Think end of an era…
It’s been decades since a geeky kid from Olathe rose from obscurity to become a force to be reckoned with in Kansas City radio.
His stage name: Johnny Dare.
Yet after more than 20 years of success and huge paychecks captaining 98.9 The Rock, Dare and the station’s ratings are plummeting, revealing that the emperor has few clothes.
“The Rock was in the top five stations for years and for five years in a row it was the No. 1 station in Kansas,” notes a media observer. “And now even with Johnny Dare, it’s ranked 14th. I mean, X105.1 FM came out of nowhere without any advertising or promotion and it’s got a 3.1 share to The Rock’s 3.5 share.
“The Rock is falling apart there’s no question – and who knows what they’re still paying Johnny…He was a franchise player on that station… They used to pay him $800,000 plus bonus. My point is Johnny Dare is no longer a franchise player, because you could change the station’s format and still get a 3.5 share – three shares are not hard to get.”
In days gone by The Rock reportedly billed as much as $8 million a year in advertising.
The odds of KQRC garnering that kind of revenue now in 14th place among listeners 12 and older: Zippo
“This has been a long, steady decline,” says the source. “But even as they’re losing listeners, they’re still going to have loyal advertisers like Worth Harley. However the biggest part of a station’s revenue comes from ad agency buys – generally 90 percent with the exception of new talk radio.”
The bottom line:
“Everybody becomes Mike Murphy eventually,” says the source, referring to the former Kansas City radio legend who’s ratings steadily declined before his show was cancelled. “Everybody falls from the top perch – especially in Kansas City. A lot of it is the changing musical tastes and habits of the demographic and does the schtick get old. I mean, they fired David Lawrence and he was the king of Kansas City radio for several years.”
Mike Murphy
What the future now holds The Rock and Dare as he approached the big 5-0?
“I think you’re seeing it. The future is the present. I think at the end of his current agreement Johnny will retire. And I think the music is having a negative effect on the station and Johnny is talking too much.
“Once people start to sample other stations they go back and forth between the two and then pretty soon they’re sticking with that new station. That’s the way radio listening works. Then they change their radio presets in their car and that’s when a radio station starts to fall. And it’s like, ‘Yeah, we love Johnny, but he talks too much.’ “
Hmmm…add technology in there, as well. I left town in the early 70s and didn’t return until the early double-aughts, whereupon I immediately bought a new car. The vehicle had XM radio in it, ad-free, mind you. So, other than the occasional late Saturday afternoon/early evening listening to “Prairie Home Companion” or “The Fish Fry”, I haven’t listened to terrestrial radio, much less the DJ you’re talking about.
I can’t be the only one, right? There has to be a slew of people beside myself who bought cars with pre-installed satellite radios, or had them added after-market, who have no idea who Dare even is.
How does terrestrial radio even stay open for business?
Don’t forget Spotify
Right. Or Pandora, or Apple music, or Rdio or…too many other pop-up services to name.
internet killed the age of broadcast
I would love to see Nivens have more influence at the station. He has been a staple in midtown since I’ve been old enough to attend the area. He is very versed in the citys history and would have the perfect taste to modernize the Music catalog. Loved Johnny’s feel good stories and some of the funny stuff but understand the talk too much critique.
Terrestrial Radio is FREE, and for many that is too good a deal. Radio has reached a plateau, stabilizing in it’s adjustment to digital life.
Johnny is aging out, as are Shapiro and Haddix, an image based on youth is hard pressed to make it’s case as 50 approaches. Metered radio listening estimates have shown that listener’s sample many stations looking for the best song and Johnny is suffering from a declining format, his listener’s are aging out themselves, and it is hard to listen to him and hard core music with kids in the car. He really should have gotten out this time, but Entercom has little to chose from to replace the cash the format brings in.
For now, Kansas Karl…
But I’m sure that the amount of cash has been greatly diminished has by the ratings fall and will continue to be
“His stage name: Johnny Dare.”
