LA Radio: Variety Is Key To KBIG’s Success

For the first time, KBIG-FM 104.3, the rock and pop purveyor nicknamed "MyFM," took sole possession of first place in the local radio ratings in April, edging ahead of sister station KIIS-FM 102.7 — the latest leg in a head-to-head battle that has had the pair jockeying for listeners since the beginning of 2012.

According to Steve Cerney at the LATimes, KBIG features a varied playlist that ranges from pop chanteuses Kelly Clarkson and Pink to alternative bands such as Green Day and Third Eye Blind, to hip-hop acts Outkast and the Black Eyed Peas. The station had previously tied with KIIS for first place last September and then again in February.

But in April, according to the Arbitron ratings service, KBIG claimed 5.5% of the Los Angeles-Orange County audience ages 6 and older, up from 5.4% in March. KIIS dropped from 5.7% in March to 5.4% in the April ratings chart, which was released Monday and chronicled listening habits from March 28 to April 24.

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"Our goal is to have a nice variety on the radio station, to be not just about today and not just about the '80s, either," said Andrew Jeffries, program director of KBIG and vice president of programming in Los Angeles for Clear Channel, the nation's largest radio chain, which owns KBIG, KIIS and six other stations in the market.

KBIG was stuck in 11th place near the end of 2011, but jumped into the top five by the beginning of 2012, and moved into second place from May through August.

"Variety comes from so many different places," Jeffries said, whether through mixing genres, or eras, or artists. By borrowing from the playlists of several stations throughout the market — pop, alternative, hip-hop, adult-contemporary, etc. — the idea is it can broaden the potential audience.

"We can put a little foot into each of these camps, and be a blend of the best," Jeffries told the LA Times. "Chances are we've got a bit of something to keep you happy."

The plan flies against conventional wisdom in radio, which dictates a tight focus in targeting listeners.

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