Bonneville Begins to Shift News to FM

Following on the heels of its recent shifts in signals and people for its Washington and Salt Lake City stations, Bonneville has begun an FM news initiative aimed at luring younger listeners to the news format. The company’s new venture seeks to deliver a product that entertains, provides needed depth, and provides news through the perspective of Generations X and Y.
Bruce Reese, president and CEO of Bonneville International, said the company is pleased with the early results of its strategic moves to make news and information available to listeners on FM.
“Adding our high-quality programming to the FM band not only improves the product for our listeners, but it also expands our audiences to provide added value for our clients. Our news stations, WTOP, KSL, and KTAR (Phoenix) have long been recognized as market- and industry-leading stations, and we’re excited about extending that same professionalism and expertise to our new initiative.”
Bonneville in early January announced that WTOP, Washington, was adding an FM frequency (103.5) to simulcast with AM 820 in order to expand WTOP’s signal coverage. Also, Bonneville and The Washington Post plan to collaborate on new programming. They plan to launch “Washington Post Radio” on 1500 kHz and 107.7 MHz in late March.
Additionally, in September of 2005 Bonneville added a simulcast FM signal (102.7) to extend the broadcast reach of KSL Newsradio (1160 AM), its flagship station in Salt Lake City.
Bonneville is conducting a national search for on-air talent, reporters, producers, production personnel, and Web site developers for its new initiative. Bonneville International also has radio, television, satellite, and advertising properties also in Chicago, San Francisco, St. Louis, eastern Idaho, and southern Utah.