KKEG Bubbles Back to Classic Rock-N-Roll

Cumulus Broadcasting Inc. announced in October that KKEG, 92.1 FM, would change its format to a blend of classic rock-n-roll and what the company’s market manager, Joe Conway, described as “the best of today’s rock.”r

“The Keg” retapped itself on Oct. 16 with 92 hours of commercial-free music.r

The legendary Fayetteville station switched to “alternative rock” in November 2002, marking its first format change in three decades. Conway said KKEG went “alternative” because of “overhanging fruit” in younger demographics. But two ratings books later, he said, it was time for a revival.r

KKEG, which marketed itself as “The Zone” for the last year, now aims to “middle” the market between the college crowd and forty-somethings. r

“You’d run into people at a ball game or in the parking lot at Wal-Mart and hear them say, ‘Man, I wish The Keg was back,'” Conway said. “A lot of people have an awful lot of their life invested into listening to that radio station. The Zone was doing a hell of a job, but from an audience standpoint it just made too much sense to bring The Keg back.”r

Conway said KIGL, 93.3 FM “The Eagle,” is “essentially a ’70’s rock station” and that KXNA, 104.9 FM “The X” is strictly alternative. That meant there was a segment of the 25-54 and 25-49 demographics who wanted the best of both but were underserved, he said.r

The Indianapolis-based “Bob and Tom Show” has taken over KKEG’s morning show slot. Brad Dodge, who did mornings for The Zone has moved to afternoons on The Keg. Chris Baker, who goes by “Stash,” has moved to mid-days.r

The Keg hit “rock bottom” in Spring 2002 when it fell to 10th in the market with a 2.7 overall Arbitron rating, down from 4.8 a year earlier.r

Conway replaced Dennis Jones as market manager in September 2002. r