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Sports Station Is KRAP

Jason Barrett

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First, St. Louis sports radio went insane — last year, Insane Broadcasting changed WQQX (1490 AM) to a Fox Sports Radio affiliate.

Now area sports radio has taken another twist thanks to Brad Hildebrand, who owns two stations in the far west St. Louis suburbs. One broadcasts sports and Hildebrand is taking a poke at the format by adopting the call letters KRAP — and that’s not K-RAP, as in the musical sense. Here’s how he describes the operation:

“There are lots of sports stations called The Fan, The Ticket, The Score, and tons of those ESPN stations, but there’s only one station that’s talking sports KRAP 24 hours a day,’’ he writes on the station’s website (sportskrap.com). “It’s Sports KRAP. Yeah, we know what you’re saying. ‘Dude, is this for real? A radio station named KRAP? You’re probably some internet-only station broadcasting from the basement of some guy’s mom’s house.’ No, we’re for real. We’re an FCC licensed radio station broadcasting (1350 AM) pounding out a whopping 500,000 milliwatts. But we do realize that we’re KRAP. In fact, our transmitter is KRAP. Our signal is KRAP. Our studios are KRAP. Our staff is KRAP.

“What makes us different is that we’re not bragging about how great we are. We know we’re KRAP. We’re just working harder to be more than just another sports radio station by being more than just a radio station. … We’re not just talking KRAP, we’re talking SPORTS KRAP!

It’s a small-time operation based in Washington, Mo., that airs amateur sports of interest in the region it serves — parts of St. Charles, Franklin and Warren counties — and also reaches some extreme western areas of St. Louis County. The station, which was KWMO before recently being renamed, also carries syndicated shows from CBS Sports Radio and is an affiliate of the Blues and Kansas City Chiefs networks.

THE NAME GAME

 Hildebrand said he had been interested in having a station called KRAP since he and some buddies were about 12 years old and listening to Johnny Rabbit (Ron Elz) on KXOX.

“We used to kid that some day we would grow up and own KRAP,’’ he said. “We used to pretend we were on KRAP.”

When he finally began exploring the possibility of obtaining those call letters, he discovered they were assigned to an oil rig in the Gulf of Mexico. But it was inactive, so after his inquiry KRAP was released to the FCC and he pounced.

He acknowledged there has been some griping about the name, but said the upside is big.

“When I tell people my call letters are KRAP, nobody forgets that,’’ he said.

Its website mixes live and archived coverage of amateur athletics in that area with St. Louis pro sports, and Hildebrand’s goal is to eventually become a significant factor through the entire market.

He’s been in the broadcasting business in a variety of capacities over the last four decades, since the day after he graduated from Southern Illinois University Edwardsville in 1976.

He was the first TV traffic reporter for Channels 2 and 4 and in 1984 started Computraffic, which produced driving reports for many radio stations. He eventually added an operation that provided news reports for multiple stations before selling those in 1994. He ended up in Washington, where he bought what currently is KRAP as well as KSLQ (104.5 FM) in 1998 and has had them since.

Among those who have worked for him are Cardinals broadcaster Dan McLaughlin and MLB Network host Greg Amsinger. But he said he has been unable to get qualified hosts now as he wants to add local sports talk to the lineup.

“I just can’t find people,” he said.

Meanwhile, he said his broad background gives him a perspective that combines old-school values with the modern technology.

“I’m a 42-year veteran of the business but I see the writing on the wall,’’ Hildebrand said.

That writing was illustrated in bold letters by the recent implosion of former sports-talk stalwart KFNS (590 AM) under the guidance of Dan Marshall — whose only previous connection to broadcasting had been in buying ads for his wireless communicationscompany.

“I know the radio business from all sides, unlike some so-called experts,’’ Hildebrand said.

He’s exploring the possibility of buying a St. Louis station, or becoming a partner with someone to do so. And although his focus has gone from being 95 percent oriented to the on-air product five years ago to being 90 percent geared to the online side now, he said it’s necessary to obtain a station that covers the entire market.

“A broadcast signal … adds legitimacy,” he said.

And he’s philosophical.

“I’m 59 and not ready to retire,” he said. “I have ideas that can take me to the next level. I may be crap, but I’m trying hard.”

For more, read Dan Caesar’s column on STL Today where this was originally published

Sports Radio News

New Study Finds Listeners to MLB on Radio Are Willing to Spend

More than one third (34%) of the respondents recently purchased clothing/apparel that features their favorite team… 27% have visited a ballpark in the past year. That compares to only 19% of the average MLB fan base has made an apparel purchase to support their team while just 11% have gone to a game in person in that same time span.

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MLB Radio

When it comes to advertiser’s attempting to reach an affluent and engaged audience, sports talk radio might have a whale on their hands. Major League Baseball play-by-play features an audience that has money and has no problems spending it.

