I had the correct day, but the wrong time: KOST (103.5 FM) did indeed make the annual switch to holiday music on November 14. But instead of waiting until the end of Ellen K’s popular morning show as I’d expected, they switched at 8 a.m.
This is the 25th year the station has dropped its regular format in favor of holiday tunes, and it has been a hit since day one. Every single year, KOST jumps in the ratings with the annual switch, making it one of the most successful programming moves in the history of radio. Indeed, KOST earns at least double and often triple the ratings of the second-place station each year during this time.
Those who study such things say that people tend to have fond memories of the songs they heard during the season while growing up, so listening makes them feel good. KOST is essentially using psychology to attract listeners by eliciting these positive memories among listeners.
They are not the only show in town – if you have an HD Radio, you can tune in KKGO’s (105.1 FM) digital HD3 stream and hear a slightly different selection of tunes. As well, SiriusXM is running numerous channels focusing on different genres.
I grew up with Christmas songs from Fred Waring and the Pennsylvanians on reel-to-reel… those songs tend not to be played other than on the station in my mind. Someday …
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