Fourteen months after dropping Country for AAA, Hubbard Radio has flipped 98.9 KPNW-FM Seattle back to its former “98.9 The Bull” identity.
Also returning to the station will be former morning host Fitz. Fitz hosted mornings on The Bull from April 2019 until the end of 2020. He previously hosted mornings at Audacy’s “100.7 The Wolf” KKWF from 2005 to 2017 and hosts Skyview Networks’ “Country Top 40 with Fitz”.
Hubbard Seattle Operations Manager Scott Mahalick stated, “No, it’s not an April fool’s joke, 98.9 The Bull is back. With Fitz at the helm, we are excited to bring back the music that Seattle loves. We believe that this change will not only resonate with our loyal listeners but also reignite the passion and energy that country music brings to the Pacific Northwest.” Fitz added, “The PNW is so very special to me. It is home to the greatest country fans in the world. I have grown with them over the years and they are like family. I’m so excited that country is back on 98.9. Saddle up!”
The station will retain its KPNW-FM call letters positioning as “Country For The PNW”.
“We understand the disappointment that our listeners felt when we made the switch from 98.9 The Bull to adult alternative,” commented Hubbard Seattle VP/Market Manager Trip Reeb. “We want to make things right so we are bringing in Fitz, a long-time advocate for country music. He understands the deep connection our audience has with country radio.”
The AAA format launched on Valentine’s Day in 2023, but failed to generate much attention in the market registering just a 0.8 share in the February 2024 Nielsen Audio ratings, while KKWF surged to the top of the market where it currently ranks second overall with a 7.1 share.
Among those exiting with the flip are afternoon host Marco Collins. Collins previously spent seven years as MD/afternoon host at KNDD from 1991 to 1998 and had two stints at AAA 90.3 KEXP from 2009-11 and 2018-23. He has also held on-air and programming roles at many big Alternative stations including KYSR Los Angeles, KWOD Sacramento, XETRA-FM San Diego, and KITS San Francisco as well as Director of Music Programming for VH1, Director of A&R for Movement Records, Content Manager for Jet City Stream, and music programmer for Slacker.
This story first appeared on radioinsight.com