Does that mean Johnny’s a coward?? 😊
No, Phaedrus,
It means he’s an entertainment personality who thought the better of going by John William Caprefoli.
I quit listening when Tard started talking so much.
Apparently you stopped listening a long time ago. He hasn’t been called that in over a decade.
Talk is the enemy of music, Todd. Especially when the schtick gets old and repetitious…a la Mike Murphy
‘Tard’? Seriously? Now I wish I had tuned in…
I hate to see this, as I like Dare and actually like his talking – he’s more interesting than anyone on local talk TV. Some of his “cast mates” like T have gotten a little old. Trust me, as you get older you will hate to face these issues of being aged out of your job.
Have to agree. I think they should change up some of the cast. T is a dick, get him the fuck out.
It happens, Diane. That’s true.
T is a little old? He’s younger than Johnny.
This may be the most ridiculous article I have read about radio. Not only is Johnny Dare one of the biggest celebrities in Kansas City he is also a huge fund raiser for important charities in the market. Doesn’t sound washed up to me. Sounds like sour grapes from a radio group that tried to hire him a few months ago…unsuccessfully. Silliness.
P.S. Bad form to speculate about someone else’s salary when you couldn’t possibly have a clue what it is.
Julie, you need to get a clue because the things you’re talking about have nothing to do with listenership and ratings today.
This is not a question of sour grapes, these ratings are measured by an independent, highly respected media company.
You are right on one count, Johnny remains a local celebrity…just not as big of one as he was even a few years ago.
Actually Julie,
Through the years I have had quite qualified sources on Dare’s contract. Not in the last couple years as his fortunes have fallen.
Julie above is clearly Craig.
Good one, Richard, but not really!
There were some fairly large words in there to be Craig, I see where you are going ….but that made sense and somehow did not mention the comedy club. So…Have to agree with Admin on this one.
The Johnny Dare show is a guy thing. Not a 6+ family reunion show. You fail to mention that Johnny ranks #2 with Men 18-34, Men 18-49, and Men 25-54. You also fail to mention that #1 is Entercom sister station The Buzz. The Buzz Morning show with Afentra is also #1 with Adults 18-34, Adults 18-49, and adults 25-54. Oh, and btw since you are hung up on 6+ numbers, you fail to mention that the KMBZ morning news is #1 . Didn’t you bash them in a recent article too? oops , perhaps you were wrong…again. Do you really think Entercom really cares which of their morning shows is #1 and which is #2? They own morning drive in this market.
Radio stations specialize is breaking down these ratings to lure advertisers….
However, the broadest measure is the most accurate, as you undoubtedly know.
The more you break them down, the iffier they get.
However the plain fact is that in these broad measures Johnny and the station have fallen drastically. So you would have people believe the station’s overall rankings have slipped this badly yet they’re still kicking you-know-what in a given demo?
And that Entercom doesn’t care which station gets killer ratings as long as its one of theirs? Look, there’s nothing wrong with your sticking up for the team when one of your former finest starts to hit the skids, but do you think it adds credibility to your argument to wear pom-poms and a cheerleader skirt?
Please.
I happen to look good in a cheerleader skirt and I don’t work for Entercom. I won’t wear pom poms though.
“Radio stations specialize is breaking down these ratings to lure advertisers….”
Seriously? Did you really write that? No one targets 6+. No one programs to 6+, No advertiser buys for 6+. And, btw, it’s the advertisers and us agencies that request specific demos. Stations don’t break them out to “lure” advertisers in.
They only reason you are really using 6+ figures is because they are free to the public. You can get them right off of a web site. To get specific demos you have to subscribe. Clearly you don’t subscribe and most likely you don’t have any friends in radio or at ad agencies that will give them to you.
Obviously these are the published rating but equally obviously these numbers reflect the overall listening audience.
I’m not sure how long you’ve been the the game, MeeDee, or the extent to which other than being able to get specific breakdowns you have an overview of how these numbers are attained, but…
Unlike many forms of studying a market and conducting a survey, these radio ratings are a very inexact science. There is no transparency as to the exact number of meters given out in a market of approximately 2 million people.
