97.1 KFTK is the original conservative talk station in the STL. It went through several music formats since it’s start in the 70’s. It switched to a “Female Talk” format (hence the K-FTK call letters) in 2000 which bombed. Then it went conservative just as Fox News along with hosts Glenn Back, Bill O’Reilly and Sean Hannity started to gain traction. Here’s where it stands today according to the Grand Poopah’s P and C’s.
PROS:
- The original conservatalker with a 20+ year track record
- Strong local talkers with Marc Cox, Annie Frey and Mark Reardon
- Good signal west of the Mississippi. (100,000 watts with the transmitter located in the heart of Conservativille in O’Fallon MO). Not so great in Pritzkerville.
- Good network talk programs with Brian Kilmeade, George Noory and now Dana Loesch (back where she started).
- Fox News which is still the best radio network news.
- Access to national ad revenue through Audacy (NOTE: This is a huge positive factor for KFTK and a tremendous challenge for The Refugees and The Newbees).
CONS:
- Recent changes in programming including loss of Sean Hannity, Dave Glover moving to KMOX, and maternity leave for Annie Frey.
- Recent loss to 101.9 Refugee Radio of several supporting talkers (Tony “I’m retiring just like Mark Klose” Colombo, Tim Jones, Dr. Tobler, Katie Bailey, et al.)
- Lost some of it’s competitive talker edge now that it’s co-owned with KMOX by Audacy (which, according to industry buzz, is not a big fan of conservative talk).
- Located in downtown Liberalville in the center of the homeless zone.
Even thought 97.1 now has three direct competitors the Grand Poopah doesn’t think they’re going anywhere soon. That is, as long as ad revenue continues to flow their way. But they do have a major problem on the horizon. But that’s another story for another time.
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