New classic rock format takes over Yakima Valley’s airwaves
For eight years, Yakima’s Bob FM played everything from Shakira’s 2006 pop hit Hips Don’t Lie to Falco’s quirky 1985 hit Rock Me Amadeus.
That ended earlier this month when KRSE-FM transitioned from a smorgasbord of pop, rock and other hits from the ’80s and ’90s to a local on-air personality playing classic rock songs from bands like Aerosmith, the Rolling Stones and KISS.
“Broadcasting from high atop Hawk Mountain, KRSE, Yakima’s classic rock. The new 105.7, The Hawk,” a male announcer declared shortly after the format switch.
The Hawk is Radio Yakima’s response to Baby Boomer and Generation X listeners looking to rock out to the 1970s and 1980s hits they enjoyed in their youth.
“The Hawk’s got that edge,” said Kelly Gasseling, marketing manager for Radio Yakima, which operates five other stations here.
Format changes like this are generally a response to the increased number of music listening choices, including satellite radio and online music services like Pandora and Spotify.
“It’s less about the format and more about the marketplace,” said Larry Gifford, owner of Larry Gifford Media, a radio consulting and talent coaching firm in Atascadero, Calif.
When Jim Ingstad took ownership of several stations from New Northwest Broadcasters nearly three years ago, he sought to learn more about the Yakima Valley radio marketplace.
The findings showed that local listeners wanted more classic rock, Gasseling said.
At first, Radio Yakima tweaked existing stations to meet demand. Popular oldies station Cherry FM (KARY-FM) played more rock music popular in the 1970s and 1980s, and more classic rock songs were added to Bob FM’s playlist.
But two years after Radio Yakima made those changes, it became clear that local listeners were still not satisfied, Gasseling said.
Some listeners who lived in certain parts of Yakima County could access a classic rock station in Wenatchee, while others noted the multiple classic rock stations available in the Tri-Cities.
It was time to displace Bob FM.
While the variety-hits format of Bob FM was well-liked, it lacked a local feel, Gasseling said.
Indeed, many stations have been more drawn to formats that are personality driven and provide opportunities for community interaction, said Gifford, the consultant.
Such format changes play into the competitive advantage that traditional radio offers: companionship.“Throughout the day, we can make you laugh, we can make you cry, we can inform you,” Gifford said.
And a key component of The Hawk is program director Brian Henderson.
Instrumental in the format change, Henderson also starts a new gig as morning show DJ for The Hawk today.Gassling said the change has opened new opportunities for Radio Yakima. For example, the upcoming Central Washington State Fair features concerts from several artists who can be heard on The Hawk.
“We’ll be able to engage (more) with the listeners,” she said.
And, most importantly, the new format is appealing to advertisers.
In general, classic rock stations tend to skew male in the 35-54 age bracket, a key demographic for many advertisers.
“Automobile and motorcycles. Alcohol. Home loans. Retirement funds. I think (advertisers for) a lot of those categories would be more interested in classic rock than variety hits,” Gifford said.Gasseling said she’s received a few calls about the format change, but for the most part The Hawk has been well-received.
Some who prefer Bob FM music will find that at Hot 99.7 (KHHK-FM), an urban contemporary station, and Cherry FM, which play a lot of the same songs, she said.
With The Hawk, Gasseling feels Radio Yakima’s offerings -- which also includes KXDD-FM, a county station; The Tractor (KTCR-AM), a classic country station; and Talk 980 K-USA (KBBO-AM) -- more complete.
“We fit the needs of the Yakima Valley (listener) more now than we have before,” she said.
This story was originally published September 15, 2014 at 6:55 PM with the headline "New classic rock format takes over Yakima Valley’s airwaves."