How they are distributed and what methodology is employed.
In all likelihood the sampling number is very small and once you start breaking it down into far smaller groups like men or women of a specific age, it gets even smaller…and this less reliable.
The fact is that Neilsen exists as a tool for ad agencies and radio stations to sell their services to advertisers.
Nothing more.
There is no oversight or scrutiny and everything is taken on faith.
However, given that the larger the sampling size the closer to accurate, the broadest measure is the most accurate.
And when a station falls as far and as dramatically as the Rock has, it is clear evidence that far fewer people are listening to it.
And while you are welcome to cling to these numbers and breakdowns as a sales tool to enable you to justify your fees to the businesses you represent, don’t kid yourself
I was on the sales side for about 3 years, now I have been on the agency side for about 14 years. You really have NO IDEA what you are talking about. None whatsoever. Please share with me your expertise in media planning, buying, or marketing. Again, none whatsoever. to your little bog. However, you clearly know it all and are never wrong when it comes to expressing your “opinion” and not the facts.
MeeDee, for someone with such sharp opinions, I would hope they would be better researched than your research about me and my little “bog.”
I ran in house advertising for several years for a KC based NYSE member firm with 30 brach offices in six midwestern states.
I promoted concerts from Jay Leno and the Romantics to Husker Du and the Replacements for seven years, including buying and producing print, radio and television spots.
I took The Pitch from a record store rag, moved it into its first offices, hired and trained the entire staff from writers to editors to production and oversaw and pretty much single handedly ran its promotions…including establishing its annual “best of” issue.
I covered radio and television and print media for the Kansas City Star for 16 years and reported on ratings, format and personnel changes – you name it.
And I have continued – to a far lesser extent – to follow local media online and for local publications I have and or am writing for.
I also covered local ad agencies – to a lesser extent – and reported on them in the Star as well.
And as a matter of fact, there are a number of other facts pertaining to radio ratings that you apparently are totally unaware of.
However, as a personal favor to you and to KCC readers, I am going to do a special column outlining some of them.
So, uh, stay tuned…
That guy has more class and done more for our community than any other talk show host can claim! I’m not a close friend although I have had the pleasure to see him interact with his family and complete strangers, and he treats all with nothing but respect. Those of you that bash him obviously don’t know anything about him. His bikers for babies and hope for the holidays are two of the most benevolent charitable programs in existence. As far as I’m concerned, he’s not just a radio talk show host, he’s a great person and gem in our community.
He actually has a reputation for being a complete asshole and treating people like shit. Sure, he can be involved in events and put on a nice guy act but he is apparently really hard to get along with and treats people poorly behind closed doors. I have known a few people who have interned there and he is not well liked by a lot of people for good reason.
Just talk to Murphy Wells about him.
rww is right on the money with Murphy Wells…
That woman was mistreated and abused by our hero in ways that few to no JD fans and listeners likely will every know.
That said, everybody at the station at the time and anybody who knows Wells remembers it well.
It wasn’t pretty
You can also talk to Moose, if he will be honest.
Met him at a Kid Rock concert. Total douche bag for no reason.
Been around him first hand several times, mostly in personal settings, and have had nothing but pleasant experiences. Sure, if you’re an ass to him he’ll probably respond in like and we all have our differences. Say what you will, but I guarantee that there are more with nice things to say than the latter. I have always found that most that complain about others are usually unhappy with themselves.
Thanks, Scott…
This really isn’t about bashing Johnny Dare or the station.
This is about charting the ratings rise and fall of the station, which is undeniable.
Nothing to do with all the good Johnny has done.
Just as Mike Murphy’s ratings decline had nothing to do with the tens of thousands of dollars he raised year in and year out for the Salvation Army.
Johnny show sucks…..I turned him off when Mancow came to town!
show johnny the door and save some money!
