FM talk radio station aims for a gentler demographic

Angry white males need not apply.

Say talk radio and people think of a Rush Limbaugh rant. But a Carson City radio station owner is betting there's a market for a kinder, gentler talk show format.

And, he's betting that Reno can support a second talk radio station but the only one on the FM dial.

Jerry Evans, owner and general manager at The Evans Broadcast Company, Inc., is going head-to-head with KOH AM talk radio with new station: KKFT FM Talk 99.1

"Our niche is younger, smarter, better," says Evans. "It's not an angry white male format. It's female-friendly."

He points to "battle-it-out" programming common to talk radio and TV shows. And says not everyone wants to listen to people shouting on top of one another.

While the bulk of the station's programming is nationally-syndicated shows, such as Phil Hendrie and Dr. Laura Schlessinger, KKFT will also air some local talent: Lan Semas, publisher of Silver Sage newspaper holds forth from 3-5 p.m. Sundays and the Douglas County manager's report is aired at 6:30 a.m. Saturdays.

Local news and weather is covered by Monty Wolfe and Craig Swope.

The challenge to starting a new station, says Evans, is hiring a good sales staff. He hopes to recruit "two or three people who love radio, but who have been put through the wringer of corporate radio."

Evans has contracted for three billboards for three months in Reno to promote the new station.

Meanwhile, Evans has moved the call letters and format of KCMY "My Country" to the old KPTL dial position, 1300 AM, heard primarily in the Carson City area. The call letters KPTL have been retired. KCMY plays classic country music.