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Rock outlet KSTM replaced with bilingual KVVA-FM

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Rock outlet KSTM replaced with bilingual KVVA-FM *The Storm" that thundered into the Valley six years ago, bringing listeners a wide spectrum of album-rock music, has played itself out. KSTM (FM 107.1 and 99.3), also known as The Storm, signed off for the last time at 7:30 p.m. Sunday, to be replaced as of 6 a.m. today by KVVA-FM. The new KVVA-FM will offer a SpanishEnglish format, which station president Pat Nugent says will be aimed at upwardly mobile Mexican-Americans in the 18- to 34-year-old range. KSTM's six-member, full-time announcing staff, including programmer Jeff Parets, has been laid off. Several part timers also have been put out of work. The switch in 1 format, while sudden, came as no surprise to KSTM listeners who tuned in over the weekend and heard announcers Lee Powell and Michelle Robins alluding to a soon-to-come change - they talked about the music and said their final goodbyes, Parets made the switch official late Sunday afternoon, when he told listeners that his shift would be the last for KSTM. "Keep the progressive spirit alive," said Parets moments before he turned the station off at 7:30 p.m. Reached at home after his midday Sunday shift, Powell expressed sadness over the passing of KSTM. "I've been off the air for two hours, and I already miss it," said the weekday morning man, who moved over from contemporary KKLT (FM 98.7) less than four months ago. Powell also wondered what might have happened to the ratings if the format had remained intact until after an anticipated power increase took effect. KSTM ranked 23rd in the latest Arbitrend ratings, with a 0.9 percent share of the metropolitan area audience. But the station had been saddled with an inferior signal - it operates with just 3,000 watts, Bud Wilkinson Republic Columnist compared with the 100,000 watts of most other local FM outlets. "I feel in my gut if they stuck with the format for a while, with the power increase, the numbers would have come back," Powell said. "Unfortunately, we'll never know." Nugent, who said federal approval for a power boost to 100,000 watts is expected any day, gave several reasons for the switch, among them: increased competition for ad dollars, declining national revenue for radio in general, band exclusivity with Spanish and growing advertiser interest in the Hispanic market. KVVA-FM joins sister station KVVA (AM 860), as well as KPHX (AM 1480) and KSUN (AM 1400), broadcasting in Spanish. Nugent explained that the FM station will be the more contemporary of the two stations, with the AM station modifying its nighttime sound to appeal to a somewhat older group - the 25- to 54-year-old Hispanic audience, he said. KSTM was profitable, but "you'd have to say there's an opportunity" with Spanish, Nugent said. Rumors of a format shift circulated at KSTM for weeks, but Nugent didn't tell employees until Friday. Sales staff mem- bers were told in early afternoon; some announcers heard the news later. "I heard about it five minutes before he announced it to our sales staff," said Tom Duran, the station manager. Duran lost his job, as did announcers Powell, Parets, Robins, Joe Cody, Andy Olson and Rob Carlisle. "Each and every one of the full-time (staff) was told by me personally," Nugent said. However, some staffers heard the news before Nugent talked to them. Parets, who was vacationing last week on the Mogollon Rim, reportedly detected that a change was in the offing when he tuned in to the station Friday. Hearing a different mix of music, he called a co-worker to find out what was happening. For Parets, the fall of The Storm marks the second time an album-rock station h has been shot out from beneath him. He formerly was at KIOG (K-104), which was closed in 1980 to make way for KZZP-FM. Powell left KSTM before the change was announced Friday afternoon. "I found out (Saturday). I ... got a call from one of the announcers," he said. "I went in today and did my shift - • a rather uncomfortable feeling. ... I'm sad." Nugent said KSTM staffers will receive severance pay based on their tenure with the station. The station also will assist them in finding new jobs, he said. "We're going to retain all the people we can," he said, suggesting that the announcers wouldn't have been let go had they been bilingual. As for the power increase for KVVA-FM, Nugent said that once federal approval is given, it will take two to three months to receive and install the needed equipment. Nugent was unable to provide a full announcing lineup for KVVA-FM. Al Marques will handle mornings, however. 3:00 P.M. ADV 10 HOME SHOPPING GAME * Game show fun and shopping show savings 9:00 P.M. ADV 8 Waiting for the Moon * On American Playhouse Underwritten by Chubb
Article from 15 Jun 1987Arizona Republic(Phoenix, AZ)
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