I used to work with him and he is a total asshole. Plays the righteous regular dude role but it’s just an act. He’s a self centered baby with a temper. It will be interesting to see if he can adapt like Howard Stern did or refuse to change and update and fade away to nothing like Randy Miller.
There arte plenty of similar stories like “former radio guy” about Dare.
His original co host Murphy Wells could certainly tell plenty of them!
Sounds to me like you need to get an interview with Murphy up on this blog ASAP.
Admin, if you make it happen, that one will reach over 200 comments! I know someone who worked with T, not at the station, but in another job, while he was working at the station. That tells you that he is not getting paid the greatest. Said T is just an act on the radio. That T does not even stutter. That T and JD do not get along, Do not know if it is true. But that is what I was told. Anyone else hear anything?
Finding her is the trick!
Wasn’t she working in Denver? I hope you find her and she is willing to talk!
I still love the morning show but honestly I change the station to my xm as soon as it’s over… I mean you can only Liston to acdc and foo fighters so much
One of my main problems is when he rips into celebrities and then he interviews them he sucks their dxxxs . Example-Chad Kroeger of Nickleback. He has ripped them many times, but when he interviews him, he’s sucking a hard on. I’m sure if he interviewed Jeremy Pivens it would be the same thing. Its like a train wreck, you don’t want to look but you can’t help it.
The Johnny Dare morning show talks too much about sex for me. I stopped listening because every day they talked about the same topic- whether they meant to or not. I just couldn’t listen for much at a time. When I do it’s to Moose or Nivens.
I worked with JD about 20 years ago before I moved out of KC. I saw nothing but the kindest hearted person ever who was always trying to put on the image of a dirt-bag biker. Ratings rise and fall, my 30 some years working in radio has taught me that ratings are nothing but a tool for sales people.
Whatever Johnny’s life brings him after the half century mark, I’m sure he’ll still be the philanthropist trying to look tough. I remember a tornado wiped out a community in northern Oklahoma/Southern Kansas and the first thing he said that morning was “We need to do something to help these folks who have just lost everything.” He didn’t do this for ratings he did this because it was the right thing to do. By the end of his air shift he had 3 semi-trucks loaded with supplies to be shipped down. He even took out his wallet an plunked down a large amount of cash to help with whatever only cash could do (gas, food for volunteers, etc.).
I have not stayed in touch with him, as most radio folks do after they move to other markets, but a couple of years ago I needed a favor and he was the only person in the world I could think of that could help. I told him, “you probably don’t remember me but, can you help with…” Not only did he help me out but he remembered and we talked about old times and the fun times we had.
I never saw him put anyone down, and was always there to help out his fellow co-workers. I will say that when someone attacked a friend of his or someone not deserving the negativity, he would jump in to help / defend.
Hope for the Holidays, Bikers for Babies and all the other things he does show his true character. His on-air image is just that an image. The person behind that image getting older is just a fact we all have to deal with, as we age we change. I would like to be around to see what kind of change that will be.
Yup, Johnny is very good at giving his listeners money, but not his own.
Gil – and I assume that’s your real name and I applaud you for that – but this dismay real name too, and if you’re telling me JD has never wronged another human being and you worked with him for any length of time at all, I have one thing to say to you:
You are totally full of it.
He could not have been more mean spirited and abusive to Murphy Wells and these other people weighing in are not missing the mark. Trust me on that.
Frankly, it’s all too easy to put out a positive image to the public – professional athletes are encouraged and taught by the NFL to do exactly that – that doesn’t stop them from beating their wives or girlfriends or shooting up Westport.
And don’t get me wrong, I’m not suggesting that JD has never done a kind or sincere act.
However the people who I have known and talked to over the years present a far different picture than the one you are suggesting, so let the record show…
I’m calling you out
In my opinion, Dare’s always been a dude who could use a much hotter little number than he had at any particular moment as his female sidekick. In light of his current situation, I would propose he connect into former KC weather babe Haley Shulman as his new moll. What a Rack on that Freakin’ Broad!
She can hold her breath for a week!
