KSCO is the little engine that could (and can); in fact, along the line of present-day terrestrial radio, it's a downright anomaly; a LOCAL, independent news-talk, community-oriented radio station that is owned and operated by a single proprietor, stop the presses!The Santa Cruz, 10,000-watt, CBS News affiliate that serves the Central Coast and Monterey Bay Area has been run and owned by Bay Area broadcast and business raconteur, Michael Zwerling, who bought the station and property back in 1991 and has made it a unique part of the Santa Cruz mediascape. In fact, the station and its offices sits on pristine oceanfront property near a lagoon just south of the historic Boardwalk with three giant radio towers hovering nearby. And state-of-the-art broadcast equipment inside. Think old-school RCA.
"Nobody thought I could do it, nobody. And even when we bought it, everyone figured we'd be gone soon after. Nobody gave us a chance, but I fought hard and was able to pull it off. And we're still kicking and growing today." Zwerling utilizes an unorthodox system to make the station viable and sustainable--it's called MLM, or "Multi-Level-Marketing." The MLM format is a complex business model centered around vitamins and nutrients --minerals too. Zwerling and his network have built up that network through a financial conduit that has proven to be very lucrative.
"I believe in it, my associates believe in it, and most importantly my station staff believes in it."
Moreover, to the cynical crowd that poo-poohs the vitamins and minerals, Zwerling points out passionately that he's a strong advocate of the products --he takes them on a daily basis and has engaged renowned health specialist, Dr. Joel Wallach and Pharmacist, Ben Fuchs to tout their effectiveness --it might be met with skepticism by some, but without it, there would be no KSCO. No matter what, it works; in fact, Zwerling doesn't believe in traditional advertising--a model he finds outdated an ineffective.
Speaking of which, KSCO {Live and Local} is the proverbial local station that blends news and talk, morning and afternoon evening drive, with specialized local content. Zwerling runs "Rush Limbaugh" Monday thru Friday --it drives the rest of the day's programming and, says Zwerling, "still commands enough attention and interest' our listeners depend on."
KSCO is decidedly conservative but there's several shows on the station that lean middle and to the left.
Full Disclosure: KSCO is an advertiser on 415 Media and Yours Truly has hosted and filled in on occasion during some of the station's programs.
"We aren't a panacea --but out listeners, particularly in the Santa Cruz/Monterey/Central Coast Region depend and appreciate our radio station--it's like their own listening board."
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*415 MEDIA
*KSCO
*Santa Cruz/Salinas/Monterey
Seriously? Have you ever listened to that station? Right wing mumbo jumbo and vitamin info-mercials. What they produce locally is amateurish at best.
ReplyDeleteSurviving 25 years does not make for a good station. (I know, this won't make it to your page, but at least you saw it)
So listen to left wing Air America. They have all kinds of left wing support........right?
DeleteI tune in here and there, and it is a right wing station most of the time. If it were left wing I probably would do the same amount of listening. I can only take so much political talk, especially during campaign season.
DeleteI think it's great to have local radio station that isn't controlled by the big cloud companies who's stock trades for less than a cost of a stamp.
ReplyDeleteLooking at that photo I keep expecting to see Wolfman Jack come walking out the front door...
Does MZ provide a living wage to his workers?
ReplyDeleteIs KSCO union?
How much do you think KSCO pays for those ads on Coast 2 Coast and Red Eye Radio?
I have to give credit to Mr Zwerling for the great recent interviews with Dr Bill Wattenburg and Mr Ray Taliaferro. I hope to hear them again soon. Keep up the good work, Mr Zwerling.
ReplyDeleteWere they the "Play misty for me" station?
ReplyDeleteNo. It was KRML in Carmel, CA.
DeleteNo, it was KRML in Carmel.
DeleteKRML in Carmel was the Play Misty station. Station still exists.
ReplyDeleteIt's cool to have these little stations around. I don't know how to support a radio station using MLM, hell, I'm still waiting for my pyramid money to come in from my college days in Chico - but it sounds like a hoot to listen to. When you hosting again Rich?
ReplyDeleteThere are little oases of radio out there. KOZT in Ft Bragg is another. Not so much talk but radio as done by ex-radio types from the Bay Area. Also, does KPIG still exist?
ReplyDeleteDon't forget KMUD in Redway, CA...
DeleteKPIG exists...can be heard up and down the Central Coast...station is in Freedom with a repeater in Cayucos. Still irreverent as ever. Americana music mixed comedy and humor. Love listening when driving thru the area. Definitely not commercial radio that's in the major metro areas. Laurie Roberts is on...used to be on KOME in SJ in the '70s.
DeleteHey Rich, You should see all the EX Game employees at the knibber now the knibbers are all ticked off at the new 1050 boss. and Lee Hammer says what? Lee hammer says NO to the knibbers that is..
ReplyDeleteMLM... A term I hadn't seen much since the 90s. Nice to see the little guy against the bigger dudes. Like KRTY and KLIV up in Santa Clara county.
ReplyDeleteKSCO - the Amway of radio stations.
ReplyDeleteLove their building. Next time you host a segment, Ricardo, let us know. Would love to tune in.
ReplyDeleteLove KSCO. I listen almost all day 5-6 days a week.
ReplyDelete