Cumulus SF Market Manager tells advertiser rep "we screwed up--we're going back to 'talk!"
Steve Sklenar, the bigwig SF Cumulus Market manager told an ad rep on Thursday that KGO Radio, which is mired near the bottom of the ratings, that the station would be returning to the talk format.
"We fucked up", offered Sklenar to the rep. In what capacity KGO might return to its successful format is unclear. KGO fired all its major on-air talk hosts in December, 2011, a move that startled almost all broadcast observers in the business.
Since that drastic move, its fortunes have gone through a free fall. Its advertising dollars have all but vanished and recently registered a meager 2.0 in the April book.
The remark by Sklenar to the rep was told to me by two reliable broadcast sources with direct knowledge to the conversation.
I called Sklenar and asked for a response: "No comment." I asked again: "no comment." Sounds like a non-denial, denial.
*Rich Lieberman 415 Media Exclusive
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