Although the overall numbers don't show progress for KFWB's new talk format during the midday period on weekdays, the advice program hosted by Laura Schlessinger has succeeded in bringing in many of the women who previously listened to her on KFI-AM (640), the L.A.-Orange County market's top-rated talk station.
Figures released by Arbitron this week showed KFWB-AM (980) with an overall decline in audience during the 10 a.m.-3 p.m. period since switching from all news to talk on Sept. 9. But from noon to 3 p.m., when Schlessinger's show airs, KFWB has made significant gains in some key adult demographics, apparently at KFI's expense.
Among women ages 25-54, for example, KFWB has gone from a 0.5% share of audience in the August ratings period to a 2.5% share in October, while KFI slid from 4.1% to 1.3% in the same period.
Since Schlessinger departed, KFI has filled the noon-3 p.m. slot with two hours of Bill Handel and the first hour of "The John & Ken Show."