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SPOTLIGHT: SAN DIEGO ARTS

Radio

January 13, 1988|THOMAS K. ARNOLD

- Changing formats is always a gamble, but in the case of local radio combo KKLQ-AM/FM (1170/106.5), or "Q106," the switch in March from classic rock to Top 40 has paid off.

According to the latest quarterly Arbitron ratings survey, the stations have climbed to the No. 1 slot in the San Diego radio market, with a combined 8.8 percentage share of available listeners--up from 6.5%, and fourth place, last time around.

Rounding out the Top Five is beautiful music mainstay KJQY-FM (103.7), with 8.5%; adult-contemporary station KFMB-FM (B-100), with 7.3%; album-rocker KGB-FM (101.5), with 7%, and news/talk station KSDO-AM (1130), with 6.1%.

The same survey, however, shows that local listeners have been considerably less receptive to another format change. Three months ago, Top 40 station KSDO-FM (102.9) switched to New Age music and changed its call letters to KSWV.

Since then, "The Wave," as the station now calls itself, has had its audience share drop from 3.8% to a meager 1.5%.

The Wave, it appears, is a wash-out.

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