In a recent MRI-Simmons study, data shows that consumers who listen to MLB broadcasts on the radio are the perfect audience for sports marketers. According to the analysis, done by Katz Radio Group, nearly two thirds (62%) of those surveyed consider themselves “super fans” of baseball. That number is 58% higher than the average.

Radio Listeners to MLB

Those “super fans” are willing to spend to support their team, as well. More than one third (34%) of the respondents recently purchased clothing/apparel that features their favorite team. Those fans are also far more willing to make the trip to see their team. The study found that 27% have visited a ballpark in the past year. That compares to only 19% of the average MLB fan base has made an apparel purchase to support their team while just 11% have gone to a game in person in that same time span.

The news continues getting better for advertisers. Continued analysis reveals that 66% of listeners are currently employed and have a median household income greater than $106,000.

Listeners to MLB games on the radio are also 34% more likely to place a sports bet and 106% more likely to be a participant in fantasy baseball.

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Sports Radio News

Jeff Dean Signs Off At ESPN Tucson for The Final Time

Dean said on Facebook: “…the years of burning the candle at both ends has taken a dire toll on my health and for the first time in my life, I’m going to put myself and my livelihood first”

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Jeff Dean Show

Fans will no longer be able to tune into ESPN Tucson and hear Jeff Dean hosting his show. Friday morning was his last show, according to his Facebook and Twitter pages.

The Jeff Dean Show had been airing from 7-9a MT weekday mornings. Dean took to social media to relay the news and the reason behind him stepping away from the microphone. Dean said on Facebook:

“This morning I signed off from my radio show on ESPN Tucson for the final time. I have been devoting too much of my life and my time to working multiple jobs…the years of burning the candle at both ends has taken a dire toll on my health and for the first time in my life, I’m going to put myself and my livelihood first”

Jeff Dean Facebook

Dean went on to emphasize that he isn’t stepping away from ESPN Tucson, he’s just taking himself off the air. He also added that “gladly, I will be continuing my position as PA announcer of University of Arizona Football and Men’s basketball.”

Dean would also go onto Twitter to add even further context for his self-removal from the ESPN Tucson airwaves. He added, “It’s not a decision I arrived at hastily, as it’s been a 6 month mental grind to make the ultimate decision that had to be made, and I’m not particularly happy about it, but I have to put my health first, we all do, and make sure we’re around long enough to enjoy life”.

Dean had been ESPN Tucson’s morning host since November 2019.

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Sports Radio News

Jonas Knox: Adrian Wojnarowski’s NBA Draft Reporting Was Desperate Ratings Ploy

“The idea that Woj is going to get duped by Orlando Magic in the draft! The first time he’s ever been duped in his career?”

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Thursday’s NBA Draft is a moment the guys waiting to hear their names called had been waiting for since the day they picked up a basketball. While his draft came decades ago in the NFL, LaVar Arrington could relate to what they were feeling.

“It’s a dream recognized,” he said on Friday’s episode of FOX Sports Radio’s 2 Pros and a Cup of Joe. “You work so hard for so long. So, when you’re sitting there waiting for them to call your name, it’s a surreal moment.”

His partner, Jonas Knox, wasn’t in such a nostalgic or celebratory mood. He had a problem with the information leading up to draft night and just how much the narrative that Auburn’s Jabari Smith would be taken by the Orlando Magic with the first pick was pushed before all the sudden, it wasn’t.

“What a bunch of crap that we are being fed by Adrian Wojnarowski, ESPN, the Orlando Magic,” he said. “Whoever’s feeding it is full of crap.”

Wojnarowski tweeted an hour before the Draft that Jabari Smith was still the favorite to be taken, but he was hearing that the Magic weren’t ruling out Duke’s Paolo Banchero. 

When the first pick was announced, it was Paolo Banchero that heard his name called, not Smith. 

“One of three things happened,” Knox said. “Either ESPN is so desperate for ratings and for people to give a crap about the NBA Draft and their sport that they waited until the final hour to pump up some interest, realizing we’ve got a problem here based on some ratings and some reports on some ratings in the NBA Finals, so they waited until an hour before and had Woj drop a ‘Woj Bomb’ that it could not be Jabari Smith, that it could be Banchero who’s gonna go number one overall. It’s either that or Woj is in some kind of cahoots with the Orlando Magic.”

That is a powerful accusation. Knox finds it hard to believe the information got to ESPN’s renowned NBA Insider so late in the process.

“The idea that Woj is going to get duped by Orlando Magic in the draft! The first time he’s ever been duped in his career?”

He didn’t rule out that someone was trying to make money behind the scenes. As late as Thursday afternoon, the Duke Forward was still in plus territory to be the top pick on many sportsbooks’ odds boards. The odds had gone as high as +1600 last week.

“I call BS. I think it’s all shenanigans and I think somebody needs to get called out for it,” Knox concluded. “That pisses me off, man.”

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