EXECUTIVE SUMMARY
KPWR-FM (105.9) and KROQ-FM (106.7) continued their battle for the top spot among L.A. radio stations, with KPWR regaining the No. 1 position it held two years ago, based on audience share for both summer and spring 2002.
As a group, Spanish-language stations lost ground for the second year in a row, with four of the five on the list settling lower. Last year's newcomer KXOL-FM (96.3) slid 12 spots to No.23 from No.11 in 2001. Liberman-owned KBUE-FM (105.5) is the lone exception, with its to No. 13 from No. 22 for 2002, after falling eight places the previous year.
Disney saw positive growth in audience share for both its stations, KLOS-FM (95.5) and KABC-AM (790), climbing seven and six spots, respectively, to Nos. 11 and 15.
All seven of Infinity's stations were among the Top 25, including No. 2 KROQ. Six of Clear Channel's eight L.A. stations made it onto the list, with KIIS-FM (102.7) its top ranking station at No. 3. Both companies have three stations in the Top 10.
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THE PACESETTER
KPWR-FM (105.9)
KPWR, better known as Power 106, reclaimed the top spot among radio stations in Los Angeles County this year, according to summer 2002 audience share figures.
Like No. 2 KROQ-FM (106.7), KPWR targets the 18- to 34-year-old demographic. Val Maki, KPWR's senior vice president, said the focus on youth, in particular young Latinos, is one of the reasons for the station's success.
"We target Latinos, young Latinos. In Southern California they are the new mainstream. Hip-Hop is the global youth culture and the most popular music among young Latinos," she said.
Maki also said a stream of promotional giveaways and well known on-air personalities have helped it regain its top spot on the list.
"There is Big Boy's Neighborhood in the morning, Khool Aid in the afternoon, DJ Felli Fel in the evening," she said. "We have amazing talent. They are involved in the outside world; they're stars."
Recently, the consolidation of Emmis Communications' radio stations in L.A. brought KPWR got some company at its studios on Olive Avenue. It now shares space with KZLA-FM (93.9) into the same space. Emmis purchased KZLA in August 2000.
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