The headline on the press release read, “95.5 KLOS Makes Ratings History!” In the May PPM ratings, KLOS hit a 4.1 share 6+, the station’s highest since 1991. While the morning show, “Heidi and Frank,” were number one in adults 25-54 and number two in total audience.
We’ve all seen stations get lucky with meters, but these numbers were not a fluke. The previous three months had all been in the high threes, and that called for further investigation. I spoke with Pio Ferro, VP of Programming, about what has been driving KLOS’s ratings explosion.
What I learned was interesting, mostly because there really is no secret sauce or special ingredient that led to the recent growth. Little of what we discussed isn’t available to most stations in markets of any size. The success isn’t a Los Angeles thing; it’s a radio thing.
It’s also a team thing. Throughout our conversation, Ferro was quick to point out that he was not the sole architect of the success. He credits both Programming, Research, Analytics, and Measurement expert Keith Cunningham, as well as the station’s consultant, Dave Beasing, and Jacent Jackson, who manages music scheduling duties.
He gushed about the imaging work of Stew Herrera and Andrew Berger, and of course, the top-notch airstaff. More on them later. While I realize not all stations have this many resources available. It’s a good reminder that maximizing your station means getting the most out of every member of your team.
With that in mind, let’s break down the success into its component parts and examine what Ferro and his team did.
The Music
This is where it all starts, and the changes they made shouldn’t come as a big surprise. “What really made a difference was doing a tighter playlist and hyper-focusing on very strong songs,” says Ferro.
Previously, the station may have been diving too deeply into its Rock roots. An understandable move for a brand as storied as KLOS. Playing too many tracks that appeal to listeners Ferro describes as connoisseurs instead of mass appeal songs that bring in a broader audience was likely part of the ratings malaise. “I came in, said, ‘no, we gotta be the sellout. We gotta play the hits.”
Part of being able to focus only on massive hits is taking full advantage of the station’s history of being a Rock station as much as a Classic Rocker. The KLOS playlist is wider from an era standpoint than some stations in the format, dipping into the early 2000s for titles from artists like Linkin Park. Which Ferro says has a specific purpose, “it plays a huge role to try and attract the KROQ fan base from that era.”
The Imaging
Taking a more mainstream approach to the music led to a different vibe in the production as well. Listening to Ferro describe the changes, it sounds like the overall approach went from traditional black T-shirt to more of a Southern California house party vibe. All about having fun. While the station’s official slogan is still Southern California’s Rock Station, the imaging is focused on a simpler message. KLOS Rocks, which Ferro says listeners are now starting to adopt.
The friendlier sound doesn’t mean there isn’t still a little bit of an edge. KLOS is more than willing to poke some fun at the competition. There are pieces that mention KROQ, and an even more common target is Jack-FM. A series of liners spoof the Jack-FM voice, leaving messages for KLOS, saying things like “Hey, it’s Jack. Our computer is stuck on George Michael again… and wow, it sounds great!”
The other adjustment to the imaging was doubling down on recycling the Heidi & Frank morning show. Choosing to take a slightly different approach, Ferro says they have purposely steered away from any sort of “if you missed Heidi & Frank this morning” type of promos.
Instead, it is likened to being more like a movie trailer. He has collected tightly edited pieces of the morning show from their funniest moments to run over the intro to records. Now, Ferro says you can’t go more than ten or fifteen minutes without hearing something funny from the show, and that has really paid off.
Mornings
Recycling alone wasn’t what led to huge numbers for the morning show. Ferro says it started with making sure the team understood where they were on the ranker. He feels it’s important for talent to have a good understanding of the numbers they are generating and what it means for the radio station.
That discussion led to the show tightening up on some execution issues that may have been holding down their ratings. Things as simple as hitting benchmarks at the right time, so listeners know when to tune in. And ending their breaks in a timely manner. “If they find an exit ramp, they will take it and not stay on the road longer than they need to.”
The Airstaff
Beyond mornings, the station added Nik Carter to afternoon drive in February of this year. Bringing a combination of anecdotes from his lengthy career in Rock radio and audience interaction, Nik keeps afternoons tight and entertaining. The station also has Greg Beharrell’s dry wit in the evening. And Alice Cooper’s syndicated show is running overnight, adding a bona fide rock star to the lineup.
However, the station does not have a traditional midday host. After Merulo Media decided not to invest in talent for that daypart, Ferro’s team accepted the challenge and created the KLOS Workforce. A set of specialized production and occasional contests directed at people working and listening to KLOS throughout the day. It keeps the daypart entertaining despite the lack of a live host.
Creativity
The last element Ferro and I discussed was a willingness to color outside the lines if it added to the fun vibe of the radio station. On April Fool’s Day, the station went all Yacht Rock, including a midday host who called himself Captain Stu Bing, which will only mean something to those people old enough to remember The Love Boat. They are also working on the return of the 5 O’clock Funnies, a long-standing KLOS tradition that Ferro is excited to revive.
And that overall focus on having fun is likely the part of the transition Ferro is most proud of, “It’s just much friendlier. It’s like, hey, come in. We’re having a great time.”
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Mike Stern is a Classic Rock columnist for Barrett Media. He has been with Jacobs Media consulting stations in the Classic Rock, Rock, Alternative and AAA world for more than a decade. Prior to that he programmed stations in Chicago, Detroit, Denver Las Vegas and other markets. He also worked as News/Talk Editor for Radio and Records, wrote about Top 40 Radio for Billboard Magazine and had his own radio talent coaching business called Talent Mechanic.
The real reason for the success is the change in management. From Trujillo to Ferro to Leslie Morgan, formerly of Townsquare Media, consulting on every level of KLOS. Leslie is also the Morning Show Director and COO for Toad Hop Entertainment, Inc. which produces “The Heidi and Frank Show”. Her input alone, has been vital for the Morning Shows success over the past six months.
The people who work at KLOS are now being heard and allowed to focus on what matters. Creating shows and programming that people want to listen to. There is still a long way to go as so many things had been neglected. It’s truly amazing that KLOS is doing so well and it’s still not running on all cylinders. The STATION IS BACK, to where it should be, and getting better everyday. Looking forward to the next phase. Keep Listening.
Frank Kramer Morning Host KLOS