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KQRS Relaunches with 90s Rock Focus and New On-Air Talent
about 1 year agoUS
Twin Cities radio mainstay KQRS 92.5 FM has officially relaunched its format, shifting its focus from primarily 70s and 80s classic rock to embrace the sounds of the 90s alternative rock scene. This change aims to capture a Gen-X audience and features familiar voices joining the station's lineup.
Key Insights
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Format Shift:: KQRS is pivoting from traditional classic rock (like Bob Seger, Styx) to heavily feature 90s alternative and rock artists (like Nirvana, Green Day, R.E.M., Soul Asylum).
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New On-Air Talent:: Jade Tittle (formerly of 89.3 The Current) takes over afternoons (3-7 PM), and Paul Fletcher (former Cities 97 program director) joins Steve Gorman and Ryder Rox on the morning show.
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Target Audience:: The station is targeting Gen-X listeners who grew up with 90s rock.
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Minnesota Music:: Increased airplay promised for Minnesota-linked acts like Soul Asylum, The Replacements, Sugar, and Jonny Lang.
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Why this matters:: This represents a significant evolution for a legacy station with decades of history in the Twin Cities market. It reflects changing listener demographics, attempts to reverse declining ratings, and brings new personalities and potentially a different station culture.
In-Depth Analysis
Background and Relaunch
KQRS has been a fixture on Twin Cities airwaves since adopting a classic rock format in the 1970s, dominating ratings for years, particularly under longtime morning host Tom Barnard. However, ratings saw a decline before Barnard's departure in late 2022. Former Black Crowes drummer Steve Gorman took over mornings in 2023.
Leading up to the official relaunch on Thursday morning, KQRS went 'under construction,' removing DJs from the air and running promos featuring Gorman. In a notable stunt, the station played Soul Asylum's 1992 hit 'Somebody to Shove' on repeat. The first song played post-relaunch was The White Stripes' 'Seven Nation Army,' signaling the new direction.
New Lineup and Sound
The revamped lineup keeps Steve Gorman as the morning anchor, now joined by Paul Fletcher and Ryder Rox. Jade Tittle's arrival in the afternoon slot is particularly noteworthy, potentially bringing a different perspective compared to the station's past, given her background at MPR's The Current.
While embracing 90s acts, KQRS assures listeners that classic rock staples like The Rolling Stones, Tom Petty, and Led Zeppelin will remain on the playlist. The move, orchestrated by owner Cumulus Media, aims to better compete in the current radio landscape and serve an audience segment potentially underserved by existing classic rock formats.
Market Reaction
Industry observers note the change with interest, acknowledging the logic in targeting the Gen-X demographic. However, some express caution typical of corporate radio shifts, anticipating that playlists might eventually narrow after the initial relaunch period.
FAQs
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Q: Is KQRS getting rid of all classic rock?
No, core classic rock artists like Led Zeppelin, Tom Petty, and The Rolling Stones will still be played, but the station's primary focus is shifting towards 90s rock and alternative.
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Q: Who are the main DJs now?
Steve Gorman anchors the morning show with Paul Fletcher and Ryder Rox. Jade Tittle hosts the afternoon drive (3-7 PM).
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Q: Why the change?
The station aims to attract a younger audience (Gen-X), refresh its sound, and improve ratings by focusing on the popular rock music of the 1990s.
Key Takeaways
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Expect a significant change in the music mix on 92.5 FM, with much more Nirvana, Pearl Jam, Green Day, and similar artists alongside some older classics.
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Fans of Jade Tittle and Paul Fletcher from their previous stations (The Current, Cities 97) can now hear them on KQRS.
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If 70s/80s rock was your main reason for listening, you might find less of it, but if 90s rock is your jam, the new KQRS could be a better fit.
Discussion
Do you think this format change will revitalize KQRS? Let us know!
Share this article with others who need to stay ahead of this trend!
Sources & References
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Pioneer Press (Reported on format change teasers)
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Minnesota Star Tribune (Reported on relaunch details and new hires)
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