same thing, Keith.
What? No KUT? Not only is it the pipeline to NPR's news mags, and commands a significant share in the market, but with all due respect to my pals at KGSR and their AAA mix, KUT's eclectic take on music is a refreshing break after hearing Snow Patrol for the umpteenth time.
All excellent points about KROX and KUT, neither of them deliberate snubs, just instances where Keith, Cosmo, and Bruce make the case better than I would have. There will be some of those sins of omission as we go through ten markets and 400 stations. They won't be intentional. And when readers chime in, as I hope they will, they will only help further the case for their markets.
Great article about the Austin radio market. You hit it right on the head! When I lived in Houston, I could hear most of the stations at my house on most days. I even had a button for Bob-FM and listened often to KGSR.
I very much appreciate the comments (both in the blog and the reader comments) about the Emmis Austin stations - but I'll also say that KLBJ-AM is a pretty vital voice in the market. We have a fully-staffed newsroom covering the metro and a very strong (and very local) morning talk show (Mark, Ed & Sam) and afternoon talk show (Jeff Ward). Lots of local weekend programming too from gardening to money and current events. Austin does have good local radio up and down the dial - both commercial and non-commercial.
Excellent article about Austin radio. I was program/ops mgr of both KVET & KASE in the late 80's & 90's. Loved the town and all its radio. Competive market. Listeners were great radio fans. KGSR was coming on strong even back then. It's been a few years since I visited but always look forward to listening to good radio when I'm there. Hook 'em Horns!
Live in upstate NY and listen to KUT.
You forgot to mention that there's no commercial Urban AC in Austin as well, despite KAZI being non-commercial and the only station targeting Austin's Black community. I think format would do well in the market, the last station to carry the format was KJCE-1370 before they made the flip to Talk.
Some of the format holes can be filled in by San Antonio stations that are listenable in parts of the Austin Market:
Active Rock on 99.5 KISS
Oldies on KONO 101.1 FM and 860 AM (plus KITY out of Llano has translators in Austin for your oldies fix as well).
Americana on KNBT out of New Braunfels (92.1)
Commercial FM Talk has been tried twice in Austin (98.9 KJFK) and "The Coyote" 104.3. Both didn't fare very well, but as the Austin market continues to grow past the night signals of Austin's AM (and it's almost there now), FM Talk will probably show up again out of necessity.