The Rams’ season was just about to kick off when Bernie Miklasz made his major move, leaving the Post-Dispatch after 26 years as a high-profile sports columnist to go full-time into the radio business.
And the football season is a key time — arguably the most important time — for his new employer, WXOS (101.1 FM). It has been the Rams’ flagship radio outlet since joining the local sports-talk fray in 2009 and has much programming related to the team and NFL.
Miklasz was hired to bring listeners to the station and eyeballs to its website, and adding him was a major investment for parent company Hubbard Radio. The stake was more than financial — it also involved revising the lineup by reducing the amount of time allotted to ESPN Radio’s “Mike and Mike” show and pushing existing local shows back an hour.
The Rams’ season now is over, and the bottom line reads thusly: Ratings for the time slot he occupies, 7-10 a.m. weekdays, were flat at first with comparable months last year but rose significantly in December. The station’s overall ratings have improved and its website traffic has increased.
Arbitron measures radio listenership and for the first two full months he was on in which ratings are applicable (October-November), it says he was being heard by 6.9 percent of men in the market ages 25-54. That’s the target audience of sports-talk radio. In those months in 2014, when the station filled the 7-9 a.m. slot with “Mike & Mike” and the 9-10 hour with Kevin Wheeler’s local program, the average was virtually the same.
Then in December, Miklasz’s rating was 27 percent better than what the station drew in same block a year earlier. And his market share has grown each month.
In the bigger picture, the station’s overall rating for the 7 a.m. to 7 p.m. weekday slot, in which it now airs its key local shows, was 9 percent higher than the October-December quarter last year.
And Compete.com, which measures web traffic, says the station’s site was drawing about 15,000 “unique” visitors in November 2014 and the number jumped to about 53,700 in November 2015 — the most recent month for which figures are available.
The trend is upward, but is it a strong enough start for the return on a huge investment for Hubbard, especially at a time when it is in danger of losing its anchor property, as the Rams have applied to the NFL to move to the Los Angeles area?
“As talented as he is, and as well-known as he is, it takes time for people to find out he’s here, and here on a full-time basis,’’ said John Kijowski, who runs Hubbard’s local business. “It actually exploded several months quicker than I thought, to a higher degree than I thought. From a ratings point of view, it actuality is exceeding where I though it would be this quickly.”
Radio stations loaded with local talk shows and high-profile and well-compensated hosts, as 101.1 has, exist in an expensive format — much more so than music stations that have much less overhead. The acquisition of Miklasz and associated costs has created talk in the industry that 101.1 is overextending itself financially, with cutbacks inevitable.
Kijowski scoffs at that notion, saying the station is “100 percent better off” than it was six months ago and that no reductions are in the works. In fact, he said there have been additions to the digital side of the operation and that an editor will be hired for the website because of its growth fueled by Miklasz’s presence.
“Those are some things we didn’t have before on the digital side that we now can sell,” Kijowski said.
Overall, Kijowski said he is pleased with the early returns.
To read more of this article visit the St. Louis Post-Dispatch where it was originally published
Jason Barrett is the Founder and CEO of Barrett Media. The company launched in September 2015 and has provided consulting services to America’s top audio and video brands, while simultaneously covering the media industry at BarrettMedia.com, becoming a daily destination for media professionals. Prior to Barrett Media, Jason built and programmed 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He was also the first sports programmer for SportsTalk 950 in Philadelphia, which later became 97.5 The Fanatic. Barrett also led 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY, and worked on-air and behind the scenes at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years at ESPN Radio in Bristol, CT producing ‘The Dan Patrick Show’ and ‘GameNight’. JB can be reached on Twitter @SportsRadioPD or by email at Jason@BarrettMedia.com.
