KTIS Climbs to #2 in Minneapolis-St. Paul
March 14, 2013 at 1:24 PM (PT)
NORTHWESTERN COLLEGE Christian KTIS (98.5) / MINNEAPOLIS-ST. PAUL has been on the rise from #17 to #2 in a little less than two years. Every daypart has performed consistently well in achieving this ratings growth. ALL ACCESS chatted with KTIS/PD KEITH STEVENS about their latest success story.
ALL ACCESS: “What’s the secret sauce? How are you growing your audience in the Twin Cities?”
KEITH STEVENS: “Consistency and a continued effort to make the station meaningful each time we open the mic, along with playing the right songs, and engaging our listeners . Relevance is key. We have to meet our listener where “she” is and be compelling and brief! We have a mission and excitement that is contagious and it can’t help but transfer over the air. As far as my programming goes, I’ve taken the best of both worlds, the things I learned in Mainstream at Z100, and at CCM, and combined them, and the results have been very fun to watch. I’ve been wanting to do this for years. I feel that this is the right time…and MINNEAPOLIS-ST. PAUL is ready for it. We have climbed from ranking #17 overall in the market June of 2011 with a 2.9 share and 391,000 listeners… …All the way up to #2 overall P6 with 562,200 with a 7.4 Share P6+ in January 0f 2013..just Behind KDWB. This is a thrill beyond belief and I give God the glory for his blessing.”
ALL ACCESS: “What specific things are you doing to attract new listeners?”
KEITH STEVENS: “Keep the station fun. Keep it moving. Everything is purposeful. And provide the reasons why people need to switch to us . We are not afraid to define who we are. We “Invite” people in and don’t tell listeners what to do. We are confident in who we are, while staying real and humble, and realizing it is never about us. We have continued promotions that engage our audience and keep them coming back for more. THE DRIVE THRU DIFFERENCE is a staple, along with PRAYERWORKS. Amazing results and meaningful engagement. I’ve also have determined that it’s time to be more visible…and out in the community more than ever. Visibility is the key. Plus, we’ve invited artists to come to KTIS more regularly and we are building the relationship with the listerners and their favorite artists. Can’t miss with that. “
ALL ACCESS: “Tell us about the current team at KTIS. Who’s leading the way?"
KEITH STEVENS: “I thank God daily for the people He has put in place at KTIS and for the opportunity to serve. I am thankful for Station Manager JASON SHARP, as he has worked very hard to create a team oriented environment with a clear mission and vision. Our on air team are real pro’s that work hard on their craft each and every day, and they enjoy being here. As PD, My goal is to build on top of the brand loyalty and bring our listenership to a new level, in fresh ways, while never compromising our mission. I appreciate that the leadership has allowed me to bring some new programming ideas and strategies to KTIS, and together we have all worked hard to evolve the station. Every person has played a critical part in the new direction and unprecedented growth."
ALL ACCESS congratulates the staff and management of KTIS on this latest in a long string of trailblazing victories.