Triple A radio station Alice 102.1 FM isn’t gone yet, but the future of the Adult Album Alternative format on airwaves is soon to rest solely on the untested shoulders of a public radio station owned by public television station KCPT, Channel 19.
Which of course makes for some interesting prospects.
Because while KCPT may have borrowed and/or invested way too much ($1.7 million and $400,000) in acquiring and bringing its new baby The Bridge 90.9 FM fully into the local marketplace, the pending departure of Alice 102.1 FM certainly could help them – and maybe help them a lot.
That’s because in listeners 6 and older Alice has been taking down a 2 share.
And while that ain’t nuthin’ to write home about, it’s a ton better than what The Bridge has been doing locally to date. Despite the vocal chorus of locals who’ve been raving about the station for years now.
“With 25-54 adults from 6 a.m. 7 p.m., The Bridge had a 0.0 average share (unrankable) and total weekly cume of 1700 ( rank 38th) in the latest Holiday book,” says a media insider. “It means they are measured by Neilson and obviously encoded for meters, but they have VERY FEW listeners who spend almost no time with the station. KCKC (Alice) had a 2.2 share (rank 18th) and a weekly cume of 83,900 (rank 16th).”
There you have it.
Clearly The Bridge has its work cut out for it, if it is to attract the underwriters/advertisers – whatever you want to call them – and KCPT wants to operate in the black and not have the radio station become a drain on the revenues of its television property.
Make no mistake, that won’t be easy.
Selling ratings pies-in-the-sky is no walk in the park.
Then again, with Alice on the way out – not entirely though, because they’ll be clinging to listeners with all their might on their new format – it does present a significant opportunity for The Bridge.
Can or will The Bridge take advantage of Alice’s absence?
Time will soon tell.