It took nearly four years for Entercom to admit it made a mistake…
To confirm that blowing up adult contemporary powerhouse KUDL (98.1 FM) in order to simulcast News Radio KMBZ (980 AM) on the FM band to try and attract younger listeners was a failure.
That deal went down in March 2011.
However if the word on the street is correct – and Entercom and KMBZ officials aren’t returning calls on this one – and come January KMBZ AM and FM are divided into two different, competing radio formats, it will be an admission by station management that its three and a half year plus “experiment” with simulcasting was a failure.
For several reasons.
For starters, the combined ratings for KMBZ AM and FM actually went down, even though Entercom reportedly raised its ad rates by 20 percent. Continue reading