Lone Star Radio: Playing More Ads and Less Music. That Worked Out Well.

By Robert Wilonsky Thu., Dec. 20 2007 at 2:52 PM

Categories: Media

As we pointed out in November, Clear Channel's experiment at KZPS-FM (92.5, also known as Lone Star Radio) ain't working out as the San Antonio-based media giant had hoped. In April, ZPS went commercial-free in hopes of playing more music per hour and attracting listeners jumping ship in favor of satellite radio and their iPods. There were still ads, only it was the jocks doing the awkwardly casual chit-chat pimping during the occasional break in the action.

But by October, ZPS was back to running spots. Said J.D. Freeman, Clear Channel's Dallas market manager, "There are a number of advertisers who use the radio station who feel like the recorded message is best way to get message across." So, strike one. Now comes the call of strike two: In the forthcoming issue of Billboard, not yet available online, Ken Tucker reports that KZPS ain't even playing much music when compared to its other twangy competitors in the market.

Reports Tucker:

During a recent seven-day period it was clear that not only was KZPS not the most music-intensive country station in its market, it was third among four Dallas country stations. Between Nov. 15 and Nov. 21, KTYS totaled 2,351 spins during the seven-day period, KPLX spun its records 2,159 times and KZPS played its songs 2,140 times. KSCS was fourth at 2,204.

Similarly, during one recent 10 a.m. hour, KZPS played 12 songs, while KTYS played 15. KPLX and KSCS each played 13, according to Nielsen BDS.

In related news: Where's Greggo? --Robert Wilonsky

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