Q102 enters competitive market

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Springfield's competitive radio station market is heating up this summer.|ret||ret||tab|

The rock music scene has added another player to the mix with the new KQRA 102.1. The MW SpringMO Inc.-owned rock alternative station, known as Q102, went on-air May 29.|ret||ret||tab|

It gives Springfield more than 20 radio stations broadcasting with 5,000 watts or more.|ret||ret||tab|

"It's another competing station," said Rex Hansen, general manager of the news and country-based Journal Broadcast Group Inc. "It's going to slice up the pie that much thinner."|ret||ret||tab|

Already filling the rock music bill is Z-104, US-97, Alice 95.5 and MW SpringMO's KLH 104.7.|ret||ret||tab|

"Let's face it, Springfield is a very competitive radio market," said Rick McCoy, MW SpringMO general manager. "You're going to have to step on somebody in order to establish yourself because of all the competition that we have here."|ret||ret||tab|

Competing station manager, Donna Baker with Clear Channel Communica-tions Inc., agreed. "Obviously, there is a big appetite for a variety of rock music in this market, which is why there are so many people that are attempting to be successful with that format in radio," said Baker, who manages rock-influenced stations US-97 and Alice. "However, there can only be so many leaders."|ret||ret||tab|

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Finding the right market|ret||ret||tab|

McCoy said a market analysis helped determine what type of music Springfield area listeners would most like to hear. The market study, performed by Coleman Research of North Carolina, consisted of phone calls to 600 local people.|ret||ret||tab|

The sample callers listened to three different music styles and rated each of them. Results were completed earlier this year, he said, and showed a need for rock music tailored to 18- to 34-year-old adults.|ret||ret||tab|

"The research is the key," he said, to determining a station's demographics.|ret||ret||tab|

While the results and music format were recently announced, the idea for a new station began nearly five years ago.|ret||ret||tab|

Ironically, it was Hansen who laid the groundwork for the new station in 1997, when he was general manager at MW SpringMO. Hansen performed preliminary work on the station for more than two years, before transitioning to the Journal Broadcast Group.|ret||ret||tab|

"He really got the ball rolling," McCoy said of Hansen. "I just finished it off."|ret||ret||tab|

The GMs moved to their current roles in January 2000.|ret||ret||tab|

Q102 is MW SpringMO's fourth station, along with KKLH 104.7, KOSP 105.1 and KOMG 92.9. However, thus far a live disc jockey has not been heard on the new station due to studio transmitter link difficulties. |ret||ret||tab|

McCoy said microwave interference is disturbing the communication between the studio at 319 E. Battlefield Road, Ste. B, and the transmitter at the Frisco Building on West Chestnut. A T-1 line has been ordered to fix the problem, he said, and it should arrive this week. Right now, all music is computer programmed.|ret||ret||tab|

"Our people have done a marvelous job of keeping us on the air," McCoy said. "If you didn't know what was going on, you would never know that it was a little chaotic behind the scenes. It's been a little challenging, but most of the start-up programs like this are."|ret||ret||tab|

Once resolved, McCoy said the station will begin pushing promotions.|ret||ret||tab|

Brant Davis has been hired as program manager. Davis has radio experience in Dallas and has worked in Branson at the Jim Stafford Theater. Also, four full-time on-air personalities have signed on. McCoy said there are 50 employees between the four stations, half of which are on-air staff. |ret||ret||tab|

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Musical emphasis|ret||ret||tab|

"What we found is that all of the other rock stations, particularly in the morning, have some form of talk program," McCoy said, including KKLH's John Boy and Billy. "Our philosophy is basically shut-up and rock. We will have a morning person, but the emphasis will be on surprise music."|ret||ret||tab|

According to the market study, he said, "There is a certain segment that would like to wake up in the morning and listen to music." |ret||ret||tab|

The station also will provide weather, news headlines and sports scores. "Just enough so that you know what's going on in the world. There will be some other entertaining features that the morning person will establish, but primarily it will be built around music."|ret||ret||tab|

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