Tag: "The Radio Factor with Bill O’Reilly"

The Smartest Programming Move I Ever Made for My Radio Stations

| July 31, 2013

By Michael L. Zwerling
KSCO/KOMY, Santa Cruz
Owner

zwerlingksco (2)SANTA CRUZ — It was February 2009.  KSCO-AM 1080, Santa Cruz-Salinas-Monterey-San Jose was being called by every radio syndicator in the country trying to bend our ear about taking their program to replace The Radio Factor with Bill O’Reilly who was terminating his daily syndicated radio program on Feb 27.

I had instructed our staff to inform such callers that the replacement would be live and local, which they did.

This information was met with both surprise and disbelief, because that was (and IS) certainly not the trend for local radio stations; in fact just the opposite was and is true.  But at KSCO, we like to be different; and it helps to be located in a part of the world with more unusual, interesting, and FASCINATING characters per square inch than in any other part of the planet.

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