KINK Portland, OR
Climbs 13th to 1st – Adults 25-54
KINK Portland, OR
Climbs 13th to 1st – Adults 25-54
For decades, 1019 KINK was a perennial market leader in Portland, Oregon. However, the station has struggled near the bottom of the ratings since the introduction of the Portable People Meter in 2009. As a result, management made many programming changes, resulting in constantly changing programming strategies and poor ratings.
Alpha Media recruited P1 Media Group to take over KINK’s programming at the beginning of 2023. Our job was to revitalize this iconic brand. We sensed that KINK’s music needed to be more familiar, incorporating more rock and tempo. We believed the presentation needed a lot of personality and fun, strongly focusing on authenticity and localism. Additionally, we aimed to honor KINK’s seven-decade history by reviving the beloved slogan and mantra, “True to the Music,” and reimagining heritage features like the KINK Sunday Brunch.
KINK has successfully utilized P1’s Strategic guidance and music research, including the Crowd Source Music Test®, to keep its music on track. Our promotional strategies have been a hit, with lifestyle and music experiential PPM-friendly appointment contesting, including Green Day in Dublin, U2 and The Eagles at Sphere, Hawaiian vacations, and KINK-a-Palooza – tickets for 10 summer concerts of your choice. The Live Studio at KINK is another asset that provides listeners with intimate music experiences. Recent performances include Teddy Swims, Myles Smith, and local favorites Portugal, The Man. Lastly, KINK’s “Positively Portland” listener-driven campaign is a testament to our commitment to our community and listeners. As a result, KINK has improved its standing and made a significant leap, moving from 13th to #1 with Adults 25-54 in October 2024. This achievement, a 32-year ratings record, was accomplished with zero marketing.
Steps to success
Process: A complete overhaul of everything KINK did: Music, Imaging, Talent, Promotions and Position
Feb 2023: Perceptual Study deployed to align KINK’s position and execution to the unique tastes of Portland music fans.
Mar 2023: P1’s “Crowd Source Music Test ® was conducted and regular Online Callout began
Mar 2023: A complete music make-over with an all new music library and programming clocks
Mar 2023: Position updated to “True To The Music”
Mar 2023: Promotions updated to unique music and lifestyle “events” with an emphasis on unique listener experiences conducted through appointment listening
Apr 2023: Local connection moved to the forefront through a “Positively Portland” listener driven initiative
Apr 2023: Ongoing talent coaching emphasized one-on-one communication through the filters of: Local, Authenticity & Fun
Feb 2024: Perceptual Study to evaluate changes while staying connected to the Portland music consumer and evolving tastes
Feb 2024: Crowd Source Music Tests® conducted while weekly Callout Research continues
2024: Record level engagement through music and lifestyle contesting, including Dave Grohl autographed and thousands of concert tickets with trips to see core artists in warm-weather destinations including KINK-A-Palooza” (tix to 10 shows – you pick), “KINK’s Pick Your Show – Hozier, Dave Matthews or Nathaniel Rateliff”, & “KINK’s Christmas Vacation”
Company
KINK – An Alpha Media Radio Station
Location
Portland, Oregon
Customer Since
2023
ABOUT
We are experienced and passionate former radio DJs and programmers who are out to shape the future of radio, one client, one station at a time – simply because we love what we do and we love what you do.
CONTACT
Max Dugan
p: +1.202.290.7960
Ken Benson
p: +1.360.883.0092
Ken & Max bring so much to the table: Years of successful day-to-day Programming success, Word-wide Research acumen, unique insights, instincts, and creativity. It’s not an accident that KINK is at a 32-year ratings record.
-Phil Becker, Executive Vice President of Content at Alpha Media