Bill Virgin's Radio Beat December 20, 2007

[radiofan]

On Radio: Movin 92.5 reaches out to female listeners in morning slot
By BILL VIRGIN
P-I REPORTER

If you're a radio station targeting female listeners and playing music that appeals to that audience, shouldn't you have female hosts, especially in the critical morning-drive slot, to go along with it?

KQMV-FM/92.5 is going to test that notion after the first of the year by introducing something of a rarity in radio, not just in Seattle but nationally -- a morning team of not just one, but two women.

Women have been part of morning radio teams, or co-hosts (an example of the latter would be Jackie & Bender on KBKS- FM/106.1).

Now KQMV, marketed as Movin 92.5, will pair current afternoon host Monti with Brooke Fox, most recently with stations in Portland.

The change means the departure of Pat Clark, who was named in late April to host the morning show on Movin.

Marc Kaye, vice president and general manager for Sandusky Radio's Seattle stations, said originally the intent was to keep the morning show as an extension of the station's emphasis on music; Movin's niche is rhythmic music, including current performers such as Nelly Furtado and Akon as well as older tunes from the likes of Prince and Janet Jackson.

In a change of direction, "we decided we need a more high-profile show" in the mornings, Kaye said.

"What this will not be is a show like T-Man (on KUBE-FM/ 93.3) or Howard Stern (now on Sirius satellite radio) that is all talk," he said. It will still play music, but the change in show format means Monti and Fox "will be able to show off their personalities."

Will women respond in greater numbers to female hosts? On the one hand, Kaye said, two other male hosts on the station, Maynard and DJ Kaz, have done well drawing female listeners in their respective time slots.

But the success on television of Oprah Winfrey and "The View" demonstrates that, when offered "intelligent, bright, funny women who can entertain and inform, women will flock to it -- if the content is compelling, and that's their job," meaning Monti and Fox.

Replacing Monti in the 2-7 p.m. weekday slot will be Susan Moussette, who has been on the air part time as Mason.

Kaye said the moves are the "first part of phase two" for Movin, which switched to its current format in May 2006. He declined to say what other changes are ahead for the station.

In other radio notes:

Another departure to report: Stephen Kilbreath, who had been with the T-Man show on KUBE-FM/93.3 for 12 years, was let go just before Thanksgiving. The station reports that the move was made to cut expenses. Clear Channel, KUBE's owner, has been trimming staff at stations around the country, according to media reports.

KIRO-AM/710 said it has extended the contract with afternoon talk hosts Ron Upshaw and Don O'Neill for three years beyond the expiration of the current agreement next April.

King County Executive Ron Sims takes listener calls on "Weekday" at 10 a.m. Thursday on KUOW-FM/94.9.

KT Tunstall performs in the "Mountain Music Lounge" on KMTT-FM/103.7 at 3:15 p.m. Thursday.

Maria Muldaur and her Red Hot Bluesiana Band perform live in the Seattle studios of KPLU-FM/88.5 at noon Friday.

Collective Soul performs in the "Mountain Music Lounge" on KMTT-FM at 3:15 p.m. Friday.

"The Scandinavian Hour" continues its tradition of holiday specials in addition to its regular program at 9 a.m. Saturday on KKNW-AM/1150. The specials at noon-2 p.m. on both Christmas Eve and Christmas Day include greetings from the consulates of Scandinavian countries and holiday music ranging from choral groups to Stan Boreson.

The Metropolitan Opera performs Prokofiev's "War and Peace" at 9:30 a.m. Saturday on KING-FM/98.1.

Lizz Sommars' guests on "Conversations" at 6 a.m. Sunday on KISW-FM/99.9, KKWF- FM/100.7 and KMTT-FM/103.7 and 7 a.m. Sunday on KNDD- FM/107 .7 include Gary Grahl, author of a book on eating disorders in males, "Skinny Boy."

The Sunday edition of Jim French's "Imagination Theatre," heard at 8 p.m. Saturday and Sunday on KIXI-AM/880, includes a new Sherlock Holmes adventure.

KPLU-FM airs Jonathan Winters' telling of "A Christmas Carol" at 10 a.m. Christmas Day.

P-I reporter Bill Virgin can be reached at 206-448-8319 or billvirgin@seattlepi.com.

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