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KFOG Radio relaunches with new tagline, familiar format

The refreshed logo for KFOG featuring a new slogan, "Music Matters." (Photo: Cumulus Media / supplied)
The refreshed logo for KFOG featuring a new slogan, “Music Matters.” (Photo: Cumulus Media / supplied)

After three weeks of scant promotion, San Francisco’s iconic adult album rock radio station KFOG relaunched on Wednesday with a new slogan and a slightly refreshed playlist.

Cumulus stations in San Francisco, of which KFOG (104.5 FM, 97.7 FM) is one, underwent a massive restructuring late last month that saw the elimination of numerous on-air personalities from the broadcast outlet. At sister-station KGO (810 AM), programming faced a major overhaul with the firing of the station’s entire news department in favor of syndicated and locally-produced talk shows.

For weeks, many wondered if KFOG would suffer the same fate. Numerous reports indicated the company had fired all of its on-air staff and would likely shift away from the station’s famous adult album alternative format. Few were reassured when new program manager Bryan Schock issued a statement pledging to preserve rock music on KFOG.

Shortly after the announcement, promotions began running on KFOG teasing an “evolution” to debut on April 20, which also happens to be a de facto holiday celebrating marijuana culture.

On Wednesday, KFOG unveiled a new morning show led by Matt Pinfield, a radio personality who was previously heard on the SiriusXM rock stream Lithium. The station also debuted a slogan, “Music Matters,” along with an updated logo and a moderately refreshed playlist that focuses on music from the 1990s to now.

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About the Author:

Matthew Keys

Matthew Keys is an award-winning journalist with more than 10 years of experience covering the business of television and radio broadcasting, streaming services and the overall media industry. In addition to his work as publisher of The Desk, Matthew contributes regularly to StreamTV Insider and KnowTechie, and has worked for several well-known news organizations, including Thomson Reuters, McNaughton Newspapers, Grasswire, Comstock's magazine, KTXL-TV and KGO-TV. Matthew is a member of IRE, a trade organization for investigative reporters and editors, and is based in Northern California.

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