8 May 2005
A Busch-league proposition
As far back as I can remember, which is farther than I'd care to remember sometimes, the St Louis Cardinals were on KMOX radio (1120); I used to pick up the games in Charleston back in the 1960s.
Apparently a blowtorch station that reaches about half the states in the Union isn't good enough for the Birds anymore, though:
The Cardinals' contract with KMOX (1120 AM) expires after this season, and team officials have talked with KTRS (550 AM) owners about buying that station and moving the broadcasts there.
KTRS, once KSD (I think), is a 5,000 watt regional station that has fairly decent reach but nowhere near the coverage of KMOX, especially at night when the directional pattern kicks in.
I understand the team's wanting to control the product, and the radio market has changed radically in recent years, but this still seems wrong, and Brian J. Noggle knows why:
Building the brand through a consolidated marketing plan by putting the broadcasts on a small radio station that most Cardinals fans cannot hear? The MBAs love it!
And when the fans in Iowa, Kansas, Tennessee, and Indiana can't get the broadcast on KMOX, don't spend money for satellite radio [XM carries MLB games], and eventually stop making the pilgrimage to Busch stadium, the MBAs won't understand how the loss of tradition in a longstanding sport franchise ultimately hurts more than it makes hip.
I expect to have no trouble getting Cards games here in Oklahoma City, but it won't be the same without KMOX.Posted at 10:30 PM to Overmodulation