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05-30-2009, 11:49 PM
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Senior Member
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Join Date: Apr 2007
1,742 posts, read 1,094,353 times
Reputation: 587
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Why did Pendleton's KUMA 107.7 FM change their format?
Why did Pendleton's KUMA 107.7 FM change their format from a soft rock station to an adult contemporary station?
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06-01-2009, 09:15 AM
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Senior Member
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Join Date: May 2009
1,440 posts, read 478,485 times
Reputation: 836
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See you haven't gotten an answer...
I haven't lived there for a few years, but I'll bet I know the answer...
Their ratings stunk. That's the single, and usually the only reason a radio station changes format. Their ratings were bad so they change to what they hope will be a more popular format. They do it to generate greater listenership which generates greater ad revenue.
Short answer--they changed formats to make more money.
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06-03-2009, 09:19 AM
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Senior Member
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Join Date: Feb 2008
2,838 posts, read 1,876,582 times
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Here's a funny story about that radio station.
When I lived in Pendleton the local community college was heavily recruiting foreign students as thay had to pay enormous out of country tuition (lived there in mid 1970's). KUMA had a large billboard positioned on the west side of town on the main drag, with "KUMA" in huge letters. Anyway, in some african country the word "kuma" is a vile curse word of a very derogatory personal nature. So, as luck would have it, a couple of potential students from this country are riding into town with their sponser and see this huge "KUMA" sign. Needless to say they didn't bother staying or consider the college.
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06-03-2009, 10:09 AM
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Alive and well in S.Oregon
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Join Date: Dec 2007
Location: Southern Oregon
585 posts, read 336,607 times
Reputation: 248
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It was most likely as Skinem said, format changes are mostly due to a new "program manager" change due to ratings.
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06-03-2009, 02:31 PM
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Senior Member
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Join Date: May 2008
714 posts, read 455,470 times
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So they can play crappy grunge rock on yet another station.
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06-04-2009, 08:49 PM
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Senior Member
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Join Date: Apr 2007
1,742 posts, read 1,094,353 times
Reputation: 587
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Plus wasn't KUMA kind of similar to the Tri-Cities' MIX 105.3 FM?
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