View of Seattle and radio towers from Space Needle
Until yesterday, the nation’s 11th-largest radio market was home to a lone “Wolf,” if you will. Audacy’s KKWF “100.7 The Wolf” commanded all of the attention of country music fans seeking a local radio station in Seattle-Tacoma to tune to.
Now, The Wolf has two new competitors, including one that disappeared one year ago. Neither
Lotus Communications
nor
Hubbard Broadcasting
are foolin’.
In a somewhat surprising move, Hubbard early Monday (4/1) abandoned
KPNW-FM
‘s Adult Alternative format and returned the station to Country, bringing back its prior branding as “98.9 The Bull.”
Hubbard even aired an on-air apology to former listeners of the Bull, as KPNW failed to gain audience against noncomm KEXP and Alternative KNDD “107.7 The End.”
Country radio personality Fitz, the voice behind the nationally syndicated
Country Top 40
, will take on the morning drive slot on the revived “Bull.”
Speaking for Hubbard,?Seattle Market Manager
Trip Reeb
said, “We understand the disappointment that our listeners felt when we made the switch from ‘98.9 The Bull’ to adult alternative. We want to make things right so we are bringing in Fitz, a long-time advocate for country music. He understands the deep connection our audience has with country radio.”
However, Reeb may have been motivated by market chatter regarding a crosstown FM’s decision to go against The Wolf.
At 2pm Pacific on April 1,?
KPLZ-FM
‘s “Star 101.5” identity was to give way to “Real Country … Real Variety” as “HANK FM.”
KPLZ, as such, has said goodbye to a contemporary music format that dates back several decades.
According to Lotus Communications President
Jim Kalmenson,
the launch of “HANK FM” ? presumably a Classic Country format compared to the Bull and the Wolf ? sees Alan
Jackson’s “It’s Five O’clock Somewhere” as the debut song.
Kalmenson referenced the switch of KNUC-FM in February 2023 from “The Bull” to KPNW in its decision making ? even as the Bull has returned. As “HANK FM,” KPLZ sees to offer Seattle-Tacoma “a diverse playlist that celebrates the rich heritage of country music while also embracing its contemporary evolution.
Kalmenson added that KPLZ will feature a customized version of the “HANK FM” format created by Howard Kroeger.
The greater Seattle-Tacoma market’s other Country radio sources include Olympia-focused KYYO-FM 96.9, which reaches Tacoma; and KKXA-AM “Classic Country KXA,” serving Everett and communities north of Seattle.