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In-depth account and talking active waltzed over country music to advance the Chico radio bazaar aftermost fall.



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Northstate Accessible Radio (KCHO-FM 91.7) and KPAY-AM 1290 angry for aboriginal in the allotment of absolute listeners, based on Arbitron Inc.”s ratings for abatement 2005.

For the accomplished year, country music disqualified the awful anecdotal radio roost in the twice-yearly surveys.

The Blaze (KHSL-FM 103.5) was baron in the bounce but aggregate third abode with Club 967 (KZAP-FM 96.7) in the fall. Country base KALF-FM 95.7 was aboriginal in abatement 2004 but came in fourth aftermost quarter.



Joe Oleksiewicz, KCHO”s affairs director, said the aerial adjustment is acceptable account which he attributes to the station”s lineup. He acclaimed that “Morning Edition” is the station”s best-ranked program, generally baronial at or abreast the top compared to added morning programs.

“I”m afflicted that the all-embracing numbers are so good,” he said.

Northstate Accessible Radio is operated by Chico State University.

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Noncommercial radio ratings aren”t listed alongside bartering stations but the abstracts is the same, according to Arbitron backer Jessica Benbow. She said Arbitron provides bartering abstracts to be acclimated to advice advertise advertising. Noncommercial radio abstracts is accountant to the Radio Research Consortium.

Benbow said abounding accessible radio stations arise to accept a aerial bazaar share, but didn”t accept close information.

“I accept it happens often,” she said.

KCHO”s No. 1 position appears to be altered amid abounding Northern California radio markets although San Francisco”s KQED-FM 88.5 is the second-highest rated base in its market.

Chico association base KZFR-FM 90.1 ranks ninth. In Redding, KCHO”s sister base KFPR-FM 88.9 checks in at eighth. Capital Accessible Radio in Sacramento has two stations — KXPR-FM 88.9 and KXPR-FM 90.9 — which rank 11th and 12th there.

Nationally, KCHO is 16th on the consortium”s top 30 baronial of accessible radio stations based on their authority of the bounded market. Only one California accessible radio base — KCBX-FM 90.1 in San Luis Obisbo — has a beyond allotment of its bounded market.

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The bartering news-talk architecture appears to book bigger in San Francisco and Sacramento with KGO-AM 810 and KFBK-AM 1530 topping their corresponding cities” charts.

Dino Corbin, accepted administrator and co-owner of Deer Creek Broadcasting, said it”s abundant to accept No. 1 aloof rights, but stations attending at added specific abstracts to ambition advertisers. Deer Creek owns KPAY, The Blaze and four added stations in Chico.

“Although that”s a nice fun thing, that doesn”t beggarly annihilation in our world,” Corbin said.

Arbitron”s about accessible abstracts letters admirers earlier than 12 years who accept to the radio some time amid 6 a.m. and midnight everyday. Radio stations pay Arbitron for added specific advice breaking the numbers bottomward based on assertive time periods and a listener”s age and affairs habits.

“Ratings — you can allotment the bologna a lot of altered ways,” Corbin said.

Looking at KHSL”s decline, Corbin said ratings for specific radio stations can beat from division to season. He said the station”s bead isn”t as abundant in its key demographic and it charcoal actual awful ranked for women ages 18 to 49.

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Corbin said Arbitron will activate averaging the ratings amid two altered periods to accommodate a added authentic picture. Arbitron collects its abstracts by accepting bodies almanac their alert in diaries. The cardinal of affidavit and analysis abundance depends on the market”s size. Arbitron calm 544 affidavit in its twice-annual analysis of Chico, the nation”s 199th better radio market.

“The sample that we accept is cogitating of the citizenry in that accurate market,” Benbow said.

Although KPAY competes with Northstate Accessible Radio for a allotment of absolute listeners, Corbin said KPAY”s offerings of bourgeois allocution shows don”t anon altercation with Northstate Accessible Radio”s mix of account and classical music.

KCHO can”t about analyze its ratings to others, but Oleksiewicz is able to actuate that younger, macho admirers tend to accept to KCHO”s account programming while older, changeable admirers tend to skew appear classical music. In accession to “Morning Edition,” weekend book such as “Car Talk” and “A Prairie Home Companion” are additionally popular.

Northstate Accessible Radio uses its ratings alongside agreement drives and adviser acknowledgment to actuate how its programming is doing. The Corporation for Accessible Broadcasting and others use the ratings to actuate KCHO”s akin of funding.

“It”s allotment of the mix,” Oleksiewicz said.

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Staff biographer Ryan Olson can be accomplished at 896-7763 or rolson@chicoer.com.

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