I stopped listening to the rock at least 5 years ago. Johnny Dare reminds me if David Lee Roth, 60 years old and still trying to pick up 18 year olds. Creepy old guys, ugh.
There may be quite a bit more to this story than you might imagine, Amanda…
But ;et’s leave it at that
Don’t tease Hearne! Follow up story please. And how about that Murphy story? What’s she up to now?
This type of thing is the inevitability of the career path that Johnny has chosen. When I was growing up in Kansas City, the station to listen to for rock music was KY102, with Max Floyd, Tanna Guthrie, and Larry Moffit. They were larger than life back in the day, however nobody had a cell phone, satellite radio, or steaming music to contend with. I remember when The Rock signed on and was a start-up. As for KY102, the station personalities got old, the format got stale, and one day they were gone. I don’t really recognize the era of KY, when they moved to the different frequency, as the patient was already on life support when that happened. It will happen to The Johnny Dare Morning show as well. Change is inevitable.
KY102 had the absolute best playlist any radio station has ever had, in my opinion, up to the point where they changed their frequency. Once that happened, their play list was cut in half and they played just classic rock. Before that, if it could be considered rock (alternative, classic, grunge, easy listening, it didn’t matter) they played it. The problem with all radio stations is that they pigeonhole themselves into one genre of music and play the same songs over and over again. And with rock and roll, they pigeonhole themselves even further and play either classic, hard rock, alternative, but not all three. If you go into a bar that has TouchTunes, you will find that very few people are playing just one genre of music. They like pretty much everything. You need a program director that has the balls to create a station that will play rock, country, R&B, pop, rap all on the same station. Unfortunately, the generation that is listening to the music isn’t the same generation that owns and programs it.
agree frank. I had moved back from L.A. only a year or less before ky signed on. I had been listening to radio in L.A. for nearly 5 years at that point and when I came back there was NOTHING on KC radio that even came close… until ky signed on. they weren’t really free-form FM, but if it was rock, and it was good, it was played, deep tracks included.
always thought that some smart radio guy or gal could recreate that. find those listeners that like this and that, etc., like you said. didn’t seem so hard to me, but maybe it’s a formula not only hard to pull off, but hard to get advertisers interested in?
still think it could work…
Well said, David…
And that was the point of the media observer. Times change and people either change with them or get left behind.
Dare has done a pretty good job of it but based upon the numbers, his and the station’s string appears to be running out.
You know, it just happens
This isn’t just Dare, it’s 98.9 as a whole. Their playlist just sucks out loud and they don’t give the new bands nearly enough attention. I’m sick and tired of hearing Stone Temple Pilots, Rob Zombie, Metallica (the old stuff), etc. They need to play more of the next generation of hard rock/heavy metal. Adapt or die, 98.9. If I want classic rock, I’ll listen to the Fox. Oddly enough, the Fox is starting to play alot of the bands that used to be 98.9’s territory. Motley Crue, Def Leppard, etc. Yes, 80’s metal/rock is now considered “classic”. SMH.
Every afternoon at 2pm they play the Beastie Boys.
Thats how I check to see if my watch is keeping time.
I have no dog in this hunt, I am not a listener, I don’t have stories, good or bad…. but this made me laugh out loud. And I don’t mean an casual, LOL…. I’m working remote at the cigar club and everyone just looked at me like I was nuts, all alone at my table…staring at my lap top.
I love me some LIB…
Its an honor to make you chuckle out loud, Paul.
The guy next to me plays an FM clock radio by his desk, and surfs the crap stations on the dial. He had it on 98.9 for a week or two last year, and for real man-every day between 2:07 and 2:11 they played ‘Fight….for your….right….to PARRRRRTY!’
I’ve been listening to mountaindriveradio.com for bit.
As your personal chuckler, I highly recommend it.
Headed to the stream now….
Guy Who Says is totally right as well…
This isn’t simply a Johnny Dare story. Truth be told, he’s been propping up the station for years.
