
The San Diego Union-Tribune is the latest to take note of the woes of the new "XTRA Sports 1360." At least somebody is, since the station, since its format flip in November, has virtually dropped off the ratings map. They are almost a non-entity in the San Diego radio market.
And the biggest irony is that another Clear Channel-owned sports station, KLAC (570AM), located approximately 100 miles north in Los Angeles, does show up in the San Diego book. In other words, an out-of-market signal gets listeners, while the hometown station with the same format does not.
Let's crunch some numbers. In the Winter 2008 Arbitron book, the first full survey since KLSD ditched liberal talk, the station, which averaged a 1.5 share of the overall listening audience over the past year, has dropped off the charts. Essentially, that's a 75-80 percent listener drop. KLAC, which carried the Los Angeles Lakers and their deep playoff run, got enough listeners to account for a half share of the overall listening audience. Still, when local listeners would rather tune in an out-of-town sister station, that's got to be a sign of something bad.
In addition, at a time when Clear Channel is wiping out as much overhead as they possibly can, the new XTRA Sports 1360 is a more expensive operation than KLSD's liberal talk lineup was. The daytime roster currently consists of live and local talent - a much more expensive proposition than merely slotting in bartered syndicated programming like Air America or Ed Schultz (with a couple local talkers like Stacy Taylor and Jon Elliott). Therefore, Clear Channel is paying more money for fewer listeners. Is that something new they teach in business school?
The Union-Tribune column quotes one radio veteran, who calls the results of the bungled format flip unprecedented. He says people in the industry will be doing case studies for a long time:
“I don't care what the format is, I have never seen a station disappear that fast. Never,” said Ron Bain, a radio producer and former radio/TV executive who lives in North County. “And the few times that I've seen a station go down (like this), it will tend to go down slowly. . . . This is precedent-setting, that it just ended. It's like it went off the air – and one could say they have.”
Meanwhile, Clear Channel is looking for the silver lining:
Bob Bolinger, vice president and market manager for Clear Channel Radio-San Diego, was on vacation the past two days. Brian Wilson, XTRA's program director, admitted frustration but said the station had its best month thus far in June. Of course, that came immediately after its worst month. “We made some progress in some day parts,” Wilson said. “ . . . I feel we do pretty good radio, and with football season coming up and some more marketing, I feel we're ready to turn the corner.”
The top sports talker in the market, XEPRS (1190AM), a.k.a. XX Sports, doesn't seem too concerned about its upstart rival, even though Clear Channel carried out a talent raid of the station, more recently snatching program director Bill Pugh. XX Sports did lose half a share, but that could be attributed to the recent split of the FM simulcast signal to launch an oldies format, which experienced a modestly successful debut in its first partial book.

Second, KLSD's current moniker, XTRA Sports 1360, has been used by a number of Clear Channel stations in Southern California over the years. Originally, it was simulcast on Tijuana-based XETRA (690AM) and KXTA (1150AM) in Los Angeles. In January 2005, the original XTRA Sports simulcast was broken up, with the American programming rights of XETRA spun off to another group (which later changed the call letters) and the format moved to the stronger 570AM frequency in Los Angeles, with 1150AM becoming the current progressive talker KTLK. The XTRA name was eventually dropped by KLAC, but picked up by KLSD. Now, in its longtime but flawed methods of collecting data, Arbitron does keep track of station nicknames, in addition to call letters and frequencies. So, in Los Angeles, for example, a diary response that merely cites "KISS-FM" is actually read as KIIS (102.7FM), since that station has registered the nickname with Arbitron. In the case of KLAC, Arbitron considers it part of the San Diego market, since the station's signal does reach there. Even though they no longer use the XTRA moniker, a diary entry that says "XTRA" could still possibly be credited to KLAC. The fact that the moniker has been used on four Southern California signals over the past four years further complicates the issue. Now, I'm not sure how Arbitron compiled all of their information, but with all the confusion here, it is a slight possibility. Still, that would realistically only account for a small portion of the ratings share, so either way, the new KLSD is still a dog.
Finally, most programmers of sports formats claim that ratings mean virtually nothing. Sports talk targets a very specific segment of the audience, namely male sports junkies. With such a narrow demographic, it is an easy sell to advertisers who wish to target this audience alone (mostly sports bars, strip clubs, car dealerships, online gambling, ticket dealers, etc.). Therefore, the conventional wisdom goes, sponsors will pay more to hawk their wares directly to the consumers they want. Whether this is entirely correct, or whether most of the sports radio market will collapse once advertisers come to their senses in regard to advertising on stations with no listeners, remains to be seen.
But let's be real here. The new KLSD is closer to the ill-fated New Coke than an outright success. The tinkered with a successful formula and pissed off more listeners and advertisers than they satisfied. With liberal talk, the station got the best ratings (in more desirable demographics) it had received in years. Not many 1,000 watt AM stations in large markets can boast over a two share with a healthy portfolio of happy advertisers and ridiculously low overhead. Now that's all out the window, as KLSD currently scrapes the bottom of the also-ran sports stations in Southern California.
This seems to be a continuing pattern. Clear Channel stations in Cincinnati, Columbus, Akron and other places have fizzled since dropping progressive talk. And stations owned by other groups in other markets have had similar outcomes since ditching the format.
Add to that list San Diego, where the new KLSD has been a miserable failure.