M E D I A T R I X M A R K E T P R O F Il_ E e S E A T T L E VOLUh'1E 1 NUMBER 9 www.americanradiohistory.com www.americanradiohistory.com 1 MEDIATRIX MARKET PROFILE: Seattle Volume 1 Number 9 t Written & Edited by: ROLLYE BORNSTEIN (JAMES) Published by: Mediatrix, Inc. 1350 Lawrence Street Suite 4 -D Denver, CO 80204 (303) 893 -0700 © 1988. All Rights Reserved. No portion of this material may be Ireproduced without the express written consent of the publisher. Mediatrix Market Profiles are distributed through yearly subscription at the rate of $395. In addition to the Profies, subscribers also receive a comprehensive Annual publication and automatic membership in the IITelephone Retrieval Network. A limited number of single copies of this issue are available at the rate of $95.00 each. www.americanradiohistory.com www.americanradiohistory.com 1 MEDIATRIX, INC. Dear Radio Friend: I to have this profile When I left for Seattle on June 1, 1987, vowed and done by July -- August at the absolute latest. Well, it's August it's done. Unfortunately it's August, 1988. it would To explain what has gone on in my life during the past year, and take a volume larger than the one in which this letter is contained, to frankly it would be a boring, if not unbelievable, read. Suffice it A say that at this point, apologies for my tardiness are superfluous. restatement of my commitment, however, is not. to find a In the fall of '86 when it became obvious that I would have my goal then, steady source of income to support myself -- and Mediatrix, would not as it remains now, was to become involved in something which find the right detrimental to this project. It_ took one year to be shift situation. In retrospect, the wait was well rewarded. The night it puts me in a at 85 KOA fulfills all my needs: Covering 38 states position to use my geographical experience (a nice way of saying 'has me to rely on my lived in 32 cities'), while the diverse audience allows storehouse of knowledge in a variety of ways (a nicer way of saying vast about 'couldn't hold a job, but along the way learned at least something continual everything'). Even more important, though, has been Jacor's to demonstration of their understanding and sympathy to my commitment Mediatrix. From constantly asking for progress reports to supporting (giving me the the project -- and me -- both financially and logistically the profiles), time off I need for the travel necessary to complete Jacor.has been behind this effort 100 %. a product of which In return, I have focused my evenings on delivering a volume of we all can be proud. Fittingly, since this is somewhat of figures showing me as numbers, I have included my "ego shares ", the 12+ the station's highest). #1 in my 8 to midnight slot (which also are OK, enough bragging. Back to assurances: commitment Whatever it takes. However long it takes. You have my total Period. that you will receive everything promised by Mediatrix and more. been a Obviously the adjustment to fulltime airwork and this project has transition after a rougher one than I had estimated. To be honest, the contemplating year of financial hell (which drove me to the depths of the reasons for living itself, let alone those for completing the that, profile), had me questioning my commitment. Emerging from Seattle clear. however, my resolve is stronger and for once the reasons are honor it. My them is simple. I made a commitment and I will One of frankly integrity will allow no less. The other is more complex, and There is no chronicled history of radio after the rise more gratifying. 40s television. Textbooks switch to the picturesque medium after the of toughest with barely a reference to the successful conclusion of radio's battle (the development of a viable position in the marketplace, different from radio's past and tv's future), even though distinctly the radio today is predicated on the formulas developed during top 40 Storz /McLendon era of the '50s which gave rise to the original principles now taken for granted. 2- www.americanradiohistory.com Minds much smarter than mine often reiterate that those of us unaware of history are destined to repeat it -- and its failures. To an extent_ then, my desire is to chronicle those years within 'living' volumes that 1 also detail the present making them strategically useful as a reference tool now and and in the future. Emotionally however, I can not imagine allowing what many consider to be radio's most exciting decade (circa 1955 -1965) to be lost with the retirement and subsequent deaths of those who can truly be termed pioneers. Lofty as it sounds, I've got a mission. Through Mediatrix, I hope in some small way to preserve our history in a manner which makes reading about it almost as spellbinding in the future as it was for those of us who heard it firsthand in the past. And of course for those