Earth Radio 102 (KSFM)
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Earth Radio 102 was the moniker for the Progressive Rock format of KSFM/Sacramento, California. The station served the Sacramento area from 1974 to 1979 and was a favorite among listeners during its run.
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[edit] The "Earth Radio" years (1974-1979)
During the spring of 1974, Kula Broadcasting searched for a new programmer and format to run on the station. The owners hired Don Wright, formerly of KZAP, KXOA/KNDE and KRBT. He sold his idea for his format to station management. His plan for the station was “formatted” Progressive Rock. Unlike mostly free-form KZAP, KSFM’s new format would be rock-based, albeit somewhat eclectic in approach. The air talent would have a mid-tempo delivery style (neither fast and screaming nor completely laid back). The station would keep the KSFM call letters, but would have the slogan of “Earth Rock 102, KSFM.”
In early May 1974, the new Progressive Rock station made its debut. Drake-Chenault, owners of KXOA-FM (107.9) attempted to sue the owners of KSFM, because they used the “Earth Rock” name for the station (KXOA-FM had used the same slogan and a similar format in 1972-73, but had since changed their format back to automated Oldies…and subsequently sold the station to Brown Broadcasting in June 1974).
[edit] Overnight success
In July 1974, KSFM changed its name to “Earth Radio 102.” Within six months of its May 1974 debut, “KSFM-Earth Radio 102” made the top six in overall “twelve-plus” ratings in the Sacramento area. When the station management only delivered a $25.00 monthly pay raise, much of the air staff left to run KSJO (92.3) in San Jose. Nonetheless, the station continued to obtain stellar ratings.
[edit] Musical mix
The format was a combination of well-established “mainstream” and “up and coming” rock artists. While the station would play mainstream rock artists, the announcers often focused on their deeper album cuts. Additionally, the music flow was diverse enough that one could hear a searing Led Zeppelin track and a folksy Joni Mitchell song in the same set, yet the music would flow naturally. The air talent programmed much of the music without the use of a set playlist. While a listener could hear an occasional Country record by Jerry Jeff Walker or a Reggae tune by Peter Tosh, they knew it would be followed by a rock record, seamlessly followed by a casual back announcement from knowledgeable air talent.
Also, KSFM’s format was dayparted, so listeners would be treated to a much harder rock sound at night. Earth Radio 102 had little or no musical repetition. A listener truly did not know what they would be hearing next.
[edit] Programming
Earth Radio had a number of additional programming features that made it unique. For example, it ran a news block each weekday morning from 9:30 to 10:00 known as “Earth News”. The alternative news included nationally-syndicated interviews with rock stars of the day. The news also included odd information that would interest the station’s audience.
Each weekday, at 9:40 AM, 1:40 and 6:40 PM, the station would run a “Concert Calendar”, where they would announce upcoming concert venues in both local and regional locations. On Mondays, Tuesdays and Wednesday evenings at 9:10 PM, the station would track an entire record album from start to finish. Initially, this was a weekly feature, but was so successful; it had been expanded to three nights a week. The program was initially known as “Record a Record”, but the name eventually changed to the “Whole Earth Record.” In between record sides, the announcer (Dave Whittaker) would play an “Instrumental Interlude”, where the listener would hear an instrumental song from a completely different artist to break up the album.
In late 1976, the station hired Dennis Newhall as an on-air staff announcer. He had experience working at KZAP and KSJO. Subsequently, he was promoted to Program Director in 1977.
The station had the following airstaff in 1978-1979:
6:00AM to 10:00 AM: Diane Michaels 10:00 to Noon: Dennis Newhall Noon to 3:00 PM: Lisa Novak 3:00 PM- 7:00PM: Tom Cale 7:00 – Midnight: Dave Whittaker Midnight – 6:00AM: Jack Perry Weekends: Nick Rhodes, Dave Hipkin, and others
[edit] Its last days on "Earth"
“Earth Radio 102’s” success continued until the summer of 1979. In January 1979, KZAP’s (98.5 FM) new owners installed radio consultant Lee Abrams’ “Super Stars” format on the formerly Free Form station. KZAP’s new format could best be described as being somewhere between a Top 40 and a Progressive Rock station, attracting 18-34 year old male listeners from both types of stations. The change brought KZAP stellar ratings at the expense of “Earth Radio”. KSFM went from a 4.7 “twelve-plus” share to a somewhat disappointing 3.1 share in the Spring 1979 Arbitron ratings. Initially, there were rumors of KSFM either becoming more mainstream or switching to a Country format.
In August 1979, the station announced on-air it would be switching the format to “Mass Appeal” music the following month. On August 20, 1979, the Sacramento Union featured an article on the format switch. The entire air staff would be replaced. KSFM management hired radio consultant Jerry Clifton to initiate the new format. In the Union article, Clifton described the “Earth Radio” format as “esoteric…similar to a Jazz station.”
On September 9, 1979, KSFM broadcast its last full day of Progressive Rock. The following day, the station began a five day stunting period where it played a full day of music by a well-known established artist. The stunting period acted as a “buffer” between the vastly different formats. The first day (September 10, 1979) was a full day of Led Zeppelin, followed by a day of the Beatles. By the fifth day, the station was playing Donna Summer and the Bee Gees as featured artists.
