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KSAC (1240 AM) adopting gospel format
By Rachel Leibrock - rleibrock@sacbee.com
Last Updated 6:13 pm PDT Friday, March 28, 2008
Nationally syndicated talk show host Mike Malloy just called to confirm that the KSAC (1240 AM) rumors are true:
The station is changing to a gospel format Monday morning.
"I got the call from (KSAC general manager) Paula Nelson today -- she told me it broke her heart to have to make the change," Malloy says.
The Atlanta-based talk show host, whose show has been carried daily on the station, says he first heard about the switch earlier this week via his boss, Nova M Radio CEO John Manzo.
Manzo, on the phone from Phoenix, also confirms the switch.
The reason? Economics.
"They don't have the revenue to support the format," Manzo says.
Malloy put it in even clearer terms.
"It's not a ratings thing -- we have plenty of listeners," Malloy says. "KSAC is experiencing what most other liberal talk show format stations are experiencing - it's not a lack of audience, it's a lack of business support."
In other words, not enough advertising dollars.
Big-name, deep-pocketed businesses, Malloy says, are turned off by the station's progressive format.
"If you listen to Rush Limbaugh or Sean Hannity, you'll hear (plenty) of national ads," he says. "If you listen to someone like me or Randi Rhodes, there's a complete lack of those types of sponsors."
It's a problem plaguing liberal talk radio in markets across the United States, he adds, noting that stations in San Francisco and San Diego have been forced to make similar changes.
For more on this, read Leibrock's blog postings at 21Q (www.sacbee.com/21q).
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