Broadcast Creation
“Sounds of Sunday”
It started in 1976 at (Hot-AC) K-96-FM in Provo, Utah with Jim Burgoyne, their sales manager. Arbitron reported K-96 Sunday morning listening as nearly non-existent. Jim convinced the station management that SOS would be a service to their community, and they would have nothing to lose. Music for SOS was quite limited, but SOS was launched. Six months later Arbitron showed K-96 with a dramatic increase across the board in Sunday listeners. SOS had increased station community awareness - translating to increased weekday listenership.
In 1981 Jim became the general manager for (Hot-AC) KBLQ-FM in Logan, Utah. He quickly repeated his success with a similar program “Sounds for Sunday,” which continues to this day. Arbitron reported the same listenership increase.
In 1987 Jim became the station manager for KBLQ sister station (AC) KLCE-FM, Blackfoot, Idaho, serving 7 counties of southeast Idaho from Idaho Falls and Rexburg to Pocatello. Opposed by their Fairwest consultants, Jim implemented SOS from 6A-12N. And once again, Arbritron reported strong increased listenership during SOS. Today SOS airs from 5A-5P with continued great success. KLCE is the undisputed AC leader throughout their 7 counties with typically 20 shares, but SOS consistently generates 25-35 shares. It’s no exaggeration to say that SOS is highly successful and trends no end or erosion!
In the mid 90’s, (Soft-AC) KOSY-FM in Spanish Fork, Utah moved its studios to Salt Lake City to position itself as a Salt Lake station. It’s upper dial position (106.5), and its distant transmitter location handicapped them as they went head-to-head with (Soft-AC) FM-100 in Salt Lake City. Arbitron typically reported KOSY trailing FM-100 with about 60% as many shares. Remembering the success of K-96, the KOSY program director Paul Wilson proposed a similar program to its management. So “Sounds of the Sabbath” was launched Sundays 7A-11A on KOSY. The community response was immediate, and for the first time KOSY had become a significant competitor to FM-100. KOSY later extended “Sounds of the Sabbath” to 12N, and FM-100 continued to lose listeners to KOSY. Shortly thereafter, Paul helped friends create SOS for KRXQ in Vernal, Utah.
In 1999 Simmons Media, which owned FM-100 purchased KLCE. FM-100 manager Craig Hanson was amazed with KLCE’s success airing SOS and KOSY’s strong impact on FM-100 with “Sounds of the Sabbath.” Because of their common ownership, Craig became closer to Jim, but remained reluctant to change Sunday morning programming on FM-100 for fear of losing their identity with their commanding audience during the week. However, Jim was finally able to persuade Craig to add “Soft Sunday Sounds” to FM-100 on Sunday mornings to compete against KOSY. “Soft Sunday Sounds” once again added a great new boost to Sunday mornings with no negative effect on their weekday listenership. Today KOSY is owned by Clear Channel, and airs “Sounds of the Sabbath” 6:30A-7:00P; FM-100 is owned by Bonneville International and airs “Soft Sunday Sounds” 24 hours each Sunday.
Since 1976, much more music and greater quality recordings have become available for this musical genre. The programs are greatly supported and appreciated by not only the LDS community, but by people of all faiths. Paul Wilson of KOSY was not LDS, but he understood the impact of the program. Mothers dressing their children for church listen regularly. Among our listeners in Vernal, Utah are truck drivers who work Sundays on oil-rigs and natural gas harvesting facilities. They listen to SOS on (Hot-AC) Channel-X94 (KXRQ-FM) from 6A to 4P. Many say, “It’s the only religion we get!”
Doug Barton, owner of KMTI, KLGL-FM, and KMGR-FM in Manti, Richfield, and Delta, Utah, reports similar success since he added SOS in 1980 to all of his stations. It adds warmth to his image and promotes loyal listeners all week long. Bob Morey, owner of KSRR in Provo, Utah, has also carried SOS with great success for over 20 years.
Star-98 (KREC) in St. George, UT now owned by Cherry Creek Broadcasting has aired SOS Sunday mornings since 1998. They now air SOS 7A-7P.
As an update, the Spring 2008 Eastland ratings for East Idaho Metro were released, and KLCE was #1 25-64. However, KLCE had more listeners on Sunday during SOS than at any other time throughout the week:
M-F 6A-10A = 4,900 AQH (21.1%); SOS 6A-10A = 6,448 AQH (35.9%)
M-F 10A-3P = 5,434 AQH (19.7%); SOS 10A-3P = 5,986 AQH (25.2%)
Mountain America Sound now offers syndicated “Sounds of Sunday” to radio stations worldwide. Fresh new music is rotated with classic favorites, plus a popular feature on KLCE and KOSY, the “Glenn Rawson Stories.”
Our network of affiliates now includes 13 stations:
KLCE-97.3 - 5A-5P; Syndication - 12N-5P
Mix-103 (KMVX-102.9), Twin Falls, ID - 5A-10A
KART-1400, Jerome, ID - 5A-8A
KBAR-1230, Burley, ID - 7:30A-8:30A
KITT-100.1, Soda Springs, ID - 8A-9A
KVSI-1450, Montpelier, ID - 8A-6P
KACH-1340, Preston, ID - 8A-9A
KOGN-1490, Ogden, UT - 6A-6P
KNFL-1470, Tremonton, UT - 6A-6P
Channel X94 (KXRQ-94.3), Vernal, Utah - 6A-4P
KTMP-1340, Heber, UT - 9A-2P
Majik 101-7 (KQAZ), Show Low, AZ - 8A-11A
BYU Radio, DISH Network Channel 980 - 8:00A-9:30A
“Sounds of Sunday” is available weekly to your station for barter. It can be configured as 1/2 hour to 5 hours in length. This is a fresh new opportunity to bring Sunday listeners to your station and a new source of advertising revenue.
Please contact me at your convenience for more information, or to become an affiliate station.
Sincerely,
Carl Watkins