keenly aware of bygone days (or those simply uninterested), the contemporary analysis contained in each issue stands on its own. The contents should leave you with a feel for the market otherwise available only through lengthy visits and tedious research. To that end, the Seattle profile you have before you is somewhat a departure from previous issues because of the time focused on it. While I would have preferred to ship it a year ago, the lapse of time has produced an ancillary benefit -- the opportunity to virtually live with the market day to day over a long period of time, giving me a perspective unavailable otherwise. Though I vow not to repeat this 'benefit' in future, more timely, editions; I have made the most of it within the ensuing pages. Listening was done twice -- in June '87 and March /April '88. Information was updated regularly through August '88. Ratings are included to the present (Spring '88) though the 10 year graphs stop at Winter '88. Likewise, the ratings analysis on the one -sheets are predicated on the Winter '88 results. (Rather than spend more time updating them to the Spring, I felt you'd be competent to do that quickly on the stations of interest and would prefer finally receiving this issue.) At some point it became obvious that up to the minute revisions put this work in a vicious cycle. Without an arbitrary cut off, I'd be revising this issue into the 1990s -- a tribute to radio's vibrant but ever changing nature. And so it is, finally, that the Seattle profile is before you. Its 1 completion is a symbolic ending for me as well. As I put this in the mail, I put the past behind me and look forward to only better things to come. --I knew I was behind schedule when someone mentioned, 'pity they're not doing Mediatrix anymore, it was great'. It was, and it is, and it will be. And 'they' are 'me'. And I thank you as always for your understanding, support, and encouragement. To those of you who have emotionally lived with me through these last two years, I'm blown away by your number. How many people can say that the friends who supported them (including financial support!) are 'too numerous to mention'? It was your strength that allowed me to survive. And it is your belief that compels me to continue. I will not mention you here by name, though your names are on my mind constantly. I will not forget you, and I will not let you down. 3. 1 www.americanradiohistory.com 1 1 Ok, enough of this. Mediatrix is back! Seattle is here! 1 Do drop me a line and let me know what you'd like to see incorporated in upcoming issues. As often mentioned, the contents of these volumes are determined solely by your input. Over the past two years they've 1 changed dramatically to accomodate your needs. Randy Michaels suggested a small section on signal strengths and weaknesses that we're going to try to incorporate into the upcoming Chicago issue. (With Seattle, as with other markets in the past, we've delineated power and tower location -- but we agree, often all is not as it seems.) Following Chicago we've slated New York, Washington and Baltimore- - though I have to admit that Baltimore was instigated by subscriber Owen Weber who has since left that market -- promoted to Atlanta. Owen, we'll try to plan an Atlanta issue before you leave there too. Future market suggestions are always welcome. Remember, I don't decide -- you do. Happy reading! And again -- sincere thanks. For everything. At%- 1 1 1 www.americanradiohistory.com www.americanradiohistory.com 1 MEDIATRIX MARKET PROFILE: SEATTLE /TACOMA Volume 1 Number 9 Contents MARKET PROFILE: Seattle /Tacoma 6 -212 Arbitron Area Map 6 Logos 7 Metropolitan Facts & Figures 8- 17 Station Listings 18- 25 Alphabetically; including address, phone, GM, PD, Grp Ownr.... 19- 22 by Format Classification 23 by Dial Position 24 Call sign history of Seattle's Frequencies 25 1 Ratings 26- 63 Spring '88 27 Winter '88 28 Fall '87 Demos & Dayparts 29 1 Fall '87 / Summer '87 / Spring '87 30 Winter '87 / Fall '86 / Summer '86 / Spring '86 31 The last decade: Top 5, Spring '77- Winter '86 32 Individual stations, 10 year graphs 33- 63 One Sheets 65- 92 Music Lists, June 1987 94 -110 Music Lists, March 1988 111 -126 Market Analysis 127 -199 Market Overview 128 -132 Contemporary Hits 133 -140 AOR 141 -154 News /Talk 155 -160 Country 161 -164 Adult Contemporary 165 -172 Oldies 173 -186 MOR /Nostalgia 187 -189 Easy Listening 190 -193 Urban /Black 194 -196 Religion /Inspirational 197 -198 Classical 199 Acknowledgments 199 Coverage Maps 200 -212 www.americanradiohistory.com Seattle-Tacoma and Seattle- Tacoma ADI Pacific Lewis Wakum Cowlitz (s) Arbitron Ratings Company IIIIIII Metro TSA ADI tcl.SUO'dloers to Tres report nley rd reproduce this ntc in any tOrm for tale' 'morseling tOWerliMnp d pronol.onsl purposes w,tnoul the Stpre" strewn porous- Mond Ire Ypllron Rsl.np$ Convene.