Regional radio: KZIM in Cape and KSIM in Sikeston begin simulcasting

On this particular Thursday morning, radio host Faune Riggin is talking about communicable diseases with public health officials Charlotte Craig and Jane Wernsman -- specifically on the recent return of the mumps.

"Didn't we get immunized when we were kids?" Riggin asks, talking into her microphone. "Why is it back?"

These are the types of conversations Riggin has every morning as host and producer of KZIM's Morning News Watch. She presents the news and then has guests to talk about topics of local interest.

But as of last week, Riggin's voice -- and a lot of other voices that air on the AM station -- began to carry a lot farther. KZIM began a simulcast with News Radio 1400 KSIM in Sikeston, meaning both stations are broadcasting the same programming at the same time.

"We have a good product here, and it will be better for the listeners," Riggin said after her morning show ended Thursday. "KSIM is still a Sikeston station. It's just going to have a more regional feel."

Both KZIM and KSIM are part of the Cape Girardeau-based Mississippi River Radio Group.

Riggin pointed out that the simulcast means that KZIM and KSIM basically have larger reaches for people interested in hearing some of the biggest names in radio, such as Rush Limbaugh, Sean Hannity and Michael Savage.

Even though there is a larger listening area, KZIM-KSIM remains committed to covering all local news, she said, and will continue sports coverage for the Sikeston area on the KSIM frequency.

Also, Derry Brownfield, a popular host in Jefferson City, will continue to play in Sikeston and the Sunday morning church programming will still come from Sikeston for KSIM.

While the reporter/host who worked at KSIM, Tyler Morrison, now works out of the Cape Girardeau offices on Broadway, but he covers Sikeston news for both stations.

KSIM also runs different commercials for businesses that are in or near Sikeston, she said.

The decision had been talked about for months before the simulcast began. A new studio was built at the River Radio offices on Broadway, although KSIM still has offices in Sikeston.

The decision to simulcast was not a cost-cutting measure, Riggin said.

"In fact," she said, "it costs lots more money to re-create a new studio. It wasn't a money-making move. It was just a good move for KSIM."

Now, the listeners in Sikeston have access to the third most popular station in Southeast Missouri and Southern Illinois, and that factors in FM stations, she said.

Getting the simulcast going took a lot of work, Riggin said. They had to cancel and re-create contracts for the syndicated programs. They also had to go about the process of branding the new simulcast. Promos, formats and stylebooks that reporters read had to be retooled.

Now, for example, instead of saying "KZIM news time is 9:05," they say "KZIM/KSIM news time ..."

Riggin and other local hosts now work two touch-screen computers and basically have to monitor two stations.

Not all of the feedback has been positive. Riggin said some in Sikeston worried that they were losing a local news outlet.

"They were fearful that KSIM would lose its identity," she said. "But we're trying very hard for that not to happen."

As far as Riggin sees it, people in Sikeston are getting a better product.

"I want everyone to understand that KSIM is still a Sikeston station," she said. "But the way we're doing it now, we can't help but offer a better overall show. It's bigger and better."

smoyers@semissourian.com

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