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Old 05-30-2009, 10:49 PM
 
3,223 posts, read 10,103,836 times
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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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Old 06-01-2009, 08:15 AM
 
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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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Old 06-03-2009, 08:19 AM
 
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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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Old 06-03-2009, 09:09 AM
 
Location: Southern Oregon
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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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Old 06-03-2009, 01:31 PM
 
Location: Portland, Oregon
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So they can play crappy grunge rock on yet another station.
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Old 06-04-2009, 07:49 PM
 
3,223 posts, read 10,103,836 times
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Plus wasn't KUMA kind of similar to the Tri-Cities' MIX 105.3 FM?
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