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: Continue reading