However, all things must pass and it’s far from easy maintaining relevance for any station, personality and/or format beyond a certain point
This is why I rarely listen anymore…. I wonder if they know that Rob Zombie has made more songs than just Dracula? Or that they can mix up some of the other artist’s songs as well? Who knows and who really cares? I have internet radio at my fingertips at all times and do not have to listen to it. And I do not.
Never was much of a fan, but juvenile co-workers where I used to be employed controlled the radio, and 98.9 was their pick.
Early on I felt what little intelligence I had being insulted, so meh.
Went out of my way NOT to listen after Murphy Wells got the boot.
That’s it, Lib…
I’m gonna try and track her down!
Cool!
i stopped listening because the music sucks…..i dont want to hear aerosmiths love on an elevator three times a day and not be turned on to any new hard rock. sirius octane is where its at now
Yep. Totally agree.
Ethyl on XM is very pleasing to the ear as well.
You guys are so funny. I work in sales. Johnnys numbers while down aren’t as bad as you make them out. The absurd thing is your hate for KRBZ (I don’t like them either as people). Afentra has been number 1 in all money demos for three years and the same with Lazlo. 18-34 18-49 25-54 if the torch has passed. It passed in that building.
Dear Salesguy:
Don’t know what you’re talking about on not liking The Buzz.
I do know this much, those demo breakdowns are both weak and suspect.
To the extent that you understand how these things are derived, I suspect you do too
Hey Squibbster,
If you wanna post unconfirmed ratings numbers and prattle on about your expertise, contact me and we’ll talk on the record.
And by the way, the fact that The Rock had a half share uptick in October is pretty much meaningless in the big picture scheme of things.
Seriously, you don’t think that Mike Murphy and the KY gang had any half share bumps during their long goodbyes?
There hasn’t been a good radio station in the Kansas City area since the Booth family sold 105.9 The Lazer KLZR back in 1998….
And now I’d like to direct you all to my story about the mythology of radio ratings in general
The KRBZ hate comes from the fact that Hearne’s boy Glazer was banned from the place for running off at the mouth.
There are 19 HD radio stations in the KC market, and not one of you has even mentioned that all that subscription-free and mostly commercial-free digital music is available. The regular FM stations you fixate on are worthless because they run so many commercials, particularly during AM & PM drive time. I quit listening to those bozos eons ago because I want to hear music, not ads and not meaningless babble. HD radio is free but you have to pay SiriusXM for the privilege (you can negotiate with SiriusXM for lower rates if you’re willing to put in the time). Throw in Pandora and Spotify and others and it’s clear regular FM’s days are numbered.
So looking back on this it seems as if Johnny Dare proved this theory wrong. obviously he’s still there every day same time same place. Although one thing about the prediction proved true. or at the very least was more accurate than not. They were correct. Johnny Dare could do no wrong in Kansas City. If you’re from KC you would recognize his voice anywhere. Here’s the deal though, he’s no longer number 1. Not even close. I can tell you exactly why this is. I’ve done my research here, and talked to hundreds of people about this. His ratings started to really tank as soon as Donald Trump announced his run for President in the 2016 election. I can tell you as a daily listener to all things JD every day I listened in. It wasn’t any one comment. it wasn’t even a couple comments you could point to. However it was many, many off hand often hidden slights or insults to the group of people that would turn out to make up the MAGA movement. almost every time I listened he would either say something about Trump that was negative. When not insulting him, he would take jabs at his supporters. I can see how maybe he didn’t realize the outcome of doing this. Remember basically 99% of the national left wing leaning media was 110% against Trump and his followers. I’m sure that he and his fellow media members were so confident that HRC would beat him that they didn’t even think about what could possibly be the consequences of talking down to or about team Trump. obviously he won, and the silent majority of this country reared their head. And they were pissed. Fed up with the constant hate coming from the left among a resume of totally terrible policy agendas. Then come the racists. Everyone was racist. mostly though it was cops, and Trump people that were racists. I promise you that this and this alone is the MAIN cause of the drastic fall from grace of Johnny Dare.