Christian KLTY Dallas Tops One Million Listeners
January 23, 2013 at 1:13 PM (PT)
Legendary SALEM COMMUNICATIONS Christian KLTY (94.9)/DALLAS was rated at more than one million listeners in the latest ARBITRON survey. This achievement is a first for a single market Christian station.
PD/MD MIKE PRENDERGAST tells ALL ACCESS, "We saw a pretty good uptick in our Holiday cume numbers for sure. That of course is because of the CHRISTMAS music we play between THANKSGIVING and CHRISTMAS. That certainly gives you a boost in DECEMBER, but it’s then our job to turn that new cume into P1s and P2s come JANUARY. Being consistent all year also helps. Listeners have expectations of your station and you need to meet and even exceed those expectations throughout the year."
When asked if he felt there were any limits on future growth, PRENDERGAST replied, "I don’t think there are any limits. WPOZ in ORLANDO has proven that a CCM station can be #1 overall in a market. Others are consistently #1 in their target demo and top 3 overall. We will continue to work on achieving a goal of #1 with Women 25-54. Persons 25-54 and Persons 6+."
Speaking of other markets, KSBJ EDUCATIONAL FOUNDATION Christian KSBJ (88.3)/HOUSTON was rated over 761,000 listeners, and SALEM COMMUNICATIONS Christian WFSH (104.7 THE FISH)/ATLANTA showed up in excess of 840,000 sets of ears.
ALL ACCESS also asked PRENDERGAST what three things he would focus on if he was walking in to a new station. His reply? "Music, presentation and branding. Evaluate the playlist. What sticks out like a sore thumb? Have an auditorium music test as soon as possible. Stick to the hits. How are your jocks and the imaging presenting the station? Does it all flow together or is it inconsistent? Work with the jocks to get them in line with the vision and direction of the station. Make sure the imaging matches the message. How are you branding the station? Are you branding the station? Your station needs to be known in the market for something. What are you known for? What should you be known for? Make the changes necessary to accomplish that goal."
ALL ACCESS congratulates KLTY on this milestone achievement!