Abstract

Different Frequencies
Biggs, Brooke Shelby | August 18, 2003 issue

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This article reflects on how small and scrappy radio stations survive in the Clear Channel era. The consolidation of radio has resulted in the Wal-Martification of radio. Part of what separates these scrappy stations from the competition is a bet they are making that the fundamental philosophy of the big consolidators is wrong and cannot last. A station already reaping the rewards of Clear Channel exhaustion is KPIG near Santa Cruz, California. KPIG admitted it has one of the weakest signals in its market. Yet it ranks consistently in the top five against all formats in all age groups in its market, and first in the 25 to 54 age group and in the Triple-A format.

See Also:

RADIO stations; RADIO broadcasting; CONSOLIDATION & merger of corporations; COMPETITION; CLEAR Channel Communications Inc.; SANTA Cruz (Calif.); CALIFORNIA
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