Beginning Monday, 4/23, there will be a new morning show, new attitude, and new brand for Salem Communications’ News Talk radio stations in Los Angeles and Riverside/San Bernardino. Morning host Heidi Harris will be joining the stations for wake-up duty 6am to 9am. At the same time, KRLA-AM 870 and KTIE-AM 590 will re-brand the stations as “The Answer,” following on the heels of a similar re-branding at the company’s News Talk radio station, WNYM-AM 970 in NYC.
Salem’s new VP Director, Spoken Word Format, Phil Boyce announced the change, saying both the new morning show and the new name and positioning will make both stations more competitive, with more attitude in the imaging, and more opportunities to position the stations in their markets. “We have been using the name ‘The Answer’ in New York since March 12th, and could not be happier with the response. The on air attitude and positioning is much more positive and we decided we could do something similar for KRLA and KTIE. The addition of Heidi Harris to the morning show is a major investment in the future of these stations, so the timing was perfect to combine the new show with the re-branding effort,” said Boyce, who adds the on-air imaging of both KRLA and KTIE will be reflective of the cities they serve.
Heidi Harris was first heard on the air on KDWN in Las Vegas in 1998 during the Monica Lewinsky scandal, when she volunteered to go on the station for free. Her unique take on that issue and others captured the imagination of the city and caught the attention of crosstown competitor KXNT where she became co-host of the morning show in 1999. Later she became the solo host of the morning show on KDWN and developed a great track record, attracting the attention of Salem and KRLA management who wanted their own local morning show.