Seattle radio station expands to NYC

Cory Bergman March 25th, 2008

Radio is having a tough time these days. More people are plugging their iPods into their cars (or playing mix CDs), and the radio audience is shrinking. But public radio station KEXP in Seattle is a great study on how to jump the curve. Beginning today, it’s simulcasting in New York, and KEXP’s morning show host will split his time between the two cities. So how did a local station in Seattle suddenly move into the nation’s largest market? First, KEXP is a “discovery engine” for new music. They scour MySpace, music blogs, just about everywhere for new original bands. (Like Vampire Weekend, which KEXP played first, and now the band is blowing up.) Their playlists rarely repeat. In short, you listen to KEXP to find new music to buy, right from KEXP.org (or elsewhere, if you prefer). Second, KEXP.org has simulcast the radio station for years, building up a massive national audience online (bigger than its local audience). It gave away free music podcasts before anyone was doing it. This is how KEXP got noticed in NYC and why WNYE-FM did the deal. Third, KEXP is listener supported. No ads (well, there are sponsor messages that run :05). But during their sponsor drives, people donate money from all over the country.

No KEXP isn’t perfect, and many in Seattle wonder how the station will balance the Seattle music scene with its expanding national footprint. (Last time I checked, NYC has a decent music scene, too.) But I love the “blue ocean” idea of redefining the purpose and market of a radio station — thinking that can be applied to local TV, too.